Sports management, marketing
Seyed Mohammad Javad Razavi; Azam Tolabi Mazreno; Fereshteh Kotobi
Abstract
Relationship marketing is considered an influential factor in changing customer purchasing behavior and plays an important role in the development of sport clubs' brand equity. This research aims to investigate the role of relationship marketing on brand equity with the mediating role of brand identification ...
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Relationship marketing is considered an influential factor in changing customer purchasing behavior and plays an important role in the development of sport clubs' brand equity. This research aims to investigate the role of relationship marketing on brand equity with the mediating role of brand identification and brand experience in Isfahan fitness clubs during the year 2024. The study is applied in nature and was conducted using a survey method. The research instruments included standard questionnaires measuring relationship marketing, brand equity, brand identification, and brand experience. The reliability coefficients of the questionnaires were estimated at 0.82, 0.81, 0.86, and 0.74, respectively. The statistical population consisted of 384 customers of Isfahan fitness clubs. The findings revealed that relationship marketing had a significant impact on brand equity (β=0.33, t=6.94, p<0.01), brand identification (β=0.48, t=11.17, p<0.01), and brand experience (β=0.55, t=15.86, p<0.01). Additionally, brand identification (β=0.32, t=6.72, p<0.01) and brand experience (β=0.24, t=5.16, p<0.01) had a significant effect on brand equity. Since previous studies have mostly focused on the importance of relationship marketing in non-sport organizations, the present research underscores the importance of evaluating its effect on brand equity in sport clubs, considering the mediating role of brand identification and experience.
Sports management, marketing
Hossein Balouchi; Mohammad Ali Siahsarani Kojuri; Eesa Niazi
Abstract
This study investigates the impact of brand symbolism on brand evangelism behavior among Persepolis Club evangelists in Mashhad during spring 2024. As an applied descriptive-correlational research, data were collected from 320 purposively sampled participants using standard questionnaires: Osmanova et ...
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This study investigates the impact of brand symbolism on brand evangelism behavior among Persepolis Club evangelists in Mashhad during spring 2024. As an applied descriptive-correlational research, data were collected from 320 purposively sampled participants using standard questionnaires: Osmanova et al. (2023) for brand symbolism and Becerra and Badrinarayanan (2013) for brand evangelism. The reliability and validity of the instruments were confirmed through Cronbach’s alpha, internal consistency, composite reliability, and convergent and discriminant validity tests. Structural equation modeling (SEM) via LISREL was employed for data analysis. Results show that brand symbolism significantly affects brand evangelism and its components, including purchase intention (path coefficient = 0.45), positive word-of-mouth (0.30), and negative word-of-mouth against competitors (0.12). Purchase intention further influences positive (0.51) and negative word-of-mouth (0.45), while positive word-of-mouth also impacts negative word-of-mouth toward rival teams (0.27). These findings suggest that brand symbolism positively drives evangelism behaviors such as purchasing Persepolis products and promoting the club while discouraging competitor support. Based on these outcomes, it is recommended that Persepolis Club enhance its brand symbolism through targeted marketing strategies—such as exclusive fan events, social media engagement, and branded merchandise—to deepen fans’ emotional connection and strengthen brand evangelism. Such initiatives are likely to boost positive purchase intentions and supportive word-of-mouth, benefiting the club’s overall brand strength.Accordingly, the purpose of this study is to examine the relationship between brand symbolism and brand evangelism among the evangelists of the Persepolis club.This research is descriptive in nature and applied from the perspective of its audience, as it seeks to examine the relationship between brand symbolism and brand evangelism among the evangelists of the Persepolis club. By reviewing the literature and theoretical foundations, hypotheses and the research model were developed.The statistical population of the study comprised fans of the Persepolis club in Mashhad city during the spring of 2024. Considering the use of structural equation modeling, the sampling method of this approach was employed. Generally, in