فهرست مطالب

Journal of Research in Sport Management and Marketing
Volume:3 Issue: 4, Autumn 2022

  • تاریخ انتشار: 1401/09/22
  • تعداد عناوین: 6
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  • Abbas Naghizadeh-Baghi, Mohsen Ezati, Farzad Nobakht Sareban, Amir Ojagh * Pages 1-13
    Purpose
    The purpose of this research was to identifying and analyzing the barriers to wrestling development of Ardabil province.
    Methods
    This study was of a qualitative type with a phenomenological approach and applied in terms of purpose. The statistical population was made up of all veterans, coaches and professors of wrestling in Ardabil province, who participated in the research using the purposeful sampling method of 11 people, and the interviews continued until theoretical saturation was reached. Semi-structured interviews were used to collect research data. Also, for validity from the point of view of an external judge and to check the reliability, Silverman’s approach and the degree of similarity between the opinions of three coding experts were used, which were approved. MAXQDA20 software was used to check open and central codes.
    Results
    First, from the primary data, the codes related to the subject were determined, and 50 open codes were obtained. In the next step, the identified codes were identified in the form of specific categories, and then the obtained categories were classified and combined based on the degree of conceptual similarity, and compiled in the form of seven main obstacles, based on the frequency of social, economic, Cultural, personal, physical, legal and political were prioritized.
    Conclusion
    Based on the findings, it is suggested that those in charge of sports can show the real status of wrestling in Ardabil province by discovering and developing talents, holding competitions and paying attention to the economic factors of coaches and athletes.
    Keywords: Hero Breeding, Society, Talent Search, Wrestling
  • Akbar Jaberi *, Zahra Barkhordar Pages 14-28
    Purpose
    The aim of the current study was to provide a modelincludingthe effect of fan-team identification on the sponsorship consequences in professional football league of Iran.
    Method
    The research was a descriptive–survey and a field study. The research tool was a combination of researcher developed questionnaire (Sponsorship consequences questionnaire with12items) as well as Mael and Ashforth (1992) Fan-team identification questionnairewiththree items. The research population was football fans in Professional Football League in Iran. 241 football fans were randomly investigated at the selected stadiums. The reliability forsponsorship consequences questionnaire and Fan-team identification questionnaire was found to be 0.83 and 0.88 respectivelybased on Cronbach’s alpha.Moreover, the validity of the tool was verified by conducting face, content, and structural validity. SPSS18 and Smart PLS as well as Structural Equations Modeling (SEM) approach were used for data analysis.
    Results
    Findings demonstrated that "fan-team identification" had a positive and significant effect on "Sponsor recognition"(β= 0.544, t= 7.447), "Positive attitude toward sponsors" (β= 0.495, t= 6.962),"Financial support of sponsors"(β= 0.461, t= 5.939),and "Satisfaction with sponsors" (β= 0.361, t= 3.05),among football fans. In other words, strengthening the fan-team identification level can improve the sponsorship consequences in Professional Football League in Iran.
    Conclusion
    According to the importance of fan-team identification in sponsorship consequences, sport marketers as well as corporates that are active in sport events, will be able to be more efficient in sport context by concentrating on identification concept.
    Keywords: Fans, Identification, Iranian league, Professional football, Outcomes, Sponsorship
  • Bahador Azizi, Ahmad Mahmoudi *, Ali Ghaebi Dastjerdi, Nafise Mobaraki Pages 29-42
    Purpose

    The purpose of this study was to analyze the components of brand bravery in customers of sports products of Majid brand.

    Methods

    The method of the present study was applied in terms of purpose and had a descriptive-survey nature. Therefore, using the method of 10 to 15 times the number of items, 360 people were selected as a statistical sample. After distributing 400 questionnaires and removing incomplete questionnaires, 362 of them were selected and entered into the software for statistical analysis. In order to collect data, the standard brand bravery questionnaire (Jain et al., 2020) was used, which was translated into Persian and analyzed for validity in the target population. In order to confirm the validity of the instrument, exploratory and confirmatory factor analysis was used.

    Results

    Based on the results, it was found that the average score of brand bravery and all its components indicate a favorable situation, so that their average score was more than 3. Also, there is a priority between the components of brand bravery, according to that the most important priority from the viewpoint of consumers was "enduring", and "fearless", "determined", "bold", "altruism", "gritty" and "courage" are the second to seventh priority.

