درخت حوزه‌های تخصصی

Relationship marketing is considered an influential factor in changing customer purchasing behavior and plays an important role in the development of sport clubs' brand equity. This research aims to investigate the role of relationship marketing on brand equity with the mediating role of brand identification and brand experience in Isfahan fitness clubs during the year 2024. The study is applied in nature and was conducted using a survey method. The research instruments included standard questionnaires measuring relationship marketing, brand equity, brand identification, and brand experience. The reliability coefficients of the questionnaires were estimated at 0.82, 0.81, 0.86, and 0.74, respectively. The statistical population consisted of 384 customers of Isfahan fitness clubs. The findings revealed that relationship marketing had a significant impact on brand equity (β=0.33, t=6.94, p<0.01), brand identification (β=0.48, t=11.17, p<0.01), and brand experience (β=0.55, t=15.86, p<0.01). Additionally, brand identification (β=0.32, t=6.72, p<0.01) and brand experience (β=0.24, t=5.16, p<0.01) had a significant effect on brand equity. Since previous studies have mostly focused on the importance of relationship marketing in non-sport organizations, the present research underscores the importance of evaluating its effect on brand equity in sport clubs, considering the mediating role of brand identification and experience.

The current research aimed to develop a freelancing model in Iran's sports industry. This study is applied in terms of purpose and qualitative in terms of methodology. The statistical population consisted of experts in entrepreneurship, management, and sports management. A purposive snowball sampling method was used, and 19 participants were selected based on theoretical saturation. Semi-structured interviews were conducted to collect data. The data were analyzed using the grounded theory approach and Glaser's emergent method. Coding was performed in two stages and three steps: actual coding (open and selective coding) and theoretical coding, through which the research components were identified. In total, 160 codes and 41 categories were extracted across 10 dimensions at three levels: macro, meso, and micro. The findings indicate that at the macro level, cultural, political, social, economic, and legal factors are influential; at the meso level, educational, technological, and media factors play a role; and at the micro level, behavioral and psychological factors are significant. Given the unemployment rate among graduates of sports science and physical education, it is recommended that managers and policymakers take coordinated steps to leverage freelancing capacities to improve employment and entrepreneurship in the country's sports sector.

This research was conducted with the aim of presenting the Islamic marketing framework with the fuzzy Delphi approach in the consumers of sports goods in the virtual space. In terms of the objective, the present research was qualitative-exploratory and its analysis method was the fuzzy Delphi technique. The statistical population of this research included 14 professors of sports management, market evaluation, and researchers in this field, and a targeted sampling method was used. The main tool of data collection in the research was fuzzy Delphi questionnaire. Also, the current research method was carried out in 5 steps. The results of the research showed that 5 factors 1. Islamic mix (Islamic production, public benefit,  ethical product, product quality), 2. Sales (sufficient information to the customer About the goods and services of the transaction, respecting the customer and observing kindness, the need to pay attention to the satisfaction of the parties and to pay attention to the needs and desires of the customers, confronting the customer, being complacent in the sale and taking back the goods after the transaction if necessary, making the customers aware of the losses. possibility and side effects of the product, provision of skills, support, improvement of the environment), 3. Marketing planning ( legal framework, Islamic promotion and promotion, religious personality), 4. Islamic propaganda (honesty, abstinence) from false advertisements and slogans, educating customers, not hiding the defects of the product) and 5. Confronting the customer (denying betrayal to competitors and not trying to Bankrupting them, complying with ethical frameworks, not presenting false effects to attract customers from other competitors) are among the factors of the Islamic marketing framework in Consumers of sports goods in a virtual way with a fuzzy Delphi approach.

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.

The distinctive characteristics of sportswear underscore the critical importance of product quality in this sector, where purchasing decisions are often influenced by brand reputation and perceived quality. Sports products are not only essential for athletic activities but are also increasingly integrated into daily wear and leisure attire. This study examines the impact of sports product quality and retail service quality on brand preference and purchase intention, with a focus on the mediating roles of perceived value and brand equity. Using a descriptive-survey approach and structural equation modeling, the research targeted customers of prominent domestic and international sports brands in Iran. Given the unlimited population size, a sample of 384 was determined based on the Krejcie and Morgan table; ultimately, 370 completed questionnaires were analyzed. Data were collected using validated scales: perceived value (Ebrahimi et al., 2014), brand equity (Boyle et al., 2013), purchase intention and brand preference (Chang & Liu, 2009), and product and service quality adapted from Ebrahimi et al. (2009) and Ismailpour and Goldouzi (2013). The structural equation analysis revealed that both product and service quality directly affect purchase intention and also exert influence through the mediating role of brand equity. Furthermore, brand equity mediated the relationship between quality dimensions and brand preference. These findings suggest that enhancing perceived quality—through factors such as durability, functionality, product design, and after-sales service, supported by strategic communication—can strengthen brand preference and maximize purchase intention among consumers.

