Sports management, marketing
Javad Shahlaee Bagheri
Abstract
Today, strategic and commercial policies are focused on maintaining and improving customer retention and increasing trust in the organization. The most important reasons for such a change is the increase in public awareness and information about the consequences related to customer satisfaction and retention. ...
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Today, strategic and commercial policies are focused on maintaining and improving customer retention and increasing trust in the organization. The most important reasons for such a change is the increase in public awareness and information about the consequences related to customer satisfaction and retention. The customer is considered a key and central factor in strengthening, profitability and survival of the organization, and the orientation of all the goals, strategies and resources of the organization is centered around customer attraction and retention. Hu et al. (2009) showed that retaining customers has a strong effect on the company's profit compared to attracting new customers. The expansion of sports requires attention and organization based on sports science through attracting and satisfying participants in physical activity. One of the most important small institutions Sports clubs play a fundamental and important role in the development of sports and physical activity in society. It is necessary to fully understand the components of customer satisfaction in health and fitness centers in order to effectively provide sports services to improve their health. It is necessary to identify important and effective factors in order to attract people to sports fields and to examine important factors in the continuation of their company (customer retention) in these fields by using different methods of research and research and finding the special needs and interests of people in the society Data mining is one of the most suitable options to help extract knowledge from a large volume of data, discover patterns and generate rules for predicting and comparing data that can help organizations make decisions and achieve a higher degree of confidence Data mining algorithms and considering several influential factors have been able to achieve reliable accuracy and accuracy in forecasting. For example, Keimasiet al. (2016) used C5.0 and Interactive CHAID algorithms and the information of 10,300 members of Mellat Bank customer club to cluster customers into loyal and non-loyal groups. This data includes two main parts of demographic information and information was related to the services used. Bay et al. (2022) investigated the effect of social responsibility on customer retention of fitness clubs with the mediating role of club reputation and confirmed the effect of social responsibility on customer retention with the mediating role of club reputation and reported that performing social responsibilities by gyms can play an important role in the reputation of the gym and increase their retention and manually selected 10 factors (traits) with the greatest impact on results.Davoodi and Khanteymoori used an artificial neural network with five learning algorithms to predict the results of horse racing. They found that the conjugate gradient method is the most suitable algorithm for predicting the last horse. Because of the growing awareness of health and fitness, the gym industry is booming. As a result, competition between private club businesses is becoming increasingly fierce. Therefore, it is critical for private clubs to develop membership retention strategies to prevent their customers from switching to a competitor. Using technology to predict churn can be beneficial for private clubs looking to stay on top of the business. According to evidence, no study has used data mining algorithms to predict customer satisfaction and retention of private clubs. Therefore, the purpose of this article was to predict the loss and retention of customers of private clubs using the nearest neighbor algorithm.The statistical population of this study was related to 724 athletes who participated in the online call (WhatsApp, Instagram, Telegram, etc.) by completing the questionnaire in the present study. Of these, 640 athletes answered the questionnaire, of which 103 (16%) were confused. Finally, the sample included 537 athletes, 257 (48%) were women and 280 (52%) were men. This study was completed using an anonymous, researcher-made electronic questionnaire that had 18 factors related to customer satisfaction, and its validity was checked by 5 university professors and experts in the related field. In this data mining, k-nearest neighbor (KNN) algorithm was used for prediction. In this method, the data were first divided into two groups: training (for training) and test (for evaluation). The classification of data was done completely randomly using the partition node in the training data of Clementine software, where the training data had 75% of the data and the test data had 25% of the rest of the data.The findings indicate that the support vector machine algorithm can predict the percentage of permanent and non-permanent people with 73.4% accuracy and 71.6% accuracy using 18 customer retention factors. In this research, for the first time, the model of predicting customer retention in the field of sports venues has been investigated and, unlike other researches, the factors that may affect customer churn and retention have been analyzed and collected. The current observation suggests that the knowledge of the trainer, the up-to-dateness of the equipment, the availability of the hall and the use of social networks, etc. can be used to evaluate the tendencies of the client to drop. Also, as an industry whose sustainability is dependent on customer retention, they should place great importance on existing loyal customers, while at the same time they can introduce exclusive resources such as a full-time knowledgeable trainer to attract random customers. In addition, analyzing customer preferences and providing better and more convenient customer service should also be used as a marketing strategy. Prediction accuracy can be improved by using machine learning and data mining techniques that have not been used in this field, but have shown good results in other fields. Also, the use of combined algorithms can increase the prediction accuracy. In addition, the use of various factors and features such as the price performance of club membership helps to make more accurate predictions. On the other hand, with the help of a group of specialists and managers from other provinces of the country, a comprehensive data set can be collected in each sport. In order to provide an opportunity for comparison between different studies, researchers are advised to collect data from successful private clubs with high membership.
Sports management, marketing
Mohammad Abbaszadeh; Sajjad Pashaie; Hacı Duran; Hamed Golmohammadi
Abstract
Research in the field of sports sciences undergoes significant turmoil and instability, stemming from both quantitative and qualitative research methods. This turbulence prompts the expansion of theoretical and empirical knowledge in the domain. Qualitative research, which can be approached through positivist ...
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Research in the field of sports sciences undergoes significant turmoil and instability, stemming from both quantitative and qualitative research methods. This turbulence prompts the expansion of theoretical and empirical knowledge in the domain. Qualitative research, which can be approached through positivist or critical lenses, necessitates researchers to articulate their research philosophy and epistemological stance upfront. Notably, the methodological approach, rooted in intuitionism for analyzing social phenomena, undergoes similar shifts in sociology and sports management. This approach not only invites critique but also spawns numerous theoretical underpinnings. To counter reductionist tendencies in theoretical frameworks, the Multi-Grounded Theory (MGT) emerges, aiming to harmonize intuitive and reductionist analytical methods within the framework of Hegelian thesis and antithesis. Consequently, authors employing MGT move beyond the pure inductive approach in Grounded Theory (GT) by explicitly incorporating external theories. By bridging the gap between theoretical frameworks and empirical data, MGT promises to offer a holistic understanding of sports-related phenomena, empowering researchers to generate innovative theories and drive the advancement of knowledge in the field.
Sports management, marketing
Shiva Safarian; Mohammad Ali Nasimi; Maryam Rahmaty
Abstract
Today, the sports industry plays a crucial role in the production and consumption of sports goods and services and in economic development. It is considered one of the most effective factors in economic growth and one of the most revenue-generating industries of this century. The inclination of audiences ...
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Today, the sports industry plays a crucial role in the production and consumption of sports goods and services and in economic development. It is considered one of the most effective factors in economic growth and one of the most revenue-generating industries of this century. The inclination of audiences and customers of sports products to use social media as a platform for exchanging information and concepts has created new approaches in marketing science to make greater use of these capacities and the appropriate interactive space between businesses and customers. Therefore, businesses are compelled to focus on producing valuable and relevant content for their customers and consumers. In fact, businesses need the attention of audiences and users to purchase their products. Marketing trends indicate that converting audiences into users in the virtual space requires knowledge-based and awareness-raising strategies to stimulate and encourage emotional action.
By reviewing the literature on content marketing in past research, a fundamental gap is evident in both domestic and foreign studies regarding content marketing and electronic sports businesses: the lack of attention to a content marketing model in consumer-based electronic sports businesses. Hence, there is a necessity for a study aimed at developing a content marketing model in electronic sports businesses. Electronic sports consumers, sports product and service producers in Iran, and even electronic sports consumer businesses can benefit from the results of this study. In this regard, the main question of this research is: What is the content marketing model in electronic sports business with a grounded theory approach?
In this study, given the exploratory nature of the subject, a qualitative grounded theory method with a systematic approach by Strauss & Corbin (1998) using semi-structured interviews was employed. The statistical population of this research included senior managers and experts in the field of content marketing of online sports goods stores that sell various sports items and equipment under different brands. The snowball sampling method was used with criteria (having relevant education to the research topic, having more than 3 years of work experience in online stores, holding at least a managerial, executive, specialist, or expert position in content marketing in virtual space, and being interested in participating and expressing views and experiences). For data collection, library sources and 15 semi-structured interviews with experts were conducted. From interviewees 14 and 15, no new codes were extracted, and theoretical saturation was reached at interviewee 13.
The typed interview texts were transferred to the MaxQDA software and coded, resulting in a total of 233 initial open codes. After removing duplicate codes and merging similar codes, 95 final open codes were extracted. Finally, in selective coding, the axial codes were systematically categorized. In this research, 29 axial codes were categorized into 8 selective codes. The final model of this research shows that content production and distribution are influenced by contextual factors, the review of the current business status is influenced by causal factors, the measurement of content marketing success is influenced by intervening factors, the use of content production and distribution techniques and the application of psychological insights in marketing are influenced by strategic factors, and business success and customer penetration are influenced by outcome factors. Each of these factors is specifically explained below. This includes reviewing the overall company status, the current content process, and evaluating the effectiveness of the current content as causal factors in content marketing in electronic sports businesses. The overall business status review involves examining financial performance, growth trends, competitive position, and other factors that affect the overall status of the electronic sports business. In this technique, content is divided based on common topics or clusters. For example, electronic sports businesses can produce content related to bodybuilding exercises, healthy nutrition, training techniques, etc., and categorize them into different clusters. This method helps them provide relevant content to their audience and create diversity and breadth in their content.
Sports management, marketing
sadegh fatahimilasi; Noshin benar; Ali Nazarian
Abstract
Abstract
In today's highly competitive sports environment, where businesses compete without regard to geographical boundaries, achieving and maintaining a leading position in the industry has become a challenge. Value creation in sports organizations based on knowledge entrepreneurship has become increasingly ...
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Abstract
In today's highly competitive sports environment, where businesses compete without regard to geographical boundaries, achieving and maintaining a leading position in the industry has become a challenge. Value creation in sports organizations based on knowledge entrepreneurship has become increasingly important due to the necessity of coping with various changes, especially in the technology domain that has emerged in the sports and technology environment. Organizations and businesses in sports, particularly with increasing competition in the sports market, play a crucial role in their success through productivity and efficiency. Therefore, this research examines the impact of technology intelligence on the sustainable performance of sports businesses, as well as the mediating roles of organizational agility and customer agility in realizing the full potential of technology intelligence as influential background factors. This research employed a quantitative research method based on a descriptive-survey approach for the research model examination. The statistical population of this study consisted of all managers and individuals engaged in sports businesses. To determine the minimum sample size in PLS-SEM, the rule of thumb of 10 times was applied. Accordingly, due to the improvement of research reliability, a sample size of 250 individuals participated in the study through online convenience sampling. The sports businesses investigated in this research comprised three main sectors. The first section included sports service clinics (such as sports massage, corrective exercises, and rehabilitation), and fitness clubs (sports consultancy, private and general coaching, fitness clubs, virtual sports services, sports performance analysts, and sports camps). Finally, the third section encompassed sports goods manufacturing companies and sports goods stores. A questionnaire with two sections was used to collect research data. The first section included participants' demographic information, while the second section was used to collect data on the four main variables of the research (technology intelligence, sustainable performance of sports businesses, organizational agility, and customer agility). All questionnaires in this study utilized a 5-point Likert scale. The questionnaire was sent to sports management professors for face and content validity confirmation. Thirteen of these professors provided their feedback to the research group, which was incorporated into the questionnaires. Furthermore, the reliability of the research structure was confirmed through Cronbach's alpha and composite reliability. Descriptive statistics were used to analyze the demographic characteristics of the population using SPSS version 27 software, and for hypothesis testing, PLS-SEM and Smart PLS version 3.2.8 software were utilized. Additionally, statistical tests including path coefficients, importance of path coefficients, and variance explained by the inner constructs were employed, as well as the Sobel and Goodman mediation tests for hypothesis testing. This study was conducted on sports businesses, focusing on analyzing the effect of technology intelligence on the sustainable performance of sports businesses with the mediating roles of organizational agility and customer agility.The results showed that the effect of technology intelligence on the sustainable performance of sports businesses was not significant (β = 0.073), but technology intelligence had a positive and significant impact on organizational agility and customer agility (β = 0.66; β = 0.604). Furthermore, the effects of organizational agility and customer agility on the sustainable performance of sports businesses were positive and significant (β = 0.318; β = 0.513). Ultimately, the effect of technology intelligence on the sustainable performance of sports businesses with the mediating roles of organizational agility and customer agility was positive and significant (β = 0.210; β = 0.310).The application of information technology enables organizations to maximize their investments and use of technology, leading to increased agility and competitive advantage. Technology intelligence also influences various aspects of agility in sports businesses, such as human resource agility and innovation agility (Jinkins, 2021). Another study by Olan et al (2022) found that "implementing artificial intelligence technologies alone is not sufficient to improve organizational performance", therefore, it can be acknowledged that the mediating role of organizational agility can be instrumental in creating competitive advantage with value creation capability and formulating sustainable strategies for sports businesses. Sports businesses, due to their highly dynamic market and intense competition, strive to enhance their agility. Organizational agility and customer agility are two important factors that can help sports businesses compete effectively (Hu and Kee, 2022). Improving the performance of sports businesses and utilizing innovative technologies, including technology intelligence, can enable them to achieve optimal performance in a dynamic and competitive business environment. The use of technology intelligence allows sports businesses to utilize their data and respond to the needs of their customers through data analysis. This enables sports businesses to improve their products and services, increase customer satisfaction, and find the best solutions for enhancing their performance with organizational agility. In essence, technology intelligence helps sports businesses stay up-to-date and quickly adapt to environmental changes and customer needs. Moreover, with the use of technology intelligence, sports businesses can enhance their productivity and promptly respond to the needs of their customers. Technology intelligence helps sports businesses maintain their growth and development by utilizing innovative technologies and ensuring optimal performance in the competitive environment they operate in (Smith et al, 2004). Sustainable performance of sports businesses can be achieved through the mediating role of organizational agility and customer agility. By focusing on improving business performance, innovation capability, and leveraging new technologies, sports businesses can gain a competitive advantage in a dynamic business environment. In this regard, technology intelligence plays a crucial role in effectively using and deploying innovative technologies, identifying customer needs, and designing new products and services, leading to sustainable performance. This study confirmed that technology intelligence does not directly affect economic, social, and environmental performance, and organizational agility and customer agility play a mediating role.
