Sports management, marketing
reza mortazi; azadeh Seyed Alinezhad; mohammad jalilvand
Abstract
The purpose of this research is to investigate the impact of agile marketing on behavioral intentions with the mediating role of customer trust and competitive advantage of sports products. The statistical population in the qualitative section included experts and managers of sports businesses and faculty ...
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The purpose of this research is to investigate the impact of agile marketing on behavioral intentions with the mediating role of customer trust and competitive advantage of sports products. The statistical population in the qualitative section included experts and managers of sports businesses and faculty members familiar with research literature. Targeted sampling was done by snowball method until theoretical saturation, the quantitative part also included sports consumers. A total of 384 people were considered based on the sufficient number for structural equation modeling in the PLS software environment, and 400 questionnaires were distributed considering the possible loss of samples. Sampling was done by available method. Research tools included questionnaires made by agile marketing researchers, customer trust Balster (2004), competitive advantage Hill and Jones (2010), customer behavioral intentions Zeitmel and Bittner (2003). SPS version 23 and PLS version 2 software were used to model structural equations. The fit index of the model was reported as GOF=0.80. The results of the research showed that agile marketing has a role in behavioral intentions with the mediating role of customer trust and competitive advantage of sports products.
Sports management, marketing
amir derakhshan; mehdi kohandel; Hossein Abdolmaleki; Seyed Nemat Khalifeh
Abstract
Excellence in the competitive world of the sports industry requires appropriate marketing strategies. Marketing researchers have long identified brand authenticity as one of the axes of marketing and consider it very important for consumers. The purpose of this study was the effect of open innovation ...
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Excellence in the competitive world of the sports industry requires appropriate marketing strategies. Marketing researchers have long identified brand authenticity as one of the axes of marketing and consider it very important for consumers. The purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. The type of research is descriptive-correlation in terms of purpose, applied and strategically, and it was carried out by structural equation method. The statistical population consisted of fans of football clubs in the active leagues of the country. 450 questionnaires were distributed and 428 questionnaires were analyzed. In order to collect the necessary information from Peter et al.'s open innovation questionnaires (2016), Kim et al.'s social network marketing questionnaire (2017), Kadiro's brand authenticity questionnaire (2010), Zinodin et al.'s value creation questionnaire (2012). And Brand Ulrich (2009) mental image questionnaire was used. The validity of the questionnaires has been confirmed by 13 sports management professors, and the reliability of the questionnaires using Cronbach's alpha coefficient is 0.88, 0.77, 0.89, 0.89 and 0.70, respectively. In order to analyze the data, SPSS and Smart PLS statistical software were used. The findings showed that open innovation and social media marketing have a positive and significant effect on brand authenticity, value creation, and brand image of football clubs. Also, brand value creation and brand mental image have a positive and significant effect on brand authenticity. Therefore, it can be concluded that paying attention to factors such as innovation and marketing of social networks can strengthen the power of the club's brand from the aspects of value creation, mental image and authenticity.
Sports management, marketing
Vajiheh javani; Naser Dokhtbagher; Saeid Pashazadeh; Yaghub Badri Azarin
Abstract
Today, social media marketing has created an ascending and remarkable trend in the marketing activities of football clubs, and many of the clubs' sports goods and services are exchanged electronically. Therefore, this research aimed to identify the functions of social media marketing strategies in Iranian ...
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Today, social media marketing has created an ascending and remarkable trend in the marketing activities of football clubs, and many of the clubs' sports goods and services are exchanged electronically. Therefore, this research aimed to identify the functions of social media marketing strategies in Iranian Premier League football clubs, which was conducted with a quantitative-qualitative (mixed) approach and an applied objective. The statistical population included experts in sports management, social media marketing, and officials from the League Organization and Football Federation. Sampling was done through a purposive method, considering the achievement of theoretical saturation. On this basis, 20 semi-structured interviews were initially conducted for data collection. Then, based on the results of these interviews, a 25-factor researcher-made questionnaire was designed. Data analysis was performed in two qualitative and quantitative sections. In the qualitative section, the content analysis method was used with Maxqda software. In the quantitative section, questionnaire data were analyzed using SPSS software. The research findings showed that transactional marketing strategy, relationship marketing strategy, database marketing strategy, knowledge-based marketing strategy, and customer-oriented marketing strategy can have valuable functions in the effectiveness of social media marketing activities of Iranian Premier League football clubs. This is achieved through providing the grounds for customer loyalty and satisfaction, providing the grounds for brand identification and awareness to increase brand identity, increasing market share and understanding the quality and relative price of the product, producing new products and increasing sales, and reducing marketing costs. The research results also confirmed this importance. The achievements of this study can provide appropriate solutions for the development of social media marketing activities in the football industry.