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.

Sports tourism is one of the key areas of economic and social development that can contribute to cultural transformation and the improvement of international interactions. Therefore, the aim of the present study was to explain the model of factors influencing the demand for sports tourism in Iraq. The present research is applied in nature, employing a qualitative research method based on grounded theory with the Glaserian approach. The statistical population of the study consisted of professors and experts in sports management, tourism, and sports tourism, managers of tourism agencies, and Ph.D. researchers in sports management. The sample was selected from among the population members using purposive and snowball sampling methods. To gather the necessary information for the research, document study and interviews were employed, and the interviews for this study were conducted from September to December 2023. The research tool was semi-structured interviews with 15 experts, which continued until theoretical saturation was reached. The validity of the research was confirmed by relevant experts, and the reliability was achieved through the intra-subject agreement method, reaching 74%. The results of the study showed that economic dynamism, tourism management, sports events, social and cultural transformation, tourism challenges and opportunities, economic, managerial, political, social, and cultural functions, information technology, and environmental factors were the 11 key categories influencing the demand for sports tourism in Iraq. In this regard, attention to the factors influencing the demand for sports tourism in Iraq and effective management of these factors can help increase the number of sports tourists and contribute to the sustainable development of this industry in the country. Accordingly, the present study introduces a comprehensive model of the factors influencing the demand for sports tourism in Iraq, and the implementation of these strategies can contribute to Iraq’s economic and social growth, positioning the country as a model for sustainable sports tourism development in the region.

The main purpose of this research was to examine the effect of environmental knowledge on the green purchasing behaviour of equestrian competition spectators, with the mediating role of ethical commitment to the environment. This study was a descriptive correlational investigation, and its statistical population comprised all spectators of the Gonbad-Kavos autumn equestrian competition in 2024. Based on the method proposed by Mueller (2012) for structural equation modelling, the sample size was estimated at 160 spectators. The instruments used to collect data included the Environmental Knowledge Questionnaire by Liang et al. (2016), the Ethical Commitment to Environment Questionnaire by Cui et al. (2024), and the Green Purchasing Behaviour Questionnaire by Kim et al. (2013). The face and content validity of these questionnaires were reviewed and confirmed by five experts in sports management. In a preliminary study, Cronbach's alpha values for the questionnaire variables were 0.77, 0.82, and 0.79, indicating satisfactory reliability. Descriptive and inferential statistics were used to analyse the data. The results showed that environmental knowledge has a positive and significant effect on the ethical commitment to the environment among equestrian competition spectators. Additionally, the effect of environmental knowledge on the green purchasing behaviour of these spectators was also positive and significant. Finally, the findings demonstrated that environmental knowledge positively and significantly influences green purchasing behaviour with the mediating role of ethical commitment. Therefore, it can be concluded that increasing the environmental knowledge of equestrian competition spectators can lead to positive outcomes, such as enhanced ethical commitment to the environment and increased green purchasing behaviour.

With the expansion of digital technologies, digital marketing has become a vital tool in attracting sports tourists. This research was conducted in 2024 with the aim of identifying and prioritizing the consequences of digital marketing in sports tourism using the interpretive structural modeling method. The present study was applied and carried out with a mixed approach (qualitative-quantitative) and using the interpretive structural modeling (ISM) method. In the qualitative stage, thematic analysis was used using library studies and semi-structured interviews with 13 experts in sports tourism, marketing, and researchers in these two fields. In the quantitative stage, 15 experts were selected purposively and data were collected through a researcher-made questionnaire. In the qualitative section, 55 basic themes and 10 organizing themes were identified, which were centered around the overarching theme of "Consequences of Digital Marketing in Sports Tourism." The results of the quantitative section showed that these outcomes were categorized into four levels, with the main foundations at the first level. Infrastructure development, as the most influential level, directly affected the third level criteria (tourism economic development, tourist behavioral and attitudinal development, and tourism destination awareness). By presenting an Interpretive Structural Model (ISM), this study provides a comprehensive framework for understanding the outcomes of digital marketing in sports tourism, which can assist managers and policymakers in areas such as marketing strategies, resource allocation, and competitive policymaking. To date, the development of a hierarchical and leveled model of digital marketing outcomes in sports tourism using the ISM method has received limited attention in this field.

