ali afrouzeh

Today, due to its many attractions, football has spread significantly around the world, making it difficult to define limits for the sport, which has completely separated itself from others. This sport has become an effective platform for advertising by large companies. Advertisements appear in various forms, such as those inside stadiums, commercials broadcast during games, and printed advertisements on clothing and sports equipment (Kordalo, 2020). Among the types of advertising, the outdoor advertising industry is one of the oldest media sectors. With advancements in technology in recent years, we have witnessed a significant transformation in this industry; outdoor digital boards now offer new and exciting ways to communicate (Cho et al., 2022). Kumar and Tripathi (2022) argue that the role of advertising is evolving and is no longer limited to informing and persuading consumers. Companies are now seeking new functions, such as changing consumer behavior. Additionally, due to increased competition, companies believe they must capture consumer attention by employing effective tools in their advertisements (Pieters et al., 2010). Among the identified tools that influence the effectiveness of environmental advertisements are the visual aspects, which include brand, logo, typography, color, and slogan. Therefore, the purpose of this research is to investigate the effect of visual dimensions on customer loyalty, with the mediating roles of brand awareness and preference in environmental advertising around the football satadiums. The current research is applied in terms of purpose and descriptive, survey, field, and correlational in terms of methodology. The statistical population for this research consisted of individuals who attended Azadi Stadium to watch football in 2024, with a sample size of 384 participants selected. The research tools included a brand awareness questionnaire by Boyle et al. (2013), a brand preference questionnaire by Ebrahim et al. (2016), a brand loyalty questionnaire by Shahin et al. (2011), and a researcher-developed section on visual dimensions. All questions in the questionnaire were designed according to a five-point Likert scale (1 = completely disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = completely agree). To assess the reliability of the questionnaire, Cronbach's alpha test was employed. The content validity was confirmed by several expert professors in the field, and the construct validity was verified using factor analysis (CFA). Structural equation modeling with PLS3 software was also utilized for data analysis. All participants in the research were men. Among them, 68.5% were single and 35.5% were married. In terms of age, 25.3% were under 20 years old, 46.6% were between 21 and 30 years old, 16.9% were between 31 and 40 years old, 10.2% were between 41 and 50 years old, and 1% were over 50 years old. Regarding education, 18.5% had below a diploma, 26.6% held a diploma, 15.6% had a post-diploma qualification, 25.5% had a Bachelor's degree, 6.9% held a Master's degree, and 4.2% had a Doctorate. The indices for Cronbach's alpha, RHO, composite reliability, and average variance demonstrated good validity for all research constructs. Additionally, an examination of the factor loading values and t-values of the questions in the questionnaire indicated that the questions were suitable representatives of their respective constructs. Furthermore, the analysis of the relationships between the variables, including their t-values and path coefficients, revealed that the relationship between visual dimensions and both brand awareness and brand preference is significant; however, there is no significant relationship with brand loyalty. Additionally, brand awareness did not demonstrate a significant relationship with brand loyalty, while brand preference acted as a mediating variable between visual dimensions and brand loyalty. Finally, the model fit indices, including Q² and R², were assessed for each variable. All R² and Q² values for the variables, except for brand preference, were within optimal ranges, indicating an acceptable level for brand preference. Therefore, considering that environmental advertisements are designed and implemented with the aim of attracting attention and having a positive impact on consumers, paying attention to the visual dimensions of these advertisements is of particular importance. Companies active in this field can increase the effectiveness of their advertisements by using appropriate tools. For this reason, we provided suggestions to companies regarding the applicability of the research. In relation to the brand name, it is suggested that companies comply with the necessary linguistic requirements and standards to create more effective environmental advertising. Additionally, the logo plays a significant role in the brand's appeal, so it is recommended that innovation and creativity in logo design be prioritized to attract consumers. Regarding the visual dimensions of typography, it is suggested that the principles of order and coherence in the selection of words and phrases used in advertisements should be observed in a suitable and correct manner to enhance brand preference and awareness among consumers. Concerning color, it can be confidently stated that it is one of the most important visual dimensions in all types of advertisements. Therefore, it is recommended to use attractive colors in the design of advertisements that align with the identity and personality of the brand. Another important point to consider is that, in football, there is a highly competitive environment between rival teams. Thus, care should be taken when choosing the color of advertisements, as a color choice similar to a team's shirt may be significant for the team's fans. Finally, regarding the slogan, it is suggested that companies keep their main message in the minds of consumers by choosing an attractive and understandable slogan. This will help create or increase awareness, preference, and ultimately loyalty to the brand.

The recent development of technology has changed the way that people experience physical and virtual environments, virtual reality plays a key role in this way. The purpose of this study was to identify the impact of virtual reality advertising on the flow experience and purchase intention of sports consumers and compare to Two-Dimensional Advertising. The present study is an applied and semi experimental research based on structural equation modeling. Statistical population included customers of Mammut sports products. Measurement tools included Kim and Ko (2019) flow Experience questionnaire and Kang et al (2018) purchase intention questionnaire. The virtual reality headset was also used to create the virtual reality experience. Finally, structural equations in PLS software were used to analyze the research data. The findings showed that the promotion of virtual reality through cognitive absorption, enjoyment and time distortion leads to the flow experience, ultimately indulging in the intention to purchase consumers' sports products. Given the effectiveness of this technology rather than two-dimensional advertising, it is suggested that domestic brands also produce virtual reality content so that they can provide customers with a flow experience and enhance their customer purchase intention.

