آمار

تعداد نشریات26
تعداد شماره‌ها373
تعداد مقالات3,302
تعداد مشاهده مقاله4,893,941
تعداد دریافت فایل اصل مقاله3,350,256
Azizian Kohan, Nasrin, Yarmohamadi, Saeed, Panahi, Farshid. (1400). The Effect of Experimental Marketing on the Intention to Repurchase Sports Customers. سامانه مدیریت نشریات علمی, 2(3), 88-103. doi: 10.22098/rsmm.2021.1825
Nasrin Azizian Kohan; Saeed Yarmohamadi; Farshid Panahi. "The Effect of Experimental Marketing on the Intention to Repurchase Sports Customers". سامانه مدیریت نشریات علمی, 2, 3, 1400, 88-103. doi: 10.22098/rsmm.2021.1825
Azizian Kohan, Nasrin, Yarmohamadi, Saeed, Panahi, Farshid. (1400). 'The Effect of Experimental Marketing on the Intention to Repurchase Sports Customers', سامانه مدیریت نشریات علمی, 2(3), pp. 88-103. doi: 10.22098/rsmm.2021.1825
Azizian Kohan, Nasrin, Yarmohamadi, Saeed, Panahi, Farshid. The Effect of Experimental Marketing on the Intention to Repurchase Sports Customers. سامانه مدیریت نشریات علمی, 1400; 2(3): 88-103. doi: 10.22098/rsmm.2021.1825

The Effect of Experimental Marketing on the Intention to Repurchase Sports Customers

Research in Sport Management and Marketing
دوره 2، شماره 3، آذر 2021، صفحه 88-103    اصل مقاله (546.35 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2021.1825
نویسندگان
Nasrin Azizian Kohan1؛ Saeed Yarmohamadi* 2؛ Farshid Panahi3
1Department of Physical Education and sport sciences, Faculty of Education and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran
2Ph.D. Student of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran
3MA of Sport Management, University of Mohaghegh Adabili, Ardabil, Iran
چکیده
Purpose: The aim of this study was to investigate the effect of experimental marketing on the intention of repurchasing sports customers in Adidas and Skechers brands in Ardabil.
Methods: The statistical population was 600 customers of Adidas and Sketches brands who bought in 1398 from the agencies and stores of these two brands. The statistical sample was selected based on Cochran's formula of 234 people. The standard experimental marketing questionnaire, Schmidt (1999) and the standard Park repurchase questionnaire (2008) were used to collect data. Kolmogorov-Smirnov test, Shapiro-Wilk test and Structural Equation Modeling (SEM) method were used to analyze the data using Smart PLS software.
Results: The results showed that emotional experience, perceptual experience and communication experience have a positive and significant effect on the intention to repurchase sports customers and the effect of the dimensions of sensory experience and practical experience on the repurchase intention of sports customers was not confirmed. Finally, the results showed that experimental marketing has a positive and significant effect on the intention of repurchase sports customers.
Conclusion: Considering the significant effect of experimental marketing on the intention of repurchase sports customers, it is suggested that domestic companies and brands also use this type of marketing and pay more attention to the feedback of their products after the sales phase.
کلیدواژه‌ها
Experiential marketing؛ Repurchasing Intention؛ sport customers
مراجع
 