The aim of this study is to analyze the influence of green marketing communication on green purchasing behavior for sporting goods, taking into account the mediating role of consumer attitudes. This study is application-oriented in terms of its purpose and descriptive-survey-based in terms of its nature, taking into account the characteristics of the statistical population. Furthermore, this study falls into the category of correlation research, as it examines the relationships between variables. The statistical population of the study was consumers of sporting goods. The Morgan table was used to determine the sample size, and given the large statistical population, the maximum sample size of 384 individuals was used using the available sampling method. Standard questionnaires were used to collect the information, and the data required for this study were collected using questionnaires: pricing Van Westendorp (1976), educational level Correia et al. (2023), advertising and sales promotion Haghighat (2013), purchase intention Kim (2008), and consumer attitude Mustafa et al. (2007).  In this study, the partial least squares method was used to analyze the hypotheses with SmartPLS3 software. To evaluate the external validity of the model, reliability tests including Cronbach's alpha coefficient and composite reliability, content validity, convergent validity, and divergent validity were examined, and all tests were confirmed. The results show that the components of green marketing communication have a direct and significant impact on green purchasing behavior and that a strong correlation was found between the attention of consumers of sports products to the green marketing communication of companies and green purchasing behavior. In addition, the positive effect of the mediating variable of consumer attitude on the relationship between green marketing communication and green purchasing behavior was confirmed. Based on the results, it can be concluded that the need for green marketing and a change in consumer attitudes toward an environmentally friendly lifestyle have a strong influence on green purchasing behavior.

One of the tactics that makes products appear distinctive and valuable—encouraging customers to repurchase—is the use of celebrity endorsements. Therefore, this study aimed to investigate the effect of the perceived value of sports and non-sports products on customers’ purchase intention based on mental involvement in endorser–product congruence. The research method was descriptive-correlational. The statistical population consisted of two parts. In the first part, endorsers and products were identified: Ali Daei and Shahrbanoo Mansourian were selected as famous sports endorsers, while Amin Hayayi and Elham Hamidi were chosen as famous non-sports endorsers. The Majid brand was selected as the sports product, and the Novin Charm brand was chosen as the non-sports product. The sampling method for this stage was purposive. The second part included customers of both sports and non-sports products, categorized into high and low mental involvement groups. Stratified random sampling was applied, and the sample size was estimated at 420 participants. Data were collected using the Perceived Value Questionnaire by Lee et al (2021), the Purchase Intention Scale by Lee et al (2021), and the Mental Involvement Scale by Bian and Moutinho (2011). Data analysis was conducted using SPSS, AMOS, and SmartPLS software. According to the findings, the endorsement of sports and non-sports products by sports celebrities had a stronger influence compared to endorsements by non-sports celebrities. Furthermore, it was found that sports celebrities’ endorsements of sports and non-sports products could enhance the purchase intention of customers with both high and low levels of mental involvement.

The purpose of this study was to investigate the role of the 4E dimensions in developing water sports and recreational tourism resources on Kish Island. The research was applied in purpose and descriptive-survey in method. The statistical population consisted of employees from the Kish Free Zone Organization and the Kish Institute of Sports and Recreational Activities, selected through convenience sampling (N = 257). Data were collected using a researcher-designed questionnaire, whose face and content validity were confirmed by 11 experts in sports management. Reliability was assessed using Cronbach’s alpha and composite reliability coefficients. Data analysis was performed using SPSS version 25 and Smart PLS version 4. The results demonstrated that Experience (0.844), Esthetic Experience (0.913), Engagement (0.902), Advocacy Commitment (0.830), and Ubiquity (0.887) had significant impacts on the strategic development of sports tourism resources. These findings suggest that managers of sports and marine recreation centers must recognize and leverage these resources to improve performance. This study, by applying the 4E model innovatively, offers new insights into integrating experience, esthetics, engagement, advocacy, and ubiquity to foster the growth of water sports tourism on Kish Island. It highlights a dual achievement: enhancing service quality and supporting sustainable and strategic tourism development in the region.

This study investigates the impact of tourist participation on the performance of sports tourism complexes in Guilan Province, with green product innovation as a mediating variable. Given the concurrent expansion of the tourism industry and the paramount importance of sustainable development, this research addresses a critical intersection. The research is applied in purpose, descriptive-correlational in nature, and field-based in execution. The statistical population included managers and experts of tourism complexes, organizers of sports tourism tours, and adventure sports tourists in 2023. Data were collected using standardized questionnaires measuring customer participation, green product innovation, and sports tourism complex performance. Reliability was confirmed via Cronbach's alpha and composite reliability, while face and content validity were established by a panel of 13 sports management professors. Data were analysed using path analysis with PLS-SEM (version 4). The results demonstrated that tourist participation significantly directly affects both the performance (t = 2.783) and green product innovation (t = 33.004) of the complexes. Furthermore, green product innovation itself had a significant direct effect on performance (t = 10.313). Crucially, the mediating role of green product innovation in the relationship between tourist participation and performance was confirmed and statistically significant (t = 9.138). This study concludes that fostering tourist participation and integrating green product innovation are essential strategies for enhancing the performance of sports tourism complexes, leading to greater environmental compatibility and economic development.