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:: Volume 8, Issue 30 (11-2020) ::
3 2020, 8(30): 9-22 Back to browse issues page
Investigating the Role of Marketing Mix in Brand Strength of Sportswear
Amin Dehghan Ghahfarrokhi Dr 1, Reza Heydari Mr2
1- Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran , a_dehghan@ut.ac.ir
2- MSc Student of Sport Marketing Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
Abstract:   (442 Views)
 The aim of this study was to investigate the role of marketing mix in the brand strength of sportswear. The present study was applied in terms of the nature and objectives, and descriptive-correlation in terms of methodology. The population and the sample included those customers who bought sportswear from domestic and foreign sport brands mentioned in the questionnaire at least once. According to the Morgan table, the minimum number of sample needed was estimated to be 384. A marketing mix and brand strength questionnaire was used to collect data. The content validity of the questionnaire was confirmed by 11 sport management professors and experts. Also, for the reliability of the questionnaire, Cronbachchr('39')s alpha coefficient was used. The alpha of the marketing mix questionnaire was 0.86 and the alpha of the brand strength questionnaire was 0.85, indicating a high reliability of the questionnaires. To analyze the data, descriptive statistics were used to describe the demographic characteristics of the respondents and the mean of the elements. In the inferential statistics, Kolmogorov-Smirnov tests, Pearson correlation test and multiple regression were performed using SPSS version 22 software. According to the findings, there was a linear relationship between marketing mix elements and brand strength. According to the results of the study, it is suggested that sportswear manufacturers and retailers should pay close attention to the factors influencing the elements of product, price, promotion and distribution in order to increase their brand strength.
Keywords: brand, brand strength, marketing mix, sport marketing, sportswear.
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Type of Study: Research | Subject: Special
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Dehghan Ghahfarrokhi A, Heydari R. Investigating the Role of Marketing Mix in Brand Strength of Sportswear . 3. 2020; 8 (30) :9-22
URL: http://ntsmj.issma.ir/article-1-1288-en.html


Volume 8, Issue 30 (11-2020) Back to browse issues page
رویکردهایی نوین در مدیریت ورزشی New Trends in Sport Management
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