References

  1. Akyildiz, M., Argan, MT., Argan, M., & Sevil, T. (2013). Thematic events as an experiential marketing tool: Kite Festival on the experience stage. International Journal of Sport Management, Recreation and Tourism, 12, 17- 28.
  2. Azar, A., Gholamzadeh, R., & Qanavati, M. (2012). Structural-Structural Modeling in Management, Negah Danesh Publications, Tehran.
  3. Bahrami, S., & Amiri, S. (2020). The effect of experimental marketing on the desire to buy immediately and word of mouth marketing with the mediating role of satisfaction and emotional response of customers of sports goods. Physiology and Management Research in Sport, 12(3), 165-174.
  4. Chu, W., Kim,T., & Won, D. (2018). Predicting consumers’ intention to purchase sporting goods online: An application of the model of goal-directed behavior". Asia Pacific Journal of Marketing and Logistics, 30(2), 333-351.
  5. Darabi, M., Azizian, N., moharramzadeh, M., & Nobakht, F. (2018). Processing and analysis of electroencephalography signal to evaluate the effect of sport advertisement on customers. Journal of Advanced Sport Technology, 2(2), 15-27.
  6. Eshfagh, S., Khodadad Hosseini, S., & Mansouri Moayyed, F. (2019). The Impact of Nostalgia and Experimental Marketing on Customer Satisfaction through Explaining Experimental Values: A Study of Isfahan Tourist Attractions. urban tourism, 6(2), 15-32.
  7. Havsuli Ashtiani, R., & Dilimi Moezi, P. (2015). The Importance of Sensory Marketing and its Impact on Consumer Behavior. First International Conference on Management in the Third Millennium, Iran, Rasht.
  8. Ismailpour, M., & Mohseni, Z. (2018). The effect of five senses on psychological factors affecting consumer purchase decision. 3rd International Conference on Resource Management and Engineering, Tehran. University of Moghadas Ardabil.
  9. Keshtkar Rajabi, Y. (2015). Investigating the Impact of Empirical Marketing on Consumer Attention (Case Study: Television Industry), MSc Thesis, Tarbiat Modarres University, Faculty of Economics.
  10. Khazbazzadeh, Sh. (2013). Investigating the Relationship between Customer Experience in Customer Chain Repurchase Destination, MSc Thesis, University of Tehran.
  11. Khoirunnisa, A., & Astini, R. (2021). The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products. European Journal of Business and Management Research, 6(6). 35-41.
  12. Kian Mehr, Z., & Abbasi Daloo, J. (2015). The Impact of Sensory Marketing on Consumer Acquisitions (Case Study: Agricultural Bank Branches of Gonabad City). National Ocean Management Conference, Shiraz, Iran Modern Education Center Methana.
  13. Kim, J., & Lennon, SJ. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention. Journal of Research in Interactive Marketing, 7(1), 33-56.
  14. Kumar, R. (2008). How experiential marketing can be used to build brands– A case study of two specialty stores, Innovative Marketing, 4(2),70- 76.
  15. Kwangyong, S., Shen, Z., Shin, H., Zhang, S., Chen, K., & Li, L. (2021). The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention, Science Journal of Business and Management, 9(1), 26-38.
  16. Lasalle, D., & Britton, T.A. (2003). Priceless Turning ordinary products in to Extraordinary Experiences. Boston, MA, Harvard Business school Press.
  17. Li, A., & Yang, D. (2010). Business Advertising Stratgy in Experintal marketing IEEE Xplor,digital library.
  18. Lin, K. M., Chang, C. M., Lin, Z., Tseng, M., & Lan, L. (2009). Application of experiential marketing15- strategy to identify factors affecting guest’s leisure behaviour in taiwan hot-spring hotel. WSEAS Transactions on Business and Economics, 6(5), 229- 240.
  19. MacCol, p. (2004). Reforcusing marketing to reflect practice the changing role of Marketing for Business. Marketing Intelligence Planning, 22(5), 531-539.
  20. Mirzaei, J., & Hosseini, S. (2017). The Effect of Sensory Marketing on Customer Satisfaction, Trust and Loyalty to Sports Brands. Journal of Sport Management, 9(3), 549-564.
  21. Nagasawa, Sh. (2008). Customer experience Management Influencing on human Kansei to management of technology. The TQM Journal, 20(4).
  22. Nairi Chegni, E. (2016). The Impact of Experimental Marketing on Customer Satisfaction and Loyalty Based on Schmidt (1999) Model in Banks in Kermanshah City, MA Thesis, Payame Noor University of Tehran.
  23. Omidi, F., & Mazd Bafzadeh, AS. (2016). Investigation of Sensory Marketing and Customers' Intent to Repurchase Chronic Products. Fifth International Conference on Management, Development Economics, Tehran, Kian Pajouhan Scientific Institute.
  24. Park, Y. J., Heo, P. S., & Rim, M. H. (2008). Measurement of a customer satisfaction index for improvement of mobile RFID services in Korea. Etri Journal, 30(5), 634-643.
  25. Rahmati Asl, Z., Yoosefy, B., & Khazaei, A. (2019). The Effect of Consumer Innovativeness on Shopping Styles of Sports Clothing. Sport Management Studies, 11(54), 93-108.
  26. Rajesh, R. (2013). Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: a conceptual model. PASOS. Revista de Turismo y Patrimonio Cultural, 11(3), 67-78.
  27. Reihani, M. (2017). The Impact of Customer Satisfaction and Loyalty on Online Shopping from an Empirical Marketing Perspective, MSc Thesis, Payam Noor University of Tehran, West Noor Payam Center.
  28. Saeednia H, & Godarzi, A. (2016). Review the impact of empirical marketing on behaviour after consumers purchase food products. Jornal of Industrial Strategic Management, 10(31), 79-90.
  29. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1- 3), 53- 67.
  30. Shahin, A., Zehir, C., & ketabchi, H. (2012). The effects of brand and service quality on repurchase intention: The role of brand relationship quality. African journal of Business Management, 6(45), 11190-11
  31. Shojaei, F., & Ghobadi, S. (2016). Investigating the Impact of Customer's Sensory Experiences on Their Purchasing Purpose through the Mediating Role of Emotional and Social Experience Case Study: Customers in Behbahan State Cooperative Stores, 6th National Conference on Management, Economics and Accounting, Tabriz, East Azerbaijan Technical and Vocational University - Tabriz Industrial Management Organization.
  32. Smilansky, Sh. (2009). Experiential Marketing: A practical guide to interactive brand experiences, Kogan Page Publishers, London and Philadelphia.
  33. Subawa, N. S., Widhiasthini, N. W., & Suastika, N. (2020). The Effect of Experiential Marketing, Social Media Marketing, and Brand Trust on Repurchase Intention in Ovo Applications. International Research Journal of Management, IT & Social Sciences, 7(3), 11-21.
  34. Yuan, Y. H., & Wu, C. K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387- 410.
 

آمار
تعداد مشاهده مقاله: 232
تعداد دریافت فایل اصل مقاله: 263


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب