Shahid Beheshti University Journal of Business Management Perspective 2251-6050 24 61 2025 03 21 Investigating the Effect of Godfather Marketing on Organizational Credibility Via Unwavering Member Loyalty Investigating the Effect of Godfather Marketing on Organizational Credibility Via Unwavering Member Loyalty 73 95 105745 10.48308/jbmp.2025.239246.1667 FA Mohammadreza Khadivi Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran Fariborz Rahimnia Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad. Iran 0000-0001-9680-6735 Journal Article 2025 03 19 Extended Abstract<br />Objectives: In today’s fast-paced and ever-changing business world, the diversity of customer needs and expectations has rendered many traditional marketing approaches less effective and has led to the emergence of new paradigms. Among these, Godfather marketing has been introduced as an innovative approach within the realm of internal marketing, built upon the principles of trust, loyalty, and reciprocal moral relationships. Progressive organizations increasingly recognize that member retention and the enhancement of organizational credibility are among the most valuable strategic assets for achieving long-term sustainability. By applying the principles of Godfather marketing_ including personal care, comprehensive support, and the cultivation of a shared sense of destiny_ organizations can foster an emotional form of loyalty that transcends purely transactional relationships. The purpose of this study is to examine the effect of Godfather marketing on organizational credibility, with a particular focus on the mediating role of unwavering loyalty_a concept that reflects the emotional bond and moral commitment of members.<br />Methods: The statistical population of this research consisted of 120 members of the Sepehr Ayask Cultural–Sports Handball Academy in South Khorasan Province, Iran. Based on Morgan’s sampling table, 97 participants were selected through simple random sampling. The study is applied in purpose, descriptive in nature, and survey–analytical in data collection. Data were gathered through a structured questionnaire and analyzed using SmartPLS software, applying measurement and structural equation modeling to test the hypothesized relationships among the variables.<br />Findings: Data analysis revealed that Godfather marketing significantly increases members’ unwavering loyalty. Moreover, the study confirmed a positive and significant relationship between unwavering loyalty and organizational credibility. However, the direct effect of Godfather marketing on organizational credibility was not particularly strong, indicating that its main impact operates primarily through member loyalty.<br />This finding can be interpreted in light of the type of organization studied — cultural–sports academies — where financial and branding objectives often hold secondary importance, while non-material roles such as education, social responsibility, and moral development are more prominent. This outcome highlights the mediating role of unwavering loyalty, which links the emotional dimension of internal relationships to the organization’s external reputation and credibility. In other words, when members perceive moral support, fairness, and a sense of belonging, they internalize the organization’s values, thereby strengthening its overall credibility and integrity.<br />Conclusion: This study introduces Godfather marketing as an innovative approach within internal marketing, characterized by fostering unwavering loyalty — a loyalty derived from goodwill and moral obligation rather than transactional or reward-based mechanisms. The findings suggest that managers and investors can, by adopting Godfather marketing principles, simultaneously control organizational costs and cultivate emotionally driven, long-term commitment among members. Hence, Godfather marketing offers a fresh theoretical and practical framework connecting emotional loyalty with organizational credibility. Extended Abstract<br />Objectives: In today’s fast-paced and ever-changing business world, the diversity of customer needs and expectations has rendered many traditional marketing approaches less effective and has led to the emergence of new paradigms. Among these, Godfather marketing has been introduced as an innovative approach within the realm of internal marketing, built upon the principles of trust, loyalty, and reciprocal moral relationships. Progressive organizations increasingly recognize that member retention and the enhancement of organizational credibility are among the most valuable strategic assets for achieving long-term sustainability. By applying the principles of Godfather marketing_ including personal care, comprehensive support, and the cultivation of a shared sense of destiny_ organizations can foster an emotional form of loyalty that transcends purely transactional relationships. The purpose of this study is to examine the effect of Godfather marketing on organizational credibility, with a particular focus on the mediating role of unwavering loyalty_a concept that reflects the emotional bond and moral commitment of members.<br />Methods: The statistical population of this research consisted of 120 members of the Sepehr Ayask Cultural–Sports Handball Academy in South Khorasan Province, Iran. Based on Morgan’s sampling table, 97 participants were selected through simple random sampling. The study is applied in purpose, descriptive in nature, and survey–analytical in data collection. Data were gathered through a structured questionnaire and analyzed using SmartPLS software, applying measurement and structural equation modeling to test the hypothesized relationships among the variables.<br />Findings: Data analysis revealed that Godfather marketing significantly increases members’ unwavering loyalty. Moreover, the study confirmed a positive and significant relationship between unwavering loyalty and organizational credibility. However, the direct effect of Godfather marketing on organizational credibility was not particularly strong, indicating that its main impact operates primarily through member loyalty.<br />This finding can be interpreted in light of the type of organization studied — cultural–sports academies — where financial and branding objectives often hold secondary importance, while non-material roles such as education, social responsibility, and moral development are more prominent. This outcome highlights the mediating role of unwavering loyalty, which links the emotional dimension of internal relationships to the organization’s external reputation and credibility. In other words, when members perceive moral support, fairness, and a sense of belonging, they internalize the organization’s values, thereby strengthening its overall credibility and integrity.<br />Conclusion: This study introduces Godfather marketing as an innovative approach within internal marketing, characterized by fostering unwavering loyalty — a loyalty derived from goodwill and moral obligation rather than transactional or reward-based mechanisms. The findings suggest that managers and investors can, by adopting Godfather marketing principles, simultaneously control organizational costs and cultivate emotionally driven, long-term commitment among members. Hence, Godfather marketing offers a fresh theoretical and practical framework connecting emotional loyalty with organizational credibility. https://jbmp.sbu.ac.ir/article_105745_6d042df5f90546ecee8736241d28dbe1.pdf