Sports management, marketing
Abbas Naghizadeh-Baghi; Fatemeh Isazadeh Dabanlou; hossein kordloo; Mehdi Naghizadeh-Baghi
Abstract
Abstract
The purpose of the present study was to determine the Impact between satisfaction and the intention to purchase electronics of sports store customers with the mediation of customer loyalty. The intended statistical population included all customers using electronic sports goods across the country. ...
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Abstract
The purpose of the present study was to determine the Impact between satisfaction and the intention to purchase electronics of sports store customers with the mediation of customer loyalty. The intended statistical population included all customers using electronic sports goods across the country. G-power software was used to estimate the statistical sample. For this purpose, the statistical sample used was 479 people. The tool of the present research was the usage questionnaire. For this purpose, 3 standard questionnaires including Darzi and Bhatt's customer satisfaction questionnaire (2018), Zuhir et al.'s customer loyalty questionnaire (2011) and Chatura and et al.'s (2008) electronic purchase intention questionnaire were used. The method of conducting this research was causal relationship, which is a type of applied research. In this research, descriptive statistics methods including central tendency indices and dispersion indices and inferential statistics methods including Pearson correlation and structural equations were used at the alpha level of 0.05. SPSS26 software was used for data analysis and PLS3 software was used for modeling structural equations. The results indicate that customer satisfaction has a significant causal relationship with customers' purchase intentions. Also, loyalty as a mediator has a more effective role on customers' purchase intention. Finally, the communication model of customer satisfaction, customer purchase intention, and customer loyalty has a good fit. Paying attention to the findings of the research, managers of sports stores that provide services electronically can first look for customer satisfaction in order to become loyal customers so that the purchase intention among customers increases.
Sports management, marketing
forough Mohammadi; Anvar Salem Hasan
Abstract
The purpose of this research was to investigate the effect of digital entrepreneurship in the development of the marketing mix of professional clubs in the southern and central cities of Iraq. The current research is applied in terms of purpose, quantitative in nature and descriptive-survey in terms ...
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The purpose of this research was to investigate the effect of digital entrepreneurship in the development of the marketing mix of professional clubs in the southern and central cities of Iraq. The current research is applied in terms of purpose, quantitative in nature and descriptive-survey in terms of strategy. The statistical population in this research included all the employees of professional sports clubs in the southern and central cities of Iraq, consisting of 170 people, and based on the Cochran formula, the number of 118 people was estimated as the final sample at the level of error (P<0.05). In this research, the random cluster sampling method was used for sampling, and the structural equation model was used to test the research hypotheses. Based on the results, digital entrepreneurship has a significant positive effect on the development of marketing mix (Sig=0.001, t=23.686) with the path coefficient (β=0.816) in professional sports clubs in the southern and central cities of Iraq, and the entrepreneurial effect model Digital marketing mix development of professional sports clubs in the southern and central cities of Iraq is also necessary. Therefore, it is suggested that the marketing managers of sports clubs use digital entrepreneurship solutions such as developing electronic infrastructures, creating service-educational blogs, and introducing sports clubs for the development of mixed marketing for market research, communication with the target community and creating desire in customers.
Sports management, marketing
Esamaeel Veisia; maryam karimi; Amin Khatibi
Abstract
Abstract
Today, sports as a social and cultural phenomenon; It has had several effects, for example, in the social dimension and especially in citizenship; It can bring effective participation of citizens in all citizenship activities and promises a healthy and cheerful society. Promoting public sports, ...
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Abstract
Today, sports as a social and cultural phenomenon; It has had several effects, for example, in the social dimension and especially in citizenship; It can bring effective participation of citizens in all citizenship activities and promises a healthy and cheerful society. Promoting public sports, according to the type of activity and the conditions of personal and professional life at the community level, can cover part of the effects of physical inactivity and increase national vitality and productivity. The great sense of passion and excitement that sports creates can increase the effectiveness of social marketing activities in the field of public sports culture, so that they can influence many citizens to accept voluntary and desirable behaviors. Give the purpose of this research is the strategies for the development of public sports culture in Khuzestan province. This research was carried out in terms of its purpose, including applied research, with a qualitative method and with a fundamental exploratory nature in two qualitative phases. Research data were analyzed through semi-structured interviews with the participation of experts, collected by thematic analysis method. In order to carry out sampling in two phases of the research, first a list of experts and specialists with executive and operational records or having scientific and research records and theorizing in the field of marketing and public sports was prepared and then an in-depth interview was held with them. After completing each interview, each of the interviewees was asked to introduce other experts to the researcher. . This work continued until the researcher reached the saturation point; where the new data collected were not different from the data collected before and were similar. Before conducting each interview, the researcher provides the interviewees with the necessary knowledge by sending a message or an email while taking time from the interviewee, by sending an email containing the main questions and a brief description of the topic. Interview time from 50 minutes to 150 minutes; It was done in person in the office of the participants. Finally, theoretical saturation was achieved in the first phase with 17 interviews and in the second phase with 15 interviews. To determine the reliability of the data (which is equivalent to reliability in qualitative research and validity in quantitative research), the decoding method (test-retest reliability) was used by another researcher. In the decoding method, three interviews were given to another researcher. Each of them was coded twice in a 15-day interval by the researcher. The stability index was calculated through the amount of agreements and non-agreements in two stages of coding. By immersing the researcher in the data; extracted 48 basic concepts, then through revision and refinement; Concepts in the form of sub-categories and then these themes were classified into 5 main categories based on the nature of what it contains. The findings of this research in the first qualitative phase include the identification of five main factors; Optimizing places, conforming to beliefs, economic and social requirements, beneficial and important institutions, public participation in the development of public sports culture. In the second phase of the research; after repeated analyzes of 104 basic concepts with the title of suggested solutions; Based on the seven dimensions of social marketing mix, it was presented in the form of sub-categories. In the following, based on the solutions and aspects of social marketing, five desirable behaviors (improvement and development of sports infrastructure and easy access, appropriate culture, economic-social foundation, all-round cooperation and synergy of the Ministry of Sports, media, religious, political and Educational centers and strengthening the presence of family, celebrities and well-known figures in sports and art) were identified in the form of main categories. With the development of public sports in the province, while developing and strengthening movement and physical skills, gaining public health and creating social vitality, it is possible to increase the per capita consumption of goods, products and sports equipment and support employment and indirect entrepreneurship from an economic point of view. Did Also, increasing public health and strengthening physical strength will lead to labor productivity, which is also important from an economic point of view. Therefore, in order to increase people's participation in public sports, it is necessary to increase the number of public sports spaces per capita, to cooperate as much as possible with the government institutions in order to develop public sports in the province, to try to increase motor literacy and change people's lifestyles. Designing policy versions appropriate to the challenges and problems of public sports in the province, benefiting from the opinions of researchers and researchers of academic and research centers and financial support from the programs and policies of this field; The level of participation of the people as well as the institutions with interests and roles in the development of public sports has increased in order to raise the status of national sports in the international arena, to generate income, develop tourism, generalize the general vitality and strengthen the spirit of self-confidence and even political development.
Sports management, marketing
zahra Zare; Mehdi Rasooli; Hasan Soltani
Abstract
Abstract
The outbreak of the Covid-19 pandemic has caused an unprecedented global crisis that has affected various sectors of society and the economy (de Boer et al., 2021; Rotten, 2020). In the meantime, the sports industry has not been spared from the consequences of the epidemic (Ratten, 2020; Keshgar ...
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Abstract
The outbreak of the Covid-19 pandemic has caused an unprecedented global crisis that has affected various sectors of society and the economy (de Boer et al., 2021; Rotten, 2020). In the meantime, the sports industry has not been spared from the consequences of the epidemic (Ratten, 2020; Keshgar et al., 2021). By nature, holding regular sports events due to health and safety concerns and safety measures has led to a complex set of socio-economic challenges in sports (Kil et al., 2021). Prior to the Covid-19 pandemic, analysis of sponsorship data indicated sustained global growth in sports investment. On the one hand, due to the closure of sports activities, harmful effects have occurred, because normal sports events did not take place. Major players in the sports supply chain (eg teams, sponsors, hotels, airlines and transport operators) have suffered irreparable losses. In addition, related industries that are directly or indirectly related to sports have suspended or closed down their activities. The coronavirus has caused the most changes in the sports industry because the essence of sports is tied to mobility, being outdoors, group activities, whether sports or watching competitions. Due to the safety restrictions and mandatory quarantines, this market has faced a drop in audience and income, but still, the possibility of using digital solutions has provided the possibility of survival to some extent. In this regard, the issue of sports business marketing, which has always been a serious issue in scientific research and deals with finding markets and customers in different conditions, has become one of the most important issues for sports business in these new conditions. As an example, Qazlesflo and colleagues (1400) showed in a research that the technology component and the management component had the highest impact on competitive marketing in the Corona era. Escamila et al. (2021) in a research that was conducted with the aim of introducing the adapted model of sports businesses in the era of Corona, showed that accurate needs assessment of the demands of users, customers and personnel of sports clubs should be the basis of the marketing strategy in the era of Corona. Charkhtab (2020) showed in a research that new versions of network marketing strategies have been created in the sports industry during the Corona era. Heydari et al. (2019) showed in a research that the effect of Corona on the sports industry is classified into two general categories: direct and indirect effects, which include positive and negative effects on the sports industry. Also, Sohaili and Manouchehri (1402) also concluded that the effect of conflict factors, satisfaction and people's attitude on their participation in offline sports events in the era of Corona is significant. Therefore, the current research was compiled with the aim of identifying the impact of the Corona crisis on the marketing method in sports organizations of Qom province.The method of conducting this research is qualitative with content analysis approach. Also, the research is exploratory-development based on the classification of research based on the goal. In this research, semi-structured individual interview methods were used to collect information. The statistical population of this research includes all managers and experts of the General Directorate of Sports and Youth, professors knowledgeable in the field of rehabilitation and sports economics, consultants and marketing and economic managers of sports clubs, which are selected on a case-by-case basis and due to the availability of the research community of Qom province. Was investigated. Until the interviews were progressed to the point where theoretical saturation was achieved with respect to the research topic, the participants in the interviews were selected purposefully and non-probably. The interview started with the purposeful selection of people who were experts and knowledgeable about the research topic and continued in the form of a snowball, and finally, during a 2-month process, 14 interviews were obtained. Based on the results, the core codes, information issues, support issues, competitive issues, management challenges, price challenges, sports challenges, capital challenges, consumer behavior, sales drivers, sales marketing and product selection as factors affecting the role of the Corona crisis. The traditional marketing method in sports organizations and infrastructure challenges, governance challenges, educational challenges, support challenges, sales incentives, sales strategies and product selection were categorized as factors of the role of the Corona crisis on the electronic marketing method in sports organizations. According to the findings of this research, it is suggested to provide training courses for managers of sports organizations in order to prepare to face similar crises. Also, considering that the Corona crisis has made the role of electronic businesses more visible, increasing the trend of benefiting from new technologies and supporting startups in this field and increasing knowledge in connection with electronic marketing methods can help the development of sports and businesses in this field. The field helps even in times of crisis. Also, providing and strengthening the necessary infrastructure by the government for the use of electronic marketing by sports organizations and customers is essential. Finally, considering that this research was conducted at the level of Qom province and through interviews, it is suggested that the research be designed and implemented on a wider level and also from the customers' point of view.
Sports management, marketing
Parvaneh Navidara; Mahboobeh Roozbahani; Mohammad Siavoshi
Abstract
Abstract
In a world that is constantly changing and evolving, most organizations and companies are looking for ways to increase their competitive advantage, and one of these ways is moving towards improvement in providing services to customers; Therefore, organizations usually try to provide more facilities ...
