آمار

تعداد نشریات26
تعداد شماره‌ها306
تعداد مقالات2,644
تعداد مشاهده مقاله3,964,239
تعداد دریافت فایل اصل مقاله2,669,776
Faridniya, Hossein, Azizian Kohan, Nasrin, Kheirollahi Meidani, Hamed, Behrooz Damirchi, Fatemeh. (1402). The Effect of Applying Guerrilla Marketing Techniques on the Emerging Sports Brand Equity. سامانه مدیریت نشریات علمی, 4(3), 17-28. doi: 10.22098/rsmm.2023.12523.1212
Hossein Faridniya; Nasrin Azizian Kohan; Hamed Kheirollahi Meidani; Fatemeh Behrooz Damirchi. "The Effect of Applying Guerrilla Marketing Techniques on the Emerging Sports Brand Equity". سامانه مدیریت نشریات علمی, 4, 3, 1402, 17-28. doi: 10.22098/rsmm.2023.12523.1212
Faridniya, Hossein, Azizian Kohan, Nasrin, Kheirollahi Meidani, Hamed, Behrooz Damirchi, Fatemeh. (1402). 'The Effect of Applying Guerrilla Marketing Techniques on the Emerging Sports Brand Equity', سامانه مدیریت نشریات علمی, 4(3), pp. 17-28. doi: 10.22098/rsmm.2023.12523.1212
Faridniya, Hossein, Azizian Kohan, Nasrin, Kheirollahi Meidani, Hamed, Behrooz Damirchi, Fatemeh. The Effect of Applying Guerrilla Marketing Techniques on the Emerging Sports Brand Equity. سامانه مدیریت نشریات علمی, 1402; 4(3): 17-28. doi: 10.22098/rsmm.2023.12523.1212

The Effect of Applying Guerrilla Marketing Techniques on the Emerging Sports Brand Equity

Research in Sport Management and Marketing
مقاله 2، دوره 4، شماره 3، شهریور 2023، صفحه 17-28    اصل مقاله (432.5 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2023.12523.1212
نویسندگان
Hossein Faridniya1؛ Nasrin Azizian Kohan2؛ Hamed Kheirollahi Meidani* 3؛ Fatemeh Behrooz Damirchi4
1M.S. Sport Management, University of Tehran, Tehran: Iran.
2Associate Professor of sport Management,University of Mohaghegh Ardabili. Ardabil, Iran
3MSc Student of Sport Management, Department of Sport Management and Biomechanics, Faculty of Education Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran
4Master of Sports Management, Faculty of Education and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran
چکیده
Purpose: the purpose of this research is to investigate the effect of applying guerrilla marketing techniques on emerging sports brand equity.

Methods: The research methodology is semi-experimental in terms of practical purpose and in terms of data collection method, and subjects were divided into two experimental and control groups, Data analysis was done by covariance technic. The data collection tool was Kim et al.'s (2003) Brand Equity Questionnaire. The statistical population included emerging and new sports brands, one of which was selected through available sampling. To present descriptive data, statistical frequency index, frequency percentage, and in inferential statistics section, the Kolmogorov Smirnov test was used to check the normal distribution of data. To check the homogeneity of variance, the Levene test was used, and the unvariate test was employed to analyze the data and compare the average of the subject groups. The software used in this research is SPSSV19.

Results: According to the results of covariance analysis, the application of guerrilla techniques has a significant effect on the brand equity of emerging sports businesses (effect size = 0.31, F = 17.11). Also, the significance of research components such as brand image (effect size = 0.17, F = 8.03), perceived brand quality (effect size = 0.13, F = 5.61), brand loyalty (effect size = 0.18), F=8.39) was also determined on emerging sports businesses.

