جستجوی مقالات مرتبط با کلیدواژه « باشگاه پرسپولیس » در نشریات گروه « تربیت بدنی »

The purpose of this study was to investigate the impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand. The research society was currently fans of persepolis club in Tehran, and according to the Morgan Table, 384 people were selected as an example. The method of doing research was a type of tradition, and created a tool for the gathering of information of the question of the question which reached the approval of 12 of the sports management teachers, and received 0.86, which shows the Acceptable reliabilityof the question. The analysis of research data was done using the description and test of smirnov smirnov and practical analysis with the help of the SPSS SOFTWARE VERSION 16 and pls version 3 at means level 0.05 The results of research shows, social networks and its seven times have a positive impact in promotion of the special value of the persepolis club. According to the expansion of the level of using social media in the society of persepolis club must use this position to introduce their brand, creating loyalty and satisfaction among the audience.

The aim of this study was to identify and test the social responsibility model of Persepolis Club with satisfaction, loyalty and future attendance of spectators. The research method was descriptive and correlation and the statistical population consisted of all Persepolis fans attending PersepolisTabriz Mashinsazi match on May 11, 2019 (one of the Iran premier league matches). The sample size was calculated using Krejcie and Morgan table (n=381) by simple random sampling method. Jalali Farahani and Sajjadi Social Responsibility Questionnaire (2012), Oliver Audience Satisfaction Questionnaire (1997), Mousavi, Elahi and Hadavi Attitudinal Loyalty Questionnaire (2013), Mousavi, Elahi and Hadavi Behavioral Loyalty Questionnaire (2013), Lim Attendance Tendency Questionnaire (2006) were used to collect data. Inferential statistics including confirmatory factor analysis test, structural equation modeling to measure the internal consistency of the questionnaire items were used and Pearson correlation test and univariate regression test were applied to determine the relationships and predict the research variables. These statistical tests were performed by SPSS22 software. The results showed a significant positive relationship between social responsibility of Persepolis Club and spectators’ satisfaction. There was also a positive significant relationship between spectators’ satisfaction and attitudinal and behavioral loyalty and between attitudinal and behavioral loyalty and future attendance of spectators. There was a positive significant relationship between attitudinal loyalty and behavioral loyalty. Given these findings, it is recommended that managers of sport clubs and organizations should pay more attention to the dimensions and activities of social responsibility and to consider such activities in their long-term plans.

The purpose of this study was to investigate the role of social media in promoting Persepolis brand. Statistical population of this study was Persepolis club in Tehran city and according to Morgan table, 366 people were selected as available sample. The research method was descriptive and survey and the data collection tool was a researcher-made questionnaire whose validity was confirmed by 12 sport management professors and its reliability was 0.86 indicating high reliability of the questionnaire used. Data analysis was performed using descriptive statistics and Kolmogorov-Smirnov test and One-sample t with SPSS software version 16 at the significant level of 0.05. The results show that social networks and its seven dimensions have a positive impact on promotion of Persepolis Club brand value. Given the growing use of social media in the Perspolis club community, it should be better positioned to introduce its brand, build loyalty and audience satisfaction with its plans.

The aim of this study was to design a model of the effect of advertisement on brand development in Persepolis club with an emphasis on the mediating role of brand personality. The current study was descriptive and correlation in terms of data collection and application in terms of aims which was conducted as a field study. The statistical population included the whole spectators of one of Persepolis football games who bought the tickets and attended the stadium. 350 spectators were selected by convenience sampling method. The required data were collected with a questionnaire. To designing the items of the questionnaire, studies on advertisement, brand personality and brand development were reviewed. After some consulting meetings were held, the items were checked by research group and the experts’ viewpoints were collected, the questionnaire was designed. Content and construct validity were used to measure the validity of the items. Content validity was determined and approved by a group of academic experts. Construct validity was conducted using exploratory factor analysis and confirmatory factor analysis so that KMO was more than 0.80. Also, the reliability of items was approved by Cronbach’s alpha coefficient. Structural equation modeling was used to analyze the data. The results showed that advertisement had the impact factor (0.51) on brand development and (0.55) on brand personality. Also, the impact factor of brand personality on brand development was (0.59). Finally, given the findings resulted from this model, managers and marketers of sport clubs are recommended to discover those factors influencing brand personality and to pay attention to advertising techniques for brand development.

This study aimed at investigating the factors influencing the brand equity of Tehran Persepolis football club. The design of the study was descriptive with practical goals. The statistical population consisted of two groups: the first group consisted of sport experts and sport officials. The participants in the second group were the fans of the mentioned club. The sample consisted of 68 sport officials and experts and 196 fans of Persepolis football club. A researcher-made questionnaire with 59 items was used to collect the data. The validity of this questionnaire was confirmed by 10 sport management professors and the reliability was measured 0.95 by Cronbach alpha test. Descriptive statistics were used to describe respondents' demographic features. Friedman ranking test was also performed for inferential analysis. SPSS 18 was the software for data analysis. The results showed that from the viewpoints of the officials, experts, and fans of Persepolis football club, fans’ loyalty, team stars, team success, team management, stadium, club history, head coach, media, sponsors and logo respectively had the highest effect on brand equity of this club.