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Abstract
In a world that is constantly changing and evolving, most organizations and companies are looking for ways to increase their competitive advantage, and one of these ways is moving towards improvement in providing services to customers; Therefore, organizations usually try to provide more facilities to customers and solve their needs faster. But smart and forward-thinking organizations reconsider the way they behave and communicate with their employees before taking any action, and in the first step, they keep them satisfied. Employees are the most important asset and capital of an organization, and the lack of suitable and good employees to provide services will cause many problems for organizations in today's competitive environment. This can be seen more clearly in service organizations. Attention to internal marketing was raised for the first time in 1980. The meaning of internal marketing is to look at employees as customers and jobs as internal products, which leads to satisfying the needs and desires of internal customers in the way of achieving organizational goals. In this regard; the motivational factors of employees are among the factors that play a great role in creating and developing the innovation of people in the organization. Nowadays, customer retention is important in sports service organizations, and if customer orientation is not the priority of these organizations, sports customers will not be retained, and if customers are not retained, the sports needs of the society will not be met and will be threatened. It can be Customers are the most important part of service organizations and in sports organizations such as sports complexes, customer retention depends on customer orientation in these organizations. If the management along with the employees of the sports organizations are not customer-oriented, the interaction between the customers and the organization will be limited. In this regard Tahamtan et al., 2023; In their research findings, they stated that green products positively affect the green image, green satisfaction, green trust and green loyalty of customers. Although the existing researches have examined the relationship between internal marketing and customer orientation, what is clear is that considering the importance of customer orientation for the survival of organizations and the tremendous effect of internal marketing and employee motivation. Therefore, it is felt necessary to carry out extensive research, especially in the field of sports, and therefore, in this research, an attempt has been made to find out the relationship between internal marketing and customer orientation with the mediating role of the work motivation of the employees of the general sports and youth departments of the western provinces. The country should be explained in order to reach a more complete and comprehensive understanding of the effect of internal marketing on the customer orientation of employees; Because the use of structural equation models in explaining the relationships between variables is more accurate than other methods and is closer to real conditions in terms of application; On the other hand, most of the researches about customer orientation and the factors affecting it have been carried out in non-sports service sectors, and it is necessary to study the status of customer orientation, work motivation, and factors related to it in the country's sports organizations. And especially sports and youth departments should also be studied. Therefore, the main issue of this research is whether there is a positive and significant relationship between internal marketing and customer orientation through the mediating variable of work motivation in the employees of sports and youth departments in the western provinces of the country? This goal-based research is applied and by nature, it is descriptive-analytical and this research is a survey. Study population was all employments and staff of General Sport and Young offices of west provinces of Iran (Hamadan, Kurdistan, Kermanshah) whose number was estimated to be 378 and Due to limited sample population was defined as census that finally 321 questionnaires are received. The data collection tool in this research was 3 standard questionnaires (Kahrabi Internal Marketing Questionnaire (2013), Hajat Customer Oriented Questionnaire (2002) and Bakshi et al.'s Career Motivation Questionnaire (2013) whose reliability was 0.80 using Cronbach's alpha test. and 0.74 and 0.76 were confirmed. Also, the validity of the research tool was confirmed by 10 expert professors. In order to determine the presence or absence of causal relationships between variables and to estimate and generalize the results obtained from structural equation modeling using PLS software was used. The research findings showed that internal marketing has a positive and significant effect on work motivation. Also, the results showed that internal marketing directly affects customer orientation. The findings showed that marketing Internal marketing has a greater effect on customer orientation through the mediating variable of work motivation and indirectly. Therefore, according to the results of this research, it is suggested that the managers of sports and youth departments should engage in internal marketing for customer orientation and providing better services. And the working motivation of your employees, pay special attention to the conditions to provide job satisfaction for the organization's employees. Based on the results of the present research, it seems that the managers of the general departments of sports and youth in the western provinces of the country avoid using methods based on force, coercion, and reprimand in the work environment. If employees work because of fear and to avoid punishment or reprimand, over time, they will suffer from specific psychological disorders in the work environment. It is also suggested to the senior managers of the general departments to involve the employees in the marketing affairs and budget and financial discussions in important decisions and ask them for their opinions on various matters related to their work, on different occasions. Praise be to them.
Sports management, marketing
Elham Saeedi; Esfandiyar Mousavi
Abstract
AbstractSport is currently one of the most attractive markets in the field of investment. Iran's sports sector in general and Alborz province in particular are supported by government resources, and these government resources are dependent on various crises in the country such as currency market fluctuations ...
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AbstractSport is currently one of the most attractive markets in the field of investment. Iran's sports sector in general and Alborz province in particular are supported by government resources, and these government resources are dependent on various crises in the country such as currency market fluctuations and other unpredictable crises such as the corona virus.Therefore it is more important to pay attention to the issue of investing in sports in Alborz province for the development of the health sector, championship sports and professional sports of this province.With this description, this research was conducted with the aim of identifying the investment opportunities of the private sector in sports in Alborz province.The reason for choosing the topic of investing in sports is that, as Andreff & Andreff (2009) pointed out, investing in sports has been neglected. Also, only two foreign researches (Farouk, 2016) and two domestic researches (Jaffrey & Hemtinejad, 2021) were found in identifying private sector investment opportunities in sports. But none of them have focused on identifying investment opportunities in Iran's sports in general and Alborz province in particular. The present research method was qualitative in terms of practical results, exploratory purpose and in terms of the type of data.In this research, the statistical population of the current research is the previous and current heads of the General Directorate of Sports and Youth in Alborz province during the last five years, the previous and current deputy heads of the General Directorate of Sports and Youth in Alborz province during the last five years, the previous and current heads of sports departments andthe youth of the cities of Alborz province during the last five years, sports management professors of Alborz province who are aware of the issue of investing in sports, Knowledge-based sports companies, start-ups and sports equipment manufacturing companies in Alborz province.In order to collect information in this research, first, the investment opportunities of the private sector in sports in Alborz province were collected. Due to the lack of information in this area, semi-structured interviews were used.The interview time varied from 30 minutes to one hour and 45 minutes.In the interview process, the questions were asked in an order in which they have a logical system.Also, in the process of the interviews, considering that the interviewees did not allow the audio recording of the interview, the researcher used the method of note-taking and noted down and recorded the concepts and themes of the interviewees.The data analysis method in this part was based on thematic analysis method.Also, a PhD in sports management was requested to participate in the research as a research associate (coder) and help in reviewing the codings.At the end of this stage, after the necessary corrections, questionnaire items were prepared to use fuzzy Delphi to agree on the number of items.The descriptive findings of the research show that 5.6% of the people in the research sample are women and 94.4% are men. 5.6% of the statistical sample is in the age group of 30 years and under, 22.2% in the age group of 31 to 40 years, 55.5% in the age group of 41 to 50 years, and 16.7% in the age group of 51 years and older. 5.6% of participants' educational qualifications were diploma and sub-diploma, 16.7% bachelor's degree and 77.7% master's degree and above. The findings of the present research identify and rank seven opportunities for sports goods manufacturing companies, sports medicine, sports knowledge-based companies, sports start-ups, sports supplement manufacturing companies, sports venues and sports tourism. It led to investment in sports in Alborz province. These findings are consistency with the results of Farouk (2019), Noble (2019), Khatat Nejad (2016), Farouk (2019), Jæger (2019), Martín-González et al (2021),Campbell (2011), Mayol (2012), Alonso & Fernandez-Garcıa (2020), Deloitte (2017), Ratten & Thompson (2020) and Lakshmi & Narisetti (2020) .Based on the result, the highest average rank is related to the component of sports goods manufacturing companies and the lowest rank is related to the component of sports tourism. Considering the large area of Alborz province and its proximity to the capital and the high demand for the export of sports equipment to the whole country and abroad, it has led to the greatest desire to invest in sports goods manufacturing companies. While the dispersion and insufficient financial efficiency of sports tourism in Alborz province has led to the least willingness to invest in this sector.The findings of the present research identify and rank seven opportunities for companies producing sports goods, sports medicine, knowledge-based sports companies, sports start-ups, companies producing sports supplements, sports venues and sports tourism. It led to investment in sports in Alborz province. These findings are in agreement with the results of Nobel (2019) in the component of sports facilities; with the results of Martin Gonzalez, Surratt and Luke Gill (2021) in the sports tourism component; with the results of Campbell (2011) in the component of sports goods manufacturing companies; with the results of Alonso and Fernandez-Garcia (2020) in the component of sports supplement manufacturing companies; It is consistent with the results of Rotten and Thompson (2020) in the sports start-up component and with the results of Lakshimi and Naristi (2020) in sports medicine. On the other hand, it is inconsistent with some of the results of Farogh (2019) that there are other investment opportunities such as sports events, sports marketing, launching sports channels, sports financial support in the field of sports. In the end, by identifying seven factors and 71 indicators for the investment opportunities of the private sector in the sports of Alborz province, it can be said that there are various opportunities for investing in the sports of Alborz province, and attention can be paid to each of them for revenue from sports investors.
Sports management, marketing
behzad soheili; Jasem Manouchehri
Abstract
Abstract
The recommendations and solutions provided by researchers in critical situations such as the spread of the corona virus lead us to a solution for holding sports events under special conditions in order to prevent the spread of such diseases while creating opportunities for people to participate ...
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The recommendations and solutions provided by researchers in critical situations such as the spread of the corona virus lead us to a solution for holding sports events under special conditions in order to prevent the spread of such diseases while creating opportunities for people to participate in sports events and activities. In case of coronavirus outbreak, Offline events have shifted the public's focus from In-person and live streaming events to the web and cyberspace and it seems that in such a situation, the media and social networks and offline activities can break the spell of stillness and silence in the field of sports and open an opening to the attractive and popular world of sports. However, with many people unable to participate in their normal activities, it is important to take advantage of opportunities for physical activity and exercise in the midst of this global crisis. Therefore, the aim of this study was to investigate the factors affecting participation in offline sport events during coronavirus pandemic.
The research method is descriptive and survey type and applied in terms of purpose. The statistical population included all participants in the offline national competitions of the three sports of sumo, petanque and o-sport in 2021, in which 300 participants voluntarily completed the researcher-made questionary. The reliability of the research tool was reported using Cronbach's alpha method of 0.92. SPSS version 24 software was used for data analysis. Finally, by using structural equation modeling based on the partial least squares approach with SmartPLS software, the research hypotheses and causal model testing of the identified variables were investigated. Findings showed that the research model has a good fit and can be used to examine the factors affecting individual participation. The effect of factors of involvement, satisfaction and attitude of individuals on their participation in offline sports events was significant. Findings also showed that the factors of event characteristics, involvement and satisfaction increase the likelihood of developing a positive attitude towards participation in these events. Attitudes, satisfaction and involvement factors in an offline sports event, can also be intermediaries between the characteristics of the event and participation in it. Finding new ways for individuals and society to participate in sports is considered a unique opportunity. Holding offline sports events can be a creative solution to reduce the negative effects of crises such as the Corona pandemic and fill the void of activities and holding sports events, because it eliminates direct and close contact between people and also reduces trips and commuting. Many researches in line with the present research consider the level of involvement, attitude and satisfaction of people to be effective in increasing their sports participation. For example, Mason (2005) refers to the attitude factor, Alexandris et al (2007) and Funk et al (2004) to the conflict factor and Noori Khanyourdi et al (2023) and Yusuf et al (2019), Soheily et al (2018) to the satisfaction factor. Since these factors play an important and influential role in their participation in offline sports events, it is necessary to examine the factors that affect these variables. It is suggested that managers and sports professionals do their best and in different ways, such as raising the quality of events, increase the necessary grounds for the satisfaction of people to participate more in such events in conditions such as the Corona crisis.
The findings of the current research showed that the factors of attitude, satisfaction and involvement in an offline sports event can also be a mediator between the characteristics of the event and participation in it. The findings of this research are in line with the results of the research of Soheily et al (2018) on the mediating role of satisfaction and show that the characteristics of the event affect satisfaction and satisfaction has a significant effect on people's participation in offline sports events in this critical condition. The findings of this research are also aligned with the results of ALexandris et al (2007) and show that the involvement of people in an offline event can be a mediator between the characteristics of that event and participation in it. Also, the results of the research in line with the results of the research of Yusuf et al (2019) show that the characteristics of the event can affect the attitude towards the event, which is an effective motivational factor for attending a sports event. According to the findings of the research, evaluating the participants' perceptions is one of the useful methods that can be considered to increase their participation. In order to reduce the negative effects of the spread of the corona virus on the sports industry, sports institutions should update their communication with their fans and supporters and take the best and most advantage of virtual solutions such as online networks and official websites (Heydari et al, 2021). The findings of this research showed that the level of satisfaction, the level of involvement, the attitude towards the event and the characteristics of the event can be effective on people's intention to participate in offline sports events. Therefore, it is suggested that in order to maintain better communication with fans, spectators and enthusiasts who are the main assets of sports, these effective factors should be taken into consideration. A virus like Corona is highly contagious and its lethality is significant; therefore, it requires different management. Holding offline sports events can be an effective strategy to temporarily replace sports events in this situation. Of course, according to the findings of the research, in the successful holding of such events, the factors that affect participation should be considered. In general, it should be noted that the research model may not be able to fully express the intention of people to attend offline sports events, but knowing these effective factors can be useful in order to increase participation in sports events in situations such as the Corona crisis. Therefore, considering these factors, the current research considers the development of offline events as an important strategy in such situations, and it is suggested that managers of offline sports events provide appropriate planning for the development of participation by measuring the factors affecting participation.
