حمید فروغی پور

The purpose of this research was to explain the relationship between the personality of brands with risk aversion and customer loyalty. This research was applied in terms of purpose, descriptive correlation one in terms of information gathering and based on structural equation modeling. The statistical population consisted of all customers with credible brands (5 famous and high-income brands such as Adidas, Nike, Puma, Al-Sport, and Asx) in East Azarbaijan province. With regard to the unlimited statistical population, 384 people were selected as the statistical sample based on Morgan's table. The brand personality standard questionnaire (Jones et al., 2009), Customer loyalty Anismawa (2007), and a researcher-made risk aversion questionnaire were used to collect data. The validity of the questionnaires, in addition to the supervisor's approval, was confirmed by 10 supervised faculty members and the reliability of the questionnaire was 0.849, 0.867 and 0.957, respectively, using the Cronbach's alpha coefficient. The validity of the questionnaire structure was also confirmed by factor analysis. Data were analyzed using SPSS and Amos software. The results of structural equations showed that the brand personality has a direct and positive effect on risk aversion (factor = 0.359), attitudinal loyalty (factor = 0.575), behavioral loyalty of customers (factor = 0.548). Also, the model's indices show the fitness of the research communication model. 

Purpose: The aim of this study was to predict the effective variables of empowerment on human resource efficiency of the Sports and Youth Organization of West Azerbaijan Province using the TOPSIS technique. Methodology: The method of the present study was descriptive-analytical, applied. The statistical population of the study, in the first part included the experts of the sports and youth departments of West Azerbaijan province in the winter and spring of 1397-1397 and in the second part all the employees of the sports and youth departments of West Azerbaijan province. In the first part of the research, the researcher ranked the research options with a survey of 15 experts and in the second part, using Morgan table, 150 people were estimated as a research sample, which was done by random sampling among the staff of the Sports and Youth Department of Azerbaijan province. It was western. In the first part, with the exploratory approach and extraction of components, 8 indicators and 39 items were extracted, which were used for design in the model design stage, and in this part, according to the sample size, which was less than 200. In this study, in order to describe the data from descriptive and inferential statistics and from TOPSIS statistical software for the best and worst desired situation in evaluating the options, SPS24 and the partial least squares technique with the help of Smart Cup software. S2 was used. Findings: The results showed that 8 extracted indicators (organizational culture, 0.79, organizational support 0.76, technical factors 0.74, individual factors 0.653, job-related factors 0.646, educational factors 0.60, Systemic factors (0.495 and environmental factors (0.367, respectively) indicated empowerment and productivity of human resources from the perspective of respondents. Conclusion: Empowering employees on organizational performance of employees significantly increases organizational performance.

The purpose of this research is to design a framework for strategic innovation in sports businesses based on Grounded theory. Data was collected using interviews, which involved 19 participants including sports management professors, sports business owners, as well as sports managers. Based on Grounded theory, 156 open codes, 18 substantive codes, and 6 theoretical codes were identified. The factors affecting strategic innovation in sports businesses included institutional factors (culture, institutions, and laws), innovative human resources (providing innovative ideas, recognizing innovative opportunities, and strategic thinking), knowledge of the team and business environment (team, market, and macroeconomics), infrastructure (education, technology, and university-industry connection), and management of innovative business processes (marketing research, branding, empowerment, and human resource capability). The development of strategic innovation in sports businesses is a topic that has received less attention, and understanding the factors affecting it can provide the basis for promoting and developing the innovation ecosystem in sports.