نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد مدیریت ورزشی دانشگاه تربیت مدرس، تهران، ایران
2 دکتری مدیریت ورزشی دانشگاه تربیت مدرس، تهران، ایران
3 دانشیار دانشکده مدیریت دانشگاه تهران، تهران، ایران
چکیده
هدف از این پژوهش طراحی مدلی برای بازاریابی اخلاقی در صنعت تولیدات ورزشی بود. روش تحقیق از نوع توصیفی- همبستگی انتخاب شد. جامعه آماری شامل کلیه مدیران و کارشناسان شرکت‌های تولیدی ورزشی کشور بود. نمونه‌گیری به صورت تصادفی و به تعداد قابل کفایت جهت مدلسازی در نرم افزار pls انجام شد (272 نفر). جهت ارزیابی روایی محتوایی از متخصصان علمی و اجرایی (10 نفر) نظرخواهی شد. سپس پایایی با استفاده از ضریب آلفای کرونباخ (89/0) محاسبه و تایید گردید. روایی سازه نیز با استفاده از نرم افزار پی ال اس مورد بررسی قرار گرفت.
نتایج تحلیل عاملی سازه‌های هر یک از شش متغیر اصلی نشان داد که تمامی مولفه‌ها به صورت معنی‌دار نقش تبیین کننده‌ای دارند. در تحلیل مسیر مشخص شد که اثر مفروضات بر مسئولیت ها و استراتژی‌ها مثبت و معنی‌دار است. چالش‌ها اثر مثبت و معنی‌داری بر ملاحضات، مفروضات و مسئولیت ها داشت. اثر ملاحضات بر مسئولیت ها و پیامد مثبت و معنی‌دار بود. مسئولیت ها دارای اثر مثبت و معنی‌داری بر پیامد بود. براساس یافته‌های پژوهش می‌توان گفت ترویج بازاریابی اخلاقی در صنعت تولیدات ورزشی در سطوح، ابعاد و مراحلی مختلفی قابل انجام است. از این رو با اصلاح ارزش‌ها و هنجارها بهتر می‌توان به اتخاذ استراتژی‌ها، رفع چالش‌ها و تشخیص ملاحظات پرداخت تا به پیامدهای مطلوب در هر سه حوزه مشتری، شرکت و محیط دست پیدا کرد.
کلیدواژه‌ها
عنوان مقاله [English]
Designing and Testing Ethical Marketing Model in Sports Manufacturing Industry
نویسندگان [English]
- Hashem Koozechian 1
- Mehran Sardari 2
- mohammad ehsani 1
- mojtaba amiry 3
1 Professor of Sports Management, Tarbiat Modares University, Tehran, Iran
2 PhD in Sports Management, Tarbiat Modares University, Tehran, Iran
3 Associate Professor, School of Management, University of Tehran, Tehran, Iran
چکیده [English]
The objective of this study was to design a model for ethical marketing in sports manufacturing industry. The methodology of the study was selected to be a kind of descriptive-correlative study. The population of the study included all managers and experts working in sports manufacturing companies throughout the country. The sampling was randomly done to build the model using Pls software (272 people). To evaluate the content validity, the executive and scientific experts (10 experts) were asked to offer their opinions. Then, the reliability was calculated and confirmed using Cronbach alpha coefficient (0.89). Similarly, the structural validity was analyzed using pls software.
The results of the factorial analysis of the structures of each main six variables indicated that all the components significantly enjoy a determining role. In the analysis, it turned out that the effect of assumptions on responsibilities and strategies is positive and significant. Challenges had positive and significant impact on remarks, assumptions and responsibilities. The effect of remarks on responsibilities and impact was positive and significant. Furthermore, responsibilities positively and significantly affected the impacts. Based on the findings of the study, it can be said that the promotion of ethical marketing in sports manufacturing industry is possible at various levels, dimensions and stages. Hence, by correcting values and norms, we can better adopt strategies, remove challenges and identify remarks in order to achieve desirable outcomes in three areas of customer, company and environment.
کلیدواژه‌ها [English]
- "Marketing Ethics"
- " Sport Marketing"
- " Manufacturing Companies"
- " Sports Industry"
- Abela, A. V. (2014). Appealing to the imagination: Effective and ethical marketing of religion. Journal of Business Research, 67, 50–58.