Sports management, marketing
Ramin Iraji Noghondar
Abstract
Abstract
The aim of this research was to investigate the psychometric characteristics of the sustainable marketing orientation questionnaire in the community of managers of active sports clubs in Mashhad. The The current research is descriptive and according to the psychometric properties of the sustainable ...
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The aim of this research was to investigate the psychometric characteristics of the sustainable marketing orientation questionnaire in the community of managers of active sports clubs in Mashhad. The The current research is descriptive and according to the psychometric properties of the sustainable marketing scale in the environment of sports clubs, the method of data collection belongs to correlational designs. The statistical population of this research was made up of all managers of sports clubs in Mashhad (N=1400). In order to determine the number of statistical samples, Nanali and Orit's suggestion of a ratio of 10 subjects to 1 variable and Guilford's recommendation (observing the minimum sample size of 200 subjects), which is known as Müller's rule of thumb (1996), were used, and therefore, 278 questionnaires were used as sampling. Collected available. The measurement tool used is the sustainable marketing orientation questionnaire made by Lukik et al. (2020) which consists of 15 questions and has the components of strategic integration (questions 1 to 6), social engagement (questions 7 to 11) and ethical capabilities. (Questions 12 to 15). In order to check the validity of the translation, the measurement tool was determined from the standard translation-re-translation-translation method using the opinions of three professors fluent in English. In order to analyze the data, descriptive indices and statistical tests of Cronbach's alpha coefficient, McDonald's omega coefficient, theta coefficient, Brown's classification, exploratory factor analysis and confirmatory factor analysis were used in SPSS, Lisrel and Stata statistical software.
The findings of exploratory factor analysis using varimax rotation showed that the criteria for extracting components, the slope of the scree curve and the eigenvalue were higher than 1, based on which three main components were identified, and therefore, using the exploratory factor analysis method, the questionnaire had 15 The question has 3 components. Also, the questions of the sustainable marketing orientation questionnaire explain 60.72% of the total variance. Therefore, the variance percentages for the strategic integration component are 13.26, the social participation component is 19.12, and the moral capabilities component is 28.34. The results of the factor load of the questions indicate that the factor load of all the questions is acceptable. According to the results obtained from the form and content validity of the sustainable marketing orientation questionnaire, the values of the CVR index are higher than 0.49 and the values of the CVI index are higher than 0.79. The results showed that the sustainable marketing orientation questionnaire has an acceptable internal reliability (θ=0.979, Ω=0.971, α=0.963). Also, the reliability of strategic integration components (θ=0.961, Ω=0.953, α=0.943), social participation (θ=0.886, Ω=0.869, α=0.846) and capabilities Ethical (θ=0.926, Ω=0.901, α=0.892). The results of the confirmatory factor analysis showed that the relationship between questions (1 to 6) with the component of strategic integration, questions (7 to 11) with the component of social participation and questions (12 to 15) with the component of moral capabilities is significant. Also, the results showed that there is a significant relationship between the components of strategic integration, social participation and ethical capabilities with the concept of sustainable marketing orientation. The results showed that the ratio of X2 to df is equal to 2.32 and the root mean square error (RMSEA) is equal to 0.092, so the structural model of the questionnaire has the necessary fit. Also, the indices NFI=0.92, CFI=0.93, GFI=0.91, AGFI=0.90 and IFI=0.93 confirmed the fit of the structural model of the questionnaire. Therefore, in total, all 7 mentioned indicators confirm the fit of the model and it can be acknowledged that the sustainable marketing orientation model is suitable in terms of fit indicators and all three components mentioned can be integrated in the structural model of the questionnaire. The average variance extracted for all three components is higher than 0.5, so the convergent validity of the constructs is confirmed. Also, according to the combined reliability values (Dillon-Goldstein coefficient) for each of the structures, it is acceptable, and as a result, the reliability of the model is confirmed.
Finally, the internal and external validity of the presented model is confirmed. This result means that the structural equation model presented with the help of the software (Lisrel) in this research is a suitable structural model and fits the data obtained from this research. Based on this, it can be concluded that the data collected by this questionnaire can provide reliable results and provide researchers with accurate information. Based on the findings, the sustainable marketing orientation questionnaire is a reliable and valid scale that can be used to evaluate the performance of sports managers in the field of sustainable marketing and obtain reliable and stable results. Based on this, the sustainable marketing orientation model can provide detailed instructions on how to implement an effective sustainable marketing system to different sports managers.
Sports management, marketing
Hamidreza Tahamtan; mehdi kohandel; mahvash noorbakhsh; mohiadin bahari
Abstract
Abstract
In response to increasing environmental concerns and, at the same time, increasing brand equity, companies have focused their efforts on providing environmentally friendly products and services. Sports are no exception to this rule. Because the owners of sports brands have realized that if ...
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In response to increasing environmental concerns and, at the same time, increasing brand equity, companies have focused their efforts on providing environmentally friendly products and services. Sports are no exception to this rule. Because the owners of sports brands have realized that if they are responsible for the environment, they will receive a better response from their customers. At the same time, they have realized that if they take care of the environmental concerns of their customers, they are more likely to choose the products and services provided by the respective company. Therefore, these companies have actively pursued sustainable marketing strategies such as green marketing. Despite that, no study has estimated the effect of a green marketing mix on the behavioral dimensions of the special value of the green brand of sports products. This study is survey research supported by post-positivist worldview considerations and assumptions. According to the nature of the study, the current research approach is explanation and prediction, mainly done to investigate the statistical inference of path coefficients, effect sizes, and the predictive performance of the model and prediction errors. The data to test the hypotheses in this study were collected through an online self-report survey made available to Majid brand customers. Based on this, 394 questionnaires were collected. 51.9% of the examined samples were men, and 48.1% were women, ages 18 and 53. The measurement tools were selected based on the existing literature that was previously adapted to the diverse context of green marketing and the dimensions of green brand equity. Then the necessary modifications were made to adapt it to the current research field. The questionnaire consisted of two parts: the first part was dedicated to personal information and demographic characteristics, the second part was dedicated to the research variables, and finally, to test the hypotheses of this study, partial least squares structural equation modeling (PLS-SEM-3) was used. ) used. The present study showed that green products positively affect a green image, satisfaction, trust and loyalty. Green price positively and significantly affects the green image, trust, and loyalty. On the other hand, the green price has no significant effect on green satisfaction. Green place only has a positive and significant effect on the green image and does not significantly affect green satisfaction, green trust and loyalty. Green promotion simultaneously has a positive and significant effect on the green image and green satisfaction. On the other hand, green promotion has no significant effect on green trust and loyalty. Finally, by evaluating the internal relationships of the special value dimensions of the green brand of sports products, this study showed that the causal relationship of green image with green trust, green image with green loyalty, and green trust with green loyalty is a positive sign. But there is no significant causal relationship between green image and green satisfaction, green satisfaction with green trust and green satisfaction with green loyalty. In general, the findings of this study show that customers accept cost-benefit analyses about sports products. Because by estimating the strengths and weaknesses of the alternatives, they have concluded that green products have significantly saved their money and time. Also, with the cost-benefit analysis, it was found that the customers of the Majid brand do not consider the mentioned brand affordable in terms of access. As a result, they refuse to make an emotional and long-term commitment to the mentioned brand. Therefore, Majid Company, which devotes a small part of its production to green products, is suggested to design a road map for the marketing of their green products, in which they focus on maintaining the current price, diversifying the lines of green products, improving the design and Easy access is emphasized as a strategic and operational policy of the company. It is also suggested that this company strengthen the level of promotion and access to its products through the actions mentioned in the text because it was found that there is a gap between what the company offers and what the customer receives and understands. On the other hand, it is not easy to access the products of this company, and their level of trust in what the company advertises is not very high. In the end, it is necessary to mention some limitations of this research. The first limitation is that the green marketing mix is not simply summarized in the four dimensions examined in this study. Another limitation is that this study studied the behavioral dimension of customers' green brand equity, and the perceptual dimension of customer brand equity was not measured and evaluated. The third limitation is that the responses were received from Majid brand customers, who limits the generalization of the findings to other brands and customers. Finally, in this research, an online survey was used, known as easy sampling, and the selected samples may not be representative of all customers of the Majid brand. Therefore, future researchers are suggested to investigate the effect of mixed green marketing on the special value of the green brand, in addition to the dimensions presented in this research, also to examine other dimensions and conduct such a study for other sports brands.
Sports management, marketing
Mohammad Reza Amirabadizadeh; seyedeh Azra mirkazemi; Jafar Khoshbakhti
Abstract
Abstract
People participate in sports because of a variety of factors; some of which are influenced by the environment; while others are influenced by internal factors; hence, changing the behavioral approach to sports is necessary. As a result, methods for modifying people's behavior should be identified. ...
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People participate in sports because of a variety of factors; some of which are influenced by the environment; while others are influenced by internal factors; hence, changing the behavioral approach to sports is necessary. As a result, methods for modifying people's behavior should be identified. Behavior change encompasses a wide range of concepts. Among these concepts that can be applied to enhance physical activity in particular populations is social marketing. As one of the most significant upcoming areas of marketing, it plays a crucial role in social benefit. Social marketing aims to enhance individual and social well-being, so this approach can be utilized to develop physical activity and sports for young people. Therefore, the purpose of the research conducted is to answer the question, what is the social marketing mix in school sports?
The present study was a mixed method exploratory study with a purposeful approach. During the first phase of the research, questions from the researcher's questionnaire were combined and used as a basis for analysis. Using this methodology, first of all, all related research papers and articles (from 2010 to 2022) were reviewed in the external scientific databases of Scopus, Emerald, Google Scholar, Science Direct, as well as Civilica and Mogiran internal databases, and the codes related to the subject were identified by summing and distinguishing semantics. According to the distances between the fundamental concepts, the differentiation principle and the completion of the research question, the concepts were extracted, and if they could be integrated, integration was carried out. The second stage involved correlation analysis (correlation type of factor analysis with principal component analysis method) and field data collection. The research community was first formed by a combination of sports management experts, university experts, officials from school sports departments, as well as physical education teachers with experience in education. A targeted sampling of 10 of these participants resulted in the preparation of a researcher-made questionnaire based on the theoretical basis and background of the research and based on Morris and Clarkson (2009)'s model. Once the necessary reforms had been made and a consensus had been reached, the final questionnaire was prepared. The statistical population for the second stage of the research consisted of all the male and female students who attended South Khorasan conservatories, a total of more than 12,329. A random cluster sampling method was used at this stage, and six clusters were randomly chosen from the identified clusters. As a result of Morgan's table, 380 individuals were selected as the sample size, of which 376 completed and returned the questionnaire. A content validity test and a construct validity test were conducted to assess and verify the construct validity of the mixed evaluation tool for social marketing in sports, and a Cronbach's alpha (α=0.96) was used to assess the reliability of the above questionnaire.
According to statistical analysis, a questionnaire consisting of 7 dimensions was developed (proposal with 7 questions, cost of participation with 4 questions, policy and policy with 4 questions, social communication with 4 questions, creating partners with 4 questions, general public with 3 questions and location with 4 questions). As a result of the significance test of t for all items, the results were higher than 1.96, and all the factor loadings were greater than 0.3, which indicates that the selected paths have appropriate factor loadings. As a result, the CFI and NFI fit indices were greater than 0.90, the RMSEA was less than 0.08, and the CMIN/df was not greater than 5, indicating that the model was well fitted.
As part of this study, using exploratory and confirmatory factor analysis as an appropriate method of tool making, the researcher evaluated the social marketing in sports questionnaire. This was done by considering the research environment's cultural and social characteristics. Results of the study indicate that the school's measurement tool for social marketing is valid. Moreover, specialists and planners in the field of school sports can use this tool for assessing social marketing in schools, as well as for designing and implementing programs based on the components of this tool to enhance and improve the level of school sports. This questionnaire can be used and analyzed in other educational levels in order to make it more valid.
Sports management, marketing
shoaib jalilian; Bahram Yousefy
Abstract
Abstract
Today's competitive environment has become extremely turbulent and one of the ways to deal with the environmental disturbances is to emphasize the historical components and show the stability and stability of the brand. Appealing to the past has become a common thing for consumers today, and ...
