ملیحه صالحی رستمی

The aim of this research is to examine the impact of drivers and values associated with luxury sports brands on consumer behavior, considering different levels of brand equity. The study adopts a correlational design with practical implications. The target population includes all customers of luxury sports brands in Mazandaran province. Based on the Krejcie and Morgan table, a statistical sample size of 384 was determined for a large population. To achieve this sample size, 420 questionnaires were distributed, and 392 valid responses were analyzed. Data collection was conducted using a quantitative approach through the administration of four researcher-developed questionnaires, which assessed stimuli, luxury brand values, consumer behavioral reactions, and brand equity. The validity of the questionnaires was established via factor analysis, while reliability was confirmed using Cronbach's alpha. The data were analyzed using both descriptive and inferential statistics. Descriptive statistics were employed to characterize the statistical population, examine the frequency and distribution of data, define variables, and generate related charts and tables. Hypothesis testing, model construction, and other necessary analyses were performed using LISREL for factor analysis and SPSS for inferential statistics, alongside model fitting software. The findings reveal that the values associated with luxury sports brands significantly influence consumer behavior, contingent on varying levels of brand equity. It is recommended that managers of organizations and companies involved in producing both sports and non-sports brands focus on enhancing brand equity by offering high-quality luxury products that create positive experiences and appeal for consumers.

Today's organizations are not superior in terms of technology and product differentiation due to rapid changes and intense competition. Meanwhile, the main factor of their success is their human resources. The purpose of this research is to evaluate the effects of brand orientation on customer orientation and employee behavior. The statistical population of this research is all employees of sportswear stores in Mazandaran province. According to Morgan's table, the sample size was equal to 67 people. The sampling method of the present study was a simple random sampling. Then, data has been collected using a questionnaire tool. Using convergent validity, the validity of the research was confirmed. Its reliability was confirmed through Cronbach's alpha test. In this research, the Kolmogorov-Smirnov test was used to determine the normality of the data distribution. The path analysis method was used to test the hypotheses. Data analysis has been done using Excel software and SPSS and PLS software. The results of this research showed that brand orientation has a significant effect on employees' customer orientation and brand-oriented behavior of employees. Employee customer orientation has a significant effect on employee customer orientation behavior. Finally, the customer-oriented behavior of employees has a significant effect on the brand-oriented behavior of employees. It is suggested to the managers and officials of the country that by raising the needs and problems of the customers from the employees in their organization and answering the customers' questions correctly and trying to influence the customers by providing them with the desired information in order to help the customers to achieve their goals. have the necessary

The purpose of this study was to identify barriers to the development of the electronic-marketing in the sports industry. The present study is a correlational and applied one. The statistical population consisted of 203 individuals including university faculty members, experts, managers of sport federations, members of sport federations board, and experts in e-marketing. The available non-random sampling method is also used in this research. Moreover, data collection tool was a researcher-made questionnaire that was extracted from two external articles. Besides, ten experts in sport management confirmed the validity of the questionnaire. The reliability of the questionnaire was likewise calculated using Cronbach alphas test. Confirmatory factor analysis and structural equation modeling were used to analyze the questionnaire data. The results showed that sports marketing barriers were cultural and social, technical, legal and organizational, high cost, limitation of government support, lack of information, low skills of staff and finally security threats. It is suggested that the policy makers of the country's sports industry consider these barriers before developing strategies for developing e-marketing capabilities.

This study aimed to investigate the effect of brand personality on the loyalty of Mazandaran Nassaji Football Club fans. This study was an applied descriptive survey. The statistical population of this study includes all fans of Mazandaran Nassaji Football Club in 2021, whose number was unlimited; therefore, 384 people were selected as a sample using the available Krejcie and Morgan table by available sampling method. Data collection tools in the present study are two standard questionnaires: the Siutsu personality questionnaire of sports teams (2012) and the Mahoni et al. loyalty questionnaire of sports team fans (2000). Descriptive statistics and inferential statistics were used to analyze the data by SPSS and Amos software. The results indicate that the brand personality and its dimensions (competition, prestige, ethics, originality, and credibility) affect the loyalty of Mazandaran Nassaji Football Club fans. It is suggested to the managers and officials of sports clubs to use the results of this research in the sports club in order to increase income and the need for self-sufficiency and attract new fans and fan loyalty.

Branding is the main process of profitability and it can be defined as critical basis for sport industry. Therefore, the purpose of this study was to analyze the factors affecting the brand associations of the Iranian football league organization. The research population of the study included the faculty members of universities, members of the board of directors of the football federation, the board and staff of the league organization, and the managers and experts of the football federation. The research sample was selected through convenience sampling. A researcher-developed questionnaire was distributed for collecting the research data. The validity of the questionnaire was confirmed by ten professors of sports management and the reliability was confirmed using Cronbach's alpha test. To analyze the research data, Partial Least Squares test (PLS) was applied. Findings showed that the research variables included tradition, competitive balance, stadium atmosphere, management, competition, star player, education, competition, game show, community pride, socialization, player development, getting rid of everyday life, nostalgia, interest in a special team, excitement, acceptance in the peer group, logo, and product delivery had a positive and significant effect on the brand associations of Iranian football league organization. Therefore, it is suggested that managers and officials of sports federations use the results of this research to enhance the brand positioning of the football leagues.