Sports management, marketing
Morteza Rezaei; Nahid Ghavi Panjeh; Morad Roumyani; Benin Azarnoush
Abstract
The aim of the present study was to identify and design a leading digital excellence model in the sports industry with a focus on digital transformation. This study was conducted qualitatively using the grounded theory strategy based on the Strauss and Corbin model. The statistical population included ...
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The aim of the present study was to identify and design a leading digital excellence model in the sports industry with a focus on digital transformation. This study was conducted qualitatively using the grounded theory strategy based on the Strauss and Corbin model. The statistical population included experts in the field of sports and digital marketing in the country, who were selected through purposive sampling. Data were collected through 15 face-to-face and in-depth semi-structured interviews and continued until theoretical saturation was reached. Data analysis was performed using MAXQDA software version 2022 and through a three-stage coding method (open, axial, selective). To validate the findings, recoding, comparison of categories, and four criteria for the validity of qualitative research were used. The research findings showed that 65 codes were obtained from the interviews conducted, and accordingly, the digital excellence model in the sports industry is based on five main categories including digital strategy, technology and infrastructure, customer interaction, digital branding, and digital transformation, and 10 sub-themes. In the digital strategy section, emphasis was placed on developing a marketing vision and targeting customers. Technology and infrastructure highlighted the importance of digital infrastructure and new technologies such as artificial intelligence and blockchain. Customer engagement improves user experience and builds loyalty. Digital branding refers to developing brand identity and digital reputation management, and finally, digital transformation focuses on innovation in business models and digital sustainable development. The results showed that this framework can provide managers and policymakers with a better understanding of sports fan needs and behaviour and improve digital marketing strategies, and can facilitate the path of digital transformation in the country's sports industry. The designed model helps managers and decision-makers in this industry to improve customer interactions and create unique experiences for their fans by using new technologies and digital strategies.
Sports management, marketing
Amir Moradi Niknam; Sadegh Fatahi Milasi
Abstract
The aim of this study was to examine the impact of brand social identity and narrative branding on consumer behavioral intentions, considering the mediating role of brand image in selected luxury sports clubs in Tehran. This applied research employed a descriptive-correlation method and a quantitative ...
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The aim of this study was to examine the impact of brand social identity and narrative branding on consumer behavioral intentions, considering the mediating role of brand image in selected luxury sports clubs in Tehran. This applied research employed a descriptive-correlation method and a quantitative approach. The target population comprised customers of luxury sports clubs, from which two clubs Samfit and Oxygen were selected due to their special services for VIP and CIP clients. Using the 10-times rule, the minimum sample size was determined, and to enhance reliability, 200 respondents were selected online. Data were collected using a questionnaire with two sections (demographic information and main variables). For brand social identity and narrative branding, 5 items each were adapted from Rachbini et al. (2023); for brand image, 4 items from Arminen (2017); and for behavioral intentions, 5 items from Whang et al. (2021). Data analysis was performed using SPSS 27, and hypothesis testing was conducted with Smart PLS 3.2.8. The results showed that narrative branding significantly impacts brand image (β=0.169) and behavioral intentions (β=0.215), and brand image positively affects behavioral intentions (β=0.442). It can be concluded that enhancing brand social identity and narrative branding is crucial for creating a strong brand image and positively influencing the behavior of customers at luxury sports clubs.
Sports management, marketing
Javad Ghasempour; Mohamad Pourkiani; Mohammad Hossein Ghorbani
Abstract
The adventure sports tourism industry has witnessed significant growth in recent years. However, in Iran, it still faces considerable challenges. Consequently, the present study was conducted in 2023 with the aim of identifying Management and proposing strategies for the development of adventure sports ...
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The adventure sports tourism industry has witnessed significant growth in recent years. However, in Iran, it still faces considerable challenges. Consequently, the present study was conducted in 2023 with the aim of identifying Management and proposing strategies for the development of adventure sports tourism marketing in the country. This research adopted a qualitative approach and employed thematic analysis. Data were collected through semi-structured interviews with 20 experts in adventure sports tourism marketing, including managers of tourism agencies, tour operators, tour guides, adventure sports trainers, and other specialists in the field.The data analysis revealed 169 initial codes, 35 sub-themes, and 14 main themes that identified barriers to the development of adventure sports tourism marketing in Iran. These barriers include poor service quality,an inefficient banking system, the novelty of adventure sports, a lack of information, insufficient investment and governmental support, cultural and religious constraints, inadequate advertising and marketing efforts, the absence of diverse tourism packages, and limited local community interest. The findings of the study highlighted that despite Iran's unique natural and geographical potential, significant obstacles in managerial, infrastructural, economic, and promotional domains hinder tourist attraction and limit income-generating opportunities. By comprehensively identifying these Management and proposing actionable strategies,this research represents a pioneering step in addressing the challenges of adventure sports tourism marketing in Iran.With a practical and localized approach, it lays the foundation for policymaking and sustainable development in this industry. The specialized examination of managerial, cultural, and economic obstacles, along with practical recommendations, constitutes the key innovation of this study.
