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Designing and Testing Ethical Marketing Model in Sports Manufacturing Industry

Document Type : Research Paper

Authors

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

Abstract

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.

Keywords

References
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Sport Management Studies
Volume 13, Issue 65
July and August 2021
Pages 179-202
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History
  • Receive Date: 24 December 2018
  • Revise Date: 03 February 2019
  • Accept Date: 15 February 2019
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