the methodology of structural equation modeling, the sample size can be determined between 5 to 15 observations per measured variable: 15Q ≤ n ≤ Q5; where Q is the number of observed variables or questionnaire items and n is the sample size (Balouchi & Siahsarani Kojuri, 2023). Given that the number of observed variables in the study is 21, the permissible sample size ranges from 105 to 315. To increase statistical precision, researchers distributed 350 questionnaires based on the Simple random sampling method. A total of 320 questionnaires were returned and used in the analysis.Data were collected using a questionnaire. The reliability of the questionnaire was assessed using Cronbach's alpha, composite reliability, and internal consistency reliability. These values for the variables were above 0.7, indicating that the measurement models have acceptable reliability. The validity of the questionnaire was measured using convergent and discriminant validity, and face validity was assessed by expert opinions. Also, the KMO values for the variables indicated sampling adequacy for the research variables. Table 1. Questionnaire Structure and Its Reliability and Validity; Source: Research FindingsVariable/Dimension Number of Items Cronbach's Alpha Internal Consistency Composite Reliability AVE KMO Mean Standard Deviation SourceBrand Symbolism 6 0.879 0.887 0.908 0.622 0.869 2.887 0.749 Osemwana, Ozdern, Dalal & Ibrahim (2023); Eshtj (2005); Bhat & Reddy (1988)Brand Evangelism 15 0.777 0.795 0.869 0.689 0.914 2.716 0.703 Osemwana et al. (2023); Pibekara & Badrinarayanan (2013); Balouchi et al. (2015)Brand Evangelism (Purchase Intention) 5 0.870 0.875 0.906 0.659 0.828 2.843 0.834 Brand Evangelism (Positive WOM for Own Brand) 5 0.885 0.888 0.916 0.686 0.863 2.636 0.860 Brand Evangelism (Negative WOM for Other Brands) 5 0.857 0.859 0.897 0.637 0.857 2.668 0.841 At this stage, the research hypotheses (structural equation modeling) were examined. The structural model examines the relationships among exogenous and endogenous latent variables. In the model below, brand symbolism is the exogenous and independent latent variable, while brand evangelism is the endogenous and final variable.Figure 1. Examination of the model with standard coefficientsFigure 2. Examination of the model with significance numbersIn the sub-hypothesis model, the independent and exogenous variable is brand symbolism, purchase intention and positive word-of-mouth are mediating and endogenous variables, and negative word-of-mouth is the dependent and endogenous variable.Figure 3. Examination of the dimension model with standard coefficientsFigure 4. Examination of the dimension model with significance Table 2. Model Fit Indices and Standard ValuesIndex X2/df RMSEA RMR NFI NNFI CFI GFI AGFIModel 1 Values 2.39 0.066 0.038 0.97 0.98 0.98 0.96 0.93Model 2 Values 2.205 0.061 0.046 0.95 0.97 0.97 0.89 0.86Standard < 5 < 0.08 < 0.08 > 0.9 > 0.9 > 0.9 > 0.8 > 0.8To evaluate the fit of the conceptual model, eight common indices along with acceptable values suggested in previous research were used (Hair et al., 1998). From Table 2, it can be concluded that the conceptual model of the present study fits well with the collected data. The results showed that brand symbolism affects brand evangelism and its dimensions (purchase intention, positive word-of-mouth for Persepolis, and negative word-of-mouth for rivals) with the effects being 0.45, 0.3, 0.27, and 0.12, respectively. Additionally, purchase intention affected positive word-of-mouth for Persepolis by 0.51 and negative word-of-mouth for rival teams by 0.45. Positive word-of-mouth for Persepolis impacted negative word-of-mouth for rival teams by 0.27. All these relationships were confirmed based on significant values.Based on these findings, the following recommendations were made:• Strengthening Brand Symbolism: Managers and marketers of football teams should focus on enhancing brand symbolism. By strengthening brand symbolism, the value and importance that fans place on the team brand increase, which can help reinforce brand evangelism.• Data-Driven Strategies: Managers can use statistical analysis data to develop more precise and evidence-based strategies. A deeper examination of factors such as fan characteristics and behaviors can be beneficial in this process.• Communication Campaigns: Implementing communication campaigns that showcase and reinforce team brand symbols can help amplify the positive effects of brand symbolism on brand evangelism.These recommendations can help managers and marketers of football teams make the best use of scientific research results to strengthen brand evangelism for their clubs and improve the competitive position of the team.
Sports management, marketing
Akbar Jaberi; Asma Fekrat
Abstract
The purpose of this study was to assess the effect of brand association on the brand positioning of football clubs in the Iranian premier league with the mediating role of fan-team identification. The present study is a descriptive and correlational study that has been conducted in the field. The research ...
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The purpose of this study was to assess the effect of brand association on the brand positioning of football clubs in the Iranian premier league with the mediating role of fan-team identification. The present study is a descriptive and correlational study that has been conducted in the field. The research population of the study included football fans of popular football clubs in the Iranian premier league. Based on the formula for the SEM approach, 208 fans were selected through purposive sampling. Brand association, brand positioning, as well as fan-team identification Questionnaire, were used to collect data. The validity of the tool was calculated and confirmed based on content and structural validity, and the reliability was assessed according to Cronbach's alpha and composite reliability. Structural equation modeling via PLS was used to test the research hypotheses. The results showed that brand association had a significant effect on both brand positioning (β= 0.23) and fan-team identification (β= 0.31). The results also confirmed the positive and significant effect of fan-team identification on the brand positioning of football clubs in the Iranian premier league (β= 0.29). Moreover, based on the Sobel test, brand association through fan-team identification was effective on the brand positioning. The value of the GOF also indicated the proper fitness of the research model. This study is one of the few types of research that combines and examines brand associations, fan-team identification, and brand positioning through a comprehensive model in the field of Iranian sports.
Sports management, marketing
Shirko Miraki; Mozhgan Khodamoradpoor; Mozafar Yektayar
Abstract
This study aimed to identify the factors influencing the modification of hesitant customers’ mental models in sports clubs. The research employed a qualitative approach, and data were analyzed using thematic analysis. Data were collected through interviews, and the study's validity and reliability ...
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This study aimed to identify the factors influencing the modification of hesitant customers’ mental models in sports clubs. The research employed a qualitative approach, and data were analyzed using thematic analysis. Data were collected through interviews, and the study's validity and reliability were confirmed based on the criteria of credibility, transferability, dependability, and confirmability. In total, 13 interviews were conducted with experts, including university professors, managers, and coaches of sports clubs, continuing until theoretical saturation and data adequacy were achieved. The collected data were then analyzed through open, axial, and selective coding. The findings revealed 56 basic themes, which were organized into 14 structured themes and 5 overarching themes. The structured themes included specialized knowledge, adaptation, synergy, environmental management, customer management, task organization, customer acquisition, communication and follow-up, accountability, design and development, quality enhancement, neuromarketing, mental model recognition, and advertising. The overarching themes encompassed expertise, management, communication, services, and marketing. To modify the mental models of hesitant sports club customers, it is essential to focus on the identified indicators, thereby creating conditions that encourage these customers to engage with sports clubs.
Sports management, marketing
Mahdi Bashiri; Rasoul Faraji; Sepideh Shabani
Abstract
The distinctive characteristics of sportswear underscore the critical importance of product quality in this sector, where purchasing decisions are often influenced by brand reputation and perceived quality. Sports products are not only essential for athletic activities but are also increasingly integrated ...
