Sports management, marketing
Narges Bakhshali Dehkordi; Reza Nikbakhsh; Abolfazl Farahani; Ali Mohammad safania
Abstract
The purpose of this study was to develop an Interpretive Structural Model (ISM) of the key factors affecting the effectiveness of commercial advertising featuring athlete endorsers. This study employed a mixed-methods approach with a sequential exploratory design. The qualitative phase involved a systematic ...
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The purpose of this study was to develop an Interpretive Structural Model (ISM) of the key factors affecting the effectiveness of commercial advertising featuring athlete endorsers. This study employed a mixed-methods approach with a sequential exploratory design. The qualitative phase involved a systematic literature review, while the quantitative phase utilized a descriptive-analytical method. In the qualitative phase, the population consisted of relevant scientific resources, from which a sample of 20 studies was selected through purposive sampling based on theoretical saturation. The quantitative population comprised sports marketing experts, and a final sample of 15 experts was selected via purposive sampling. Data were collected using a research checklist in the qualitative phase and a 14x14 matrix-style questionnaire in the quantitative phase. The instrument's face and content validity were confirmed, and its reliability was established with a Spearman-Brown coefficient of 0.839. Data analysis was conducted using the Fuzzy Delphi technique to screen the factors, followed by Interpretive Structural Modeling (ISM) to establish their hierarchical structure. Findings revealed that out of 21 initially identified factors, 14 were deemed influential and were organized into a six-level model. In this model, the sixth (most foundational) level consists of 'Product-Endorser Fit'; the fifth level includes 'Endorser's Expertise, Knowledge, and Sincerity'; the fourth level comprises 'Brand Credibility, Endorser Satisfaction, and Endorser's Personality'; the third level contains 'Attractiveness and Information Quality'; the second level features 'Brand Image, Fame (Stardom), Advertising Frequency, and Endorser's Eloquence'; and finally, the first level, as the dependent variable, is 'Consumer Attitude'. Given the hierarchical relationships among the factors, it is concluded that the ultimate impact of advertising on consumer attitude is not the result of a single factor, but the outcome of an interaction between foundational factors—such as 'Product-Endorser Fit'—and the brand's communicative and perceptual attributes.
Sports management, marketing
tarifeh payami; jafar barghi; Mohammadrahim najafzade; habib mohammadpour
Abstract
Interpretive Structural Modeling of Branding in Iran's Premier Football League
Abstract
The purpose of this study was to develop an interpretive structural model for branding in Iran's Premier Football League. This research is applied in terms of purpose and mixed-method (qualitative-quantitative) ...
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Interpretive Structural Modeling of Branding in Iran's Premier Football League
Abstract
The purpose of this study was to develop an interpretive structural model for branding in Iran's Premier Football League. This research is applied in terms of purpose and mixed-method (qualitative-quantitative) in nature. In the qualitative phase, the fuzzy Delphi method was used, and in the quantitative phase, interpretive structural modeling (ISM) was applied. Participants included sports managers and experts, managers of Iran's Premier Football League organization, and managers of sports clubs, with 14 individuals purposefully selected based on specific criteria. Data collection tools included a Delphi questionnaire and a paired comparison matrix. The validity of the tools was confirmed through face validity, and their reliability was ensured using Cohen's Kappa coefficient. Data analysis was conducted using the two-stage fuzzy Delphi method and interpretive structural modeling. The findings revealed that out of 47 identified factors, 16 were deemed more significant and were categorized into six levels. At the highest level, positive fan experience; at the intermediate levels, factors such as the presence of quality players and coaches, effective interaction with fans, development of fan culture, understanding the needs and expectations of stakeholders, integrated marketing communications, use of digital platforms, a distinct and attractive visual identity, and appropriate market positioning; and at the lowest level, factors such as management stability, commitment and support of senior managers, alignment of club strategies, definition of the league's brand core values, actual privatization of clubs, financial transparency, and attracting foreign investment were identified. These results demonstrate that branding Iran's Premier Football League is a multidimensional phenomenon that requires addressing the interplay of various factors at different levels for effective management. Therefore, this study highlights the importance of developing strategies to brand Iran's Premier Football League by paying attention to and focusing on lower-level factors.
Keywords: League Advancement, Branding, Fan Experience, Football, Interpretive Structural Modeling (ISM).
Sports management, marketing
Atefeh Abtahinia; Fariba Askarian; Mehrzad Hamidi; Samaneh Rastgoo
Abstract
With the expansion of digital technologies, digital marketing has become a vital tool in attracting sports tourists. This research was conducted in 2024 with the aim of identifying and prioritizing the consequences of digital marketing in sports tourism using the interpretive structural modeling method. ...
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With the expansion of digital technologies, digital marketing has become a vital tool in attracting sports tourists. This research was conducted in 2024 with the aim of identifying and prioritizing the consequences of digital marketing in sports tourism using the interpretive structural modeling method. The present study was applied and carried out with a mixed approach (qualitative-quantitative) and using the interpretive structural modeling (ISM) method. In the qualitative stage, thematic analysis was used using library studies and semi-structured interviews with 13 experts in sports tourism, marketing, and researchers in these two fields. In the quantitative stage, 15 experts were selected purposively and data were collected through a researcher-made questionnaire. In the qualitative section, 55 basic themes and 10 organizing themes were identified, which were centered around the overarching theme of "Consequences of Digital Marketing in Sports Tourism." The results of the quantitative section showed that these outcomes were categorized into four levels, with the main foundations at the first level. Infrastructure development, as the most influential level, directly affected the third level criteria (tourism economic development, tourist behavioral and attitudinal development, and tourism destination awareness). By presenting an Interpretive Structural Model (ISM), this study provides a comprehensive framework for understanding the outcomes of digital marketing in sports tourism, which can assist managers and policymakers in areas such as marketing strategies, resource allocation, and competitive policymaking. To date, the development of a hierarchical and leveled model of digital marketing outcomes in sports tourism using the ISM method has received limited attention in this field.
