فهرست مطالب ثریا روحی بهلولی احمدی

The purpose of this study was to investigate the effect of sensory marketing on brand promotion of sports venues. The present study was a descriptive-survey research and applied in terms of purpose. The statistical population of the study included all customers of selected sports venues in Mashhad. Research samples were selected through available sampling (348 people). For data collection, Ucharunkit Sensory Marketing Questionnaire (2015) and Razavi Brand Promotion (2016) were used. Its content validity was confirmed by 11 experts and university professors and its reliability was confirmed by Cronbach's alpha test (0.84). Data were analyzed using structural equations using AMOS software version 24 and Pearson correlation coefficient test (SPSS 24). Based on the results of the research in general, sensory marketing and its 5 components (senses, feelings, thinking, action and relationship) are effective in promoting the brand of sports venues in Mashhad. Due to these components, it is recommended to the officials and managers of sports venues to use the use of sensory marketing techniques in their strategic plans in order to benefit more from the benefits of sensory marketing on their sports brands.

This study was conducted to identify the paradigm of experts on reduced tendency of students to physical activity at school using Q methodology. This study based on objective, of applied research, exploratory and descriptive in nature because of the Q-methodology of researches mixed. The population of study included all expert teachers, sport veterans at schools, sport management experts, and sociologists who were active in this area. Among them, 26 people were selected using snowball sampling. In order to conduct this study, Q chart with semi-normal distribution with mandatory distribution was used. Data on sorting the participants were entered in SPSS software so that various mentalities of participants to be identified using Q factor analysis and research questions to be responded by using it. Based on findings of this study, 11 distinctive paradigms were identified on reduced tendency of students to sport and physical activity at schools. Generally, findings indicate the necessity of designing comprehensive talent identification system in sport of schools, compensating the lack of executive and educational facilities, paying attention of mass media to sport of schools, developing riles in line with educational programs, and paying attention to determining role of managers in activity of students at school.