درخت حوزه‌های تخصصی

The purpose of this study was to compare the brand communication dimensions in the clothing and footwear industry. This research was descriptive-correlational and its statistical population consisted of consumers of footwear and sports clothing in Iran. The statistical sample was estimated according to the Cochran formula. Finally, 379 questionnaires were used to analyse the data. The findings of this study showed that all the paths except for the effect of brand experience on satisfaction in both industries and the effect of experience on loyalty in the shoe industry was significant. The role of mediator of brand loyalty and satisfaction in all directions, except the path of brand experience to loyalty, has been confirmed in the sports shoes industry. Comparing the two proposed models, only trust path on brand satisfaction, had a significant difference between the sports shoes industry and the sports clothing industry.

The purpose of this study was to investigate the effect of organizational justice on the relationship between organizational policy and organizational citizenship behavior of sports experts in Tehran Municipality. The statistical population of the present study was all the experts of 22 districts of Tehran Municipality (N= 1800) and the statistical sample according to Cochran's formula was equal to 317 people. Finally, out of 350 distributed questionnaires, 323 questionnaires were found to be valid. A four-part questionnaire was used to collect the research data. The validity of the questionnaires was confirmed by 5 experts and Cronbach's alpha coefficient was used in the pilot study for assessing the reliability of the research tool. Conducting Pearson correlation test as well as structural equation modeling through SPSS and LISREL software were used to examine the research hypotheses. The results of Pearson test showed a negative and significant relationship between organizational policy and organizational citizenship behavior (-0.51) and regression analysis of the study showed that 32% of changes in citizenship behavior could be predicted by organizational justice and organizational policy variables (32/32). Testing the research model revealed the indirect effect (mediated by perceived organizational justice) and direct effect of perceived organizational policy on organizational citizenship behavior. Moreover, the coefficient of direct impact (-0.183) of perceived policy on organizational citizenship behavior was found to be more than its indirect effect (-0.705).

The purpose of the research was to develop the strategic themes for sports sciences faculty of Isfahan Islamic Azad University. A mixed approach was used to collect and analyze data. The research tool consisted of an open questionnaire, interviews and strategic council meetings. Theoretical and snowball sampling methods were used to reach the theoretical saturation. For analyzing the collected data, a quantitative section of the strategic position and action assessment matrix and quantitative strategic planning matrix were used and in the qualitative section, a logical inductive method was used. The findings of the research showed that the faculty has four main objectives: maintaining the status quo in the pursuit of missions in accordance with the university's macro policies, developing and expanding processes and services in line with the capacities and needs of the sports community, making a better contribution to the goals and policies of the university and the college's strategic impact on provincial sports, while the college strategy approach was based on an aggressive position based on the status assessment matrix and strategic action.Hence, the brand's excellence in the college was chosen as one of the market leaders as a priority strategy in maintaining the status quo in the competitive market. Managers can use the presently-developed plan to highlight sports goals and provide conditions for achieving the intended outlook.

The purpose of this study is to investigate the factors affecting sport tourism marketing mix. The research method was descriptive – correlation and the statistical sample consisted of 265 sport tourists attended at Azadi stadium in Tehran for watching a football game between Esteghlal and Persepolis that were selected through clustering technique. The research instrument was a questionnaire developed by Shonk (2006). The face and content validity was approved by sport management experts and the reliability was verified by Cronbach’s alpha (α=0/89). The SPSS16 was used for description of variables, and LISREL software was used for conducting Confirmatory Factor Analysis. The result showed that “product” had the most effect on sport tourism marketing mix. “Physical evidences” was the next important variable influencing sport tourism marketing mix. Moreover, “promotion”, “people”, “process”, “price”, and “place” had significant effects on sport tourism marketing mix. According to the results it can be concluded that according to sport tourists’ view point, “product” and “physical evidences” had more importance. Product includes quality of sport contests and its’ related components, and physical evidence refers to the quality of sport stadium and its’ related factors. Also, other variables such as promotion, people, process, price and place had significant effect on the sport tourism marketing mix that should be taken in granted in sport tourism management context.

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.