چکیده:
The aim of this paper was to investigate the effect of the competitive environment on brand performance of the sports goods with the mediating role of marketing strategies in Iran. The statistical population of the study consisted of managers, staff, distributors, shop assistants, manufacturers of Iranian sports goods and sport products in Tabriz. 150 subjects were studied through total sampling approach and completed the questionnaire. Structural equation modeling were conducted for data analysis. The results showed that: a) there is a positive and significant relationship between competitive environment and brand performance, b) there is a positive and significant relationship between competitive environment and the marketing strategy, and c) there is a positive and significant relationship between marketing strategies and the brand performance. The findings also demonstrated that the research model has an appropriate fitness.
خلاصه ماشینی:
This study can help managers and researchers to increase their understanding of the brand performance creation in sports good markets.
This study was set up to investigate the effect of the competitive environment on brand performance of the sports goods with the mediating role of marketing strategies in Iran.
The research tools were three questionnaires including Porter marketing strategies (2003), brand performance (2000), competitive environment (2005).
In this model, the competitive environment is considered as independent variable (endogenous), brand performance as dependent variable (exogenous), and marketing strategies as mediator variable.
Indicators of model fit of relationships between marketing strategies, competitive environment and brand performance of sporting goods fit indexes Ratio Criterion Interpretation Absolute (χ2) 3245.
5 good fitness Since test of the model of relationships among marketing strategies, competitive environment, and brand performance of sports goods has a good fit, fit indexes were used.
Structural Model of relationships between marketing strategies, competitive environment and brand performance of sporting goods Table 2.
This study demonstrated the significance of competitive environment and the marketing strategy in explaining the brand performance of sports goods.
The results showed that there is a significant relationship between the competitive environment and the brand performance of Iranian sports goods.
The finding also showed that there is a significant relationship between marketing strategies and brand performance of Iranian sports goods.
The findings also indicated that there is a significant relationship between the competitive environment and marketing strategies of Iranian sports goods brand.