Anti-marketing Mix of Doping Drugs in Iran's Sport

Document Type : Original Article

Authors
Elham Haghighat 1
Ebrahim Alidoust Ghahfarokhi 2
Mahvash Noorbakhsh 3
Parivash Noorbakhsh 3
Hossein Abdolmaleki 4
1 PhD student of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
2 Associate Professor of sport management, University of Tehran, Tehran, Iran
3 Professor of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
4 Assistant Professor of sport management, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran
10.22034/ntsmj.2023.720979
Abstract
What can be seen is that anti-marketing can be considered as a good way to reduce the consumption of products that can cause problems for individuals and society. Therefore, the purpose of this study was to present a mixed model of anti-marketing of doping drugs in Iran's sports. The present study was applied in terms of purpose and descriptive-correlational in terms of data analysis method. The statistical population of the study consisted of all athletes and coaches of sports who in the past years had the highest amount of energy use, according to the report of the National Unauthorized Agency. The sample size was 250 people according to the objectives and using PASS statistical software at an error level of 0.05. The data collection tool in this study was the standard آhaghighat et al. questionnaire (2021). The results showed that the components of the research in all cases had a positive and significant role in the anti-marketing mix except the sales point component which did not play a significant role in the anti-marketing mix.
Keywords
Abuse
Anti-marketing
athlete
doping
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