Sport Management Studies

Islamic Marketing Development Model Framework in Iranian Sport

Document Type : Research Paper

Authors

1 Ph.D. Student of Sport Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

2 Assistant Professor of Sport Management, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran

3 Associate Professor of Sport Management, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Abstract
The purpose of this study was to develop a framework for the model of Islamic marketing development in Iranian sport. The research method was a two-stage instrumental exploratory combination. The qualitative research method, the qualitative case study, and the potential participants included 14 faculty members. In the quantitative part, the research method was descriptive-survey. The statistical population of this study included the head, vice-chairman and secretary of sport federations, which included 153 people with 51 active federations in the country. According to Morgan's sample size table, 113 individuals were selected as the research sample according to available sampling method. The instrument used in the quantitative section was a researcher-made scale based on the qualitative data base network theory. Face validity was assessed by ten sport management professors and the content validity of the questionnaire was used by carcass model and content validity was confirmed. Convergent validity, combined reliability and Cronbach's alpha were also confirmed. Descriptive statistics and structural equation modeling were used to analyze the data. The results showed that the respective T values ​​of each factor had a significant impact and all the framework of Islamic marketing development model in Iranian sport was approved. The results of the present study also showed that the framework of Islamic marketing development model in Iranian sport includes causal conditions, contextual conditions, intervention conditions, consequences, strategies. The results of this study also showed that the research model has a good fit.

Keywords

Main Subjects

  1. Abdullah, J. B., Hamali, J. H., & Abdullah, F. (2015). Success strategies in Islamic marketing mix. International Journal of Business and Society, 16(3), 38-61.
  2. Akbari, P., Zargani, M., Sedeghi, L., & Behrozi, K. (2017). What is the path of islamic marketing movement. Paper presented at the Third International Conference on Industrial Management and Engineering, Tehran. (in Persian). 
  3. Alizadeh M., Haragi, M., & Haragi, M. (2014). Review of marketing concepts with an Islamic approach. Paper presented at the First National Conference on Islamic Economy, Management and Culture of IranValiasr Institute of Veterans of Culture and Thought, Ardabil Province Directorate of Culture and Islamic Guidance, Ardabil. (in Persian). 
  4. Ashraf, M. A. (2019). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 15(6), 114-36.
  5. Balmer, J. M., & Burghausen, M. (2019). Marketing, the past and corporate heritage. Marketing Theory, 19(2), 217-27.
  6. Eydi, F. (2015). Explaining the pillars of Islamic Marketing Model. Strategic Management Thought, 9(1), 25-58. (in Persian). 
  7. Gokar, A., Baghaee, M. (2017) Marketing with Islamic approach. Paper presented at the 5th National and Second International Conference on New Ideas in Management and Economics, Kian Pajouhan Scientific Institute, Tehran. (in Persian). 
  8. Haider, A. A., Zafar, A., Khalid, A., Majid, A., Abdullah, M. A., & Sarwar, M. B. (2019). Marketing Management, 12 (3). 56-81.
  9. Hassan, A., Chachi, A., & Abdul Latiff, S. (2008). Islamic marketing ethics and its impact on customer satisfaction in the Islamic banking industry. Journal of King Abdulaziz University: Islamic Economics, 21(1), 12-25.
  10. Mahoney, T. Q., Lovich, J., & Brady, L. (2019). Social media strategy in the sporting goods industry: Potential application for brooks sports, Inc.‏ London: SAGE Publications.
  11. Parganas, P., Parganas, P., Anagnostopoulos, C., Anagnostopoulos, C., Chadwick, S., & Chadwick, S. (2017). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18(2), 149-65.
  12. Saeed, M., Ahmed, Z., Mukhtar, U., & Syeda, M. (2001). International marketing ethics from an Islamic perspective: A value maximization approach. Journal of Business Ethics, 32, 127-42.
  13. Senobar, N., Motafakr, A., & Razi, N. (2010). Effect of Islamic values on mixed marketing decisions (Case study: Food industry companies). Islamic Economics, 10(37), 173-202. (in Persian). 
  14. Shabanibahar, Gh., Ezadi, A., Godarzi, M., & Honari, H. (2017). Developing a strategic marketing program for Iranian Football League Clubs by SWOT method. Applied Research in Sport Management, 6(2), 21-34. (in Persian). 
  15. Taran, A., & Fazel, A. (2019). Macro marketing related to Islamic faith and perspective. Paper presented at the Fifth International Conference on Management and Accounting Sciences, Mehr Arvand Higher Education Institute and Center for Sustainable Development Solutions, Tehran. (in Persian). 
  16. Vazei, A., & Galili, M. (2015). Principles and principles of Islamic marketing management. Paper presented at the Second International Conference on Management, Accounting and Economics, Kharazmi Institute of Science and Technology, Shiraz. (in Persian).
Sport Management Studies
Volume 12, Issue 63
November and December 2020
Pages 261-280

  • Receive Date 26 February 2020
  • Revise Date 05 April 2020
  • Accept Date 22 April 2020

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us