Document Type : Research Paper
Authors
1 Ph. D. Student, Department of Sports Management, Islamic Azad University, Karaj Branch, Alborz, Iran
2 Assistant Professor, Department of Sports Management, Islamic Azad University, Karaj Branch, Alborz, Iran
3 Professor, Department of Sports Management, Islamic Azad University, Karaj Branch, Alborz, Iran
Abstract
The present study was conducted with the general objective of mediating the role of entrepreneurial marketing and perceived value in the relationship between influencer marketing and emotional attachment of Iranian sports product brands. The present study is an applied research study in terms of its purpose. The present study is descriptive and correlational in terms of method. This study was also quantitative and qualitative in terms of data collection. The research population in the quantitative part was all sports product customers, of whom 392 people were randomly selected as the research sample. The entrepreneurial marketing questionnaire of Fury et al. (2018), the perceived value questionnaire of Eggert and Olga (2010), the emotional brand attachment questionnaire of Watson and Emile (2019), and the researcher-made influencer marketing questionnaire were used to collect information. The results showed that there is a positive and significant relationship between influencer marketing and emotional attachment of domestically produced sports product brands, between entrepreneurial marketing and emotional attachment of domestically produced sports product brands, and between perceived brand value and emotional attachment of domestically produced sports product brands. Also, based on the results of structural equations, the mediating role of entrepreneurial marketing in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands and the mediating role of perceived brand value in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands were significant. The results related to the model fit also showed that the model of the mediating role of perceived brand value and entrepreneurial marketing in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands has a good fit.
Keywords
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