Ismaeil Malekakhlagh; zahra taslimi; Mohammad Reihani; Nastaran Salimi
Abstract
Objective: In this article, it has been tried to recognize effective factors on strategy implementation in Iranian governmental sport organizations in the first step. As a second step, the effective factors were prioritized in order to do successful strategy implementation. Methodology: Research method ...
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Objective: In this article, it has been tried to recognize effective factors on strategy implementation in Iranian governmental sport organizations in the first step. As a second step, the effective factors were prioritized in order to do successful strategy implementation. Methodology: Research method was a descriptive survey. The statistical populations included sport management instructors and strategic management professors. By using Purposive sampling, 73 professors took part in research. The structured questionnaire was used to collect data that its validity and reliability were confirmed by factor analysis method (EFA and CFA). Freidman test (p ≤ 0.05) was used to hypothesis testing. Finding: Results showed that four external factors and six internal factors affected strategy implementation. External factors were prioritized equally. In internal factors, the first priority was finance resources and the last priority was organizational structure.
Ismaeil Malekakhlagh; Mohsen Akbari; Seyed Hassan Alehtaha
Volume 5, Issue 1 , May 2016, , Pages 65-84
Abstract
Objective: This research aimed to investigate the effect of sport sponsorship on brand attachment and loyalty of Kale's customers.Methodology: The research method was causal and descriptive. The statistical population was the students in university of Guilan that 525 of them are selected as sample through ...
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Objective: This research aimed to investigate the effect of sport sponsorship on brand attachment and loyalty of Kale's customers.Methodology: The research method was causal and descriptive. The statistical population was the students in university of Guilan that 525 of them are selected as sample through a random sampling. A structured questionnaire with 42 questions was used to gather data. Its content and face validity were confirmed by the professors of marketing and experts of sport sponsorship. The reliability was confirmed by Cronbach's alpha using SPSS19 (alpha was above 0.70 for all constructs). Finally, gathered data was analyzed through structural equation modeling by Smart PLS.Results: Results showed that sport sponsorship had an effect on both brand attachment and customers' loyalty. Also, brand attachment had an effect on customers' loyalty.Conclusion: Considering the results, sport sponsorship is a powerful tool for companies' marketing and serves them in reaching profit and market share goals. Also, sport sponsorship, as part of corporate social responsibility, has a double effect on customers' loyalty and their attachment toward brands.