Conclusion: The results of the current research show that the use of guerrilla marketing techniques has a significant impact on the special value of emerging sports brands.
کلیدواژه‌ها
Brand؛ Guerrilla Marketing؛ Brand Equity؛ Emerging Sports Brands
مراجع
  • Ahmadzadeh, M. (2019). Social responsibility on purchase intention with the mediating role of brand value and organizational reputation in Saderat Bank of Tehran, Master Thesis, IAU, Electronic Branch. [Persian]
  • Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-2148‏.
  • Azizi, S., Jamali, S., Rezaei, M. (2012). Surveying the relationship between brand equity and brand-customer personality congruency. New Marketing Research Journal, No. 2, P 63-81. [Persian]
  • Ojeh, M. S., & Azizian Kohan, N. (2021). Review Condition of Fitness Clubs in Ardabil from the Perspective of Safety and Security. Research in Sport Management and Marketing, 2(1), 1-9. doi: 10.22098/rsmm.2021.1254
  • Bastos, W. and Levy, S.J. (2012). A history of the concept of branding: practice and theory Journal of Historical Research in Marketing, Vol. 4, No. 3, pp.347–368.
  • Beigzadeh, A., Askari, A., Naami, A, Rousta, A., (2020). Providing a local model of guerrilla marketing in small and medium-sized start-ups in Iran Based on the theory of corporate information behavior Human Information Interaction. 6 (4); 50 -64. [Persian]
  • Beverland, M. B., & Farrelly, F. J. (2009). The quest for authenticity in consumption Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36: 838–856.
  • Brown, S. M., Brison, N. T., Bennett, G., & Brown, K. M. (2022). Do fans care about the activist athlete A closer look at athlete activism’s effect on brand Image? International Journal of Sport Communication, 1(aop), 1-9‏.
  • Butz Jr, H. E., & Goodstein, L. D. (1996). Measuring customer value: gaining the strategic advantage Organizational dynamics, 24 (3), 63-77.
  • Costa Jr, P. T., Terracciano, A., & McCrae, R. R. (2001). Gender differences in personality traits across cultures: robust and surprising findings. Journal of Personality and social psychology, 81(2), 322.
  • Drakhshanian, S.S., Holasou, S., Mousavi, S. (2019). Investigating the effect of brand value on brand attitude and purchase intention with the moderating effect of brand performance of luxury hotels in Tehran. New researches in management and accounting, No. 39, P 8-59. [Persian]
  • Gladden, J. M., & Milne, G. R. (1999). Examining the importance of brand equity in professional sports. Sport Marketing Quarterly, 8, 21-30‏.
  • Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
  • Isaac, A.A. (2014) ‘Analysis of guerrilla and traditional marketing interface in improving the productivity of organizational marketing in small and medium-sized enterprises (SMEs) in Nigeria’, Journal of Small Business and Entrepreneurship Development, Vol. 2, No. 1, pp.175–190.
  • Hasanzadeh, N., Moharramzadeh, M., & Naghizadeh-Baghi, A. (2021). Needs Assessment and Reasons for Consuming Food Supplements for Body-Building and Weightlifting Athletes in Ardabil Province. Research in Sport Management and Marketing, 2(1), 10-23. doi: 10.22098/rsmm.2021.1255
  • Jafari, Sajjad and Bakhtiari, Hadi and Shirazian, Zahra, and Hassasi, Nader, 2016, a review of emotional marketing and its effect on customer orientation of banks, The first conference on accounting, management, and economics with a dynamic approach of the national economy, Melair, https://civilica.com/doc/660599. [Persian]
  • Jensen, J. A. (2017). Assessing corporate demand for sponsorship: Marketing costs in the financial services industry. Marketing Letters, 28, 281-291‏.
  • Jorgensen, B.K. (2017). What’s so funny about marketing? Twentieth-century cartoonist portrayals of US marketing. Journal of Historical Research in Marketing, Vol. 9, No. 1, pp.92–115.
  • Kaden, R.J. (2006). Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money, Kogan Page Publishers, Great Britain, and the United States.
  • Khodayari, Frank, Khodayari, Frank, and Sheikler, Leila. (2019). The effect of product innovation features and brand communication on brand equity (case study: Ramand Magyar Mushroom Plantation and Industry Company). Marketing Management, 15(48), 1-14. SID. https://sid.ir/paper/951313/fa. [Persian]
  • Kim, H. B., Kim, W. G., & An, J. A. (2003). The effect of consumer‐based brand equity on firms’ financial performance. Journal of consumer marketing. 20 (40). 335-351).
  • Levinson, J.C. (1984) Guerrilla Marketing. Secrets for Making Big Profits from Your Small Business Houghton Mifflin, Boston.
  • Rajh, E. (2006). The effects of marketing mix elements on brand equity. Croatian Economic Survey, (8), 53-80.‏
  • Rajpal, S. and Nayak, A. (2015) ‘A study on guerrilla marketing concept and their responsiveness among the employees of co-operative banks in Indore’, Pezzottaite Journals, Vol. 4, No. 2, pp.1597–1603.
  • Rashidi Hasan, Rahmani Zain al-Abidin. Brand and its effect on customer loyalty Economic magazine bimonthly review of economic issues and policies 1392; 13 (9 and. 80-65. [Persian]
  • Sadeghian, F. & Taghipour, M. (2017). Surveying the effect of guerilla marketing model on improving service sales performance in Tehran schools. The 5th conference of applied economics and management with a national approach, Babolsar, https://civilica.com/doc/799963. [Persian]
  • SAFITRI, R. D. F. (2023). Perceived Brand Quality, Country of Origin and Consumer Ethnocentrism Effects on Purchase Decision of Korean Skincare Brands (Study on Economic and Business Faculty, Universitas Jenderal Soedirman)(Doctoral dissertation, Universitas Jenderal Soedirman).‏
  • Santos, L. L. (2010). O Marketing de Guerrilha como Ferramenta de Posicionamento da Marca. Revista Ciências Humanas.‏
  • Soltani-Nejad, N., Soltani, M., Esfidani, M., & Jandaghi, G. (2022). The effect of store image and service quality on private label brand image and purchase intention. Journal of Business Administration Researches, 14(27), 1-26.‏ [Persian]
  • Sutton, W. A., McDonald, M. A., Milne, G. R., & Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport marketing quarterly, 6, 15-22‏.
  • Torabi, Seyedah Arzoo & Torabi, Sidamir, 2013, guerrilla marketing and its effect on sales strategy, international business development and excellence conference, Tehran, https://civilica.com/doc/330757 [Persian]
  • Valette, P., Guizani, H. & Merunka.D. (2011). “The impact of brand equity”. Journal of business research 64 (1):24-28.
  • Wann, D. L., & Branscombe, N. R. (1990). Die-hard and fair-weather fans: Effects of identification on BIRGing and CORFing tendencies. Journal of Sport and Social Issues, 14(2), 103-117‏
  • Yoganathan, D., Jebarajakirthy, C., & Thaichon, P. (2015). The influence of relationship marketing orientation on brand equity in banks. Journal of Retailing and Consumer Services, 26, 14-22‏.
  • Zarei, G., Asgarnejad, N, B., Rafei, D., Rashedi, Z, A. (2021). Surveying the impact of packaging features and perceived brand quality on consumers' willingness to pay with the moderating role of customer type. Packaging science and techniques, No. 12, P 53-63. [Persian]
  • Zeina, S., T., Y. (2022). Examining the effects of brand experience, brand image, and brand trust on brand attachment and purchase intention (case study: iPhone consumers in Iran). Interdisciplinary studies of marketing management, No., 1, P 135-153. [Persian]
  • Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256-267.
 

آمار
تعداد مشاهده مقاله: 289
تعداد دریافت فایل اصل مقاله: 569


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب