Influence of Brand and Perceived Quality on Customer Behavior in the Covid-19 Pandemic: Ethical Marketing Mix

Document Type : Original Article


1 Associate Professor of Sport Management, University of Gonbad Kavous, Golestan, Iran

2 Assistant Professor of Sport Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

3 Assistant Professor Sport Management of Technical and Vocational University (TVU), Tehran, Iran



Purpose: The recession caused by the outbreak of the coronavirus, in addition to reducing the purchasing power of consumers has drastically changed the way consumers behave. Therefore, the purpose of this study was to investigate the mixed effect of Corona marketing of sports businesses on loyal behavior with the mediating role of the brand and perceived quality relationship.
 Methods: The available sampling, 400 Internet customers were selected randomly as the statistical sample of the research based on the minimum statistical sample required in path analysis research. To measure the validity of the content, 15 marketing experts were surveyed, which is based on the CVR= 0/89, which is approved. To determine the reliability of the model, two criteria of combined reliability (α ≥ 0.85) and Cronbach's alpha (α ≥ 0.79) and Average Variance Extracted (0/67) and Smart-PLS were used. R2، Q2، GOF was used to evaluate the adequacy of the model. The results showed that ethical pricing and ethical promotion have more effect on brand image and product quality. Product quality also has the highest impact on customer loyalty.
Results: The results of factor analysis of the data showed that creating loyal behavioral patterns requires the development of ethics marketing mix is new in that the components of product promotion and ethical pricing have the greatest impact on the brand-customer relationship, so it is recommended to sports business owners as part of the corona virus outbreak.
Conclusion: Most of the economic power of households is focused on the supply of basic goods by providing clear rules and regulations, as well as adhering to the obligations of online sales procedures as an indicator of e-commerce growth, to provide a platform for strengthening purchasing behavior.