نشریه مطالعات بازاریابی ورزشی
سال دوم شماره 2 (پیاپی 6، تابستان 1400)

The purpose of this study was analysis the content of online sales sites of sports products. The research method was descriptive by content analysis and applied purpose. The research community included all sites introduced in the Google search engine called sports stores. Due to the infinity and lack of access to all these stores, the analysis sample including the first 50 sites introduced in the Google search engine was selected. View of experts used to assess the validity of coding sheet and the reliability was evaluated and confirmed by P-Scott coefficient method that is approved by 0.84. Finally, the analysis of research data in the form of the descriptive section with frequency measurement indices and inferential section, chi-square test used. The general results of the research showed that between stores in the fields of store type, method of payment for goods, site SEO, price presentation, and methods. There is a significant difference in incentives to buy, but no significant differences were observed between the characteristics of the images used, the characters involved, the elements of comparison with similar goods, the way goods are presented, and the geographical scope covered. Finally, it can be concluded that the content of online stores selling sports goods has higher capabilities than sports equipment stores.

The applied research method has been descriptive that has been conducted field. The statistical population consisted of all sports clothing consumers and 383 selected sports consumers of the country, including Majid, Dae, Juraban, Jam Jam, Aghili, World of Sports and Sports Gostar using the Morgan table randomly Were selected as statistical samples. From the Likert scale, the research respondents have been used to measure the review of the research respondents, and also for the normalization of data from split and elongation and to test the research hypotheses of T-sample t-test methods and path analysis with the AMOS version 24 and SPSS version 25 at a significant level of 05 P <0.0 was used. The results show that the product quality factor (with a coefficient of 0.925) is in the first place in the field of effective factors on the promotion of sports clothing, and the last priority was related to the price of products (with a coefficient of 0.561). The overall arrangement of 8 indicators on the status of effective factors on the promotion of selected sports garment was: the quality of service, brand reputation, oral promotions, marketing practices, previous experiences, quality and sports clothing model, store environment and price of products.

Sports financial support is one of the important methods of investing in sports and one of the main axes of sports marketing, in the light of which events are organized and supported. Privatization is a means of improving the performance of economic activities by increasing the role of market forces. The present study was conducted to investigate the strategies for attracting sponsors in Iranian professional volleyball (a case study of the Marivan Nations Travel Club).

This study was applied in terms of purpose and type of survey. The statistical population included all specialized sports managers, managers of Marivan National Travel Club and managers of sponsors of Marivan Nations Travel Club due to the limited statistical population. The number is used.

The results showed that the structural-managerial index, the advertising conditions index, the professional bedding index are effective in attracting sponsors in professional volleyball, and the results of the chi- Squire statistic showed that the structural-managerial index 33) and its level of significance is 0.0044, the index of advertising conditions is 35.82 and its level of significance is 0.000 and the index of professional bedding is 9.52 and its level of significance is 0.146. Given the level of significance gained, it can be said that structural-managerial indicators, advertising conditions can be a good way to attract sponsors for professional volleyball.

From the findings, it can be concluded that the obstacles to attracting sponsors are rooted in the economic structure of the country, some legal problems, and government ownership of clubs, structure and manpower

The purpose of this study was to investigate the relationship between professional ethics and marketing mix promoting sports services in private club managers in Kurdistan province. The research is applied in terms of purpose and in terms of survey method it is a descriptive type of correlation research. The statistical population of the study consisted of all managers of private sports clubs in Kurdistan province. According to the number of statistical population and using Cochran formula, 165 people were selected as sample and randomly distributed questionnaires were distributed among them. In this study, two standard questionnaires of professional ethics and mixed sports services promotion is uesd. Spss version 20 and Pls2 Smart softwares were used for data analysis.The findings indicate that there is a relationship between professional ethics and marketing mix promoting sports services in the managers of private clubs in Kurdistan province. Also, the results showed that the level of professional ethics of sport managers and the degree of familiarity of managers of private clubs in the province with a marketing mix promoting sports services is higher than average. Finally, honesty and fairness among priorities of professional ethics components are more important than the other components in the eyes of private club managers. The findings also suggest that promoting sales among the components of marketing mixes promoting sports services from the point of view of private club managers is more important than other components. Finally, a model for explaining the relationship between variables was presented. In general, it can be said that the managers of private clubs in Kurdistan province pay more attention to professional ethics in the club environment in order to be effective in promoting sports services.