Sports management, marketing
Sajjad Pashaie; Hamed Golmohammadi
Abstract
The intersection of marketing and the Olympic Games (OG) represents a critical area of research due to the Games’ extensive global reach and commercial significance. This study conducts a bibliometric analysis using advanced techniques, including citation analysis, co-word analysis, and thematic ...
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The intersection of marketing and the Olympic Games (OG) represents a critical area of research due to the Games’ extensive global reach and commercial significance. This study conducts a bibliometric analysis using advanced techniques, including citation analysis, co-word analysis, and thematic mapping, to identify key trends, contributors, and influential research in Olympic marketing. Utilizing the Web of Science (WoS) database, 152 documents were initially identified, with a refined dataset of 66 relevant articles published from 2015 to 2024. The analysis reveals notable publication patterns, citation impact, and emerging research themes such as sponsorship strategies, ambush marketing, destination branding, social media influence, and athlete endorsements. Leading journals, including the International Journal of Sports Marketing & Sponsorship, and key scholars have significantly shaped the field. The findings highlight the evolving nature of Olympic marketing, emphasizing its role in brand perception and consumer engagement. This study provides valuable insights for academics, marketers, and policymakers, informing future Olympic marketing strategies and research directions.
Sports management, marketing
Narges Rafiei; Ghasem Rahimi; Mohammad Soltan Hosseini
Abstract
This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based ...
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This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based on theoretical saturation, 15 in-depth interviews were conducted. The data collection tool was a semi-structured interview designed to extract detailed and rich information. To evaluate the quality and reliability of the data, the criteria of credibility, transferability, confirmability, and dependability were employed. Data analysis was performed through three stages of coding (open, selective, and theoretical), resulting in 70 initial codes categorized into 16 key concepts. These concepts were ultimately organized into four main categories: brand decline (including reduced value, profitability, market coverage, and brand credibility among customers), internal problems of clubs (such as inefficient management, failure to adapt to market changes, customer alienation, and lack of innovation), external challenges faced by clubs (such as the impact of government policies, financial constraints, and intense competition from foreign brands), and counterstrategies (such as changing marketing strategies, promoting the brand, brand revitalization, and improving customer experience). The findings indicate that brand decline in professional sports clubs in Iran is a multifaceted phenomenon rooted in the interplay between internal and external factors. Addressing this issue requires comprehensive and multidimensional strategies.
Sports management, marketing
Sara Yazdanpanah; Mirhasan Seyyed Ameri; Roghayeh Sarlab
Abstract
In the era of global competition, sporting events are recognized as one of the most important tourist attractions for attracting tourists. Therefore, this research aims to examine the impact of customer experience and engagement on the destination of sports tourism with an experiential marketing approach ...
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In the era of global competition, sporting events are recognized as one of the most important tourist attractions for attracting tourists. Therefore, this research aims to examine the impact of customer experience and engagement on the destination of sports tourism with an experiential marketing approach to sporting events in Iran, focusing on the twenty-second edition of the volleyball championship. The research method was descriptive-correlational and applied in nature, with the statistical population consisting of sports customers and tourists, managers, sports tourism experts, and university professors. Using simple random sampling, a sample size of 370 people was determined. Data was collected using standardized questionnaires, after validation of their content and reliability by professors. Data analysis was conducted using SPSS and Smart PLS software. The results showed that the customer engagement component had the greatest impact (α = 0.567) and customer enthusiasm had the least impact (α = 0.449) on customer experience. Additionally, the customer recognition component had the greatest impact (α = 0.414) and customer enthusiasm had the least impact (α = 0.362) on customer identification. Data analysis was conducted using SPSS and Smart PLS software. The results showed that the customer engagement component had the greatest impact (α = 0.567) and customer enthusiasm had the least impact (α = 0.449) on customer experience. Additionally, the customer recognition component had the greatest impact (α = 0.414) and customer enthusiasm had the least impact (α = 0.362) on customer identification.
Sports management, marketing
Mosab Khosravi; Sardar Mohammadi
Abstract
This study examines the impact of different marketing strategies (Click and Brick, Pure Brick, and Pure Click) on customer satisfaction, trust, and word-of-mouth (WOM) marketing in sports clubs. In the digital era, sports clubs face challenges in selecting the optimal strategy for customer engagement. ...
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This study examines the impact of different marketing strategies (Click and Brick, Pure Brick, and Pure Click) on customer satisfaction, trust, and word-of-mouth (WOM) marketing in sports clubs. In the digital era, sports clubs face challenges in selecting the optimal strategy for customer engagement. Using a causal-comparative method, this research sampled 360 customers from the Warzin Sports Club. Data were collected through standardized questionnaires measuring satisfaction, trust, and WOM, and analyzed using MANOVA tests. The findings reveal that the Click and Brick strategy significantly increases customer satisfaction, trust, and WOM tendencies across all three stages: pre-purchase, during purchase, and post-purchase. The results demonstrate the superiority of multi-channel strategies over single-channel approaches in the sports club industry. Sports clubs implementing the Click and Brick strategy, by offering services through various channels and maintaining continuous communication with customers in both physical and online environments, can generate higher satisfaction, greater trust, and more effective word-of-mouth marketing among their customers.
