Sports management, marketing
asma fekrat; Akbar Jaberi
Abstract
Marketing science is always progressing and evolving because of its commercial and cultural goals aligning with customers' needs. To satisfy and attract customers, marketing science is forced to use effective and efficient tools. In recent years, under the influence of technology, marketing has gone ...
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Marketing science is always progressing and evolving because of its commercial and cultural goals aligning with customers' needs. To satisfy and attract customers, marketing science is forced to use effective and efficient tools. In recent years, under the influence of technology, marketing has gone beyond its traditional way and the digital space has drastically changed marketing approaches. Artificial intelligence marketing is a critical method for better management in the market by using modern technology (Nwachukwu, 2023). Artificial intelligence marketing (AIM) is a strategy to maximize the use of technology and market data for improving experiences and understanding customer needs. This type of marketing bridges the gap between data science and marketing with required data. Today, intelligent marketing has transformed the market environment; and it will soon be considered the heart of business. The emergence of artificial intelligence in marketing has the potential to help marketing managers in leading generation, market research, social network management, etc. The application of artificial intelligence leads to the reshaping of strategies, programs, interactions, and relationships in the business marketing process. Using a competitive intelligence system and market data can bring competitive and useful strategic planning in the field of sales.
Today, marketing and sales managers have realized that the market and information systems of competitors are equipped with strong and tactical weapons that can be used through the application of information systems to support the companies and expand their business and market with new marketing methods including smart marketing. Marketing efforts should not be expected to be fruitful without smart marketing and efficient tools. Digital marketing and artificial intelligence is a concept that covers all market activities including export development. The importance and necessity of research on the effect of intelligent marketing on the increase in sales and exports of sports goods originates from the fact that in today's era, due to the growing trend of sports in societies, one of the suitable opportunities for private investments. Every country invests in the production and export of sports goods. Sports as a commodity or commercial product has an effective role in the economic system of society. The increasing demand of countries to buy high-quality and standard sports equipment has led to the formation of international and multinational companies in the field of production and trade of sports goods and equipments.
According to the studies conducted at the Center for Development and International Trade, if the current trend of economic development in the world continues, the export sector will focus on basic knowledge and high-tech goods in the coming years. Therefore, to achieve economic development and growth and its continuation, the development of technology in the goods sector, the export of goods, and sports equipment should be considered.
There are also challenges and problems in the field of applying artificial intelligence marketing including lack of infrastructure, lack of knowledge management system in the field of applying new marketing methods, lack of specialized human resources, poor quality data collection and entry, lack of optimal use of data, additional information load, privacy, and data security. Among the challenges in the field of increasing the sale and export of Iranian sports goods, we can mention the lack of quality of some domestic products, the lack of proper investment, and the lack of a global view of managers towards this issue. The advancement of technology, attention to the development of exports and sales systems, focusing on the development of the quality of domestic goods, the expansion of the quality of advertisements in the field of supporting domestic production, taking into account sanctions, increasing profitability, increasing the gross domestic product and gaining more currency have made the managers to follow the new marketing methods. Artificial intelligence marketing is one of the new marketing methods that can be taken in granted.
This research has been conducted with the aim of studying the role of artificial intelligence marketing in increasing sales and exports of Iranian sports goods with a phenomenological approach. This research is an exploratory qualitative study with the phenomenological method. The participants in the research are experts in sports management, business management, and software engineers, and according to the nature of the research, 15 people have been interviewed via snowball sampling method with a semi-structured interview until reaching the theoretical saturation. To ensure the reliability and validity of the research, intra-subject agreement and expert opinions were taken in granted. The phenomenological method introduced by (Colaizzi, 1978) was applied, which led to the identification of 9 main themes and 53 sub-themes. 9 main themes including accurate identification of smart marketing dimensions and indicators, SEO development, more use of digital marketing and content marketing strategies, increasing the quality of Iranian sports goods, correct management of advertising and sales of Iranian sports goods, use of artificial intelligence tools, neuromarketing coverage, employment of specialized human resources, exchange of information between marketing and sales units, have been identified. The findings of this research can be used as a basis for increasing the sales and profitability of organizations and companies in the field of Iranian sports goods. According to the importance of artificial intelligence marketing systems, the use of expert human resources specialized in artificial intelligence marketing science should always be considered by managers of organizations and companies.
