The role of ethnic, national and global symbols of sports brand urbanism in sports motivation

The present study was designed and implemented with the aim of sports motivation: the role of ethnic, national and global symbols of urbanism in brands (sportswear). The statistical population of this study included all students of Islamic Azad universities of physical education in the centers of the western provinces of the country (Kermanshah, Kurdistan, Hamedan, Ilam and Lorestan). The instrument of the present study was standard questionnaires. According to the results of the study, it was found that consumer nationalism has an effect on sports motivation of 0.622, which according to the level of T, which is 6.106, it was found that consumer nationalism has an effect on sports motivation. According to the results of the study, it was found that the world of consumer urbanism has an effect on sports motivation of 0.219, which according to the level of T, which is 2.582, it was found that the world of consumer urbanism has an effect on sports motivation. The results also showed that consumer ethnocentrism has an effect on sports motivation of 0.134, which according to the T level which is 1.421, it was found that consumer ethnocentrism has no significant effect on sports motivation.