نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
2 دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
3 دانشجوی دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The aim of this study is to determine the effect of green branding and market orientation on green marketing performance of Tehran municipality sports programs. The present study was a descriptive correlational research based on structural equation modeling. The statistical population of the study consisted of managers of Tehran municipality (managers of 22 districts and sports complexes) with 800 persons and the statistical sample was selected based on Cochran formula 260 persons. In this study, questionnaires of Green Branding and Market Orientation on Green Marketing Performance were used. The results of structural equation modeling showed that green market orientation has a significant positive effect on green marketing performance. Whereas, brandies had no significant effect on green marketing performance. Also, it was observed that green market orientation explained 52.8% of the variance of green marketing performance. Therefore, adopting internal strategic plans to promote green branding in sports programs of Tehran Municipality seems necessary.
کلیدواژهها [English]