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.

This study investigates the impact of brand symbolism on brand evangelism behavior among Persepolis Club evangelists in Mashhad during spring 2024. As an applied descriptive-correlational research, data were collected from 320 purposively sampled participants using standard questionnaires: Osmanova et al. (2023) for brand symbolism and Becerra and Badrinarayanan (2013) for brand evangelism. The reliability and validity of the instruments were confirmed through Cronbach’s alpha, internal consistency, composite reliability, and convergent and discriminant validity tests. Structural equation modeling (SEM) via LISREL was employed for data analysis. Results show that brand symbolism significantly affects brand evangelism and its components, including purchase intention (path coefficient = 0.45), positive word-of-mouth (0.30), and negative word-of-mouth against competitors (0.12). Purchase intention further influences positive (0.51) and negative word-of-mouth (0.45), while positive word-of-mouth also impacts negative word-of-mouth toward rival teams (0.27). These findings suggest that brand symbolism positively drives evangelism behaviors such as purchasing Persepolis products and promoting the club while discouraging competitor support. Based on these outcomes, it is recommended that Persepolis Club enhance its brand symbolism through targeted marketing strategies—such as exclusive fan events, social media engagement, and branded merchandise—to deepen fans’ emotional connection and strengthen brand evangelism. Such initiatives are likely to boost positive purchase intentions and supportive word-of-mouth, benefiting the club’s overall brand strength.