طراحی مدل نقش رسانه‌ها در بازاریابی چریکی محصولات (کالا و خدمات) ورزشی

Abdavi, F., Pashaei, S., Ghafari, M. (2021). The mediating role of sports customer appreciation in the effect of communication marketing components in sports on loyalty. Communication management in sports media, 9(1), 103-115. (Persian)

Beigzadeh, A; Askari, A; Naami, A; Rusta, A. Presenting a local model of guerrilla marketing in small and medium-sized businesses in Iran based on the theory of corporate study behavior. Human-Information Interaction. 6(4): 50-64. (Persian)

Benitez, J., Henseler, J., Castillo, A., Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2): 1-57.

Fakhr Al Ali, F., Navaee Nezhad, A. (2016). Proposition a model for factors affecting guerrilla marketing in Iran (A case study: Food industry companies of Tehran). The First International Conference on New Research in Management Studies, Shiraz. (Persian)

Hassanzadeh, V; Hemmati, A; Siyahian, V; Shater, A. (2021). Investigating the importance of guerrilla marketing in the insurance industry. Research and Studies of Islamic Sciences, 56-72. (Persian)

Khabiri, M., Sajadi, N., Hamidi, M., Bashiri, M. (2017). The effect of endorsement of Iranian athletes on the attitude and purchase intention of customers and presentation of the model. Physiology and management researches in sports, 9(1): 91-111. (Persian)

Khosravi, A; Ranjbar, A.  (2019).The Role of Guerrilla Marketing in the Consumer Behavior of Consumers of Electronic Products (Case Study: W Generation Customers in Tehran). Brand Management, 2020, 22. 3-33. (in Persian)

Levinson, J.C., Godin, S. (1994). The guerrilla marketing handbook. 1ed. Chicago: Houghton Mifflin.

Mirki, M., Yektayar, M., Esmaili, N. (2021). Prioritization of integrated marketing communication indicators and tools in Iran's clothing and sports equipment industry based on the hierarchy of effect model. Communication Management in Sports Media, 9(2), 82-95. (Persian)

Navratilova, L., Milchovsky, F. (2015). Humour in experiential marketing campaigns and its perception by Czech university students. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2): 587-593.

Pirjamadi, S. (2016). Factors affecting viral marketing and its effect on customers' purchasing habits of sports products. National Conference of Scientific Association of Sports Management, Second Volume, Tehran. (Persian)

Rasekhi, S. (2014). Investigation and ranking of effective factors on guerrilla marketing based on AHP model. Master Thesis, Non-Profit Labor Institute of Higher Education, School of Management. (Persian)

Schiniotakis, N., Divini, K. (2018). Guerrilla marketing in social media: The age of marketing outside the box. Journal of Digital & Social Media Marketing, 6(1): 75-86.

Shabani Nejad, I; Velayati Shokohi, R; Tabatabai, F. (2015). Prioritization of effective factors on the implementation of the approach to guerrilla marketing in small and medium enterprises in Mazandaran province. The Second National Conference on Marketing Research, Tehran. (Persian)

Shakibaeifard, E, Jamshidian, L; Turkfar, A. (2019). The framework of Islamic marketing development model in Iranian sports. Sports Management Studies, 63. 261-280. (Persian)

Thangadurai, S. (2016). Factors Influence the Marketing Experts to use the Guerrilla Marketing. Conference on Emerging Trends and Challenges in Retail Sector, Chennai.

Vahdati, B; Azizi Demirchi, K.  (2019).Investigating the mediating role of guerrilla marketing in the relationship between sensory marketing and environmental advertising of consumers of sports goods among the employees of Pars National Agro-Industry and Animal Husbandry Company. New Research in Management and Accounting, 31, 141-161. (Persian)