نشریه علوم ورزش
پیاپی 37 (بهار 1399)

The main aim of this study was to investigate those factors influencing the formation of Persepolis club identity on brand equity of this club. The aim of the study was applied and its methodology was descriptive-survey. The study population consisted of football club fans at Azadi stadiums in Tehran, Imam Reza in Mashhad, Yadegar Imam in Tabriz, Naghsh Jahan in Isfahan, Ghadir in Ahvaz with the geographical distribution (regions) in 2017-2018 premier league. The questionnaires were distributed in these stadiums. The sampling method was quota-convenience. A researcher-made questionnaire consisting of 48 items was used to collect data. Its face and content validity was confirmed by sport management and economics professors and its Cronbach's alpha was 0.927. Stepwise multiple regression, one-sample t test and Friedman test were used for data analysis. From the viewpoints of the sample (fans), the highest rank was related to general experience among the mean proposed items and the lowest rank was related to stars and the team history among the factors. The findings of the study indicated that subscales related to stars and team history had the highest factor loading.

Among sports, soccer is the most popular, spectacular and exciting sport in the world and our country is no exception. Therefore, the aim of this study was to analyze the economic challenges of soccer clubs in Mazandaran. The present study was descriptive-analytic and was applied in terms of objective. The statistical population included university elites, managers, coaches, referees and athletes, economic managers and experts in Mazandaran province and the sample was selected using purposive and convenience sampling methods. In the first stage of the study, economic challenges were identified by interviewing 25 subjects from the statistical population. In the second and third stages, the challenges identified by the Delphi group (25 subjects) were examined; in these two stages, those factors that had at least 60% positive responses remained for the next step. In the final stage, the identified challenges identified in the three stages were ranked using the 5- point Likert questionnaire. Data were analyzed using SPSS and EXCEL software and Dimatel model. The results showed that the lack of transparent rules for privatization was the most effective economic challenge and the lack of spectators’ disapproval of football matches was the least effective economic challenge of Mazandaran football clubs. It is suggested that Iran sport managers and Mazandaran province should make strategic plans in view of the priorities presented in this study and similar studies so that they can ultimately observe the economic growth and development of the football clubs.

The aim of the present study was to determine the casual relationship of neuromarketing with consumer behavior of sport services with relationship marketing mediation as well as the application of neuromarketing research and evaluation of its potential contribution to improving marketing performance especially Iran northwest team clubs. The present study comprised a theoretical section that was consistent with underlying roots and principles of neuromarketing. This topic is one of the less well known and attractive areas in marketing research. This study was applied in terms of aims and the methodology was descriptive-correlational and field in terms of data collection. This topic has been enhanced along with a general overview of consumer behavior and relationship marketing and also has focused on consumers of sport services of team clubs. The sampling method was cluster, random and relative. The statistical population consisted of consumers of sport services of sport clubs in centers of West Azerbaijan, East Azerbaijan, Ardabil and Kurdistan provinces. After quantitative steps, the data were distributed and collected from 429 team club athletes and then were analyzed. The results of factor analysis and path analysis through LISREL 9.3 software showed that both neuromarketing variable (0.78) and mediating variable of relationship marketing (0.56) played a role in explaining sport consumer behavior. Fit indexes of the overall model had a relative good fit with the research data; NFI was 0.93 and the root square index of approximation variance was equal to 0.065.

The aim of this study was to identify students sport marketing components and to develop a model by structural interpretative method. This study was qualitative and of applied nature which was conducted by structural interpretive method. The statistical population consisted of 35 sport management professors and elites and students sport managers in Iran who were selected according to their career by selective purposive sampling method. In the first step, the Delphi process was used to identify the research items. Next, the items were weighed and finally 51 items were known; then, the items and components of the research were identified. At the end, the components of the research were prioritized through the structural interpretive process. According to the results, the students sport marketing variables were classified into five levels. Marketing performance and financial support components were placed in the first level and marketing strategy in the last level. According to these results, it is necessary to lay groundwork for the development of the students sport marketing by creating a suitable plan for the students sport marketing strategy and attracting financial sponsors and improving the services provided in students sport.

The aim of the present study was to investigate the effect of physical education and sport 1 courses on athletic identity of the female and male Azad University students. The athletic identity scale made by Cieslak (2004) was distributed in the pretest and posttest among 230 undergraduate students who had adopted general physical education and sport 1 courses in 2018- 2019 academic year. Paired t test and Wilcoxon tests were used to assess within-group changes. The mean score of athletic identity significantly increased in female students (P=0.001), while the mean score of athletic identity did not change significantly in male students (P=0.227). Posttest mean score of social identity subscale of the female (P=0.001) and male (P=0.008) students significantly increased compared with the pretest. Posttest mean score of exclusivity subscale did not change significantly in both female (P=0.087) and male (P=0.501) students compared with the pretest. Generally, physical education course affected athletic identity of students, especially female students. General physical education course in universities provides an opportunity to enhance the sport role of the students and lay the groundwork to promote the internal and external components of athletic identity whose aim is to develop students' positive attitudes to sport and physical activity.

The aim of this study was to investigate the role of privatization on the development of sport tourism in Gilan province. The methodology was descriptive-survey based on structural equation modeling. The population included managers of sport boards, sport management professors, tourist agencies managers and their employees. 140 subjects were randomly selected as the sample. The data were collected by a researcher-made questionnaire based on Likert scale. This questionnaire contained those items which were expected to improve by privatization such as employment and income, development of sport facilities and equipment, marketing service quality, sport events, attracting sport tourists, attracting investment and financial resources and infrastructure development. The validity of the questionnaire was confirmed by experts. Its reliability was calculated by Cronbach's alpha test (0.93). Research hypotheses were analyzed by t test, structural equation modeling and SPSS and LISREL software. The results showed that privatization of sport tourism developed 7 items. As all research hypotheses were confirmed, the importance of the privatization of sport tourism was confirmed. Therefore, if governments remove the barriers to the privatization and transfer the ownership to the investors, this industry will see a wide development.

The aim of this study was to investigate the cultural and social factors of outsourcing in sport. The methodology was exploratory mixed and the data were collected by the field method with a review of related literature and semi-structured interviews with experts. Then, Delphi method was used to reach consensus. In the quantitative part, based on the results obtained from the qualitative phase, a researcher-made questionnaire was designed. The statistical population consisted of all experts related to sport outsourcing in Iran including faculty members of Iran state universities, managers of public organizations and private companies, employers and contractors. The sampling methods were non-random, purposive and convenience in qualitative and quantitative parts. The sample included those who were familiar with the literature and theoretical basics of outsourcing, those with teaching experience, writing a book and scientific- research papers or over 5 years of executive outsourcing experience. For the qualitative part, the interview continued until theoretical saturation. In the quantitative part, the base of calculation for each item was 10-15 respondents who finally completed 296 questionnaires. Smart PLS3 software was used for data analysis. The results showed that cultural and social factors influenced outsourcing in sport. Therefore, it is recommended that authorities should inform of the positive effects of outsourcing in sport through mass media and analyze successful outsourcing in the world to provide a suitable cultural and social groundwork and to find ways to implement and develop this strategy in Iran sport.