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Today's competitive environment has become extremely turbulent and one of the ways to deal with the environmental disturbances is to emphasize the historical components and show the stability and stability of the brand. Appealing to the past has become a common thing for consumers today, and brands with images that have components such as credibility, heritage, and stability are gaining popularity. Brand age is defined as consumers' perception of the brand's long existence and is part of the concept of brand heritage. Therefore, the effect of brand antiquity on consumer-brand relationships is well established. However, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; it is not focused. The associative approach is important because it focuses on the spontaneous activation of learned sets of associations or responses developed by consumers through repeated activation in memory. This activation starts automatically with the presence of environmental stimuli. For example, an indication of the product's country of origin activates associations stored in memory and stereotypes about countries. Therefore, emotions are one of the topics that motivate customers to choose and communicate with a product or service. An emotional connection between the brand and the customer is formed gradually. We live in a world full of emotions; where emotions influence our decisions. For this reason, marketers often try to create an emotional connection between their brand and their customers; this becomes possible when the consumer develops an emotional connection with the brand. Attachment is considered as the strength of the emotional and cognitive relationship between the consumer and the brand. The current research was conducted with the aim of prioritizing the associative consequences of old sports brands. The research method is descriptive and of the type of correlational studies. The statistical population of this research was all buyers of Iranian sports brands. The sampling method is accessible, which was selected from the customers of sports brands in the virtual space. Since the number of the community cannot be counted and it takes a high amount. Therefore, the sample size is based on an unlimited population. Since the number of the population is not known, Cohen's formula was used to estimate the sample size. To be sure, 400 questionnaires were distributed and out of this number, 391 questionnaires were returned correctly and were used in the analysis. In this research, the standard questionnaire of Richard and White (2020) was used. This questionnaire contains 15 questions, which are categorized in the form of 5 components and measures the consequences of association of old brands in the range of 5 Likert options. Form and content validity was confirmed using the opinion of 8 sports management professors. The validity of the structure was confirmed by using the confirmatory factor analysis test and the reliability of the variables was confirmed by Cronbach's alpha test. In this research, SPSS and LISREL software were used for data analysis to present the model. According to the findings, brand association is effective at 0.90 on experience and expertise, at 0.95 at 0.96 on reminiscence, at 0.96 at timelessness and at 0.85 at tradition. Also, the significant coefficient shows that the indicators are more than 1.96 and it can be concluded that brand association has a positive and significant effect on the mentioned factors. Also, based on the findings, reminiscence, timelessness, maintenance, experience, expertise, and tradition are among the most important consequences of brand association. Therefore, in order to associate the brand, the desired indicators should be emphasized by the marketers. The effect of brand longevity on consumer-brand relationships is well established. However, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; It is not focused. Consumers are likely to make associations linking aging cues to inferences about brand attributes. For example, if the brand name is old, it may be associated with expertise. Association refers to the connection between the brand and the use (user), including consumers' desire to buy and recommend to others. The force that makes the brand sit in the minds of consumers and influence it is more than the experience of use. In this way, in addition to the value of consumer goods, brands provide meanings for brands that consumers like. Therefore, it can be concluded that experience and expertise in building relationships with customers and maintaining them are essential for any sports brand and will create brand associations. In general, it can be concluded that investigating the consequences of the association of old brands with sports authenticity is necessary for sports organizations that seek to gain popularity and improve the overall status of the organization, because paying attention to these consequences can be an advantage for sports organizations. Create a competition with other organizations and help the organization to attract more people through building a successful brand. Therefore, in order to build a successful brand, managers of sports organizations should focus on the categories identified in this research, so that they can identify the needs of customers and take basic steps to solve them with appropriate measures. Produce appropriate products to retain customers and attract new customers. Therefore, having an original and old brand can put the organization on the path of growth and development. Therefore, it is suggested to use sports brand loyalty programs. The basic branding process starts with the creation of an essence, this essence acts as a rosary thread and connects all the components of the brand together. It is also suggested to pay attention to the characteristics of a brand. The characteristics of a brand are all those things that are conveyed to the audience through a specific instruction through the communication points of the brand. These features can include product packaging, presentation, brand coloring, advertising style.
Sports management, marketing
Vajiheh javani; Masoud Ansari; fateme abdavi
Abstract
Abstract
Sporting events have long been a focal point of human entertainment and cultural expression, bringing together communities and fostering a sense of belonging among spectators. In recent years, the integration of virtual and augmented reality (VR/AR) technologies has emerged as a transformative ...
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Sporting events have long been a focal point of human entertainment and cultural expression, bringing together communities and fostering a sense of belonging among spectators. In recent years, the integration of virtual and augmented reality (VR/AR) technologies has emerged as a transformative force in reshaping the landscape of spectator-sport interactions. This research endeavors to contribute to this evolving field by proposing a comprehensive paradigm model that encapsulates the intricate dynamics of integrating VR/AR technologies into sporting events.
The research methodology employed a grounded theory approach, utilizing a purposive and theoretically-saturated sample of 15 participants who are experts in the fields of technology and sports management. Semi-structured in-depth interviews served as the primary data collection method, allowing for a nuanced exploration of the participants' perspectives. The analysis of the gathered data followed the established principles of open, axial, and selective coding. To enhance the robustness of the study, an iterative process of information and code verification was implemented, engaging participants in discussions to mitigate potential biases and ensure the accuracy of interpretations. Reliability was further ensured through the percentage agreement formula, prolonged engagement, persistent observation, member checking, and triangulation.
The analysis of the interview data yielded a rich tapestry of insights, resulting in 58 extracted concepts, 21 sub-categories, and 5 main categories. These findings form the foundation of the proposed paradigm model for spectator-sport interactions in sporting events utilizing VR/AR technologies.
The research underscores the significance of continuous technological advancements as a foundational condition. The evolution of VR/AR technologies acts as a catalyst for shaping the spectator-sport interaction paradigm, offering novel possibilities for immersive experiences. The need to amplify interactivity and enhance the overall spectator experience emerged as a central condition. VR/AR technologies serve as a medium through which live events can be transformed into immersive and engaging experiences, transcending traditional boundaries. The study recognizes the dynamic nature of VR/AR applications, emphasizing the continuous emergence and expansion of new applications. This condition highlights the adaptability and potential for innovation within the spectator-sport interaction paradigm. The existence of a robust technical infrastructure is identified as a critical condition. For the seamless integration of VR/AR technologies, the underlying technical foundation must be capable of supporting the complexities and demands of immersive spectator experiences. Accessibility of technology emerged as a key condition, emphasizing the importance of making VR/AR experiences widely available to a diverse audience. Overcoming barriers to access ensures a more inclusive and participatory spectatorship. The creation of engaging and diverse content is identified as a pivotal condition within the paradigm model. Tailoring experiences to cater to varied interests and preferences contributes to the overall richness of spectator interactions. A condition integral to the success of VR/AR integration is the widespread availability of high-speed internet and communication facilities. These infrastructural elements underpin the seamless delivery of immersive content to spectators. The cultural acceptance and integration of innovative technologies within the spectatorship culture represent a transformative condition. The willingness of the audience to embrace technological advancements influences the success of VR/AR integration. The proactive support from sports federations and organizations is highlighted as a facilitating condition. Institutional endorsement and integration of VR/AR technologies contribute to the legitimacy and sustainability of the proposed paradigm model.
Despite technological advancements, the study acknowledges existing hardware limitations that can hinder the seamless implementation of VR/AR technologies. Addressing these constraints is crucial for optimal user experiences. The high production costs associated with creating exclusive sports content for VR/AR platforms emerged as a substantial intervening condition. Balancing cost-effectiveness with content quality is a significant challenge. The variability in network and internet capabilities in different stadiums presents a notable intervening condition. Overcoming these limitations is crucial for ensuring consistent and high-quality VR/AR experiences for spectators. The study acknowledges the presence of resistance among traditional spectators toward the acceptance of new technologies. Bridging this gap requires targeted efforts to educate and engage with diverse audience segments. A shortage of qualified personnel for the implementation and support of VR/AR technologies is identified as an intervening condition. Building expertise and fostering a skilled workforce is essential for the successful execution of the proposed paradigm model.
The study advocates for continuous advancements in VR/AR hardware to address existing limitations and enhance the overall quality of immersive experiences. A strategic focus on producing high-quality and customized content is recommended to strike a balance between cost-effectiveness and delivering compelling experiences to spectators. The study underscores the importance of educational initiatives and proactive encouragement to bridge the gap between traditional and technologically savvy spectators.
The successful implementation of the proposed paradigm model is anticipated to result in heightened engagement and interaction among sports spectators, fostering a more dynamic and participatory spectatorship. Integrating VR/AR technologies is expected to elevate the overall quality of the sports event experience, offering spectator’s immersive and memorable moments beyond the constraints of traditional viewing. The paradigm model's implementation is projected to have positive economic ramifications, contributing to increased revenue generation for event organizers through enhanced spectator experiences and novel revenue streams.Ultimately, the implementation of the proposed model is envisioned to result in improved levels of spectator satisfaction, solidifying the role of VR/AR technologies as integral components of the modern sports viewing experience.
In conclusion, this research unveils a paradigm model for spectator-sport interactions in sporting events utilizing virtual and augmented reality technologies. The comprehensive analysis of conditions, intervening factors, strategies for development, and consequences of implementation provides a robust framework for understanding the complex dynamics of this transformative integration. By recognizing the multifaceted challenges and opportunities inherent in merging technology and sports spectatorship, this research contributes valuable insights to the ongoing dialogue surrounding the future of immersive sporting experiences. The findings underscore the potential for enhanced fan experiences in sporting events through the strategic utilization of augmented and virtual reality technologies and advocate for continued innovation and collaboration across the realms of technology and sports management.
Sports management, marketing
Sajjad Pashaie; Hamed Golmohammadi
Abstract
AbstractRecently, the global economy has been affected by artificial intelligence and the advancement of information technology, as well as infectious diseases such as Covid-19 (Bhatia, 2021). The convergence of the corona virus globally has had various effects on societies and their activities (Heydari ...
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AbstractRecently, the global economy has been affected by artificial intelligence and the advancement of information technology, as well as infectious diseases such as Covid-19 (Bhatia, 2021). The convergence of the corona virus globally has had various effects on societies and their activities (Heydari & Asadollahi, 2021; Heydari et al., 2021). The challenge of managing this crisis, especially with the specific conditions of Iran and the unknown nature of the disease and the lack of sufficient experience, provided an arena for creativity and innovation (Heydari, 2019). Therefore, it is necessary for organizations and service units to survive and succeed In the chaotic market environment of the digital era and to deal with these crises, accept innovative solutions (Lee & Trimi, 2021). Successful organizations create an environment where elements of creativity and innovation occur continuously across all levels and organizational functions (Vicenzi, 2000). Innovation in business management can save time and money, strengthen competitive advantage, and encourage business growth (Chi, 2021). Hence, the sports industry needs to leverage technology to address current challenges (Pashaie & Perić, 2023). Therefore, the sports industry has turned innovation into a new field for research by many researchers (Ferreira et al., 2020) and considers it a vital factor for achieving competitive advantage (Rajapathirana & Hui, 2018). The findings indicate that customer and market knowledge, customer attraction, customer retention and customer development are the consequences of implementing customer relationship management technology in sports venues (Pashaie et al., 2020). It is concluded from the presented research that sports venues have expanded their investment in the field of customer relationship management (Pashaie et al., 2020). In general, this research provides the possibility of enhancing creativity and innovation in the sports industry. By offering detailed analyses of the role of electronic customer relationship management components in improving long-term relationships and developing innovation capabilities, especially in the face of widespread challenges such as coronavirus, this research holds significant importance. This study investigates the positive impact of electronic customer relationship management (e-CRM) on the long-term relationships and innovation capabilities of sports venues, with a focus on the moderating role of COVID-19. Classified as applied and descriptive research of the correlation type, the study employed a questionnaire for data collection.To ensure the reliability of the questionnaires, various validation measures such as divergent validity, Cronbach's alpha indices, factor loading, and composite reliability were utilized. The research population consisted of sports venue customers in Tabriz, with 260 participants selected through convenience sampling. Data analysis was conducted using IBM® IBM® SPSS® AmosTM 26, and the results were utilized for model testing and hypothesis examination. The outcomes suggest that e-CRM, encompassing aspects like knowledge management, customer orientation, and customer relationship management technology, significantly and positively influences long-term relationships and innovation capabilities. The moderating impact of COVID-19 is notable, though its effect is moderate. Despite the widespread impact of the pandemic on customers, e-CRM has proven to be a robust tool for strengthening long-term relationships and retaining customers in the face of increased COVID-19 cases.In general, this research highlights the significance of implementing electronic customer relationship management systems in sports venues to gain a competitive advantage, improve customer retention, understand customer concerns, and enhance innovation capabilities. On the one hand, it provides valuable insights for managers and marketers of sports venues in addressing challenges arising from the COVID-19 pandemic and improving their overall performance. The implications of this study go beyond academic contributions, offering practical recommendations for managers and marketers, encouraging them to prioritize the implementation of electronic customer relationship management for advancing innovation and ensuring a competitive advantage amid current uncertainties. This is crucial because technological advancements are rapid. Electronic customer relationship management systems and customer expectations may evolve, requiring continuous reassessment and alignment with innovation capabilities. From a creativity and innovation perspective, the present research can potentially lead to several outcomes. By implementing the findings of this study, sports venues can enhance their innovation capabilities, leading to the development of new and improved services, products, and experiences for customers. Real-time monitoring and interaction with customers facilitated by electronic customer relationship management systems can enable sports venues to better understand customer concerns related to COVID-19 and other infectious diseases. This understanding can guide innovative safety measures and customer service initiatives, creating a safer and more satisfying experience for customers.Ultimately, there is room to challenge and expand existing theoretical models to incorporate new variables that may impact the dynamics between electronic customer relationship management and innovation. Considering technical and technological limitations, financial constraints, reduced customer interaction capabilities in virtual environments, and legal and security barriers, communicating the findings to the study community, sports clubs, and sports authorities is essential. Firstly, sports managers are advised to prioritize the adoption of electronic customer relationship management systems for gaining a competitive advantage and improving customer retention. This includes investing in technology and knowledge management to enhance customer-centricity and customer relationship management capabilities. Additionally, given the moderating role of COVID-19, sports managers should focus on using electronic customer relationship management as a powerful tool to enhance long-term relationships and customer retention, especially during pandemics. Understanding customer concerns and adapting electronic customer relationship management strategies to address these challenges can significantly contribute to the overall performance improvement of sports venues.Furthermore, this research emphasizes the importance of continuous innovation in the products and services of sports venues and underscores the need for sports managers to integrate innovation capabilities into their electronic customer relationship management strategies. This may involve fostering a culture of creativity and innovation within the organization and utilizing electronic customer relationship management for gathering insights and customer feedback to develop innovative proposals. In addition, qualitative research methods such as interviews or focus groups can be employed to gain deeper insights into specific mechanisms through which electronic customer relationship management affects innovation capabilities and long-term relationships in sports venues. The aim of these recommendations is to strengthen the practical aspect of the research and provide practical insights for sports managers and marketers to address challenges arising from the COVID-19 pandemic and enhance overall performance.
