The Effect of Commercialization on Revenue Generation with the Mediating Role of Marketing Strategies in the Sports Complexes of Tehran Municipality
Keywords:
commercialization, revenue generation, marketing strategiesAbstract
The present study aimed to investigate the effect of commercialization on revenue generation with the mediating role of marketing strategies in the sports complexes of Tehran Municipality. The research method was correlational with a structural equation modeling (SEM) approach. The statistical population consisted of managers, employees, experts, and customers of the Tehran Municipality Sports Organization. Considering the unlimited population size, a sample of 384 participants was selected. The data collection instruments included the Revenue Generation Questionnaire by Rafiei (2021), the Commercialization Questionnaire by Mansourpour (2014), and Porter’s (2008) Marketing Strategies Questionnaire. The reliability coefficients of the questionnaires, calculated using Cronbach’s alpha test, were found to be at an acceptable level for all instruments, indicating the stability of the measurement tools. Measures of central tendency (mean) and dispersion (standard deviation) were used to describe the research variables. For examining composite reliability indices, Cronbach’s alpha, convergent and discriminant validity, confirmatory factor analysis, and structural equation modeling, SPSS software version 23 and PLS software version 2 were used. The model fit index was reported as GOF = 0.70. The results indicated that commercialization affects revenue generation through the mediating role of marketing strategies in the sports complexes of Tehran Municipality.
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Copyright (c) 2025 Hadiseh Rafiei, Nematollah Nemati, Tahereh Bagherpoor (Author)
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