Sports management, marketing
Mohammad Reza Boroumand; Ali Afrouzeh; siavash Farahmand
Abstract
Today, due to its many attractions, football has spread significantly around the world, making it difficult to define limits for the sport, which has completely separated itself from others. This sport has become an effective platform for advertising by large companies. Advertisements appear in various ...
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Today, due to its many attractions, football has spread significantly around the world, making it difficult to define limits for the sport, which has completely separated itself from others. This sport has become an effective platform for advertising by large companies. Advertisements appear in various forms, such as those inside stadiums, commercials broadcast during games, and printed advertisements on clothing and sports equipment (Kordalo, 2020). Among the types of advertising, the outdoor advertising industry is one of the oldest media sectors. With advancements in technology in recent years, we have witnessed a significant transformation in this industry; outdoor digital boards now offer new and exciting ways to communicate (Cho et al., 2022). Kumar and Tripathi (2022) argue that the role of advertising is evolving and is no longer limited to informing and persuading consumers. Companies are now seeking new functions, such as changing consumer behavior. Additionally, due to increased competition, companies believe they must capture consumer attention by employing effective tools in their advertisements (Pieters et al., 2010). Among the identified tools that influence the effectiveness of environmental advertisements are the visual aspects, which include brand, logo, typography, color, and slogan. Therefore, the purpose of this research is to investigate the effect of visual dimensions on customer loyalty, with the mediating roles of brand awareness and preference in environmental advertising around the football satadiums.
The current research is applied in terms of purpose and descriptive, survey, field, and correlational in terms of methodology. The statistical population for this research consisted of individuals who attended Azadi Stadium to watch football in 2024, with a sample size of 384 participants selected. The research tools included a brand awareness questionnaire by Boyle et al. (2013), a brand preference questionnaire by Ebrahim et al. (2016), a brand loyalty questionnaire by Shahin et al. (2011), and a researcher-developed section on visual dimensions. All questions in the questionnaire were designed according to a five-point Likert scale (1 = completely disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = completely agree). To assess the reliability of the questionnaire, Cronbach's alpha test was employed. The content validity was confirmed by several expert professors in the field, and the construct validity was verified using factor analysis (CFA). Structural equation modeling with PLS3 software was also utilized for data analysis.
All participants in the research were men. Among them, 68.5% were single and 35.5% were married. In terms of age, 25.3% were under 20 years old, 46.6% were between 21 and 30 years old, 16.9% were between 31 and 40 years old, 10.2% were between 41 and 50 years old, and 1% were over 50 years old. Regarding education, 18.5% had below a diploma, 26.6% held a diploma, 15.6% had a post-diploma qualification, 25.5% had a Bachelor's degree, 6.9% held a Master's degree, and 4.2% had a Doctorate. The indices for Cronbach's alpha, RHO, composite reliability, and average variance demonstrated good validity for all research constructs. Additionally, an examination of the factor loading values and t-values of the questions in the questionnaire indicated that the questions were suitable representatives of their respective constructs. Furthermore, the analysis of the relationships between the variables, including their t-values and path coefficients, revealed that the relationship between visual dimensions and both brand awareness and brand preference is significant; however, there is no significant relationship with brand loyalty. Additionally, brand awareness did not demonstrate a significant relationship with brand loyalty, while brand preference acted as a mediating variable between visual dimensions and brand loyalty. Finally, the model fit indices, including Q² and R², were assessed for each variable. All R² and Q² values for the variables, except for brand preference, were within optimal ranges, indicating an acceptable level for brand preference.