Sports management, marketing
ali karimi; Hamid Ghasemi; shahab bahrami
Abstract
Abstract
Considering the importance of advertising through social media, which is one of the most basic elements of sports marketing, in order to influence the desire of customers of sports products, and sports marketers and manufacturers use it in the virtual space to introduce their products and services. ...
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Considering the importance of advertising through social media, which is one of the most basic elements of sports marketing, in order to influence the desire of customers of sports products, and sports marketers and manufacturers use it in the virtual space to introduce their products and services. and due to the lack of studies and research done in relation to the topic in question and the absence of a comprehensive theoretical framework that would explain the topic, and also due to the novelty of the research topic that has received less attention so far Such studies in this field as structural fields seem necessary to reach a strategy and related plans. As a result of this research, it has been compiled with the aim of designing an advertising model through social media in order to influence the desire of customers of sports products.
the method of this research, On the basis of the goal, Strategic, based on strategy, Combination And based on the path of execution, the data theory was based on the foundation. The statistical population in the qualitative section were all sports media management specialists, advertising and sports marketers That's how it works purposive sampling of a landowner, elected and the number 15 A personal interview Semi - structured Done. And in the little bit of the population, the athletes have six Sports field football, futsal, cycling, martial arts, Swimming, bodybuilding ages 15-55, living in It was the city of Kermanshah where 311 people were selected based on simple random sampling. The data collection tool in the qualitative section was a semi-structured interview and in the quantitative section was a researcher-made questionnaire derived from the qualitative data. The face and content validity of the questionnaire was assessed by 10 professors and sports experts, and the reliability of the instrument was obtained by Cronbach's alpha coefficient and reliability coefficient (more than 0.7). In order to analyze the data in the qualitative part, open, axial and selective coding and in the quantitative part, the structural equation model using the partial least squares (PLS) method has been used.
116 basic conceptual propositions with 15 categories, and 70 concepts in the form of 6 dimensions of paradigm model, including causal conditions (social media potential and customer orientation), main phenomenon (advertising through social media), strategy (customer acquisition and retention) , Contextual characteristics (performance improvement and development of advertising effectiveness); Intervention conditions (internal and external constraints) and consequences (development and economic beliefs). Social media facilitates the communication of customers with each other and with the company, and the information of sports products will be available to customers in a faster, more comprehensive and transparent manner, and also they can make their evaluation more quickly by checking the information and finally decide to buy or not to buy. Also, customer retention is the financial necessity of any organization that provides its services in cyberspace, because a customer can go to other organizations that provide goods and services with just one click, so customer retention is very important. Based on this, it can be said that one of the factors that lead to the development of advertising through social media is paying attention to the use of the customer's point of view, better communication with the customer, creating two-way communication and the ability to communicate effectively and efficiently with customers which needs more attention.
In this research, an attempt was made to design and develop an advertisement development model through social media using the foundational data theory method. Based on this, the final model of the research, consisting of 7 main categories (potential of social media, customer orientation, internal and external limitations, development of advertising through social media, improvement of performance and development of advertising effectiveness, customer attraction and retention, development and social beliefs economic), was identified in the form of 15 concepts. In this model, the development of advertising through social media was chosen as the main category, or the central phenomenon, which is a dependent variable influenced by various conditions, such as the effectiveness of social media, accessibility and customer orientation, individual factors, environmental factors. , culturalization, limitations of use and limitation of use. The results are consistent with Kim and Ko (2012) and Goody et al. (2016). Based on this, it can be said that, considering the speed of social media's influence on people and the possibility of changing their opinion regarding the customer's willingness to buy or not to buy a brand, these media become an information center for marketing, seeking to understand consumer buying behavior and Gaining an understanding of why customers hold certain brands is becoming. In explaining the results of the research, it can be said that, today, social media is a strategic and important tool for the development of brands. In this environment, there is extensive communication, and interaction with members and consumers at a small cost, to introduce and advertise goods and products. Social media offers companies, especially sports manufacturing companies, and customer’s new ways to communicate with each other. So that marketing activities in social media have created relationships with loyal customers, and have an effect on people's personal understanding of the company's products. Which can have a positive effect to improve the role of the product brand, the company through social media pages, with more attractive advertising on the views and opinions of customers of its products. The importance of advertising development through social media as a central category as well as the category of improving the performance and effectiveness of advertising and attracting and retaining customers as an important and practical factor were other important features of this model.
Sports management, marketing
meysam noori khanyourdi; saeid tabesh; mir davood hoseiny,
Abstract
Abstract
Sports spectators are an important part of the professional sports landscape. Spectators are economically important to clubs, as clubs earn money through ticket sales and provide the environment for television broadcasts. Studying and discovering the needs of spectators of sports events and ...
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Abstract
Sports spectators are an important part of the professional sports landscape. Spectators are economically important to clubs, as clubs earn money through ticket sales and provide the environment for television broadcasts. Studying and discovering the needs of spectators of sports events and analyzing and predicting their behavior and intention to reattendance again is a process, as a result of which parameters such as the amount of services provided, satisfaction, and loyalty of the spectators are checked. The fact is that satisfaction is primarily perceived by product quality and event value. The attributes associated with event value are often unpredictable and beyond the control of sports managers. But the quality of the product is under the control of sports managers; therefore, adopting strategic decisions of sports managers to improve the quality of sports stadiums may lead to audience satisfaction. The physical quality of sports stadiums has a lot to do with the behavioral tendencies of people attending the games. It is important for stadiums to have a good physical quality that meets the needs and expectations of the spectators who attend the games. Stadiums that are designed at a high level and consider all the necessary aspects, create a positive environment for spectators and encourage them to have positive behavioral tendencies. Also, stadiums with good physical quality will create a more attractive experience for the spectators by making the game more exciting. Attending the game is the most important form of consumer behavior in spectator sports. Therefore, knowing the goals and needs of the spectators and the reasons for their reattendance or non-reattendance in sports events is the first step for clubs to increase the number of attendees. If the needs of the spectators are not assessed well and correctly, the spectators may not want to attend the stadiums and only follow the results and events of their favorite teams through the media, which will be detrimental to the managers of the sports clubs. Therefore, sports marketing managers should pay special attention to the quality of sports stadiums. Those in charge of organizing sports events should bring the quality of the stadiums to the level of international standards so that the spectators have the desire to return to the stadium with satisfaction. Therefore, the active presence of spectators in stadiums can be considered as the main and important factor in the flourishing of sports, which should not be neglected. Now, in order to witness the presence of spectators in the stadium, the quality of the event venue must be such that the spectators have the desire to watch the matches in that stadium. Also, in the discussion of the quality of the stadiums, in order to attract and identify the needs of the spectators and to host international events, a series of standards must be observed. ; Therefore, it is necessary to carry out continuous evaluation and measurement. In addition, considering that different spectators may come to the stadium in each match, for this reason, it is better to carry out evaluations in a suitable period of time to identify the strengths and weaknesses. Therefore, according to the stated content, the factors affecting the satisfaction and re-attendance of the audience should be investigated. On the other hand, reactions to sports services may be different in sports cultures and environments; For this reason, the present study was conducted with the aim of investigating the effect of the physical quality of football stadiums on the re-attendance of spectators with the role of mediator of satisfaction. The method of conducting the present research was descriptive correlation type. The statistical population of the research included all the spectators of the premier football league matches; 325 people were selected by the non-random sampling of the Convenience type, and finally, 294 correct questionnaires were returned. The information was collected through a researcher-made questionnaire, which was obtained through interviews with experts (academic faculty members and sports managers) and library studies. The face and content validity of the questionnaires was confirmed by using the opinions of sports experts and sports management professors (10 people) after applying their corrective opinions. The internal reliability of questionnaire items was obtained in an experimental study using Cronbach's alpha method for the stadium characteristics questionnaire (0.97) and satisfaction questionnaire (0.87) and for Willingness to reattendance (0.88); used SPSS software in the descriptive and inferential statistics section, as well as Amos software to draw path analysis. The results showed that the characteristics of the stadium have a positive and significant effect on satisfaction; Also, the characteristics of the stadium have a positive and significant effect on the Willingness to reattendance of spectators. In addition, satisfaction has a positive and significant on willingness to reattendance. Finally, it is possible to confirm the mediating effect of satisfaction in the relationship between the characteristics of the stadium and Willingness to reattendance at the 95% confidence level. Therefore, according to the importance of the presence of spectators in stadiums, sports managers should periodically assess the needs and evaluate the satisfaction of the spectators as well as the quality of the stadiums, and by removing the shortcomings, witness the maximum attendance of the spectators. According to the obtained results, it can be said that paying attention to the needs of sports customers and providing good quality services can bring a special competitive advantage to the sports organization and bring many successes in the field of sports marketing.
Sports management, marketing
Ahmad Mahmoudi; sahar pirjamadi; Karim Zohrehvandian
Abstract
Abstract
The disease of Covid-19 had a great impact in the political, economic and socio-cultural fields (Kanupriya, 2021). In Iran, people started a new lifestyle in order to avoid contracting this disease. The closure of sports centers was one of the negative consequences of the spread of Covid-19 ...
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Abstract
The disease of Covid-19 had a great impact in the political, economic and socio-cultural fields (Kanupriya, 2021). In Iran, people started a new lifestyle in order to avoid contracting this disease. The closure of sports centers was one of the negative consequences of the spread of Covid-19 in the world and Iran, the centers that were built for people's health and entertainment were suddenly closed due to the spread of this virus. The closure of sports centers, in addition to the quarantine of the athletes, also led to the economic quarantine of the club owners and brought the economic situation of many of the owners of these centers to the verge of bankruptcy (Heydari et al., 2021). Therefore, sports organizations are obliged to provide solutions for the development of sports in the era of covid-19. Therefore, it is necessary to pay attention to the marketing capabilities beyond a slogan and advice and take on an operational form and status. Marketing capabilities are an integrated process in which companies use tangible and intangible resources to understand the complexity of specific customer needs, achieve a relative differentiation in products for competitive advantage, and ultimately achieve appropriate brand quality )Kachouie et al., 2018(. In this regard, Fajardo et al. (2020) state that risk-taking and innovation are significantly higher in sports clubs after the emergence of Covid-19 (Escamilla-Fajardo, 2020(. The findings of Rodrigues (2020) show that sports business managers have been able to react by reducing costs and increasing the use of digital communication as marketing measures in the era of Covid-19 (Rodrigues, 2020). The issue that is of concern here is that the disease of Kovid-19 has faced a great financial crisis in the sports community, and this financial crisis has included the unemployment of coaches, managers and employees of sports venues and competitions for several months, and compensating this financial loss from Another crisis is the spread of the corona virus. In the business sector related to the production and presentation of sports goods and equipment, due to the closure of places, spaces and sports clubs and the impossibility of doing sports, people feel less need to buy sports equipment and clothing than before. Considering the current situation, it is necessary for sports businesses, especially sports clubs, to adopt a suitable marketing system in order to reduce the damages caused by the recent crisis and to enable them to survive and gain a competitive advantage among their competitors.
