نشریه مطالعات بازاریابی ورزشی
سال دوم شماره 1 (پیاپی 5، بهار 1400)

The aim of this study was to investigate the effect of the mental image of the country of origin of the brand on the formation of brand equity resulting in brand trust in the sports industry as a case study in Shiraz. The method in the present study is due to the application of the results in solving common problems, in terms of practical purpose, due to partial description of the situation and calculation of community parameters (age, education, gender, etc.), in terms of descriptive-inferential method and modeling-based Structural equations and analysis is a factor that is used for data collection, first from library studies and then for the use of questionnaires of survey type and in terms of time. The statistical population used in this study was all those who used brands of sports products in Shiraz and due to the unlimited statistical population and using the Cochran unlimited sample size formula and with a 5% error, 384 people were targeted by sampling method. The questionnaire was distributed and collected in person in some sports stores in different parts of Shiraz. The Moradi Lalekaei & et al (2016) questionnaire was used, which includes 29 questions in two sections: general and specific questions. To answer the questions, the Likert scale was used, which includes 5 values. In this spectrum, there is the lowest score that is completely opposite (one) and the highest score is completely agreed (five). This questionnaire measures the image of the country of origin of the brand (5 questions), brand association (awareness) (3 questions), brand loyalty (3 questions), brand differentiation (4 questions), brand trust (3 questions) and brand equity (4 questions) Has. In the discussion of determining the validity of the content, the questionnaire was heard and commented by 5 professors and experts in the field of sports management, and after consulting and applying their opinion, the questionnaires were approved for distribution. Cronbach's alpha method was used to determine the reliability and a small number of questionnaires (30 people) were distributed for the preliminary study. Based on the data obtained from them, the Cronbach's alpha level of the questionnaire was higher than 0.8, which indicates the reliability of the questionnaire. It has a high. In this study, at the level of descriptive statistics of mean, standard deviation and elongation to classify and describe data and at the level of inferential statistics from Pearson correlation coefficient tests and structural equation modeling and factor analysis to test research hypotheses and determine the amount and strength of dependent independent variables. Using Spss and Smart-PLS software. Based on the research findings, it can be said that the image of the country of origin has a positive and significant effect on brand awareness, brand loyalty, brand differentiation and brand equity in the sports industry. Also, it can be said that brand awareness has a positive and significant effect on brand equity but does not have a positive and significant effect on brand loyalty in the sports industry. Also, it can be said that brand loyalty has a positive and significant effect on brand equity and brand differentiation in the sports industry. Also, it can be said that brand differentiation does not have a positive and significant effect on brand equity in the sports industry. It can also be said that brand equity has a positive and significant effect on brand trust in the sports industry. On the other hand, according to the path coefficients, it can be said that the image of the country of origin, among the dimensions of brand equity, ie brand awareness, brand loyalty, brand differentiation, has the greatest impact on brand awareness. Also, it can be said that the special value of the brand among its dimensions, ie brand awareness and brand loyalty and brand differentiation, has received the most impact from brand loyalty. Findings from factor analysis showed that the mental image of the country of origin has a positive and significant effect on the dimensions of brand equity (awareness, loyalty and differentiation) and brand equity and has the greatest impact on brand awareness. Since the relationship between the dual dimensions of brand equity (awareness and loyalty) and brand equity is positive and significant, it can be argued that the higher the brand loyalty and brand awareness, the higher the value. The brand name is created for them; In other words, it can be said that brand names with high loyalty have a high special value of brand name. The results show that brand loyalty and brand association have a direct impact on brand equity. On the other hand, no direct relationship was found between the perceived quality of the brand and the brand equity. Among the factors that have a direct effect on brand equity, brand loyalty has the most impact and brand awareness is next, which brand loyalty is a key structure in describing brand equity. On the other hand, the effect of brand differentiation with brand equity was not reported to be positive and significant. Other research findings include the positive and significant effect of brand equity on brand trust. According to the research results, manufacturers of sports products are advised to be careful in choosing a foreign or domestic business partner. Also, due to the importance of the image of the country of origin, exporters should pay attention to the role of loyalty of the destination countries in the continuous purchase of Iranian sports goods and the recognition of Iranian sports brands. On the other hand, manufacturers and resellers to increase customer loyalty must establish a long-term relationship with customers and by unique products, credibility, innovation and high technology of their products can differentiate their product from other competitors by brand differentiation and Attract more customers through differentiation. Finally, manufacturers and marketers to produce the product pay attention to the expectations of target market customers to enhance their brand value in the minds of consumers so that ultimately brand equity results in brand trust.

