شیما حسامی

The aim of this study was to investigate the effect of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers. The present study is a practical research in terms of purpose and quantitative in terms of strategy and correlation in terms of implementation path, field knowledge in terms of data collection and futuristic in terms of time. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. Attention to research objectives The appropriate tools for this research were a questionnaire; For this purpose, its questionnaire was used by Kim and Lee (2016). The Brand Evidence Questionnaire consists of 17 questions and 5 components (brand name, price, main services, employee services, service delivery environment). Also, brand reputation consists of 3 questions, brand distinction consists of 3 questions and brand citizenship behavior consists of 4 questions. Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that brand evidence, brand reputation and brand differentiation had an impact on brand citizenship behavior, and brand evidence and reputation also affected brand differentiation. Finally, the mediating role of brand differentiation between the impact of brand evidence and reputation on brand citizenship behavior was confirmed.

This study aims to investigate feasibility of ecotourism and sports tourism in Kurdistan. The material of this study is a descriptive survey and based on objective is of applicable. The research population comprising: sport expert agencies and cultural heritage and tourism office of Kurdistan، that 48 subjects worked with researchers. The assessment tool is a questionnaire. The reliabilitycoefficient of questionnaire is obtained 0. 87 that is desired and acceptable. The result of study show that Nesar’s mountains protected area of Bijar، Qezel- uzan river، Ghamchaghi castle (Salavat Abad village). are respectively priority of Bijar’s ecotourism، and Zariwar lake، Awraman village، the forests of Marivan، Piazhe’s mountains and Mianeh are respectively priority of Marivan’s ecotourism، the result of the factor analysis show that Zariwar lake in Marivan and Nesar mountains and protected areas of Bijar have the highest power in sport tourism، that were identified by the order of load factor with power of Boating (0. 89)، ski (0. 84)، water skiing (0. 81)، walking to the mountain (0. 701) and hiking 0. 78). According To results of this study، we suggest that with investment in making the sport‘s places with a full complement of safety، especially equipped the installations and holding of National and international sports competitions in ski، walking to the mountain، hiking، water skiing and boating can be effective step to attract tourists to this area.