Therefore, considering that environmental advertisements are designed and implemented with the aim of attracting attention and having a positive impact on consumers, paying attention to the visual dimensions of these advertisements is of particular importance. Companies active in this field can increase the effectiveness of their advertisements by using appropriate tools. For this reason, we provided suggestions to companies regarding the applicability of the research. In relation to the brand name, it is suggested that companies comply with the necessary linguistic requirements and standards to create more effective environmental advertising. Additionally, the logo plays a significant role in the brand's appeal, so it is recommended that innovation and creativity in logo design be prioritized to attract consumers. Regarding the visual dimensions of typography, it is suggested that the principles of order and coherence in the selection of words and phrases used in advertisements should be observed in a suitable and correct manner to enhance brand preference and awareness among consumers. Concerning color, it can be confidently stated that it is one of the most important visual dimensions in all types of advertisements. Therefore, it is recommended to use attractive colors in the design of advertisements that align with the identity and personality of the brand. Another important point to consider is that, in football, there is a highly competitive environment between rival teams. Thus, care should be taken when choosing the color of advertisements, as a color choice similar to a team's shirt may be significant for the team's fans. Finally, regarding the slogan, it is suggested that companies keep their main message in the minds of consumers by choosing an attractive and understandable slogan. This will help create or increase awareness, preference, and ultimately loyalty to the brand.
Sports management, marketing
Fereshteh Mohammadi; Javad Karimi; Sajjad Pashaie
Abstract
Supply chain integration is essential for the efficiency, growth, and economic development of countriestowards gaining a competitive advantage. Over the past decade, there has been a growing consensus onthe importance of establishing integration throughout the supply chain. Discussions related ...
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Supply chain integration is essential for the efficiency, growth, and economic development of countriestowards gaining a competitive advantage. Over the past decade, there has been a growing consensus onthe importance of establishing integration throughout the supply chain. Discussions related to supplychain management have also been considered one of the most powerful operational paradigms forenhancing the competitive advantage of manufacturing and service organizations (Ebrahim Pour et al.,2015). The literature on product development continues to grow. Product development refers to theprocess of transforming a market opportunity and a set of assumptions about product technology into amarket-available product (Rubera et al., 2016). Acquiring knowledge management entails setting upsystems to obtain internal and external knowledge, such as utilizing raw data or examining new productsof a competitor (Pashaie & Abdavi, 2016). Based on the provided information, sports companies needto preserve their employees' knowledge and should proactively acquire and transfer senior staff'sknowledge to other employees while continuously updating their learning over time. With theincreasing knowledge of citizens, companies are obliged to observe and utilize updated and newlycreated knowledge to compete against rivals. In the current competitive environment, knowledge isconsidered the primary source for producing goods, and their profitability heavily depends on theknowledge applied. Therefore, evaluating the investment value in knowledge is very complex as it mayresult in both disappointment and growth and profit. However, so far, no research has been conductedon the integration of supply chains and the use of knowledge capacities in sports companies. For thisreason, conducting research in this area can help fill this gap and provide suitable suggestions fordeveloping sports products based on supply chain integration and knowledge capacities. Therefore, theaim of this research is to answer the question of what impact supply chain integration and knowledgeabsorption capacity have on the performance of sports product development. The research method isapplied in terms of objectives and descriptive in terms of execution, employing a survey approach. Thestatistical population of the research consists of managers and employees of sports productioncompanies in Iran. To evaluate the model fit and test research hypotheses, 385 individuals wereexamined. Field research and questionnaire tools with random sampling were used to collect data.Structural equation modeling with a partial least squares approach and PLS software were used for dataanalysis. The findings indicate that deep coordination and integration in the supply chain and knowledge absorption capacity positively and significantly affect the performance of product development. Thesefindings confirm that knowledge-absorption-based integration is essential for achieving the goals ofsports product development. Therefore, we conclude that the absorption capacity of knowledge can beconsidered as a multi-level structure. At the lowest level, the individual level of knowledge absorptioncapacity is situated. At this level, the relationship between knowledge absorption capacity and learningis entirely intuitive. In this context, memory has been mentioned, where previously accumulatedknowledge, the ability