The aim of this study was to design a competency model for Iranian sports marketers. The research method was descriptive and functional that was done fieldwork using structural equations. The Statistical Society included marketers of sports production companies in Tehran (N= 245) Using Cochran's formula (n = 150) people were selected by simple random sampling. The measuring instrument was a researcher-made competency management questionnaire with a 5-point Likert scale, which was used by 10 professors of sports management. Exploratory factor analysis was used to investigate the questions and extract the components. Finally, 6 components with 30 acceptable questions were extracted after varimax rotation. Convergence and divergence validity were used to evaluate the construct validity and reliability. The results showed that the construct validity of the questionnaire is appropriate. SPSS24 and SmartPLS2 software were used for data analysis and model design. showed that the hard and soft skills 0.62, Rhetorical 0.62, art of self-expression with 0.50, Principles of etiquette and association0.44, Familiarity with the principles of negotiation 0.37, and marketing knowledge management with 0,47 Explained the management of sports marketers' Protocols. Protocol management is an important factor in customer relations and sports marketers can achieve more success by applying and improving research components in the marketing process.

AbstractThe purpose of this study was to investigate the identity situation of Iranian Premier League clubs, which was a case study on Esteghlal Cultural and Sports Club of Tehran. The present study is a descriptive-survey research and in terms of purpose is an applied one. by following case studies that were conducted in the field form from the perspective of data collection. The research population consisted of all fans of Esteghlal Club of Tehran which 346 persons were selected as the final sample of the research according to the spatial and temporal domain. In order to measure the identity of the fans, the Sports Fans Identity Scale that was created by Shajieh, Sohrabi and Fouladian (2009), was used. The results of one-way analysis of variance test show that there is a significant difference between self-identity and social identity subscales based on the segregation of sports fans’ education. Also, the results of Friedman ranking test showed that among the factors that construct the fans' identity, their identity was ranked first and their influence and social identity were ranked second and third. According to the results of the research, recognizing the components of fan identity, forming a fan management system, paying attention to the needs of fans, and paying basic attention to fan centers are among the operational measures that are becoming more and more necessary.

The aim of this study was to investigate the effect of attachment to the event on the behavioral intentions of Premier League spectators with the mediating role of satisfaction and sense of place. The present study is an applied research in terms of purpose and quantitatively in terms of strategy and correlational in terms of implementation path, field data in terms of data collection and prospective in terms of time. The statistical population of the study includes all fans of Premier League football clubs. They make up at least 8 games from the club they watched live, so the sample size of the study was calculated using the Cochran's formula of 384 people who were purposefully selected. Funk and James (2006) Event Attachment Questionnaire Satisfaction with the location of Ramkison, Smith and Wheeler (2013), Behavioral intentions of Githmal et al. (1996) and finally Movahed et al. (2015) questionnaire to assess the sense of place. شد. The research hypotheses were analyzed at an error level of 5% using Smart PLS software. The results showed that attachment to place has an effect on satisfaction, sense of place and behavioral intentions. Sense of place affects behavioral intentions and satisfaction affects behavioral intentions. In addition, it was found that attachment to place has a positive and significant effect on the behavioral intentions of the brand through satisfaction. Finally, the results showed that in addition, it was found that attachment to place has a positive and significant effect on the behavioral intentions of the brand through a sense of place.