- Afroozeh, M. S. (2013). Design of social responsibility societies clubs (Unpublished doctoral dissertation). Kharazmi University, Tehran, Iran. (in Persian).
- Ahmadi, M. (2012). Investigating the relationship between ethical marketing and customer service behavior of banking services (Unpublished master's thesis). University of Tehran, Pardis of Qom, Iran.
- Aibaghi-Esfahani, S., Hasanineshad, A., & Nickaieen, M. (2013). Business ethics and ethical marketing: the inevitable necessity of business organizations. Journal of forsat, 2(2), 21 35.
- Amiri, M., Nowroozi. S., Hosseini, R., & Azadan, M. (2016). An introduction to qualitative research method in sport management. Tehran: Tehran University Press. (in Persian).
- Azami, M., & Mohammadi, S. (2017). Introduction to new sports marketing (Benevolent Sports marketing, case study of gymnastics board of Kurdistan province). Paper presented at the National Conference on Technology Achievements in Physical Education and Sport Sciences of Iran, Tehran. (in Persian).
- Batory, S., Neese, W., & Heineman. B. A. (2005). Ethical marketing practice: An Investigation of antecedents, innovativeness and business performance. Journal of American Academy of Business, 6(2), 20-28 .
- Bjelica, D., Gardašević, J., Vasiljević, I., & Popović, S. (2016). Ethical dilemmas of sport advertising. Sport Management, 14(3), 41-43.
- Carrigan, M., Marino, S., & Szmigin, I. (2005). Ethics and international marketing. Journal of international Marketing Review, 22(5), 38-50.
- Cutler, P., & Claire, Q. (2013). Marketing management (M. Amir Jafari, Trans). Tehran: Nas Publisher. (in Persian).
- De-Waegeneer, E., Devisch, I., & Willem, A. (2017). Ethical codes in sports organizations: An empirical study on determinants of effectiveness. Ethics & Behavior, 27(4), 261-282.
- De-Waegeneer, E., Van-De-Sompele, J., & Willem, A. (2016). Ethical codes in sports organizations: Classification framework, content analysis, and the influence of content on code effectiveness. Journal of Business Ethics, 136(3), 587-598.
- EbrahimiNejad, M., & Shul, A. (2012). The study of the relationship between business ethics and customer orientation (Case study: Almas Desert Tile company), Management Researches in Iran, 16(2), 19-33. (in Persian).
- Ebrahimi, A., & Rudani, A. (2009). The role of ethical marketing in consumer purchasing behavior. Journal of Ethics in Science and Technology, 1(2), 29-39. (in Persian).
- Elmi, M. (2008). Business ethics. Tehran: Printing and Publishing Company, First Printing. (in Persian).
- Durif, F., Graf, R., Chaput, M. A., Ducharme, R., & Elbakkali, A. (2009). Do ethics have a place in marketing? An overview of the last 20 years. Innovative Marketing, 5(1),12-25
- Farshad, Z. A., & Mirfahl, N. R. (2017). The role of ethics (idealism) in the behavior of sports consumers. Journal of Ethics in Science and Technology, 15, 152-157. (in Persian).
- Ghasemi, S. (2015). Assessing the effect of ethics in the marketing mix of services on brand equity (Case study: Iran Insurance Company) (Unpublished master's thesis). Tehran university, Tehran , Iran. (in Persian).
- Ghorbani-Qahfarokhi, L., Farahani, A., & GhaviPang, N. (2018). Effect of ethical norms on the marketing of sporting goods from the viewpoint of physical education students of Zahedan universities. Paper presented at the Fourth National Conference on the Science of Sports and Physical Education of Iran, The Association for the Promotion of Science and Technology Fundamental Techniques, Tehran. (in Persian).
- HajiLu, R., & Sheikh-AliZadeh, M. (2017). Relationship between sales ethical sales and customer loyalty in sports shops of Tabriz. Paper presented at the 10th International Conference on Physical Education and Sport Sciences, Tehran. (in Persian).
- Hasan, Z., & Ali, N. A. (2015). The impact of green marketing strategy on the firm's performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, 463-470.
