مجله رویکردهای نوین در مدیریت ورزشی
پیاپی 23 (زمستان 1397)

The aim of this study was to develop a structural model of the effect of informational quality on students' motivation to participate in sports: the mediating role of constraints in female and male athlete students of Allameh Tabataba'i University in Tehran. The research method was descriptive-correlation and the statistical population included all male and female university students who participated in the university sport festival in the academic year of 2015-2016 (N=650). The sample size of the study was 196 for men and 148 for girls using Morgan Table. The data were collected by the ICU questionnaire (2010). Its validity was confirmed by sport management specialists and its reliability was obtained as 89%. Data were analyzed using structural equation modeling using Amos 24 software. The results of the study confirmed the assumed structural relations, that is to say the informational quality directly (0.25) and indirectly through the constraint mediator (-0.99) had an effect on motivation. Constrain variable directly had a significant and reverse effect on students' motivations (-0.76). Therefore, the results of the structural modeling indicated that increased information and reduced constraints increase the motivation to participate in sport competitions among male and female students.

The current study aimed at identifying the effect of entrepreneurial marketing on the creating and enhancing the performance of small and medium sport enterprises. This study was descriptive-survey. The statistical population consisted of top sport entrepreneurs in Tehran city including wholesale producers and distributors of sporting goods and 103 subjects were selected as the sample by simple random sampling method. The data were collected via a researcher-made questionnaire. The validity and reliability of the questionnaire were found to be 0.68 and α=0.85 respectively. In this study, descriptive statistics were used to analyze demographic variables and inferential statistics such as Pearson correlation coefficient, Durbin-Watson test, and linear regression test were applied. Finally, the findings and the results of regression test indicated that all 7 dimensions of entrepreneurial marketing (except for resource leveraging) had significant and positive effects on creating and enhancing the performance of small and medium sport enterprises.

The aim of this study was to develop the behavioral model of professional athletes in Iran with a social marketing approach. The study was applied in terms of aims, mixed and of exploratory sequential type in terms of data collection. Data were collected by semi-structured open interviews with 23 professional athletes, sport coaches, sport managers, sport psychologists and sociologists in the qualitative phase. Data were analyzed in qualitative phase by coding method in three stages: open, pivotal and selective. The findings included 80 codes in open coding. In the pivotal coding step, they were classified in 6 concepts: product, price, location, promotion, policy and participation. In the selective coding stage, a behavioral pattern of professional athletes in Iran was developed with a social marketing approach. In the quantitative phase of the study, a researcher-made questionnaire was used based on the qualitative results. The sampling in qualitative phase was purposive using snowball method. The sampling in quantitative phase was random and classified. In the quantitative phase, the structural equation modeling was used with Smart PLS 3.00 software to evaluate the behavioral model of professional athletes in Iran. According to the results of t test, all factor loads were significant at 99% of confidence level and played a significant role in developing the behavioral model of professional athletes in Iran.

The aim of this study was to investigate the relationship of experiential marketing with customer satisfaction and loyalty through mediating the experienced value. The present study was applied in terms of aims and descriptive-correlation method. The statistical population consisted of customers of sport complexes in Kohgiluyeh and Boyer-Ahmad province. 395 questionnaires were randomly collected from respondents and considered as the sample for statistical analysis. Cronbach’s alpha and confirmatory factor analysis were used to examine the reliability and validity of the test. To evaluate the model and hypotheses, structural equation modeling was used with Amos software. The results showed that the dimensions of experiential marketing had a significant effect on the experienced value. There was also a significant relationship between experiential marketing and satisfaction through experienced value, but the relationship between experiential marketing and loyalty with the mediation of experienced value alone was not possible, rather for a significant relationship, customer satisfaction was required in addition to experienced value. Experiential marketing is a new factor in marketing strategies, an interactive experience-based approach which seeks to create value along with other communication channels so that it can provide a dual engagement for consumer and brand.

The aim of this study was to investigate those parameters affecting the public environmental of championship. Research method was descriptive - survey and theoretical fundamental in terms of aims. The dependent variable was championship with the index of countries’ places in the London (2012) and Rio (2016) Olympics and independent variables included the population of those countries, their area of land, the rate of their gross domestic product (GDP), the level of their welfare and their scientific development index. The data were collected using a library and data collection forms which were extracted from valid information centers. The statistical population consisted of information about those countries which had a place in Olympics 2012 and 2016. To analyze the data, Kolmogorov-Smirnov test, Pearson correlation test and linear regression test were used. The results confirmed the effect of 3 factors (population, the area of land and gross domestic product (GDP)) on the development of championship and did not confirm the effect of 2 factors (level of welfare and scientific development). Also, the results showed that the effect of these factors was different in different continents. Finally, it can be said that these 5 factors alone cannot predict the development of championship and can be effective when they interact with each other and other direct factors.

The aim of this study was to design strategies of rural sport development with an emphasis on native and local sports. The study was conducted based on the Analytic Hierarchy Process (AHP) method. This method is based on mathematics and the questionnaire was completed by the elites. To analyze the data and to obtain the results, Expert Choice software was used. The results of this study showed that SO strategies (final weight=0.368) occupied the first place; WO strategies (relative weight=0.281) had the second place; ST strategies (relative weight=0.196) ranked the third one and WT strategies (relative weight=0.156) had the fourth place. So, the best strategies were the restoration, maintenance and development of natural physical environments with diverse talents in rural areas, holding native-local sport Olympiads (hosted by one or some close rural areas each year), the establishment of natural residences for ecosystems (eco tourists), the establishment of sport-joy carnivals in different rural areas, the enactment of rural sports, codifying and passing them in Native Local Sport Federation.

The aim of this study was to analyze and prioritize the brand extension success factors in football clubs from the experts' viewpoints. The method of the study was descriptive and analytical. The statistical population consisted of university professors with expertise in sport and brand marketing, members of marketing committee of Football Federation and the managers of the football clubs. Sampling method was theoretical. Totally, respondents included 11 sport management professors, 3 business management professors, 4 club managers and 3 members of marketing committee if the Football Federation (n=21). Interview was used in factor identification phase and pairwise comparisons questionnaire was used in the prioritization phase. AHP method was used to prioritize factors. The results showed that according to the experts' viewpoints, brand equity, rules, fans’ team identification and marketing actions were the success factors of brand extension in football clubs. Brand equity factors that affected brand extension of the clubs included factors associated with team (success, star player and head coach), organization (club history, league level and sponsor) and market (geographic area, media coverage and competition level). Marketing actions included fitness, quality and proper promotion.