Based on the results of the present research, it was determined that the effectiveness of promotion activities, customer service, differentiated service and marketing research are among the most important marketing capabilities of fitness clubs during the Covid-19 pandemic, and these results are in line with the findings of Fajardo et al. (2020). Rodrigues (2020) agrees. Also, the results of the path analysis in the present study showed that marketing research has a positive effect on gaining a competitive advantage of sports clubs in Tehran during the Covid-19 pandemic. The obtained result is in line with the results of Fajardo et al. (2021). Finally, based on the results obtained in the current research, it can be said that during the period of Covid-19; The diverse markets of sports services, the pressure from new competitors, the potential of new sports services and the presence of customers are strongly visible, and among them, successful clubs are those that can create more values for customers and provide more reasons to customers to buy services and encourage long-term relationship with the club. On the other hand, clubs need to rely on marketing capabilities appropriate to the current situation in order to gain a competitive advantage during the Covid-19 pandemic. These capabilities can create a relatively stable competitive advantage for clubs, and in this way, their market share will increase. Also, considering that the components of the effectiveness of marketing and customer service activities have the greatest impact on creating a competitive advantage of fitness sports clubs, especially a stable and consistent competitive advantage during the Covid-19 pandemic; If these components are not taken into account, it will lead to less participation of sports customers and the failure of sports clubs in gaining a competitive advantage.
Sports management, marketing
Manijeh Karimianpour; Hosein Poursoltani Zarandi; elahe Damavandi Jaghal
Abstract
The present study was conducted with the aim of investigating the effect of sports motivation on the perception of fans' behavior in karate athletes of Alborz province. This research is descriptive and correlational based on the structural equation model and applied in terms of purpose. The statistical ...
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The present study was conducted with the aim of investigating the effect of sports motivation on the perception of fans' behavior in karate athletes of Alborz province. This research is descriptive and correlational based on the structural equation model and applied in terms of purpose. The statistical population of this research includes karate athletes of Alborz province. A large number of athletes in this province are actively involved in karate. Due to the variety of different styles of martial arts in karate, the number of athletes is infinite. For sampling in this research, proportional sampling method was used based on the number of structural equation model variables. Based on this, 5 to 10 participants were randomly selected for each athlete. In addition, at least 200 participants were considered to cover all variables. To avoid sample attrition, a total of 237 questionnaires were distributed among the respondents using non-probability quota sampling. The questionnaire was used by Paek et al (2020) as a data collection tool in this research. The validity and reliability of this questionnaire has already been confirmed. SPSS and Lisrel software were used for data analysis.
The success of professional sports depends a lot on the relationship with its fans. The quality of the relationship between fans and athletes creates a sense of empathy and strengthens team and individual performance. Since every fan always wishes to see his team win and likes to watch his team win, then the effect of the relationship between spectators and athletes should be taken care of. In the research conducted by Paek et al (2021), it was found that "relationship quality" mediates the relationship between emotional motivations and behavioral goals and has five components of trust, commitment, intimacy, co-identity and mutual influence. Karate is one of the most popular sports in Iran and the world, and the Iranian Karate Super League is one of the top leagues in the world. This sport, like other sports, has many fans whose behavior has a great impact on athletes and their performance. The role that sports motivations can have on the perception of fans' behavior and also the quality of the relationship on the perception of fans' behavior; It prompted the researcher to conduct a study on the effect of brother's sporting motivations on fans' behavior through the mediation of relationship quality. Considering the importance of each of the mentioned variables, to achieve the positive behavior of the fans and the research gap that exists in the mentioned subject, especially in the sports field of karate.
According to the research findings, the results show that sports motivations have a positive and significant effect on the quality of the relationship (t value = 16.7, β value = 0.57) and also on the perception of fans' behavior. = 37.5, β value = 0.47). The mediating role of relationship quality in the relationship between sports motivations and the perception of fans' behavior has also been confirmed, and also the mediating model of relationship quality in the effect of sports motivations on the perception of fans' behavior in karate athletes of Alborz province has a good fit, and also the amount of the direct effect of sports motivations on The perception of fans' behavior is equal to 0.47, and the indirect effect of Bradarock's sports motives on the fans' behavior is equal to 0.216, and the total effect of sports motives on the perception of fans' behavior is estimated to be 0.686. Therefore, it is inferred that by increasing one standard deviation in the scores of sports motivations, the scores of the perception of fans' behavior directly by 0.47 standard deviation, indirectly and through the quality of the relationship by 0.216 and overall by 0.686 standard deviation will increase.
Currently, the sports environment needs innovation and new ideas more than ever. Spectators and fans, like athletes, are the main customers of sports and their presence in sports competitions is very important. However, little research has been conducted on the motivations of sports fans. In order to attract acceptable behavior of fans, it is necessary to strengthen their cognitive and emotional motivations. Communication with other compatriots is also an important factor in the presence of fans in stadiums, and establishing this communication depends on the motivation of people. No communication can be established without common points, and in such communication, common sporting motives and the quality of communication are very important.
In sports communication, the existence of common sports motives and the quality of communication are very important. Improving the feeling of sports nostalgia and paying attention to the quality of services and knowledge management can increase the desire of fans to attend the stadium. Also, the presence of spectators in the stadium has a positive effect on the performance of athletes. Creating a fit between the team brand and the charitable marketing program can strengthen the positive attitude of the fans and increase their desire to buy products and attend the stadium. Social media plays an important role in identifying and fostering passion, hope, confidence and camaraderie among fans. Also, sports and participation in physical activities for women lead to increased sense of power, belonging and feminist reconstruction. By doing sports, women can increase their self-confidence and self-esteem and improve their life control. By having sports motivation and strengthening its components in people, the quality of relationship and communication with the people around them is improved. Factors such as trust, commitment, sincerity and belief in one's own ability in people strengthen their ability to advance sports goals and obtain desired knowledge. Also, today, due to the existence of the Internet and various websites, access to sports information has become easier. However, television is considered as a very effective media in attracting fans.
It can be concluded that having sports motivation and strengthening related factors helps it. To improve the quality of relationships and communicate more effectively with others. This shows that sports motivations can be an important factor in social interactions and human relations in the field of sports. By increasing sports motivation and strengthening its components, people can get better results in their sports and daily life. This research shows that karate athletes can improve the quality of their communication with fans and have more effective communication with them by having strong sports motivations and strengthening its components. In general, based on the findings of this research, paying attention to sports motivations and strengthening them in karate athletes and other athletes can lead to improving the quality of communication with others and increasing social interactions.
Sports management, marketing
Nasser seifollahi; seyedali naghavi
Abstract
Abstract
Various types of marketing are putting into practice in all industries across the world at this time. Additionally, numerous viewpoints and methods are being exploited by marketers to develop creativity and improve sales in such industries, with their own labels (Jensen et al., 2023); including ...
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Abstract
Various types of marketing are putting into practice in all industries across the world at this time. Additionally, numerous viewpoints and methods are being exploited by marketers to develop creativity and improve sales in such industries, with their own labels (Jensen et al., 2023); including guerrilla marketing (GM) as one of the most novel concepts. In this sense, GM can bring loads of benefits to all industries, and the sports industry is no exception here (Liao et al., 2021). Many companies, manufacturing sporting goods and supplying various sports services are currently tapping GM as a strong market penetration strategy (Fujak et al., 2018). The sports industry has been also significantly influenced by changing lifestyles, thereby devoting much attention to health issues among people and even making them give more value to leisure-time and sports activities (Scola & Gordon, 2019). Over and above promoting the sports industry, this has also led to a growing trend in other industries (Liao et al., 2021). What is more, higher standards of living have augmented purchasing power among consumers, and undoubtedly the number of sports stores are on the rise (Serazio, 2021). In this context, Yazd Province, Iran, is annually attracting lots of sports tourists during domestic and international competitions, festivals, as well as training camps for clubs and national teams in various sports fields. Accordingly, sports stores in this region are in need of proper marketing activities for their survival (Mohebi et al., 2021). Given the widespread emergence of sports stores in Yazd Province, there has been an intense competition, in comparison with the past, to attract and retain more customers, which is the most challenging issue (Tighband Jangalei, 2022). With regard to the gap in the market of sporting goods, sales ratios, the wide of variety of products, and the competitive market over the last few years, retailers have further resorted to diverse strategies to attract and retain customers, including GM (Fujak et al., 2018). Therefore, investigating the effect of GM on attracting and retaining the sports store customers was assumed as the main objective of this study. This empirical study with an exploratory research design was accordingly fulfilled using a deductive-inductive approach. In terms of the type of data, the mixed-methods (qualitative-quantitative) strategy was tapped, so it was a cross-sectional survey with resepct to data collection time and method. The statistical population consisted of university professors (namely, theoretical experts) and sports store managers (i.e., empirical experts) in Yazd Province, Iran. Snowball sampling until theoretical saturation was reached was also conducted to select the study samples (N=12) due to the high number of the experts in this field and the probability of not being familiar with all by the researcher. The criterion for selecting the empirical experts was having at least 10 years of work experience in this domain. On the other hand, the theoretical experts were selected out of the professors involved in the universities in Yazd Province, nominated for their academic works published as books and articles in the field of sports marketing. The data collection tools were interviews and questionnaires. As well, thematic analysis was initially used to explore the specialized interviews, and then the fuzzy Delphi method (FDM) was operated to prioritize the GM tools. Ultimately, the effect of GM on the attraction of the sports store customers was simulated through the agent-based modeling (ABM). In the qualitative phase of this study, the validity of the interviews was tested via the Q-sort technique, and their reliability was checked and confirmed using the Cohen’s kappa coefficient. In the quantitative phase, the validity of the questionnaires was measured by relative content validity, and their reliability was established based on test-retest reliability. MAXQDA 2020 was further utilized for thematic analysis, the fuzzy Delphi method calculations were correspondingly performed in Microsoft Excel, and the ABM was done using AnyLogic. Based on the study results, 36 primary codes, 8 sub-themes, and 4 main themes, including the cultural, human-related, technological, and customer-attraction tools, were identified, wherein the cultural tools were spotted as the most effective ones. The simulation outputs also revealed that the proposed model could properly estimate the future of attracting sports store customers in Yazd Province, Iran. Moreover, all four tools, were of utmost importance, but in varying degrees, in order to attract the customers of sports stores in this region, and their prioritization was simply to gain a better understanding of more effective GM tools. In line with the study findings, as a general policy, the managers of sports stores in Yazd Province are thus suggested to implement this research model. In this way, it is ideal to run the proposed model within a specific time period and measure its capacity to improve the effectiveness of the mentioned GM tools. If the existing model leads to an increase in the attraction of sports store customers in practice, it is then recommended to be taken into account in future periods.
Sports management, marketing
Nazanin Rasekh; Saeed Jafari; Farshad Emami
Abstract
Abstract
Sports marketing plays a crucial role in the global sports industry as it directly impacts the growth and survival of businesses (Ajeigbe, 2021). The concept of marketing mix was first introduced by McCarthy (1960), who identified four key elements: product, price, place, and promotion (Kotler, ...
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Abstract
Sports marketing plays a crucial role in the global sports industry as it directly impacts the growth and survival of businesses (Ajeigbe, 2021). The concept of marketing mix was first introduced by McCarthy (1960), who identified four key elements: product, price, place, and promotion (Kotler, 2016). Later, three additional elements were added to the mix to represent the service marketing mix: people, physical evidence, and process (Rai and Das, 2011). Zeraat Kish and Asad Sangabi (2013) defined the marketing mix based on the seven perspectives of the 7Ps model, which includes the elements of product, price, promotion, place, people, physical evidence, and process. However, it is challenging to accurately predict and control performance based on the 7Ps model. The Fencing Federation, like other federations, has a limited budget. Additionally, the niche nature of this sport and its small fan base make it unlikely to be broadcasted by national media. As a result, it is challenging to attract financial support for this sport. Therefore, it is crucial to plan for marketing and financial support in all federation programs, considering the high number of international trips and competitions for athletes in this field. However, upon reviewing the existing documents and records, it is evident that there is no special strategic marketing plan to capitalize on available opportunities and address the federation's financial resource weaknesses. Therefore, the aim of this research is to develop marketing strategies for the Fencing Federation. These strategies will be categorized based on the seven elements of the 7Ps model (product, price, promotion, place, people, physical evidence, and process) proposed by Rai and Das (2011). The goal is to provide practical and operational marketing recommendations that will help achieve the long-term goals set in this field. The research methodology used in this study combines qualitative and quantitative approaches. Qualitative data was collected through interviews with the Council of Experts of the Federation, while quantitative data was gathered using strategic studies research methods. The study is considered to be objective. The participants in the qualitative section of the study were purposefully selected from the members of the Council of Experts, which includes scientific and executive experts (Table 1). In this study, the main participants were identified as the 15 individuals who are members of the Council of Experts. The data collection tools used in this study include semi-structured interviews, where experts were asked for their opinions on the current internal and external environment, as well as the mission and vision of the Federation. Relevant analytical matrices for strategic studies were also used. Additionally, upper-level documents such as the strategic plan of the Ministry of Sports and Youth, the National Olympic Committee, and the Vision Document of the Islamic Republic of Iran by 2026 were reviewed.
This research was conducted in the following stages:
We investigated the current marketing situation of the Federation of Fencing by analyzing past documents, upper-level documents (documentary and library studies), and expert opinions (semi-structured interviews).
We developed the mission statement and vision for the marketing of the Federation of Fencing and obtained approval from the Council of Experts.
We created a final list of strengths, weaknesses, opportunities, and threats in the seven-factor area of mixed marketing for the Federation of Fencing.
We developed marketing strategies based on the seven-factor area of mixed marketing for the Federation of Fencing.
