El papel mediador de la ventaja competitiva en la relación causal entre la creación de redes empresariales y las capacidades de marketing y el desempeño del marketing en la industria del deporte (estudio de caso: empresa deportiva FitPro)

Hajebnejad, Hamidreza; Pour Sultani Zarandi, Hossein

doi:10.22034/jmbs.2025.503122.1233

El papel mediador de la ventaja competitiva en la relación causal entre la creación de redes empresariales y las capacidades de marketing y el desempeño del marketing en la industria del deporte (estudio de caso: empresa deportiva FitPro)

Document Type : Original Article

Authors

Hamidreza Hajebnejad ¹

Hossein Pour Sultani Zarandi ²

¹ Master student of sports management, Payame Noor University, Karaj, Iran

² Associate Professor of Sport Management, Payame Noor University, Tehran, Iran

10.22034/jmbs.2025.503122.1233

Abstract

Introduction and Objective: This study examines the mediating role of competitive advantage in the causal relationship between networking capability and entrepreneurial marketing with marketing performance in the sports industry (case study: FitPro Sports Company).

Methodology: The research method is descriptive-correlational, applied and cross-sectional. The statistical population includes all customers of the FitPro Sports Company sports brand in Bandar Abbas city, Hormozgan province. The sample size of 322 people was selected using the available non-random sampling method. The data collection tool includes standard questionnaires on networking capability, entrepreneurial marketing, competitive advantage and marketing performance, which were designed by Dhamaria et al. (2021) and have a Cronbach's alpha of 0.94. This questionnaire consists of four main components and 12 items: the first component is "networking capability", the second component is "entrepreneurial marketing", the third component is "competitive advantage", and finally, the fourth component is "marketing performance". These constructs were measured using a 5-point Likert scale ranging from "very low" to "very high". Data analysis was performed using a one-sample t-test and Pearson correlation coefficient and structural equation modeling method) and with the help of Amos, Excel and SPSS version 26 software.

Results: The results showed that the direct effect of networking capability on marketing performance was 0.40 and the direct effect of competitive advantage on marketing performance was 0.41. Also, the indirect effect was 0.195 (with a lower limit of 0.091 and an upper limit of 0.415), which is significant with a significance level of 0.001 (below 0.05).

Keywords

competitive advantage

networking capability

entrepreneurial marketing

marketing performance

FitPro sports company

Subjects