درخت حوزه‌های تخصصی

This study examines the impact of celebrity endorsements on brand image, brand loyalty, and repurchase intentions within the sports industry, specifically focusing on Nike Product in Tehran, Iran. Employing a survey-based approach with 400 participants, the study utilizes a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to analyze the relationships between these key variables. The findings reveal a significant positive effect of celebrity endorsement on both brand loyalty and brand image among Nike customers in Tehran. Furthermore, the study demonstrates that brand image and brand loyalty both mediate the relationship between celebrity endorsement and repurchase intention. These results highlight the crucial role of celebrity endorsements in enhancing brand perception, fostering customer loyalty, and ultimately driving sales within the competitive sports industry.

Physical inactivity is a major risk factor for non-communicable diseases (NCDs) and mortality. Encouraging individuals to be more physically active is a crucial strategy for reducing these health risks. In this context, understanding the hidden drivers behind people's mobility preferences is particularly important. Researchers use nudges as a behavioral tool to describe effective motivations in decision-making and choices, which can lead to predictable outcomes without excluding alternative options or relying on financial incentives. Using nudges in real-world conditions to promote physical activity has been the subject of various studies. However, there is still a lack of understanding of the current state and future research directions. To address this gap, this paper utilizes a bibliometric tool to analyze 119 nudge-related studies in the field of physical activity published in Scopus, providing a comprehensive overview of their structure, themes, and conceptual evolution. The analysis showed an increasing trend in research on nudges and physical activity, with a notable number of publications in 2023, especially in the field of medicine. American and European researchers have made substantial contributions, highlighting the importance of both individual and public health in developed nations. The ability of health-oriented tools to promote physical activity has also been emphasized, and some studies have investigated nudge theory in both nutrition and physical activity simultaneously. The results show that the topic of nudges and physical activity is a new interdisciplinary research area with practical implications for public health policy, and there is also considerable potential for further research in this field.