to store knowledge, and its retrieval are facilitated. This dynamic process reflectsthe concept of knowledge absorption capacity, where previous relevant knowledge facilitates learningor absorption of new relevant knowledge. Considering the role of information, its search is also ofparticular importance for knowledge management systems. Effective search increases the speed ofinformation retrieval and sharing, enhancing productivity. In other words, employees only utilizeknowledge management systems when they offer excellent performance for searching neededknowledge content. With the development of advanced search capabilities, access to individuals'knowledge doubles. Thus, by using knowledge management systems, the detection of unknownknowledge within the company becomes feasible. Undoubtedly, establishing a customer knowledgebase with the ability to monitor and analyze experiences, opinions, and suggestions recorded in productrecords provides a foundation for product improvement and development. In other words, by enablingfeedback and experience recording for products, product strengths and weaknesses become visible tocustomers for free, and improvement and development solutions are registered in the company'sknowledge base. Given the findings of this research, attention to creating integration among differentelements of the supply chain, along with policies and programs to increase knowledge absorptioncapacity in organizations and sports companies, is crucial. These actions include developingcoordination processes in the supply of raw materials, improving production processes, and increasingthe ability to absorb and utilize technical and managerial knowledge. These efforts can significantlyimprove the efficiency and performance of the sports industry, especially in the development ofproducts and the provision of sports services.
Sports management, marketing
Behnam Asheghi; mohammad hematinezhad; Mohammad Chehrehgosha
Abstract
The general purpose of this research is to provide a model of the effect of marketing in social networks on attracting the audience of physics sports, and the current research is applied, descriptive and correlational. Also, the statistical population of this research includes athletes in physics sports ...
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The general purpose of this research is to provide a model of the effect of marketing in social networks on attracting the audience of physics sports, and the current research is applied, descriptive and correlational. Also, the statistical population of this research includes athletes in physics sports who attend gyms in Rasht city. Had the number of statistical samples was determined according to the number of questions in the questionnaire of 400 people. The field data collection method, the data collection tool, was the standard questionnaire of Algesheimer et al (2015) and Kim and Ko (2012), and a five-point Likert scale (from very little to very much) was used to answer the research community. The statistical population of the research of physics athletes in the city of Rasht is unlimited, and according to the number of questions in the questionnaire (36 questions) and according to the method of structural equations, ten statistical samples should be selected for each question, which the researcher, in order to ensure the number of 420 Questionnaires were randomly distributed in bodybuilding and fitness clubs among people who were considered physical athletes or were interested in physical sports in Rasht city, from which 400 questionnaires were collected and the data analysis method was based on modeling Structural equations were used. After the descriptive analysis of the variables in order to investigate the objectives of the research, the technique of factor structure analysis and path analysis was used, and by using PLS3 software, the path coefficients for the variables were examined and the model of the effect of marketing in social networks on the attraction of the audience of physics sports was presented. Became the results of the research showed that Instagram, Facebook, and YouTube have a significant effect on attracting audiences, and websites and Twitter (X) do not have an impact on attracting audiences. The advancement of technology and digital transformation in today's era, which led to the creation of mass communication platforms through virtual space, using this space for marketing and advertising as well as attracting new people to emerging sports is inevitable, as well. which Rosário & Dias (2023) stated that more than half of the world's people use the platform of virtual space; Therefore, sports practitioners and club managers should increase their efforts through marketing in virtual space to introduce and promote the newly established sport of physics as much as possible. This research by showing the strengths of the fact that the maximum use of Instagram, Facebook and YouTube software has been made clear that although advertising and marketing have been successful in this way, but due to the filters of these networks, those involved It is necessary to look for alternative platforms until it becomes impossible to use the mentioned platforms, and introduce and develop this sport in other ways, as well as the websites of the clubs and executive boards of this discipline. They should also become an attractive factor for the audience with a better design; therefore, it is suggested that instead of considering the disadvantages of these networks, their advantages and capabilities should be used in promoting sports goals (introduction and advertising) and providing information to all sections of the society without any restrictions.