Sports management, marketing
Zahra Sohrabi; Mehrdad Moharramzadeh; Rasool Nazari
Abstract
Adventure sports tourism, as an important part of sports tourism that has attracted the attention of the general public, is sports activities that are not only effective in the development of physical factors, but also have a social function. There are not many comprehensive and practical researches ...
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Adventure sports tourism, as an important part of sports tourism that has attracted the attention of the general public, is sports activities that are not only effective in the development of physical factors, but also have a social function. There are not many comprehensive and practical researches related to adventure sports tourism. Therefore, the aim of the current research is to develop a professional adventure sports tourism development model. The current study was conducted qualitatively and by choosing a constructivist approach from the database strategy. The data of this research, which had an exploratory-fundamental nature, was collected through targeted sampling with the snowball technique and based on in-depth semi-structured interviews with 19 sports management experts familiar with the topic of professional adventure sports tourism. After the implementation of the interviews, 1352 main words were identified, which after aggregating into 111 central codes and finally in the process of theoretical coding in 16 sub-categories and finally in 11 main categories of key stakeholders, foundational factors, strategic requirements, background factors E, surprises, drivers, uncertainties, objectives, key players, strategies and possible consequences of adventure sports tourism were categorized. In general, the increase in attention to adventure sports tourism focuses on important consequences, including the improvement of various conditions of the local community, the promotion of up-to-date knowledge and the improvement of the level of health and social vitality, the increase in the productivity of people at the workplace of tourists by entering tourism and creating vitality and it will include a connection for people through adventure tourism.
Sports management, marketing
javad radan far; hossain eydi
Abstract
In the 21st century, the mission of the university is to train committed, innovative and entrepreneurial human resources. Therefore, promoting entrepreneurial thinking among university graduates makes them become creative, innovative and entrepreneurial people by taking advantage of their potential talents. ...
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In the 21st century, the mission of the university is to train committed, innovative and entrepreneurial human resources. Therefore, promoting entrepreneurial thinking among university graduates makes them become creative, innovative and entrepreneurial people by taking advantage of their potential talents. The purpose of this research was to present the model of creative and entrepreneurial sports science faculty, which was conducted in the period of 2023-2024. The research method was qualitative using in-depth interviews with knowledgeable experts. In this regard, the people related to the subject of the research in the science and technology park departments were the officials of the innovation and entrepreneurship specialized center of the university and the sports science faculty, entrepreneurship experts and academic staff members. Interviews were conducted purposefully and in a snowball manner, and finally 13 people were interviewed. The data obtained from the interviews were analyzed using the foundational data method. In the open coding stage, the results obtained from the signs were identified and with further analysis of the findings from the open coding, finally, 6 main categories were replaced in the axial coding paradigm. Based on the findings of the research, the development of entrepreneurship programs, the creation of innovation centers and accelerators, the awareness of students, interdisciplinary interactions, and the evaluation of the main strategies of the sports science faculty were entrepreneurs, and in this regard, it is necessary for the managers and officials of the ministries of science and higher education and sports science faculties to provide the necessary platform to move towards becoming an entrepreneur with attitudinal-behavioral alignment. The innovation of this research was to highlight the issue of entrepreneurship in sports science faculties due to the increasing unemployment of university graduates and due to the huge capacities of the field of sports as a part of the concerns of the students of this field, which was less paid attention to in past researches.
Sports management, marketing
Fatemeh Rafizadeh; Nooshin benar; Ali Nazarian; Sadegh Fatahi Milasi
Abstract
Successful marketing begins with understanding consumer behavior, and one of its key indicators is purchase intention, which helps predict sales and product success. In this regard, nostalgia, as a powerful emotional tool, plays an important role in attracting consumer attention and loyalty. Nostalgia, ...
