درخت حوزه‌های تخصصی

This research aims to integrate practical and theoretical solutions to increase motivation for sports participation among workers. The study employed a cross-sectional and correlational design, focusing on the statistical population of employees at Iranol Oil Company in Tehran in 2019, which consisted of 890 individuals. Based on Karjesi and Morgan's table, 261 participants were selected using an available sampling method. The research utilized tools for measuring motivation for sports participation (Gill et al., 1984), cognitive regulation of emotion (Garnefsky and Kraij, 2006), and feelings of joy (Argill and Lowe, 1990). Structural equation analysis was employed to test the research hypotheses. The findings indicated that the model had a good fit. Specifically, in the final model, the standard path coefficients for adaptive and maladaptive cognitive emotion regulation on sports participation motivation were 0.17 and -0.40, respectively. This suggests that the skill of cognitive emotion regulation (a practical strategy) plays a significant role in the relationship between feelings of vitality (a theoretical approach) and motivation for sports participation. The developed model for sports participation motivation serves as a foundational tool for creating practical programs aimed at enhancing participation in sports among various groups. Additionally, implementing interventions to teach individuals emotion regulation strategies—along with fostering changes in cognition and behavior—can promote self-regulation and subsequently increase sports participation. Finally, efforts to enhance societal vitality represent a theoretical solution to reduce maladaptive emotional regulation, thereby fostering greater motivation for sports participation.

: Sponsorship activities have rapidly emerged as a prominent form of marketing communication aimed at effectively reaching target customers. In contemporary marketing strategies, sponsorship is increasingly recognized as a valuable tool for achieving corporate objectives. This research aims to examine the impact of brand identification stimuli from sports clubs on customer loyalty and the intention to purchase products from sponsoring companies. This study adopts a descriptive-survey methodology, focusing on fans of sports clubs in Mazandaran Province. The sample was determined to be400 individuals, utilizing Cochran's formula for determining sample size in populations with an infinite number of members. A targeted non-random sampling technique was employed. A researcher-developed questionnaire was designed based on a comprehensive review of existing literature. The validity of the questionnaire was affirmed by ten professors in sports management, and its reliability was validated through Cronbach's alpha coefficient. To assess the normality of data distribution, the Kolmogorov-Smirnov test was conducted, with subsequent data analysis performed using SPSS software. The findings reveal a significant relationship between the four dimensions of brand identity associated with volleyball and football clubs and the sense of belonging fans experience toward their clubs. Furthermore, this sense of belonging influences fans' attitudes and behavioral intentions regarding the products and services offered by their preferred clubs' sponsors. The study recommends that sports marketing managers and club administrators consider the social interests of fans and facilitate the formation of specialized clubs to foster interaction among supporters. Such initiatives could enhance customer engagement and help achieve marketing objectives. Consequently, it is imperative for managers to develop a nuanced understan

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