Effect of Managerial and Environmental Factors on the Marketing Performance of the Volleyball Premier League

Document Type : Research Paper

Authors

1 PhD in Department of Physical Education and Sport Sciences, Maku Branch, Islamic Azad University, Maku, Iran.

2 Professor of Sports Management Department, Urmia, Urmia University, Iran.

10.22084/smms.2022.24270.2865

Abstract

The purpose of this study was the effect of managerial and environmental factors on the marketing performance of the volleyball premier league. The research method was applied research and descriptive-analytical method. The required information was obtained through library studies and a researcher-made questionnaire. The statistical population included the officials of the Ministry of Sports and Youth, the officials of the Volleyball Federation, the officials of the league organization, the CEOs, supervisors, coaches and coaches of the clubs present in the Premier Volleyball League and specialists and professors of sports management of universities across the country. The number of samples was full due to the limited statistical population. To collect research data, a two-way, two-item researcher-made questionnaire with a reliability of 0.872 was used. In order to analyze the data, confirmatory factor analysis was used using structural equation modeling. The results showed that there is a difference between the desired situation and the current situation in all variables. Also, marketing performance in all three dimensions of efficiency, effectiveness and adaptability is undesirable. Managerial and environmental factors are effective in the performance of sports marketing in the Iranian Premier League. Finally, independent variables are able to explain 30.8% of the changes in the dependent variable.

Keywords

Main Subjects

References

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Contemporary Studies On Sport Management
Volume 14, Issue 27
September 2024
Pages 1-17

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