Sports management, marketing
Mehdi Rasooli; Saman Mehri; Maryam Aziziani
Abstract
A website is crucial for a professional sports club as it serves as the primary hub for engaging with fans, sponsors, and media. In today's digital age, the website of a sports club is much more than just a static page that lists match schedules or player information. It is a dynamic platform that plays ...
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A website is crucial for a professional sports club as it serves as the primary hub for engaging with fans, sponsors, and media. In today's digital age, the website of a sports club is much more than just a static page that lists match schedules or player information. It is a dynamic platform that plays a vital role in shaping the club’s identity, enhancing its visibility, and serving as a bridge between the club and its global audience. This direct link allows the club to share real-time updates, such as live scores, breaking news, player transfers, and match reports. Moreover, fans can access behind-the-scenes content, exclusive interviews, and multimedia content such as videos and photos, which not only keep them informed but also create a sense of closeness and involvement. One of the most important aspects of a well-maintained website is its role in fan engagement. A sports club's success is deeply intertwined with the loyalty of its fanbase, and a website can act as the central hub where fans come together. Through the website, fans can interact by sharing opinions, participating in polls, contests, and forums, and even engaging in live chats during games. Social media integration is also a key factor in this, as fans can share content across platforms, amplifying the club's reach. A strong digital presence not only helps maintain existing fan relationships but also cultivates new ones, especially as more sports fans follow their favorite teams online. Through consistent updates and an easy-to-navigate interface, a well-managed website fosters a sense of community among fans, regardless of geographical barriers. Furthermore, a website is essential for revenue generation. The club can offer a wide range of products, from official merchandise to digital memorabilia, all available for purchase online. The online store makes it easy for fans to show their support by purchasing jerseys, caps, scarves, and other items associated with their favorite teams and players. Ticket sales for matches, both home and away, can also be facilitated through the website, allowing fans to book seats well in advance. Beyond traditional ticket sales, clubs can utilize their website for selling exclusive packages, such as VIP experiences, meet-and-greets, and access to premium lounges. This opens up additional streams of revenue and adds to the overall experience of following the team. A club’s website is also a strategic platform for promoting partnerships and sponsorships. Sponsors often look for clubs that provide broad and engaged audiences, and a website offers analytics on user engagement, which can be shared with sponsors to demonstrate their return on investment. Through banner ads, sponsored content, and exclusive partnerships, clubs can generate significant revenue, while also adding value for their partners by helping them reach new demographics. The website’s design and content can showcase sponsors in various ways, ensuring they get visibility and engagement. In addition to these commercial aspects, a website can also highlight the club’s social responsibility efforts. Many professional sports teams engage in charity work, community programs, and campaigns for important causes. This work can be showcased on the website, providing transparency and building goodwill among fans. Fans feel more connected to a club that reflects their own values and contributes positively to the community. Liverpool FC, for example, is known for its commitment to social causes and often highlights its community outreach programs, which resonate strongly with its global fanbase. By dedicating space on the website to these efforts, the club reinforces its brand as not only a competitive sports entity but also as a positive social force. In this research, Liverpool FC’s website was chosen as a case study because Liverpool is one of the most globally recognized and successful football clubs, with a strong emphasis on fan engagement. Founded in 1892, the club has a rich history that includes numerous domestic and international victories, and it boasts a passionate fan base that spans across continents. Their website is a key component of their digital strategy, designed to interact with a massive international fan base that includes millions of followers across social media platforms. Liverpool’s use of technology to engage with its supporters is cutting-edge, and analyzing such a well-established club's website provides valuable insights into effective fan engagement techniques, digital marketing strategies, and how to leverage a strong online presence to build loyalty and generate revenue. The aim of this study was to analyze Liverpool FC's official website through the perspective of fan management. The research paradigm was interpretive, and the researchers took a qualitative approach. Specifically, a qualitative content analysis was conducted through focus group discussions. The focus group consisted of four experts in the subject of sports fandom who were selected using a purposeful, judgmental approach. Three focus group sessions were held, during which the content from the website was coded and analyzed. This approach allowed the research team to develop patterns and identify key themes related to how Liverpool FC manages its online presence and interacts with its fans.
