Document Type : Research Paper
Authors
1 Ivan Ki University
2 Farhangian univercity
Abstract
The purpose of this study was to investigate the role of intangible assets and communication assets in improving the marketing capabilities of the Cycling Federation. In terms of the result and purpose of the applied research, this research was a correlational research based on the structural equation model, which was conducted in the field. The statistical population of the study included all members of the Cycling Federation, members of the provincial cycling boards and cycling experts (214 people). The sampling method was total and all members of the community were selected as a sample. In order to collect data, Athena-Gima (1993), Hosseini's intangible assets (1397) and Shakerian (2013) communication capital questionnaires were used. In data analysis, descriptive statistics were used to classify the data and in testing the research hypotheses, Pearson correlation tests in SPSS software and structural equation modeling in AMOS software were used. The results showed that there is a significant positive relationship between organizational intangible assets and marketing capabilities, communication capital and marketing capabilities and organizational intangible assets and communication capital. The results of the research model showed that intangible assets had a significant positive effect on marketing capabilities, communication capital on marketing capabilities, intangible assets on communication capital. It was also observed that organizational intangible assets have a significant positive effect on the marketing capabilities of the Cycling Federation through the mediating variable of communication capital. Finally, according to the results of the research, it
Keywords
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