- Hosseini-Harandi, S. M. (2014). Ethics in sport management, Qom: Ghods Publications. (in Persian).
- Hosseini, M. H., & Mulla'i, E. (2009). Ethics and international marketing. Iranian Rubber Industry Journal, 53, 115-105. (in Persian).
- Irwin, J. R. (1999). Introduction to the special issue on ethical trade-offs in consumer decision making. Journal of consumer psychology, 8, No 30.
- Izadi, B., Moradi-Thousand, R., & Abdollahi, S. (2017). An analysis of the relationship between ethics in bodybuilding clubs and athletes' attitudes. Journal of Ethics in Science and Technology, 12(2), 95-104. (in Persian).
- Kashkar, S., Ghasemi, H., & Tojari, F. (2013). Sports marketing management (2nd). Tehran : Science and Motion Publishing. (in Persian).
- Kincaid, C. S., Seyhmus, B., & David, C. (2008). Modeling ethics: The impact of management actions on restaurant workers ethical optimism. International Journal of Hospitality Management, 27- 30.
- Labbai, M. M. (2007). Social responsibility and ethics in marketing. Paper presented at the International Marketing Conference on Marketing & Society, Germany .
- Lajevardi, N. S. (2012). Evaluating ethical indicators in marketing based on marketing mix model (Unpublished master's thesis). Higher Education Institution, Kerman , Iran. (in Persian).
- Mahmoudi, A., Kashkar, S., Soltani, M., & Islami, A. (2015). The relationship between professional ethics of sports equipment vendors with the formation of sustainable relationships between customer and seller. New Approaches to Sport Management, 3(10), 21-33. (in Persian).
- Outram, S. M., & Stewart, B. (2015). Should nutritional supplements and sports drinks companies sponsor sport? A short review of the ethical concerns. Journal of Medical Ethics, 41(6), 447-450.
- Pudineh-Hajipour, H., Poursfar-Talbondan, E., & Bagheri, Y. (2017). Effect of green marketing mix on buying sport products (Case study: Customers of sports goods shops in Tehran). Sport Management Journal, 9(3), 565-555. (in Persian).
- Qavami, S. (2007). Investigating the relationship between ethical values of companies and the ethical decision-making process of their vendors (Unpublished master's thesis). Al-Zahra University, Tehran, Iran. (in Persian).
- Radi, I., Sadeghi-Boroujerdi, S., & Izadi, B. (2016). The relationship between knowledge and attitudes of audiences to hidden marketing in Iran's Soccer League. Sport Management Studies, 8(40), 79-96. (in Persian).
- Ragheb, S. (2009). Investigating the consequences of engagement to ethics marketing in international trade (Unpublished master's thesis). University of Tehran, Tehran, Iran. (in Persian).
- Rahimi, A. H., & Sharifian, I. (2016). Study of ethical principles by sporting goods retailers based on marketing mix pattern. The First National Conference on the Development of Sport Science in the Field of Health, Prevention and Championship, Qazvin, Imam Khomeini International University. (in Persian).
- Reyhani, M. (2014). Designing the competitive advantage model of sporting industries (Unpublished doctoral dissertation). Guilan University, Rasht, Iran. (in Persian).
- Rezaei, H., & Mohammad-Shafiei, M. (2009). A review of marketing centuries with a new approach to marketing ethics. Journal of Business Reviews, 34, 19-27. (in Persian).
- Safari, M. (2012). Design of universal sports model in Iran (Unpublished doctoral dissertation). Tarbiat Modares University, Tehran, Iran. (in Persian).
- Safari, M., Soleimani, M., & Ghobadi-Nia, H. (2017). A conceptual model of the explanation of ethical marketing in the tendency to buy Internet users with respect to the symbol of e-trust. Business Management Exploration, 9(18), 43-60. (in Persian).
- Shaw, D., & Shiu, E. (2000). The impact of ethics in consumer choice: A multivariate modeling case study. Anzmac visionary marketing for the 21 st century: Facing the challenge. Available at: Sport info, (Accessed).20Feb,1995.
- Zakirian, A., & Jafari, O. (2015). In the study of the effect of green marketing on the behavior of consumer goods consumers. Paper presented at the Third Conference on Sports Events Management, Payame Noor University,Tehran. (in Persian).
)