the importance of emotional issues in customers' purchasing behavior, the aim of this study was to assess the personality traits of customers (assertiveness and self-esteem) on behavioral interactions, brand love and purchase intention. Among the important issues discussed in the behavior of consumers brand love and brand joules has been used in this study. This component plays a mediating and moderating role in the research model. This study is cross-functional and cross-sectional one of preceding studies and the survey was conducted. The population were buyer’s handsets (different brands) in the city of Mashhad. The population of uncertain size, according to Morgan table minimum sample size of 385 subjects who were selected by convenience sampling among buyers. Reviewing the literature and theoretical bases, assumptions and the model was developed. Data were collected using a questionnaire. Reliability using Cranach’s alpha and composite reliability and validity was assessed using convergent and divergent validity. To the hypothesis of the so-called structural equation modeling was used path analysis software pls. The results of this study showed that, under the brand of romantic jealousy, weakness moderator factor in creating customer engagement with the brand and also motivate him to buy the brand

Deploying information technology in marketing with the entrepreneurial mentality of managers will create a sustainable entrepreneurial infrastructure. This study aimed to study the effect of entrepreneurial marketing on the financial performance of sports product manufacturers with the mediating role of information technology. The present study is correlational research. The statistical population was the producers of sports products that 320 producers from the whole country (Iran) were considered through available sampling. Finally, 292 questionnaires were received physically and electronically. To collect data were used standard questionnaires of entrepreneurial marketing Morris (2002), information technology Noo (1990), and financial performance Azizi (2011). Twelve professors of sports management confirmed content validity. The reliability of the questionnaire was confirmed by calculating Cronbach's alpha coefficient (exceed 0.7). To evaluate the effects between variables used the structural equation method and analyze the data was used the AMOS software. The results showed that entrepreneurial marketing had a direct and significant effect on financial performance. Also, entrepreneurial marketing mediated by information technology had an indirect and significant effect on financial performance. Finally, the model had a good fit. In general, manufacturers who adopted a combination of entrepreneurial marketing strategy and information technology had a better and more rational financial performance by taking advantage of attractive entrepreneurial opportunities. According to the results, it is suggested that manufacturers pay attention to the hidden factors in information technology to upgrade and update sports products to improve their financial performance.

The purpose of this research is to investigate the role of personality traits in the entrepreneurial spirit of Sports Science students. The data gathering tool was a researcher-made and adjusted questionnaire assessing the personality traits of the Iranian entrepreneurs belongs to Kordanij in 2006 and assessing the entrepreneurial skills of individuals belongs to Moghimi in 2006, The two questionnaires were combined for use in this study. That After reviewing and modifying and transferring to the field of research, validation of validity (with a survey of 15 professors of the university specializing) and reliability determination by Cronbach's alpha (α = 0.86) was used. The data of acceptable return questionnaire were analyzed by SPSS software version 22 using Kolmogorov-Smirnov tests and linear regression analysis. the sampling method was available as samples. The statistical population consisted of all students undergoing postgraduate physical education, there were about 700 people in three fields of sports management, sports physiology and sports biomechanics in the universities of Mazandaran province. The sample size was determined on the basis of Krejcie and Morgan's table of 248 people. To prevent the error, 250 people were selected. The results showed that there is a significant relationship between entrepreneurial spirit with Personality traits of risk-taking, center of internal control, success, intellectual health, tolerance of ambiguity, dreaming, challenge, pragmatism have a positive and significant effect on entrepreneurial spirit.