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Successful marketing begins with understanding consumer behavior, and one of its key indicators is purchase intention, which helps predict sales and product success. In this regard, nostalgia, as a powerful emotional tool, plays an important role in attracting consumer attention and loyalty. Nostalgia, derived from attachment to the past, can create a deep emotional connection between the consumer and the brand, thereby increasing the likelihood of purchase. This approach is also effective in sports marketing, as fans often hold sentimental attachments to teams, athletes, and iconic symbols from the past. Research has shown that nostalgic advertising positively influences brand attitude, emotional responses, and purchase intentions (Vieira and Sousa, 2020; Ju et al., 2016). Additionally, factors such as consumer nationalism and consumption culture may mediate these effects. Consumer nationalism refers to a preference for domestic products over foreign ones, while consumption culture impacts purchasing patterns. In countries like Iran, where foreign products dominate the market, employing nostalgic marketing strategies coupled with an emphasis on consumer nationalism could enhance the purchase of domestic sports goods. This study focuses on examining the impact of nostalgic marketing on purchase intentions of sports products, considering the mediating roles of consumer nationalism and consumption culture, with the aim of providing strategies to strengthen the domestic market and compete with foreign brands (Merchant et al., 2011; Dorsazan et al., 2021).This research is applied and descriptive-survey in nature and employs a quantitative research method to test the model. The statistical population included customers purchasing sports goods in stores located in Rasht city. Following the rule of "ten times" for Partial Least Squares Structural Equation Modeling (PLS-SEM), a sample of 384 customers was selected using convenience and online sampling methods. The research questionnaire was designed in two sections: demographic information and variables related to nostalgic marketing (5 items), consumer nationalism (4 items), consumption culture (9 items), and purchase intention (3 items). These items were adapted from validated studies and measured using a five-point Likert scale. The questionnaire's validity was confirmed through expert opinions and necessary revisions, while the reliability of the constructs was verified using Cronbach's alpha and composite reliability. Demographic data were analyzed using SPSS version 27, while hypotheses were tested via PLS-SEM using SmartPLS version 3.2. The analyses included path coefficients, t-tests, and explained variance (R²) of endogenous constructs. This study examines factors influencing the purchase intention of sports products.The hypothesis analysis results revealed that nostalgic marketing significantly affects consumption culture (path coefficient: 0.618, P=0.001), purchase intention (path coefficient: 0.15, P=0.041), and consumer nationalism (path coefficient: 0.713, P=0.001). Additionally, consumption culture had a significant impact on purchase intention (path coefficient: 0.394, P=0.001). The influence of consumer nationalism on purchase intention was also significant (path coefficient: 0.146, P=0.042). Moreover, indirect effects indicated that nostalgic marketing positively and significantly influences purchase intention through consumption culture (path coefficient: 0.243, P=0.001) and consumer nationalism (path coefficient: 0.104, P=0.045). High t-values and P-values less than 0.05 supported the significance of all relationships.This study, conducted among customers of sports stores in Rasht, aimed to investigate the impact of nostalgic marketing on purchase intentions of sports products, mediated by consumer nationalism and consumption culture. The findings indicated that nostalgic marketing has a significant effect on purchase intention by evoking positive memories and emotions, thereby fostering a stronger emotional bond with consumers. These results align with prior research, emphasizing the effective role of nostalgia in enhancing purchase intentions (Shafiee Roudposhti et al., 2018; Vieira and Sousa, 2020). Nostalgic marketing also positively influenced consumer nationalism and consumption culture. Consumer nationalism significantly impacted purchase intention, particularly in fostering a preference for domestic products in the face of foreign competition (Anet et al., 2013). Nostalgic marketing, by highlighting cultural and historical elements associated with a nation, enhances feelings of belonging and national pride. Furthermore, consumption culture, as a critical factor in purchasing behavior, influences consumer attitudes and norms, increasing the likelihood of purchasing products aligned with cultural and social values (Hahm et al., 2021). The findings demonstrate that both consumption culture and consumer nationalism serve as mediators, strengthening the relationship between nostalgic marketing and purchase intention.This study underscores the importance of marketing strategies based on a profound understanding of emotional and cultural dimensions. For greater generalizability, similar studies are recommended in other regions or with more diverse samples. Additionally, examining other psychological and social factors, such as the role of social media or consumer personality traits, could provide a more comprehensive understanding of this phenomenon in future research.
Sports management, marketing
esmail dolatyari; Farhad Kalantari; Hassan Gharehkhani; Hossein poursoltani
Abstract
The purpose of the present study was to compare the salary, facilities, and benefits paid to referees in the Iranian Premier League and selected countries around the world based on the Brady model. The research was qualitative with a comparative approach. Ten countries were purposively selected from ...
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The purpose of the present study was to compare the salary, facilities, and benefits paid to referees in the Iranian Premier League and selected countries around the world based on the Brady model. The research was qualitative with a comparative approach. Ten countries were purposively selected from all continents and geographically located, and were considered as the matching location based on their national standing and higher professional league level. Data obtained through content analysis of collected documents, as well as interviews via email and WhatsApp with experts in the target countries, were collected, categorized, and interpreted using George Brady's four-stage model. The research results showed that Iran pays the lowest and Spain the highest wages to their referees. Referees of all countries are covered by accident insurance. All countries (except Iran, Brazil and Morocco) pay monthly salaries for their full-time referees. The countries of Brazil, England and America consider different salaries for referees according to the levels of refereeing and also the level of experience of referees. The highest level of payment is related to America. The only Italian Serie A league where all referees and assistant referees are full-time. In general, Iran's referees in various sectors (such as salary, welfare support) do not have suitable conditions compared to other countries, and this issue can harm the growth process of refereeing. Therefore, it is necessary to follow the successful experience of those countries in order to overcome the prevailing problems and move towards professionalization in refereeing.