Based on a SWOT analysis, a total of 19 strategies were identified. These strategies include three strategies in the product dimension, three strategies in the price dimension, four strategies in the advertising dimension, two strategies in the location dimension, two strategies in the people and human resources dimension, three strategies in the process of delivering goods/services, and two strategies for the physical environment dimension. After identifying the strategic positions in each dimension and considering their unique situation in one of the four quadrants (ST, SO, WO, WT), relevant strategies were developed. Marketing strategies for the Fencing Federation in the "Product" dimension (ST position):
Plan to develop domestic production.
Plan to diversify products.
Plan to develop innovative technologies.
Marketing strategies for the Fencing Federation in the "Price" dimension (WT position):
Plan to standardize the fencing discipline.
Develop national and international communication with stakeholders.
We are planning to privatize this discipline.
The marketing strategies for the Fencing Federation in the "Advertising" dimension are as follows (ST position):
We aim to strengthen the federation's mission orientation by providing financial support.
We plan to develop the brand.
We plan to implement digital marketing.
We plan to implement social marketing.
The marketing strategies of the Fencing Federation in terms of "Place" (WO position) are as follows:
We will organize economic opportunities in the local and national environment.
We plan to maximize organizational, national, and institutional capacities.
The marketing strategies of the Fencing Federation in terms of "People and Human Resources" (ST) are as follows:
We will focus on developing human capital.
We plan to develop voluntary resources.
The marketing strategies of the Fencing Federation in terms of "Product/Service Delivery Process" (WT) are as follows:
We aim to strengthen program orientation in the fencing marketing field.
We plan to develop a customer-centric approach in the federation.
We plan to empower stakeholders.
Marketing strategies of the Fencing Federation in relation to the "Physical Environment" (WT)
The Fencing Federation aims to establish and enhance a network of supporters and key partners who will help define and implement projects for the development of fencing.
The Federation plans to provide the required infrastructure for the development of fencing-specific facilities and training programs in schools and universities.
The effectiveness of marketing in a sports federation with Olympic status depends on the awareness of managers and employees about the services it provides and how these services are delivered to the market or stakeholders. Olympic sports organizations, like the Fencing Federation, focus on unique features rather than offering products, which may not be visible in non-sports organizations. These unique features include brand image, value, philosophy, and personalized services. It is well-known that marketing is suitable for all organizations that have a product to offer, but it is important to remember that sports organizations like the Fencing Federation face their own unique challenges, including intangible services that cannot be touched or seen. This reality poses difficulties for the federation in answering important marketing questions, resulting in challenges in properly analyzing how to price a financial support package or improve the quality of services. It also makes it challenging to maintain service quality in federations. To maintain this quality, cooperation is needed from employees within the organization as well as relevant volunteers, and fulfilling promises to financial supporters and key partners in an environment where control over performance is highly unpredictable seems difficult.
Sports management, marketing
Hossein Abdolmaleki; Bahareh Khalili; Fatemeh Zarsineh; Maryam Sadeghi; Zahra Fathi
Abstract
Abstract
A special type of advertising and customer communication is called endorsement, which is done by using famous people. In this advertising method, famous people often introduce the company's products and services to customers by appearing in the company's advertisements and allowing them to ...
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Abstract
A special type of advertising and customer communication is called endorsement, which is done by using famous people. In this advertising method, famous people often introduce the company's products and services to customers by appearing in the company's advertisements and allowing them to use their name and image (Fink et al., 2004). In recent years, the use of famous athletes in advertisements has become more common; Because, due to the popularity of athletes and the media's attention to them, their influence on consumer behavior is very high (Gupta et al., 2022). Famous athletes are able to give special meaning and concept to products and services and associate them with their success and sports performance. Therefore, the use of athletes in advertisements is an effective marketing strategy for companies that are trying to increase the reputation and popularity of their brand and strengthen their sales (Farahani et al., 2020). But the presence of men in advertising and endorsements has been more prominent and the opportunities for the presence of female athletes in such issues have been less (Fink, 2008). Fink et al (2004) noted that female athletes likely earn less through endorsements because they are less likely to be selected as endorsers than their male counterparts. In fact, sport is known as a male domain that reinforces traditional gender norms (Larkin et al., 2021). Although in Iran some male athletes, especially in the field of football, are used to a certain extent for approval, but prominent female athletes are not used publicly and apparently there is no clear mechanism for the presence of women in this area; This is while in developed countries, companies use female sports stars like men for endorsement according to the type of their product. Therefore, the main problem of this research is, what are the most important obstacles to the presence of Iranian women athletes in sports advertisements as endorsers? The current research is a description of the survey type and the mixed research method is a combination of qualitative and quantitative parts. In the qualitative section, semi-structured qualitative interviews were used. The implementation steps of this research can be described in the form of 2 general studies. In the first study, based on the fuzzy Delphi method, the most important obstacles to the presence of Iranian female athletes in sports advertisements as validators were identified from the experts' point of view. In the second study, the factors obtained from the first study were distributed among the members of the statistical sample in the form of a questionnaire suitable for the fuzzy hierarchical analysis process, in order to rank the obtained factors using appropriate statistical methods. . The statistical population of this research included female athletes with the following conditions: 1- history of being a member of the national team for at least 5 years; 2- History of winning medals in international competitions; 3- At least a bachelor's degree in the field of sports science or fields related to the subject of research (management, social sciences, law and media). With the follow-up and contact with the athletes who had the conditions to enter the research, 24 people formed the members of the society's Delphi panel. 17 of them cooperated with the researcher as a research sample. according to Delphi panel, Inequality in the media coverage of women's sports, inadequacy with some products, traditional attitudes towards women, the male-dominated cultural structure of the country's sports, the lack of awareness of one's own abilities in female athletes, religious prejudices, the limitation of women's coverage in advertisements and the greater popularity of male athletes. Obstacles to the presence of Iranian female athletes in sports advertisements were identified for validation. In order to rank the obtained factors, the fuzzy AHP method was used; According to this method, religious prejudices are the most important obstacle to the presence of Iranian sportswomen in sports advertisements as endorsers, and after that, according to the male-dominated cultural structure of the country's sports, the traditional attitude towards women and inequality in the media coverage of women's sports are ranked second to fourth. Hallmann et al (2022) stated that, based on social gender stereotypes, sport is considered masculine; This perception makes women less visible, less welcome, and less supported in male-dominated sports advertising. According to this finding, it is suggested to the authorities of the country's radio and television to improve the television coverage of women's sports and broadcast more matches live so that female athletes are recognized in the society as well as men. This is despite the fact that the physical and gender difference and ignoring women compared to men in the field of sports is more of a social and cultural issue than it is related to their nature. This issue is more acute in developing countries such as Iran, as Farahani et al (2020) stated, in Iran, women's sports in some disciplines or their presence in sports fields are opposed, which is a form of gender discrimination in Iran. The importance of female athletes is also very evident. In recent years, Iranian female athletes have shown potential in some sports fields, and if space is provided for their presence, they can become champions in the world arena. Therefore, based on the results of this research, the view of women should be changed and some of the religious prejudices and negative attitudes towards them should be changed. If society wants young girls to develop well and fulfill their potential, good role models are essential, and as role models, female athletes have many positive qualities. As Statz et al (2022) reported regarding the use of female celebrities as endorsers in magazines for teenage girls, the use of female athletes has a great impact on young girls' sports tendencies, which confirms the results of the present research. But at the same time, in Iran, women are used much less in advertisements and there is more of a gender perspective on this issue. Regarding religious prejudices, Hussain & Cunningham (2021) reported that although participation in sports seems to be an individual choice, culture and religion are also reasons for inequality between men and women in sports; At the same time, many Muslim countries have provided the way for the progress and advancement of women to become champions and winners. According to this finding, families are advised to reconsider the type of bias towards girls in raising their children, so that girls can freely participate in the society and reduce the bias towards them.
Sports management, marketing
Ehsan Asadollahi; Mohsen Ghahramani; Mohammad Kashtidar
Abstract
Abstract
Today, commercial brands can introduce their brand and products to millions of viewers by advertising around the playground, or at least encourage them to visit their website (Kazemipour et al., 2020). In fact, companies try to communicate the positive emotions resulting from sports competitions ...
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Abstract
Today, commercial brands can introduce their brand and products to millions of viewers by advertising around the playground, or at least encourage them to visit their website (Kazemipour et al., 2020). In fact, companies try to communicate the positive emotions resulting from sports competitions to their brand, and by advertising in sports events and connecting the value and excitement of these games, a positive feeling towards their advertising and as a result to their brand to create. This positive feeling strengthens the position of the brand in the minds of consumers and increases the probability of purchase (Rashidzadeh et al., 2014). Brand awareness is the first stage of familiarizing an audience with the brand. Brand awareness is one of the points that perhaps most of the world's famous and popular brands are well familiar with and new brands are trying to achieve. But brand awareness can be very useful for brands that are still unknown or people are not very familiar with it (Asadollahi et al., 2021). In many studies, the effect of advertising on brand awareness, brand value and customers' purchase decisions has been discussed. In this regard, Asadollahi et al. (2021) found in a study that there is a positive and significant relationship between advertising tools and brand identity and the commitment of sports consumers in football. Now one of the main pillars of a football match is the referee. It seems that referees can be an attractive option for various companies to introduce their products, considering their decisive role in football matches. All the mentioned cases indicate that the people and the media pay too much attention to the issue of arbitration. So, as it is known, referees can advertise like sports teams and get financial support in this way. According to the said content and the attention of the media and viewers to the referees and their performance in the Premier League football matches, and also considering that there has been no research on the commercial role of football referees, and in order to develop the findings in this field, the researcher Looking for an answer to the question, does advertising on the uniforms of Premier League football referees have a role in brand awareness among television viewers? In terms of its nature and purpose, the current research is applied and in terms of implementation, it is placed in the category of pre-test and post-test quasi-experimental research. The statistical population of the research was the television viewers of the premier football league in 2022. Sampling in this research was among the people who watch Premier League soccer games on TV. That is, one of the criteria for entering the study is the answer to the question of whether they watch Premier League games on television or not. If the answer is positive, the sample was included in the research process. It should be noted that the questionnaire was presented in two stages. One stage before the start of the Premier League and two weeks before the start of the Premier League from 1 June 2022 to 15 June 2022 and the second stage 2 months after the start of the Premier League, the second stage questionnaire was distributed and collected. The financial sponsor of the referees of the Premier League in the season of 2021-2022 is Pars Oil Company, and the brand awareness of this company should be investigated. The sampling method was available sampling, 30 people were selected and placed in the research experimental group. The data collection tool required for the research is a standard 16-question brand awareness questionnaire by Fereydoni and Kalate (2016) with 5 components (product type, product availability, mental associations, audience engagement and understanding of brand value) on a five-point Likert scale (from totally disagree score 1 to totally agree score 5). In this research, the opinion of the experts regarding the research questionnaire was made and they confirmed the validity of the research tool. Also, in order to check the reliability of the tool, Cronbach's alpha test was used and it was confirmed at a high level (above 0.7). In this research, in order to describe the data, descriptive statistics and frequency, frequency percentage, and central and dispersion indices were used, and at the level of inferential statistics, dependent t-test was used with the help of SPSSv22 statistical software. The descriptive findings of the research showed that the average age of the samples was 33.5 years with a standard deviation of 1.35. The highest frequency of education level was related to bachelor's degree holders with 18 people. The awareness of the brand was 2.29 in the pre-test and 3.59 in the post-test. Also, in the pre-test, the product type component with an average of 2.63 is the highest and the lowest average is related to availability with an average of 2.24. In the post-test, the component of mental associations with an average of 3.74 is the highest and the lowest average is related to the type of product with an average of 3.51.
The results show that in the pre-test and post-test, the significance levels of the dependent t-test are less than 0.05. Therefore, it can be said that the null hypothesis of the research is rejected and the opposite hypothesis is accepted, that is, advertisements on the uniforms of referees of the Premier League play a role in the awareness of the brand in television viewers. The results of the research showed that there was a significant difference in the components between the pre-test and the post-test, which shows the effect of advertising on the clothes of the Premier League referees on brand awareness among television viewers. The results of the conducted research indicate that some companies producing global products have also taken advantage of the popularity of the football game and by paying huge sums of money, they ask football players to use the products of these companies, whether in the field of sports life or to use it outside, so that the fans of that particular player or his respective club will also be led to use these products, which confirms the results of the present research. According to the results of the present research as well as the research literature, it can be said that football is one of the sports that has no end and the popularity of this sport is increasing day by day. Considering that football is an important sport, as a result, referees of the Premier League are also an important part of the football competition and their mistakes or sensitive decisions can affect the match, so advertising on the clothes of the referees of the Premier League can be Be effective in the eyes of the audience and viewers. According to the results of the research, it is suggested that in order to improve the awareness of the brand of the contracting parties with the football referees' committee, these advertisements should also be carried out at the level of the provincial games. Also, in order to improve the awareness of the brand of the companies contracting with the football referee committee, advertising should be done on the personal pages of the referees in the virtual space, and in order to improve the engagement of the audience, the selected products of the companies should also be included on the clothes.