    Conclusion

    Finally, the results indicate that the brand bravery questionnaire in sports is a multidimensional scale and can be used as a research tool in other non-clinical sports communities.

    Keywords: Brand bravery, Brand advocacy, Consumer-brand identification, Scale development, validation
  • Ehsan Tatari *, Rasool Norouzi Seyed Hossini Pages 43-59
    Purpose
    The purpose of this research was to design a model of student participation in recreational sports with a social marketing approach.
    Methods
    The statistical sample of this research was all the first and second secondary schools for both boys and girls, in the whole country. The Sampling method was done by using Morgan's table. 365 students were selected as a sample through a multi-stage random sampling method. The data collection instrument was a researcher-made questionnaire whose validity and reliability were confirmed by expertise and statistical tests. After determining the validity and reliability, the questionnaires were distributed among the research samples.
    Results
    The results showed that the coefficient of influence of the components related to social marketing (mixed social marketing) are high and significant values, and among all three of them, social marketing communication has a stronger and more effective coefficient (0.978) and then the cost of participation (0.961) and accessibility (0.939). Also, in the obtained model, the coefficient of influence between the culture of participation and social marketing (0.829), management (0.548), and finally participation in sports (0.597) has been reported, which indicates the importance there is a lot of participation culture.
    Conclusion
    The research samples considered the management component to be very important. The final model of the research, as well as solutions to increase participation in sports with a social marketing approach are given.
    Keywords: Students, Participation, Social Marketing, sports culture, Management
  • Lida Dehghani *, Mahvash Nourbakhsh, Parivash Nourbakhsh, Mehdi Kohandel Pages 60-74
    Purpose
    Design a model maturity for KM in the education ministry of with a holistic approach.
    Method
    It Is Mix exploratory that the statistical community of that, the professors and experts in the field of KM. In the assessment stage, experts in charge of physical education department. Sample volume in the first stage, 65 articles, through the revision process, in the second step from judgmental sampling to theoretical saturation and in the third stage based on Morgan chart, is a population of 278, which was used to choose the statistical population from the stratified random sampling method. The data collection tool in Meta synthesis using Shannon's entropy, to determine the validity of Glynn's critical evaluation. In the survey stage, three questionnaires were used with the reliability of the first, second and third, respectively, α=0.91, α=0.9 and α=0.9. In the evaluation stage, the questionnaire was used to assess the maturity of the KM (Researcher-made), whose reliability was calculated α=0.9.
    Results
    All categories, concepts and maturity codes extracted from qualitative method are considered suitable for experts and can be considered as dimensions of the organizational KM maturity model and they can be developed as dimensions of the organizational KM maturity model. In terms of the level of the codes, concepts and categories are at the level of commitment (level 2), and the percentage of organizational KM maturity is 58.7 %.
    Conclusion
    The stage show will enable the organization to assess its current position and develop appropriate plans to reach higher levels .
    Keywords: KM maturity, Meta synthesis, Shannon' s entropy
  • Maryam Salmani, Nasrin Azizian Kohan *, Masoud Imanzadeh Pages 75-88
    Purpose

    The purpose of this research was to provide a model of the relationship between leadership style and attitude towards change through the mediation of moral intelligence.

    Methods

    The method used in this research was correlation type in terms of implementation and strategy and was specifically based on the structural equation model. The statistical population of this research included all managers of sports teams in Alborz province (336 persen), according to Morgan's table, the number of statistical samples was equal to 179 people who were randomly selected from the statistical population. To collect data, three standard questionnaires were used, Hersey and Blanchard's leadership style (1989) and Jung's attitude towards change (2004), and to check moral intelligence, Link and Keel's standard questionnaire (2011) was used, and by using the software Statistical tools (SPSS and SmartPLS) were used to analyze the data.

    Results

    The results of structural equation modeling showed that there is a relationship between leadership style, attitude towards change and moral intelligence of managers of sports teams in Alborz province. On the other hand, there is a relationship between moral intelligence and the attitude towards the change of managers of the organization. Then the results of the Sobel test showed that moral intelligence mediates the relationship between leadership style and managers' attitude towards change.

    Conclusion

    The results of the research showed that leadership style is related to attitude towards change and moral intelligence.

    Keywords: leadership style, managers, attitude towardschange, moral intelligence, sports boards