Sports Business Journal
Volume:4 Issue: 2, Spring 2024

Marketing is a method that focuses on promoting companies' products and services. One of the main elements of promotion is the product or brand slogan. This study aimed to provide a bibliometric analysis of scientific documents on brand slogan research in event tourism. This study used social network analysis to investigate co-authorship, co-occurrence of words, and cooperation coefficient. The research population consisted of studies of journals indexed in the Web Science database from 2006 to 2022, and 29 articles about brand slogans in tourism were selected as samples and analyzed using VOSviewer software. The results showed that research on brand slogans in tourism reached the highest level in 2017, and the United States did the most research in this area. The most frequently repeated words between 2014 and 2016 included destination brand, destination image, slogan, and marketing communications, and after 2016, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in 2020. Most citations were related to Lee's (2006) article. The differences between keywords before and after 2020 indicate the importance of slogan design and appropriate slogans for tourism brand marketing.Originality: It is suggested that tourism managers use the related slogan of their tourism brand to promote and market it. Also, the results of this research will help researchers to consider current issues in the field of event tourism in future studies and to identify authentic publications in the field of brand and tourism and use authentic articles to write their articles.

Establishing an equilibrium between financial performance and sporting performance is one of the most critical concerns of current managers in professional football clubs. This study aimed to develop a model to investigate the effect of a core product quality on financial and sporting performance considering the mediating role of fan satisfaction in the two most popular clubs in Iran (Persepolis and Esteghlal).

The data was collected using the questionnaire survey and purposive and available sampling method. The statistical population of the study included all managers, experts, elites, and individuals who had sufficient knowledge and information (like club veterans) concerning the two most popular football clubs in Iran (Persepolis and Esteghlal). The data from 175 questionnaires was analyzed through the Structural Equation Modelling technique under the Partial Least Squares approach using PLS innovative software.

The results demonstrated that there was a positive and significant relationship between the core product quality and organizational (financial and sporting) performance. Also, the mediating effect of fan satisfaction in the relationship between core product quality and organizational performance was confirmed.Originality: The model, provided as an effective tool, can help club managers analyze and choose the best club development strategies to equilibrate the financial and sporting performance of the club to more confidently achieve the organizational goals. The importance of these findings is that the application of appropriate mixed policies from fan satisfaction and core product quality will have a significant impact on improving organizational performance.

This research aimed to estimate the economic-recreational value of Azadi Stadium from the spectators' perspective using a contingent valuation approach (CVM). This research was descriptive and applied in nature. The statistical population includes fans who have attended matches at Azadi Stadium at least once in 2022. A sample of 418 individuals was selected from this population using simple random sampling, and the necessary information was collected through the willingness-to-pay questionnaire developed by Wicker and Colleagues (2016). Data analysis was conducted using the logit method, utilizing the Stata and Shazam software. The findings reveal that the average willingness of fans to pay to attend games at Azadi Stadium is 91,000 Tomans per game, and the estimated economic and recreational value for one season is approximately 1,350 billion Rials. Furthermore, factors such as income, watching matches on television, satisfaction with stadium facilities, and enjoyment of the games significantly and positively impact the willingness to pay to attend stadium matches. On the other hand, variables like age, education level, proposed price, and marital status negatively influence this willingness to pay.Originality: Limited research has been conducted on the economics of recreational sports facilities, explicitly focusing on contingent valuation methodology. Estimating the economic value is crucial for decision-making regarding investment, improvement, and operation of stadiums.

This study aimed to Design a paradigm model of sales ethics in sports businesses. The qualitative research method followed a systematic grounded theory approach (Strauss & Corbin, 1997). The participants consisted of 5 professors and experts in the sports market, 1 person in ethics, 3 sports business owners, and 3 customers of sports products. Semi-structured interviews were used as the research tool. Validation was carried out using a triangulation approach, which involved using multiple sources for data (different participant groups) and having two reviewers verify emerging findings. All data was analyzed and reviewed using Maxqda software version 2020. The research's final model was structured into 5 main axes: 1- Causal conditions (laws and policies, political, cultural-social, economic), 2- Context (customer behavior, advertisement and promotion, product value (price and quality), communication interaction seller with customer, seller's beliefs and values), 3- intervening factors (media, market type and organizational atmosphere), 4- strategies (management and structure, rules and regulations, supervision, training, dissemination and promotion) and 5- The consequences are (internal satisfaction of the seller, branding, financial consequences, consequences related to the seller).Originality: The research findings indicate that managers and policymakers should focus on creating preventive strategies and promoting financial transparency. It is also advised to utilize technology-based monitoring systems to enhance performance and financial transparency. Other research highlights the importance of education and dissemination strategies. Therefore, it is essential for governing institutions to use public media and virtual platforms to promote ethical sales practices. Additionally, workshops and training courses that focus on ethical issues should be incorporated into the process of obtaining sports business licenses.

This research aimed to Analyze the professional culture model in the tennis industry with the mediating role of psychological culture and media culture. This research has been done in terms of applied purpose and descriptive-correlational nature. The statistical population of this research included all tennis coaches and athletes in Iraq, and based on Cochran's formula, 385 were selected as a sample. Over 400 questionnaires were distributed for assurance, and 393 questionnaires were correctly analyzed after return. The research tool included a researcher-made questionnaire. Eight Sports management specialists checked the face and content validity of the questionnaire, and its reliability was confirmed using Cronbach's alpha method (0.90). The software used in data analysis was PLS. Based on the findings, professional ethics effectively promotes cultural values and professional responsibility in the tennis sports industry due to the mediating role of psychological and media culture.Originality: According to the findings of this research, more attention should be paid to professional ethics and elements of ethical culture in team and individual tennis training. Also, different exercises and training programs can be designed to reinforce cultural values and professional responsibility in tennis. This research can be one of the few studies conducted in the field of professional culture in the tennis industry.

Today, the strength of a brand is the first word in marketing and attracting customers because if there are desirable features in a brand, the consumer will be encouraged to purchase that brand and, more significantly, stay loyal. The purpose of this research was to identify key sustainability drivers of the Persepolis Club brand.

This research is explanatory in terms of the applied goal-setting strategy and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in the field of sports marketing, marketing officials of Persepolis Club and league organization. The selection of these people was purposeful and the number of them was 15. In order to identify the issues affecting the future of brand sustainability of Persepolis club, literature review and interviews with experts were used. Based on that, 15 final components related to the future of key sustainability drivers of Persepolis brand were identified.

Based on the findings of the research, four variables such as "improving brand equity, marketing activities, economic dimension, and social responsibility" are among the key sustainability drivers of Persepolis Club brand in the future. Moreover, they had a high degree of uncertainty for themselves.

Accordingly, it is necessary to utilize them in future planning and determining possible scenarios ahead.