درخت حوزه‌های تخصصی

The purpose of this study was to assess the effect of brand association on the brand positioning of football clubs in the Iranian premier league with the mediating role of fan-team identification. The present study is a descriptive and correlational study that has been conducted in the field. The research population of the study included football fans of popular football clubs in the Iranian premier league. Based on the formula for the SEM approach , 208 fans were selected through purposive sampling. Brand association, brand positioning, as well as fan-team identification Questionnaire, were used to collect data. The validity of the tool was calculated and confirmed based on content and structural validity, and the reliability was assessed according to Cronbach's alpha and composite reliability. Structural equation modeling via PLS was used to test the research hypotheses. The results showed that brand association had a significant effect on both brand positioning (β= 0.23) and fan-team identification (β= 0.31). The results also confirmed the positive and significant effect of fan-team identification on the brand positioning of football clubs in the Iranian premier league (β= 0.29). Moreover, based on the Sobel test, brand association through fan-team identification was effective on the brand positioning. The value of the GOF also indicated the proper fitness of the research model. This study is one of the few types of research that combines and examines brand associations, fan-team identification, and brand positioning through a comprehensive model in the field of Iranian sports.

The purpose of this article is to present a paradigm model for pink marketing and branding in sports equipment. This research has a "qualitative approach" and uses the grounded theory method. Since the review of previous researches showed that no exactly similar research has been done in this field; Therefore, the application of this theory with the method of Strauss and Corbin (1990) is justified. Theorizing in 3 states is open coding, central coding and selective coding. causal factors include social freedom, becoming an influencer in social media and  women's spontaneity; Background factors include the launch of social media marketing campaigns and increasing the power of influence and purchase of women; Intervening factors include social norms and women's self-branding and strategic factors including pink product (fit with women's taste and taste), pink price (ethical prices), pink advertisement (focusing on emotions in advertising) and pink distribution (external and internal design). Finally, by using the strategic factors of pink branding in sports equipment, we will witness social and cultural identification, targeted marketing and high acceptance. while it's common to find a product in multiple colors, pink is specifically used in gender marketing to make products available in a single version for women, providing marketers with added value.

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.

Objective : Athlete burnout, which is a multidimensional syndrome and consists of emotional exhaustion, reduced accomplishment, and sport devaluation, is associated with detrimental outcomes to performance and well-being. The aim of this study was to design and validate a machine learning model by combing real-time physiological monitoring and psychological testing to predict and prevent burnout in elite athletes. Method: We recorded multimodal data for 120 national-level athletes (60 males, 60 females) from three sports over a 6-month period; we obtained heart rate variability (HRV), salivary cortisol, sleep measures, and standardized burnout scales. An ensemble model of XGBoost and LSTM architectures had the best predictive performance (AUC-ROC = 0.91), which was significantly better than that of the traditional logistic regression (AUC-ROC = 0.72, p < 0.001). Results : Distinguishing physiological predictors were HRV (β = -0.34, p < 0.001), cortisol awakening response attenuation (β = 0.29, p = 0.001) and deep sleep reduction (β = -0.27, p = 0.001), with the relationships being moderated by TrL (pinteraction < 0.05). In the three-month implementation trial, the system prospectively identified 68% of the burnout cases early on (median lead time = 18 days); it decreased the incidence by 37% relative to the controls (OR = 0.43, 95% CI [0.28, 0.66]). The model had strong temporal stability (AUC drift < 0.02/month), but there is potential for decreased generalizability to recreational athletes and technology-based restricting widespread application. Conclusions : Our results demonstrate the potential for machine learning-empowered combinatory continuous biometric monitoring and psychological screening to operationalize burnout as a preventive (rather than reactive) challenge in elite sports. The model offers coaches and medical teams’ actionable information to intervene in an individualized manner, but future research is needed to examine menstrual cycle effects and to design cost-effective interventions in youth sports systems. 

Background: The effects of wearing common masks during maximal exercise activities on individuals remain unclear.Aim: This study aimed to examine the effect of wearing surgical and N-95 masks on physiological, perceptual, and performance responses in healthy men performing a maximal shuttle run test.Materials and Methods: Fifteen healthy men (age 23.78 ± 2.0) participated in three sessions: without a mask, with a surgical mask, and with an N-95 mask, with a one-week interval between each session. After each test, physiological variables (heart rate, blood lactate concentration, and oxygen saturation), perceptual variables (comfort/discomfort and perceived exertion), and performance variables (maximum oxygen consumption and shuttle run test duration) were measured. Data were analyzed using repeated measures ANOVA to compare differences between the conditions.Results: Significant differences were observed between the conditions with and without a mask in terms of oxygen saturation (P= 0.043), blood lactate concentration (P= 0.026), and perceived exertion, maximum oxygen consumption, and shuttle run test duration (P= 0.001), with the no-mask condition demonstrating superior outcomes in all variables. The type of mask (surgical or N-95) did not significantly affect the measured variables. Wearing both masks led to an increased sensation of moisture, heat, shortness of breath, and fatigue.Conclusion: Wearing masks, especially during intense physical activities, may impair physiological and performance metrics, recommending mask-free outdoor settings when feasible.

Background: Players are under more pressure in soccer matches. In those conditions, they must use visual information to make better decisions. However, few studies have investigated such conditions of soccer players.Aim: The aim of the present study investigates the effect of under-pressure conditions on decision-making and visual search behavior of soccer players.Materials and Methods: Eighteen soccer players with a mean age of 14.5 (and SD ±1.5) from Tehran Youth Premier League took part in this study. Decision-making task included 60 images of 3 simulated soccer conditions on a monitor including neutral (no pressure), result pressure, and monitoring pressure. During all of these conditions, eye movements were assessed by an eye tracker device.Results: The results of repeated measures ANOVA test showed the speed and accuracy of decision making, the number of fixations and the mean duration of eye fixation were significantly affected in all three conditions. In addition, the results showed a significant reduction in decision-making speed in two conditions of result and monitoring pressures and a significant increase in decision accuracy and the mean number and duration of eye fixation in the two conditions of result and monitoring pressures compared to neutral pressure.Conclusion: Due to the changes in visual and speed-accuracy mechanism of decision making and the importance of these factors in the successful performance of soccer players, it is recommended that soccer coaches create psychological pressure conditions during training sessions, ask players to see with better concentration and attention, and to decide more quickly and accurately so that they can better overcome the challenges in competition environment.

Para badminton was one of the major sports which was included in Khelo India Paragames. Para badminton sports is physically challenging and it comprises of six classes. This study aimed to investigate the incidence and distribution of injury pattern in Para badminton players on the basis of gender, various categories of Para badminton athletes and combined wheelchair and non-wheelchair classes who participated in Khelo India Paragames 2025. A prospective epidemiological study was conducted that used the records from the medical help-desk. A total of 144 players were included in this study. Data on the athlete’s identity, demographic characteristics and musculoskeletal injuries were extracted from the records of the medical help-desk. We calculated the incidence rate ratio and injury incidence rate, which is expressed as the number of injuries per 1000 hours of exposure. Women athletes demonstrate 27.20 injuries per 1000 athlete-hours compared to men's 8.00 injuries per 1000 athlete-hours. Wheelchair players experienced an injury incidence rate of 15.74 per 1,000 athlete-hours, while, non-wheelchair players recorded an injury incidence rate of 10.4 per 1,000 athlete-hours. Future research must rigorously investigate the optimal training volume required to prevent pain and injuries associated with Para sports players.