Entrepreneurial marketing effects on sport club manager performance (Conceptual Model)


  • Aye Rizvandi Islamic Azad University, Iran, Islamic Republic of
  • Farshad Tojari Islamic Azad University, Iran, Islamic Republic of


Entrepreneurial marketing, Nature of sport clubs, Market orientation, Entrepreneurial orientation, Performance


Since sport entrepreneurship has recently been proved critical to the sport industry success, herein, we tested conceptual model of entrepreneurial marketing for sport club managers in Tehran, Iran. In order to assess entrepreneurial marketing, club nature, performance scale, market orientation, and entrepreneurship orientation, standardized methods of measurements were applied. The face and content validity of the research tools were confirmed by experts of sport marketing while the construct validity was affirmed by Confirmatory Factor Analysis (CFA). Structural Equation Modelling (SME) was estimated using partial least squares method in Smart PLS software. Our results demonstrated that except for entrepreneurship orientation, there was a positive and significant relationship between all variables and organizational performance. Moreover, a positive and significant relationship was also detected between all variables, except for market orientation, and entrepreneurial marketing. According to the goodness of fit, the model fitness was good (0.621).


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How to Cite

Rizvandi, A., & Tojari, F. (2019). Entrepreneurial marketing effects on sport club manager performance (Conceptual Model). Journal of Human Sport and Exercise, 14(5proc), S2232-S2246. Retrieved from https://www.jhse.ua.es/article/view/2019-v14-n5-proc-entrepreneurial-marketing-effects-sport-club-ma