The findings of the study revealed that there were six major structures within Liverpool FC’s website: news, data, fan engagement, social responsibility, revenue generation, and branding. Each section was found to play a critical role in building and maintaining the club’s online presence. In the news section, six programs were running across three different media platforms. This section was crucial for providing timely updates to fans, covering everything from match previews and post-match reports to player interviews and injury updates. By keeping fans informed and engaged, this section helps sustain interest in the club, even during the off-season. In the data section, ten programs were identified, all running across three platforms. This section primarily focused on providing fans with in-depth statistical analysis of games, player performance, and historical data. For fans who are interested in the analytical side of the sport, this section offers a treasure trove of information that enhances their viewing experience. The fan engagement section was the largest, with fourteen programs spread across six different media platforms. This included interactive features such as polls, fan forums, live chats, and social media integration, all of which help build a sense of community and encourage fan participation. In the social responsibility section, eleven programs were found running across four media platforms. This area of the website highlighted Liverpool FC's charitable efforts, community outreach programs, and partnerships with local organizations. By engaging in these activities, the club not only strengthens its relationship with the local community but also enhances its brand image on a global scale. In the revenue-making section, seven programs were identified across six platforms. This section covered merchandise sales, ticketing, and premium content offerings. By optimizing this section, the club can maximize its revenue streams and ensure sustainable growth. Finally, in the branding section, five programs were running across three platforms. This section focused on maintaining the club's image, promoting its identity, and reinforcing its core values. Branding is essential for differentiating the club from its competitors and ensuring long-term success. Professional sports club managers can use the analysis and categories developed in this study to improve their own fan engagement strategies. By understanding which features resonate with fans, they can tailor their online presence to enhance loyalty and satisfaction. Additionally, insights into Liverpool FC's methods for merchandise sales, ticketing, and media sharing could help managers optimize their own revenue streams and strengthen their club’s brand. The study provides a roadmap for how a well-structured website can be an indispensable tool in the modern sports industry.
Sports management, marketing
FARIBA SAMENI KEIVANI; Saeed Amirnejad; Maziayr kalashi; Farshad Sameni keivani
Abstract
Examining the effect of economic factors on government and household sports expenses, it is possible to obtain how these factors can cause changes and developments in sports expenses. This knowledge helps the government, organizations and households to make better and more efficient decisions in the ...
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Examining the effect of economic factors on government and household sports expenses, it is possible to obtain how these factors can cause changes and developments in sports expenses. This knowledge helps the government, organizations and households to make better and more efficient decisions in the field of sports expenses and use their resources more optimally. In this research, instead of focusing on traditional and common factors that may have been considered in previous studies, we have focused on economic factors and their impact on sports expenses. This innovative approach to sports and economic factors can contribute to a deeper understanding of sports costs and provide new solutions for optimal management of sports costs. Also, most researches in this field have focused on the effect of social and health factors of sports, but in this research, the effect of expenses on the government and the household is considered. This innovative approach can not only be effective in better understanding the effect of sports expenses on eliminating the deficiencies of the sports industry system, but also in providing more effective strategies to reduce sports-related expenses in order to reduce government expenses and increase access to sports for households. Finally, it can be said that sports, as an important activity in society, brings significant costs, which can have a significant impact on government and household costs. Economic factors are also among the factors affecting sports costs, and the analysis of their impact on these costs is examined in this article. By considering the effect of economic factors, it is possible to make better and more optimal decisions in the field of sports expenses and management of available resources for the government and households. Sports has become very important by playing a role in the economy of countries. Therefore, the macro-economic effects of the sports industry, such as the share of sports in the gross domestic product and gross national product or its contribution in creating employment and health of the general public, have led countries to accurately and regularly measure the effects of sports on their country's economy every year. evaluate Therefore, on the one hand, due to the low share of the sports economy in Iran's economy, and on the