Sport Management Studies

Islamic Marketing Development Model Framework in Iranian Sport

Document Type : Research Paper

Authors

Elahe Shakibaei Fard 1
Leila Jamshidian 2
Ahmad Tork Far 3

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

https://doi.org/10.22089/smrj.2020.8539.2918
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

Model
Development
Islamic Marketing
Sport
Iran

Subjects

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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

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