Modelling the Effect of the Competitive Environment on Brand Performance of the Sports Goods with the Mediating Role of Marketing Strategies

Document Type : Original Article

Authors

1 Assistant Professor of Sports Management, Urmia University

2 Master in events Management, Shahid Rajaee Teacher Training University, Tehran, Iran

3 Master of Sport Management, Sardrood Branch, Sardrood, Azad University, Tabriz, Iran

Abstract

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.

Keywords

References

Alegre, J., & Chiva, R. (2008). Assessing the impact of organizational learning capability on product innovation performance: An empirical test. Technovation, 28(6), 315-326.
 Asadzadeh, A., Asiabrezaee, M., and Taahoni, M. (2013). The role of market orientation in improving brand performance in international markets. Productivity Management. 24, 119-140.
Azizi, Sh. (2011). Providing a Model to Explain Factors Affecting Brand Performance in the Food Industry. Business Management, 3, 115-126.
Baldauf, A., Cravens Karen, S., and Binder, G. (2003). Performance Consequences of Brand Equity Management Evidence from Organization in the Value Chain. Journal of Product & Brand Management, 12(4), 220-236.
Bennet, R. (2005). Competitive environment, market orientation and the use of relational approaches to the marketing of charity beneficiary services. Journal of Services Marketing, 19(7), 453-46
DeChernatony, L., Harris, F. J. and Christodoulides, G. (2004). Developing a Brand Performance Measure for Financial Services Brands. The Service Industries Journal, 24, 15–33.
Dehghani, S. M., Feiz, D., Motameni, A. R. and Zarei, A. (2019). Designing a Structural Model for the Effect of Brand Management System on Brand Performance in Iran's Food Industry. Organizational Resources Management Researchs, 8, 63-85.
Divandery, A., Sayed Javadin, R., Nahavandian, M. and Aghazadeh, H. (2008). Investigating the Relationship between Market Orientation and the Performance of Iranian Commercial Banks. Journal of Economic Research, 83, 40–17.
Doaiye, H. and Bakhtiari, A. (2007). The Influence of Market-Based Culture on the Commercial Performance of Mashhad Automobile Parts Companies. Business Journal Research Quarterly, 42, 82-53.
Doyle, P. (2000). Value-based marketing. Journal of Strategic Marketing, 8(4), 299-311.
Fakhri, F. (2017). Designing a Model of Factors Affecting the Contribution of Sports Products to Foreign Trade of Iran. Mazandaran University, Faculty of Physical Education and Sport Sciences, Ph.D, Thesis.
Gholamzadeh Fasandoz, H. (2016). Sport as an industry in Finland: exploring the economic significance, contributions, and development of the sport sector as an industry. Academic dissertation to be publicly discussed, by permission of the Faculty of Sport and Health Sciences of the University of Jyväskylä. P. 65.
Hasani A., Mousavi Bazargani S., Ghadiri Nia M. (2013). Brand performance conceptualization and measurement. Tourism, 1, 133-170.
Ho, Y. W., Merrilees, B. (2008). The performance benefits of being brand – oriented. Journal of Product & Brand Management, 17(6), 372-383.
Hong, S. W. C. (2008). Competitiveness in the tourism sector: a comprehensive approach from Economic and Management points. Springer Science & Business Media.
Karmpour, A., Sharifi, K. and Safa Bakhsh, Sh. (2012). Providing a Model to Evaluate the Impact of Resource-Based Approach Elements on Export Performance Based on Cost Leadership Strategy in the Non-Metallic Mining Industry. Business Management, 4, 113-128.
Kim, Y. (2003). How will market orientation and environment and firm’s character influence performance?. Cross Cultural Management: An International Journal, 4(4), 71-88. 
O’Cass, A. and Viet Liem, L. (2011). The relationship between business orientations and brand performance: A cross-national perspective. Asia Pacific Journal of Marketing and Logistics, 5(23), 684-713.
Panigyrakis, G. G. and Theodoridis, P. K. (2007). Market orientation and performance: An empirical investigation in the retail industry in Greece. Journal of Retailing and Consumer Services, 14, 137–149.
Porter, S. S., Wiener, J. L., & Frankwick, G. L. (2003). The moderating effect of selling situation on the adaptive selling strategy–selling effectiveness relationship. Journal of Business Research, 56(4), 275-281.
Prasad, K., & Dev, C. S. (2000). Managing Hotel Brand Equity: A customer-centric framework for assessing performance. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-4.
Qayyoomi, A. A., and Vasafi, M. (2015). Investigation of Supply Chain Marketing Strategies on Performance Improvement of Organization Studied by Saipa Automobile Trading Engineering Company, Semnan, Islamic Azad University, Semnan Branch.
Rahmani, F., Bolourian Tehrani, M. and Bozorgi, E. (2013). Strategic Investigation in the Competitive Environment of the Dairy Industry Based on Michael Porter's Five-Force Model (Case Study at Darcheh Haraz Amal Dairy Company). National Accounting and Management Conference, Tehran, Power Research Conferences Center, Https://www.civilica.com/ .
Rastegar, A., haghighat, A. and haghighat, M. (2016). Designing a Model of Brand Performance in Industrial Markets. Organizational Resources Management Research's, 6, 71-103.
Rezaei, N. S. and Gharibnavaz, N. (2015). The relationship between environment, marketing strategy and organization performance in food industry companies in Tehran province. Journal of Economics and Business, 11, 93-105.
Saniei, A. (2012). Investigating the Impact of Senior Managers' Characteristics with Strategic Orientation on the Performance of Food Production Organizations Active in the Food Industry in Mashhad Industrial Estates. Master of Science Degree in Business Management Transformation Tendency. University of Mashhad, p.3.
Sanobar, N. and Khatami, M. (2010). Investigating the Relationship between Strategic Orientation and Brand Management in the Organization. M.Sc. Thesis, Faculty of Humanities and Social Sciences, Tabriz University, P.3.
Wong Foong, Y. and Yahyah, S. (2008). Influence of brand loyalty on consumer sportswear. Journal of economics and management, 2, 221-236.
 
Journal of New Studies in Sport Management
Volume 1, Issue 1
October 2020
Pages 30-36

Files

Share

How to cite

Statistics