other hand, due to the lack of identification of factors affecting the development of the sports economy in Iran and the existence of a research gap in this field, conducting research on the sports economy and how to develop and expand its volume It is important and necessary. Therefore, this research has been done in response to the question, what effect do economic factors have on government and household sports expenses? This research was conducted with the econometric method and the short-term and long-term relationships between the variables were examined from the vector autoregression (var) pattern, instantaneous response functions (IRF), and variance analysis (VD) as well as the accumulation test. The test of existing theories in this field, the relationship between economic factors and government and household sports expenses were analyzed in the period from 1363 to 1400. The software used to validate the data was Eviuz version 12. Household sports expenses, within the scope of the Statistics Center questionnaire, are a part of the expenses of recreation, entertainment and cultural services, as well as a part of the expenses in the procurement and sale of durable household goods in the non-food sector, which include: clothes, shoes, learning various sports, providing tickets, entrance and membership fees, equipment rental, all kinds of balls, billiard and ping pong tables and other sports equipment. Also, in order to access the household sports cost information, the results of the cost and income statistics plan of urban and rural households from 1363 to 1400 were used, and in this way, the average sports cost for an urban and rural household was calculated. Then, by using the available information about the number of urban and rural households in the mentioned years, by multiplying the sports expenses of an urban and rural household by the number of existing households and adding them together, the total consumption of household sports was obtained. It is worth mentioning that the statistics of the number of urban and rural households in the country were not available in all the years in question, and the researcher roughly extracted these statistics using the statistics available in the previous and subsequent years. The country's budget is divided into four sections of public affairs, defense, social and economic affairs, which are divided into other chapters and programs, and physical education and youth affairs are placed in the fifth chapter of social affairs. In order to determine the government's expenses in this sector, first the information available in the budget law of the whole country was checked, but due to the fact that the approved budget and the government's performance in this sector are not the same, as well as the lack of figures related to the performance in some years in the budget law, from the information Available in the economic reports of the Management and Planning Organization were also used. Statistics related to GDP, tax rate, liquidity volume, exchange rate, inflation rate, interest rate, trade balance, unemployment-employment rate and total stock market index were extracted from the time series data of Central Bank of Iran. According to the findings, among the identified economic factors, the GDP factor affects the government's sports expenses, and the GDP factor and the inflation rate affect the household sports expenses. According to the findings, among the identified economic factors, the GDP factor has an impact on the government's sports expenses. . An increase in incomes and economic growth can lead to an increase in export earnings and, as a result, an increase in expenses related to sports and the development of athletes in the country. GDP is affected by investment and consumption within the country. The effect of this gross domestic product on sports expenses of the Iranian government is investigated with two possible solutions. A) Increase in GDP: Increase in GDP can lead to economic growth and increase in domestic incomes. This increase in income can lead to an increase in the government's sports budget, and as a result, the government's sports expenses will increase; b) Decrease in GDP: Decrease in GDP can lead to decrease in domestic incomes and economic recession. In this case, the government's sports budget will also decrease and the government's sports expenses will also decrease. In general, an increase in the inflation rate means an increase in prices, and as a result, it can increase household sports expenses. As a result, buying sports equipment or joining a sports club, holding sports activities or attending sports events may become more expensive. This increase in prices may reduce the purchasing power and motivation of households to spend on sports and recreational activities. For example, if the price of sports equipment such as sports shoes or sports clothes increases due to inflation, households may feel uncomfortable buying these products or may not be able to afford them due to the higher cost. It can be said that the effect of the inflation rate on household sports expenses is strongly dependent on the level and growth rate of inflation. Finally, based on the findings, it is suggested that the government increase financial support for athletes by increasing credits and cooperating with companies and sponsors. This includes setting appropriate salaries for professional athletes, paying for training and equipment, as well as support for travel and competition expenses. This action can reduce the expenses of families to support athletes and provide the possibility for athletes to continue professional sports activities.
