Abstract
The purpose of this research was to investigate the mediating role of charitable marketing in the effect of advertising on attracting customers of sports clubs in Karaj city. The research method was applied descriptive which was conducted by field method using questionnaire. The statistical population included the athletes of sports clubs in Karaj city. The sample size was determined as 332 people based on Morgan’s table. The measurement tools included advertisement questionnaire (Moghimi & Ramezani, 2007) and customer attraction questionnaire (Ravanbakhsh, 2019). Content and face validity of questionnaires were confirmed by management professors and Cronbach’s alpha reliability was reported as 0.72 for advertisement questionnaire and Cronbach’s alpha reliability of customer attraction questionnaire was reported as 0.71. To analyze the research hypotheses, the structural equation model was used by spss19 and Amos23 software. The findings of the research showed that charitable marketing has a mediating role in the effect of advertising on the attraction of customers of sports clubs in Karaj city, and this type of mediating is a partial mediating type. Therefore, it can be concluded that by using charitable marketing, new customers can be attracted to sports clubs, and charitable marketing is also a kind of advertisement for the club.
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