Oral / Poster Presentation File
1Ayatollah Amali Azad University, Faculty of Physical Education, Amal city, Mazandaran province
2Faculty member / Beheshti University
3Department of Sport Managment, Islamic Azad University, Ghaemshahr
Method: Based on this, the research was conducted by qualitative method and with the use of data-based theory. This sampling method was performed with 25 instructors of sports management, sports managers and expert marketers and to the extent of theoretical saturation. Data analysis of interviews was performed in three stages of open coding, axial coding and focal coding in accordance with the research strategy. In order to confirm the accuracy of the concepts based on the criteria for assessing validity of Creswell and Miller (2000), the review of the research was conducted by the interviewed members and colleague in participatory manner, also the validity of the interview was confirmed.
Results: The results showed that the proposed model of the research consisted of 18 pivotal topics that was obtained by combining about 50 initial concepts. Accordingly, the benevolent marketing model in sports producers was formed as a pivotal topic based on causal conditions such as societal norms and the importance of the environment and through contextual conditions such as altruism and responsibility and was verified through confidence-building strategies and effective advertising. Also, it leaded to the realization of consequences of brand highlighting and changed the buyer's attitude. Meanwhile, market conditions and market saturation also play a role as meddler conditions. After selective coding based on social, environmental, cultural-ethical and managerial factors, the results of this research introduce the benevolent marketing model.
Conclusion: Generally, benevolent marketing was a good idea for sportswear producers that can be used as a strategy to promote sale or improve their brand image.