In recent years, international organizations have put forth various programs in way of creating an inclusive world. One of the programs which has recently been introduced by the International Paralympic Committee and has also been implemented in Iran is the "I’mPOSSIBLE" global program. This program aims to change young people's attitude toward people with disabilities. Thus, the main objective of the current study was to identify the impact of the implementation of the "I’mPOSSIBLE" program on changing the attitude of primary school students toward inclusive sport. The present study was of an applied and semi-experimental type. The statistical sample consisted of 50 sixth grade students who were put into two groups of 25 control and experimental students. The experimental group was trained in three sessions in accordance with the "I’mPOSSIBLE" program. The measurement tools included a questionnaire designed to assess children's attitude toward inclusive sport (Block, 1995) and an adjective checklist (Siperstein, 2006) in way of evaluating the cognitive attitude that used the pre-test and post-test design to obtain data. The questionnaires were given to both groups before and after the implementation of the program. To analyze the variables, the mixed model analysis, the independent T, the follow-up extrapolation as well as the Wilcoxon tests were used. The results indicated that the program had a significant effect on changing the students' attitudes toward inclusive sport. It is suggested that the "I’mPOSSIBLE" program be included in the physical education (PE) curriculum and be implemented continuously in the primary schools in Iran. By implementing this program in schools, a large number of the existing restrictions for people with disabilities in society will be eliminated in addition to improving and promoting a positive attitude towards people with disabilities and their integration into the society.

Nowadays, with a growing number of services and raising the access level to information and distribution channels, customers show more flexibility in decision-making. Due to intense competition in service industries such as Gyms, managers of these centers need to take new approaches to attract and retain customers. Accordingly, this research aims to investigate the impact of experience creation through sensory stimuli in gyms on perceived value, brand strength, and word-of-mouth advertising.This research is applied in terms of purpose and is descriptive-correlational in terms of data collection. The sample consisted of 215 customers of luxury gyms in Tehran selected through purposive sampling. The main data collection tool was a questionnaire composed of Semi self-made and pre-existing questions. The questionnaires used include sensory stimuli scale (Hosseini et al., 2017), brand experience scale (Brakus et al., 2009), perceived value scale (Wiedmann et al., 2018), brand strength scale (Wymer., 2013), satisfaction scale (Chung et al., 2005), and word-of-mouth advertising scale (Helgesen & Nesset, 2007). Finally, structural equation modeling was applied using Smart PLS 3 software to identify the interactions between the variables.The results indicated that sensory stimuli lead to brand experience creation, and this path leads to customers’ perceived value. Furthermore, perceived value leads to brand strength and ultimately to positive word-of-mouse advertising.

The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.

The present study was quasi-experimental research based on structural equation modeling. The sample size was determined to be 36 using G*Power, which was selected from students of Tehran University who were familiar with this brand. The sampling method was convenience and by accident. Measurement tools included the Keller and Block Vividness Questionnaire (1997), Kim and Ko’s flow experience Questionnaire (2019), the Homer’s Brand Attitude Questionnaire (1990), and the Kang, Lee, and Namkung Purchase Intention Questionnaire (2018). Virtual reality experience was created by the Quilo Virtual Reality Headset. On the other hand, after searching for 3D promotional videos, the 3D promotional video clip of the Mammut mountaineering apparel was selected. The method of implementation was completing the questionnaires by the samples after watching the VR advertisements. Finally, the research data was analyzed by structural equations in PLS 3 software.

The results showed that virtual reality leads to telepresence and flow experience if the image Vividness is appropriate and rich. The flow experience leads to a change of attitude that ultimately effects on the purchase intention.

Overall, the results show that virtual reality technology is an appropriate tool for marketers to deliver a close flow experience to their customers. Nowadays, virtual reality technology has entered to the homes. So, it would be a valuable opportunity for marketers to provide the flow experience to customers at their homes. In addition, it’s suggested for sport stores to be equipped with VR technology. they can also increase effectiveness of this technology by enhancing sensory stimuli, richness and vividness of virtual reality’s containt.

The aim of this study is to investigate the effect of sensory marketing dimensions on increasing the fans of Football Clubs of Iran’s premier League. this is an applied and descriptive-correlational study. Population of research includes all football premier league fans. Sample size determine 210 fans and research questionnaire was distributed randomly between them. Study tool include a researcher made questionnaire which it’s validity and reliability was confirmed. In order to statistical analysis descriptive statistic and structural equation modeling was used in LISREL. given to factorial weight, the most important dimension is audition dimension and after that are dimensions of taste, olfaction, vision, and haptic respectively. in general result show that, sensory marketing has significant effect on increasing fans of Iran’s football premier league. According to sensory entity of sports seem to sensory marketing is a useful method in this field. When serving to costumers addition to physical relation most consider, emotional bond have been existed. Clubs must use sensory strategy trough sensors, emotional, and sensory phrase in relation to emotion and mind of people.