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The distinctive characteristics of sportswear underscore the critical importance of product quality in this sector, where purchasing decisions are often influenced by brand reputation and perceived quality. Sports products are not only essential for athletic activities but are also increasingly integrated into daily wear and leisure attire. This study examines the impact of sports product quality and retail service quality on brand preference and purchase intention, with a focus on the mediating roles of perceived value and brand equity. Using a descriptive-survey approach and structural equation modeling, the research targeted customers of prominent domestic and international sports brands in Iran. Given the unlimited population size, a sample of 384 was determined based on the Krejcie and Morgan table; ultimately, 370 completed questionnaires were analyzed. Data were collected using validated scales: perceived value (Ebrahimi et al., 2014), brand equity (Boyle et al., 2013), purchase intention and brand preference (Chang & Liu, 2009), and product and service quality adapted from Ebrahimi et al. (2009) and Ismailpour and Goldouzi (2013). The structural equation analysis revealed that both product and service quality directly affect purchase intention and also exert influence through the mediating role of brand equity. Furthermore, brand equity mediated the relationship between quality dimensions and brand preference. These findings suggest that enhancing perceived quality—through factors such as durability, functionality, product design, and after-sales service, supported by strategic communication—can strengthen brand preference and maximize purchase intention among consumers.
Sports management, marketing
Mohammad Ashrafi; Davood Nasr Esfahani
Abstract
The current research aimed to develop a freelancing model in Iran's sports industry. This study is applied in terms of purpose and qualitative in terms of methodology. The statistical population consisted of experts in entrepreneurship, management, and sports management. A purposive snowball sampling ...
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The current research aimed to develop a freelancing model in Iran's sports industry. This study is applied in terms of purpose and qualitative in terms of methodology. The statistical population consisted of experts in entrepreneurship, management, and sports management. A purposive snowball sampling method was used, and 19 participants were selected based on theoretical saturation. Semi-structured interviews were conducted to collect data. The data were analyzed using the grounded theory approach and Glaser's emergent method. Coding was performed in two stages and three steps: actual coding (open and selective coding) and theoretical coding, through which the research components were identified. In total, 160 codes and 41 categories were extracted across 10 dimensions at three levels: macro, meso, and micro. The findings indicate that at the macro level, cultural, political, social, economic, and legal factors are influential; at the meso level, educational, technological, and media factors play a role; and at the micro level, behavioral and psychological factors are significant. Given the unemployment rate among graduates of sports science and physical education, it is recommended that managers and policymakers take coordinated steps to leverage freelancing capacities to improve employment and entrepreneurship in the country's sports sector.
Sports management, marketing
Fateh Faraziani; Hanye Aran Dashti; Fahime Moemenifar
Abstract
This research was conducted with the aim of presenting the Islamic marketing framework with the fuzzy Delphi approach in the consumers of sports goods in the virtual space. In terms of the objective, the present research was qualitative-exploratory and its analysis method was the fuzzy Delphi technique. ...
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This research was conducted with the aim of presenting the Islamic marketing framework with the fuzzy Delphi approach in the consumers of sports goods in the virtual space. In terms of the objective, the present research was qualitative-exploratory and its analysis method was the fuzzy Delphi technique. The statistical population of this research included 14 professors of sports management, market evaluation, and researchers in this field, and a targeted sampling method was used. The main tool of data collection in the research was fuzzy Delphi questionnaire. Also, the current research method was carried out in 5 steps. The results of the research showed that 5 factors 1. Islamic mix (Islamic production, public benefit, ethical product, product quality), 2. Sales (sufficient information to the customer About the goods and services of the transaction, respecting the customer and observing kindness, the need to pay attention to the satisfaction of the parties and to pay attention to the needs and desires of the customers, confronting the customer, being complacent in the sale and taking back the goods after the transaction if necessary, making the customers aware of the losses. possibility and side effects of the product, provision of skills, support, improvement of the environment), 3. Marketing planning ( legal framework, Islamic promotion and promotion, religious personality), 4. Islamic propaganda (honesty, abstinence) from false advertisements and slogans, educating customers, not hiding the defects of the product) and 5. Confronting the customer (denying betrayal to competitors and not trying to Bankrupting them, complying with ethical frameworks, not presenting false effects to attract customers from other competitors) are among the factors of the Islamic marketing framework in Consumers of sports goods in a virtual way with a fuzzy Delphi approach.
