مطالعات مدیریت ورزشی

طراحی و آزمون مدل بازاریابی اخلاقی در صنعت تولیدات ورزشی

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"
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مطالعات مدیریت ورزشی
دوره 13، شماره 65
فروردین و اردیبهشت 1400
صفحه 179-202

  • تاریخ دریافت 03 دی 1397
  • تاریخ بازنگری 14 بهمن 1397
  • تاریخ پذیرش 26 بهمن 1397

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