مجله پژوهش های کاربردی در مدیریت ورزشی
پیاپی 28 (بهار 1398)

The purpose of the study was to investigate the role of integrated marketing communication (IMC) in consumer shopping behavior in sports books in Iran. The present research is a descriptive correlational research. The statistical population included all publishers, sellers and buyers of sports books. The research tool was Duncan's integrated marketing communications questionnaire (2005) and consumer behavior (2006). The face and content validity of the questionnaires were confirmed by 7 sports management professors and confirmatory factor analysis was used to evaluate the construct validity. Cranbach's alpha test was used to calculate the instrumental reliability coefficient on a 30-member sample (> 0.7). In order to analyze the data, descriptive and inferential statistical methods were used. Subjects showed that among all the components of integrated marketing communication including advertising, sales promotion, public relations, personal sales and direct marketing with consumer behavior and its components including personal characteristics, psychological characteristics, cultural attributes, and attributes There is a positive and significant relationship between social status (p = 0.01). Also, the results of structural equation model show the impact of integrated marketing communications and its components on consumer behavior and fit the model using conventional methods. According to the findings, it seems that using integrated marketing communications can influence consumer behavior of sports books and better results in marketing goals, so this approach is recommended to marketers of sports books. .

The purpose of this research was consideration of effective factors on passing of occupational-athletic path among famous wrestling. The research method is descriptive-correlative. Statistical population includes specialists in research field. Statistical sample were deans, managers, experts, coaches and famous athletes in wrestling who were selected in form of meaningful and accessible sampling (n=234). The instrument of research-made questionnaire was in basis of library study and semi-conducted interview (5 factors,22 dimension, 87 subscales). The validity of instrument was confirmed and evaluated by using specialists’ idea and modeling structural equation. For analyzing data was used PLS software. The results was indicated that recognized factors were personal field and occupational spread (independent variables), talent management and structure of occupational path (mediator variables) and desirability of occupational path (dependent variable). The results of line analysis indicated that these three factors don’t have significant effect on desirability of occupational path directly, but it has significant effect by structure of occupational path indirectly. can state that occupational path management is basis on kind of systematical management in wrestling as we can propose personal field and occupational spread as circumstances factors, talent management and structure of occupational passing as process factors and desirability of occupational passing as factors which have main role and are determinative.

The purpose of this study was to model the relationship between creativity, customer relationship management and customer loyalty management and sports clubs. The study was descriptive and correlation. The population was all managers of Isfahans fitness and sport clubs. The number of directors was estimated to be 220. A sample population of 140 randomly selected clusters of the city. The data from questionnaires creativity, customer relationship management and customer loyalty were used. After the face and content validity was confirmed by experts. Through test-retest reliability was calculated for each of three questionnaires (α =0.91, 0.93, 0.89), respectively. In order to compare the results of regression and structural equation modeling was used. All data were analyzed using SPSS and LISREL. The results show that path analysis presenting a model of the relationship between creativity managers and customer relationship management with customer loyalty favorable model. Since innovation and creativity, the ability to combine ideas or create continuity between the ideas, therefore, managers must be innovative ways to communicate with customers more loyal customers consider.

The purpose of this study was to develop a knowledge management model based on the organizational readiness of the staff of the Ministry of Sports and Youth. This research was correlational and its data were collected using a questionnaire The statistical population includes all employees of the Ministry of Sport and Youth in 1995, which is 890 (569 men, 321 women). For each free parameter, 5 people were enrolled, thus the sample size was 350. Sampling was done using simple random sampling. The instrument for data collection was organizational readiness and knowledge management. The face validity of the questionnaires approved by 15 sports management professors and their ending by using Cronbach's alpha coefficient for organizational readiness and knowledge management questionnaire were α = 0.78 andα = 75 / 0 Approved. The data were analyzed using the binomial test and using structural equation modeling method through Smart-PLS software. The results showed that organizational readiness had a positive and significant effect on knowledge management of the staff of the Ministry of Sport and Youth (t = 3.221, p < 0.01). Explaining a clear and precise approach to the benefits of deploying a knowledge management system is considered necessary.

The purpose of this study was to evaluate the performance evaluation matrix and strategic position (SPACE analysis) in sport businesses in South Khorasan Province. The method of research is based on the method of data collection, the mixed method (qualitative-quantitative) and on the basis of the purpose, is a type of applied research. The statistical population of the study included 48 managers of swimming pools in southern Khorasan province. The research tool was developed based on experts' opinions, exploratory study and rewriting of the basics and similar studies by the researcher, which determines the strategic position of the swimming pools in South Khorasan province in four indicators: financial strength, competitive advantage, environmental stability, and the power or attractiveness of the industry. To ensure the validity of the questionnaires, after compiling them, the opinions and tips of the professors in the field of sports business were used. The reliability of the questionnaires was also obtained using Cronbach's alpha coefficient (α = 0.88). Data were analyzed using descriptive, inferential statistics (Friedman test, Kolmogorov-Smirnov test), position analysis and strategic action matrix. The results indicate that the strategic position of sports businesses is in a competitive position And managers to maintain a business position, vertical integration strategy with high, vertical integration down, market penetration and market development.