Sports management, marketing
Hosein Poursoltani Zarandi
Abstract
Today, in the global economy, the survival of many organizations depends on the role of customers, and organizations can no longer be indifferent to customers. Organizations should focus all their activities and capabilities on customer satisfaction, because they are the only source of return of customers' ...
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Today, in the global economy, the survival of many organizations depends on the role of customers, and organizations can no longer be indifferent to customers. Organizations should focus all their activities and capabilities on customer satisfaction, because they are the only source of return of customers' capital. The aim of this research was to designing a sensory marketing model with emotional attachment to the brand and satisfaction with the sensory experience of customers of sports pools in Alborz province The research method is descriptive and of the survey type, which was implemented in the field. The statistical population of this research consisted of an unlimited number of customers of swimming pools in Alborz province. Using Morgan's table, the statistical sample was estimated to be 384 tons, which were selected by non-random cluster sampling from among the members of the statistical population. In order to collect data from the sensory marketing questionnaire of Sang Wan Lee (2012) which consists of 22 questions and has components of sense of sight (6 questions), sense of hearing (4 questions), sense of touch (3 questions), sense of smell 5 questions) and sense of taste (4 questions). Questionnaire of satisfaction from sensory experience made by Bittner and Hubert (1994) which consists of 3 questions. Emotional brand attachment questionnaire made by Hor et al. (2018) which consists of 4 questions. Questionnaires are of closed answer type and the measuring scale of five-choice Likert questions is from 1=completely disagree to 5=completely agree. The face validity of the questionnaires was determined using the corrective comments of sports management professors, and the reliability of the questionnaires was obtained using Cronbach's alpha coefficient test of 0.87, 0.76 and 0.79, respectively. Also, the construct validity of the questionnaires was confirmed through confirmatory factor analysis. In order to analyze the data, descriptive indices and statistical tests of Pearson's correlation coefficient, regression analysis and path analysis were used in SPSS and LISREL statistical software. The results showed that there is a positive and significant relationship between sensory marketing with emotional attachment (r=0.582, P=0.001) and satisfaction with sensory experience (r=0.466, P=0.001). Based on the results of the regression equation, the dimensions of vision (P=0.003, t=3.01) and touch (P=0.001, t=4.77) have conditions for predicting emotional attachment and vision dimensions (P=0.018) P, t=2.38), touch (P=0.001, t=6.53) and smell (P=0.001, t=3.65) qualify to predict satisfaction from sensory experience. Therefore, considering the values of t and the significance level, the assumption of equality of coefficients with zero is rejected and the aforementioned B coefficients should be kept in the regression equation. The results of the goodness of fit test showed that the ratio of X2 to df (3.79) and the root mean square error (RMSEA) is equal to 0.091. Also, the indices of NFI=0.92, CFI=0.92, IFI=0.94, GFI=0.96 and AGFI=0.97 confirmed the fit of the model. According to the obtained results, sensory marketing has a positive and significant effect on emotional attachment (T-Value=11.89, r=0.87) and satisfaction with sensory experience (T-Value=8.84, r=0.74) ) has it. Finally, the managers of sports pools should pay special attention to the issue of sensory marketing in order to reduce the costs of the pool on the customers in order to encourage them to their centers, because when they provide their customers with the desired and adapted service quality. He sees with his demands, there is less possibility that he will be attracted to other competitors and use their services. Managers of sports pools can find out about their complaints by setting up a suggestion and complaint box or through a conversation with the customers of the pools or through a survey and try to solve them in order to finally provide acceptable services to the customers. Also, pool managers can put new programs on the agenda in order to maintain long-term relationships with customers. It is suggested that a special group consisting of members of various departments related to identifying customers' feelings should undertake the task of continuous monitoring of service delivery and evaluation of customers' perceptions and feelings of it. In this way, it is possible to guarantee the flexibility of the swimming pools in terms of responding to the needs of customers and to design and implement appropriate programs when needed.
