Sport Management Studies

Analyzing the effect of sensory marketing on brand promotion of sports venues

Document Type : Research Paper

Authors

1 Master of Sports Management, Department of Sports Management, Faculty of Sports Sciences Alzahra University, Tehran, Iran

2 Associate professor, Alzahra University, Tehran, Iran

3 ferdowsi university of mashhad

4 Ph.D. Student of Sport Management, Faculty of Physical Education, University of Guilan, Rasht, Iran.

Abstract
The purpose of this study was to investigate the effect of sensory marketing on brand promotion of sports venues. The present study was a descriptive-survey research and applied in terms of purpose. The statistical population of the study included all customers of selected sports venues in Mashhad. Research samples were selected through available sampling (348 people). For data collection, Ucharunkit Sensory Marketing Questionnaire (2015) and Razavi Brand Promotion (2016) were used. Its content validity was confirmed by 11 experts and university professors and its reliability was confirmed by Cronbach's alpha test (0.84). Data were analyzed using structural equations using AMOS software version 24 and Pearson correlation coefficient test (SPSS 24). Based on the results of the research in general, sensory marketing and its 5 components (senses, feelings, thinking, action and relationship) are effective in promoting the brand of sports venues in Mashhad. Due to these components, it is recommended to the officials and managers of sports venues to use the use of sensory marketing techniques in their strategic plans in order to benefit more from the benefits of sensory marketing on their sports brands.

Keywords

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Sport Management Studies
Volume 14, Issue 76
January and February 2023
Pages 317-338

  • Receive Date 03 July 2022
  • Revise Date 25 December 2022
  • Accept Date 23 January 2023

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