Evaluation of sports Products marketing in Tehran based on the SWOT model and AHA modelAbstractThis research Was Performed With purpose Evaluation of sports marketing in Tehran based on SWOT model and provide a sports product marketing strategy for the Marketing Department of Sports and Youth ministry. The Research method is descriptive and type of this research is surveying. The statistic population were384 person of managers, Marketers and seller that chosen by Available method. The questionnaire arrange by researcher based on the Delphi method in 35 questions and 4 dimensions of strength, weakness, opportunity and threat. Data was Analyzed in 7 step by AHA Model and SWOT model. The Finding of the assessment matrix of weaknesses and strengths showed: The final score of strengths is equal (3.78), score of weakness is equal (1.3), score of opportunity is equal (3.11) and score of threat is equal (1.5). Thereby SO strategy has highest score and chosen as best strategy.

"Hijab" is one of the most valuable cultural and social phenomena in Iranian-Islamic civilization, its history dates back to the arrival of Islam, but in Islamic culture it reaches the height of its excellence and value.The hijab and chastity of the religious phenomenon is an important value in Islamic teachings and paying attention to cultural-social contexts is very desirable and necessary, and its extension and deepening requires fundamental and continuous education in the family, school, university and community.In order to create a proper hijab culture and society in the society, we must first consolidate the beliefs and insights of individuals on this issue, that is, institutionalizing the right beliefs and accurate culture. Therefore, threats and coercion will never be effective as the first solution.The purpose of this study was to identify the social consequences of the presence of Muslim veil women in international sporting events. The research methodology was qualitative, phenomenological. The statistical population of the present study was elite athletes and experts in women's sports that were interviewed using snowball sampling method with 10 elite athletes who participated in international events. Data were collected by semi-structured interviews and interviews were conducted to investigator's theoretical saturation . After three stages, open source, axial, and selective categories were extracted. The findings were classified in two sections: internal implications and international outcomes. The Nvivo 10 qualitative data classification software was used to analyze the interview data.

The purpose of the present study was to design a model of participation in recreational sports with a social marketing approach. The population of the study is consisted of the entire public sports boards and the sports organizations of municipalities of capital of provinces. Sampling was done through the application of the Morgan table and according to the numerousness of the participants of sports boards and the aforementioned sports organizations of municipalities,a number of 385 individuals have been selected as the sample of study. Data collection instruments included researcher made questionnaires whose reliability and validity have been approved by the help of professors and various statistical tests.The questionnaires were distributed among the participants through social networks, in person meeting and e-mailing.Results manifested that the impact factors of the entire components relating to social marketing are significantly high and among them, the component of communications of social marketing had the strongest impact factor (0.948) while participation cost (0.953)and accessibility (0.921) have occupied later priorities.In addition in our model the impact factor between participation and marketing was calculated as 0.892 while in relation to management and participation in sports, the obtained values are respectively 0.584 and 0.597.These values show the significant importance of participation culture.In this sense, culture is a basic category for the rest of categories state in the model.Another category which was considered as an important one in the views of respondents for improving public participation through social marketing was a solid and strong management in this context.

organizational citizenship behavior is a factor that can lead to increase organizational efficiency, organizational innovation and competitive advantage. Therefore the aim of this study was to investigate the mediating role of organizational justice (OJ) in the causal relationship between dimensions of organizational silence (OS) with organizational citizenship behavior (OCB) in staff of youth and sport organizations of Khouzestan province and providing a conceptual model. Statistical population was all of the staff of youth and sport organizations of the Khuzestan province. Statistical samples on the base of Krejcie and Morgan table were 210 person (143-male, 58-female), that were selected by si random sampling. In order to gather data, OS questionnaire (Van Dyne et al, 2003), OJ questionnaire (Niehoff & Moorman, 1993), and OCB questionnaire (Podsakeff et al, 1990), were used. Analyzing data and examining proposed model were done through structural equation modeling (SEM), by using SPSS-22 and AMOS-22 software packages. The results showed that there are significant relationships between OS dimensions and OJ with OCB. Also the results revealed that OJ can't play mediating role relationship between OS dimensions with OCB. It was concluded that OS decrease OCB and OJ can not impact on their relationship.

The purpose of this research was to design perspective and strategic map for Deaf Sports Federation using DEMATEL paired comparisons method and Balanced Scorecard. The research was a The study was a mixed method research. The statistical population of the research was in the quantitative section of 90 experts, members of the General Assembly of the Federation, which 73 were selected according to the Morgan table. The qualitative section was used to co-operate with 12 members strategic Council. The tool was a researcher-made questionnaire designed to determine the scenery whose validity was confirmed by 5 professors and its reliability was confirmed by Cronbach's alpha and Coefficient 82 /. The case was flooded. The hypothesis test was performed using Chi-square and SPSS23 tests, and in the drawing of a strategic plan, the Dimetal technique and the main model of the strategic map designed by Kaplan and Norton in non-profit organizations were used.In this research, the perspective, strategy map, the direct and indirect causal and causal relationships of strategies, the intensity of each strategy's influence on the achievement of federation programs in the horizon, and its priority and late It identifies it in achieving the goal.Designed map, Facilitates the path to achieving the mission and strategies specified for the Deaf Sports Federation from the direction of streaming and implementing strategies.