Ecotourism is catering for tourists wishing to experience the natural environment without damaging it or disturbing its habitats. It is a form of tourism involving visiting fragile, pristine, and relatively undisturbed natural areas, intended as a low-impact and often small scale alternative to standard commercial mass tourism. It means responsible travel to natural areas, conserving the environment, and improving the well-being of the local people. Natural attractions can be one of the most important sources in sports tourism. So sports-ecotourism refers to any sport tourism activity with an emphasis on the principles of ecotourism. Paying attention to the ecological potential of the regions is one of the basic principles of ecotourism development. Therefore, the purpose of this study was to Ecological-Humanitical feasibility of sports-ecotourism development in desert areas of Qom province. The first stage was analytical and the second stage was descriptive-survey. In the first stage, using ecological data including temperature, number of sunny days, topographic map, soil texture, geology, protected areas, railway, land use, road map, cities and rivers and areas and in software Arc GIS identified suitable areas for ecotourism development in Qom province. In the next step, the human potential of the community was evaluated with a researcher-made questionnaire whose validity was confirmed by experts and its reliability was confirmed by Cronbach's alpha (0.812). The statistical population of the second section included all sports and tourism experts in Qom province (especially in the ecotourism and sports-ecotourism) and all local authorities. The results of first phase showed that only 26.5% of the area of Qom province is suitable for ecotourism development and the remaining 73.5% are not suitable for ecotourism activities. In Qom province, 14 suitable areas for ecotourism development were identified, of which 8 areas in the central part; 2 zones in Salafchegan section; 1 zone jointly in the parts of Khalajastan- Salafchegan; And the districts of Jafarabad, Khalajastan and Kahak each had 1 suitable zone. Generally; According to the zoning, it can be said that the zones located in the central part and Jafarabad located in the desert areas of the province, while the zones located in the southwest of Qom province include Khalajastan, Salafchegan and Kahak are in the mountainous areas. Based on this, the following activities are proposed for the development of sports-ecotourism in Qom province. Hiking on sand and gravel; Holding barefoot resistance competitions on hot sands; Camping at night in the desert; Camel riding and equestrian competitions; Sand skiing; Riding over the desert sky, etc. in the desert areas and mountaineering competitions, rock climbing, cave climbing, mountain biking, etc. in the mountain parts. In the second step, 95 questionnaires were completed by experts in the ecotourism and sports tourism field. The collected data were analyzed by confirmatory factor analysis in Amos.23. The results showed the human capacity of the local community for the development of sports-ecotourism consists of five dimensions: economic readiness, macro readiness, operational potential, cross-sectoral coordination ability and ecotourism literacy and model fit indices were also confirmed. One sample T-test showed; the status of components of economic readiness, macro readiness, operational potential, and cross-sectoral coordination ability is higher than average (P <0.05). While the status of ecotourism literacy component was lower than average (P <0.05). The total power was 3.11 higher than the theoretical mean (P <0.05). But comparing it with the maximum power, it can be said that there is a long way to go to reach the desired conditions for the development of sports ecotourism. Considering that development in tourism and its various sub-sectors, including sports-tourism will be possible only by relying on natural capacities and attractions, and also local communities potential, without the readiness of the local host there is a possibility of over-exploitation and overuse of resources Which can cause irreparable damage to tourism destinations. Therefore, due to the low status of ecotourism literacy factor, in order to increase this component among the general public, it is necessary to put public education programs in various ways, including mass media, especially television, on the agenda. This actions can increase the general readiness of the community to development of sports-ecotourism.

Brand is as one of the most important intangible assets of any organization and strategic analysis of brand development barriers in any organization including Iranian Premier League is necessary. Accordingly, the present study analyzed the barriers to the development of the Iranian Premier League brand by combining the Balanced Scorecard approach and the AHP. This study was conducted in two parts: Qualitative and Qualitative. The statistical population of this study consisted of sport management faculty with specialized marketing, soccer experts and experts, as well as executives of the league and football clubs. 18 individuals were interviewed in the qualitative part, and in the quantitative part, 85 individuals were selected as the statistical sample using non-probable judgment sampling (expert opinion). In the qualitative section, 157 labels were identified that influenced the development of the league brand and were then classified into 20 concepts in axial coding. In the quantitative part, the priority of each of the barriers affecting brand development was determined by the hierarchical analysis method, with first the weaknesses was the management structure and the last priority was the perceptual barriers. Applying this model can familiarize managers with the priorities of addressing the barriers to the development of the Iranian Premier League brand and allow for the integration of performance evaluation of the Iranian Premier League brand.

The purpose of this article was to investigate the effectiveness of entrepreneurship curriculum on entrepreneurial personality traits and entrepreneurial intention of the students of sports science faculty of Arak University of Sports Sciences. The research method was semi-experimental. Twenty-three subjects were selected as purposeful samples and assigned to experimental and control groups. Sixteen subjects were selected as matched with the experimental group in terms of age, gender, work experience and year of entry, and were assigned to the control group. The research tool was entrepreneurial intent standard questionnaire and entrepreneurial personality questionnaire. Before the beginning of class sessions, pre-test and after 15 sessions, the post-test was taken from both experimental and control groups. T-test, and dependent t-test were used. The results of the research showed that there was no significant difference between the entrepreneurial personality characteristics of the students of sports sciences before and after the presentation of the entrepreneurship curriculum, but there was a significant difference between entrepreneurial intention before and after the presentation of the curriculum, and the mean variables of entrepreneurial intention In the experimental group, it was significantly higher than the mean of this variable in the control group.It seems that the presentation of an entrepreneurship curriculum to develop knowledge, attitude and management skills can help to motivate and incline students to engage in entrepreneurial activities and increase entrepreneurial intent.