Document Type : Research Paper
Authors
1 Assistant Professor, Department of Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
2 PhD Student, Department of Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
3 M. A of Sport Management, Islamic Azad University Sardroud Branch, Tabriz, Iran.
Abstract
Purpose: The purpose of this study was to investigate on the marketing mix model of the Iranian football industry.
Methodology: The present study is an applied and descriptive-analytical research that was conducted on fieldwork. The research tool is a marketing mix of the Memari study on Iranian sport industry (2007). Subjective and content validity was determined by experts and sports experts and its reliability in a preliminary study was estimated on 30 sample subjects through Cronbach's alpha of 0.92. The statistical population of the study consisted of two groups. The first group was the Fans of the three East Azerbaijan province teams in the Premier League, with 441 of them being unlimited, they were selected randomly by multi-stage cluster and cluster. The second group includes members of the Football Association board Technical, managing director of the provincial clubs, teams of experts board and administrators (N = 90) who were selected by targeted sampling method. Data were analyzed by descriptive statistics and correlation t-test with the help of statistical package SPSS 22 and structural equation model using Amos software.
Findings: The results showed that the existing situation of sports clubs marketing mix are significantly lower than the optimal situation such as financial sponsorship, promotion management, pricing management, the power of the market, public relations management, process management, location management and brand management. Finally, the coefficients of the indexes indicate the optimal fit of the marketing mix model of the football clubs. Therefore, to improve the development of football industry, it is necessary to make fundamental changes to the marketing plans of this province.
Originality: In this article, we examine the modeling of the p8 marketing mix elements on the football industry using structural equation methods.
Keywords
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