نشریه مطالعات بازاریابی ورزشی
پیاپی 3 (پاییز 1399)

Identifying the current barriers on relationship path between Iranian Pro League clubs and the sponsor companies and organizations is nowadays of great importance. The aim of the present study was to identify and prioritize these barriers. The study is functional in its purpose and mixed exploratory (quantitative and qualitative) in its data collection method. The statistical population of the study included all marketing managers of public and private sponsor companies and organizations sponsoring Iranian Pro League clubs during 2011-2019, club managers, Iranian Football Federation, and experts of the field. Purposive sampling through snowball sampling was used as the sampling method for qualitative phase, and convenience sampling was used as the sampling method for quantitative phase in which pairwise comparison questionnaire taken from qualitative phase was distributed among fifteen participants from academic experts. Open and axial coding was used for analysis of data in qualitative phase and for identification of components of barriers, and Analytic Hierarchy Process (AHP) was used for prioritizing the components in quantitative phase. Based on the findings, 13 categories and 79 components regarding barriers of long-term communication between Iranian Pro League clubs and sponsor companies and organizations were identified, and economic, legal, and marketing indices and categories had the most rate of importance. Through identifying these barriers, football clubs and sponsor companies and organizations can act upon appropriate strategies to do their best in sponsorship, achieve their goals in sponsorship, and provide reciprocal benefit for both parties of the relationship.

The purpose of this study is to identify and prioritize the factors affecting the security of Iranian sports complexes. The mixed research method is a combination of qualitative and quantitative methods. The statistical population of this study consists of two parts: qualitative and quantitative. In the qualitative section, sports management experts have comprised 11 Delphi panel members. In the quantitative section, the statistical population of this study is managers and staff of Karaj sports complexes (N = 785). In the qualitative section, all 11 Delphi Panel Experts have been selected as the sample. In the quantitative section 121 questionnaires have been returned to the researcher. The process of performing this research can be described in two general studies. In the first study, based on the fuzzy Delphi method, experts have identified the most important factors affecting the security of sports complexes: Environmental Control, Entrance Control, Qualification and Accreditation, Physical Protection Systems, Risk Management, Emergency Management, Communications, Security Personnel, Training (Modeling and Simulation), Protection against Toxic Substances, Sports Location Structure and Cultural Activities. In the second study, the factors obtained from the previous study have been distributed among the members of the sample through a questionnaire and the factors have been prioritized using multi- Attribute decision-making methods. The results of this study show that physical protection systems are the most important factor in securing sports complexes, followed by security personnel, sports facility structure, qualification and accreditation, entrance control, emergency management, environmental control, Education, risk management, communication, protection against toxic substances and cultural practices.

The purpose of this study was to examine the role of cconsumers’ attitudes to athletes’ Endorsement on advertisement believability. The population of this study consisted all physical education students of Shahrood University of technology that 112 of them were selected as the sample by the convenience method. In order to collect data, two questionnaires including consumer attitudes to advertising from Liu (2002) and modified believability of advertising from Beltraminal (1982) were used. The face and content validity of the questionnaires were confirmed by 10 experts; Convergent and discriminant validity of the questionnaires was also confirmed. Furthermore, the reliability of the questionnaires was confirmed by Cronbach's alpha coefficient (0.90 and 0.91) and composite reliability coefficient (0.93 and 0.94). The collected data were analyzed using Pearson correlation and structural equations modeling using Partial Least Square. The results showed that there are significant and positive relationships between all of five components of attitudes to advertising and advertising believability. Also, consumers’ attitudes to advertising had a direct and significant impact on advertising believability. Regarding to the importance of advertising believability for consume behavior, trade corporates can be more successful in customers’ attraction when they use the strategy of famous athletes’ endorsement, since they can transmit better their desirable concepts.

Performance evaluation provides a good context to motivate and facilitate the organization's goals. The purpose of this study was to assess the efficiency of sport concils of Alborz province. In this research, Data Envelopment Analysis Technique was used. This study was applied and descriptive-analytical which was done by field method. This study was conducted based on the information of 25 active sport concils in Alborz province that had data for input and output variables and the relative efficiency of sport concils has been investigated by Data Envelopment Analysis method. The criteria selected for entry are: “the number of athletes covered by the board”, “the amount of funds available to the board” and outcomes including “the number of competitions held by the board itself”, “the number of contests (internal and external)”, “the number of positions obtained”, “the number of courses coaches” and “the number of invited to the national team”. DEA Solver software was used to analyze the data and evaluate it. The data were analyzed using two CCR and BCC input and axis inputs in the Data Envelopment Analysis method. The results of the data analysis showed that out of 25 sport concils surveyed, 13 were efficient and 12 were inefficient. According to the results, it is possible to identify the reason for the inefficiency of inefficient sport concils and to determine how they become efficient by following the model of efficient sport concils.

The method of the present research is qualitative with a phenomenological approach. The community of participants included people active in virtual football betting who were first selected purposefully and then as snowballs. The interviews continued until the theoretical saturation was reached and finally with 19 people. Thematic (thematic) analysis method was used to analyze the research data. The results showed that in the works section of the company in betting, the main categories were divided into two sections: favorable works and unfavorable works. The desirable effects of betting in sports include filling leisure time and improving the psychological state, and the undesirable effects have individual and social dimensions. In the component of the causes of tendency to bet, the categories of odds test, environmental stimuli and improvement of mental state were determined. The category of chance test includes achieving material benefits and taking advantage of chance, environmental stimuli including attractive advertisements and advice from others, improving mental state includes different recreational experiences and relieving mental disorders. In the category of strategies for reducing betting injuries, the categories of monitoring and control, media education and psychological empowerment were defined. Supervision and control include monitoring families and organizations, media education including information and culture building, and finally psychological empowerment including providing entertainment and providing expert advice. To reduce the harms of betting, responsible organizations must consider preventive measures to deal with the negative effects of this phenomenon.

The purpose of this study was of Analyis of Factors Influencing Customer Decisions in Choose a Sports Club with an Emphasis on Marketing Mix. The research method was analytical and available sampling was used to collect data.The statistical population of this study was all male customers of sports clubs (physical fitness and fitness) in Qazvin (N = 1500). Finally, 250 people were selected as a sample and analyzed. The research method was descriptive. Using Morgan table, the sample was estimated at 250 people who were selected by the cluster. To gather data, a questionnaire was used to assess the marketing factors affecting the customers' decision making (2006 Ranjbarian). The face and content validity of the questionnaire was determined using the opinions of ten sports management professors. The carcass method was 0.71 and the reliability of the questionnaire was 0.86 using Cronbach's alpha test. To analyze the data, descriptive statistics and statistical tests of exploratory and confirmatory factor analysis, T single sample and Friedman were used. According to the findings of the marketing mix are the product, promotion, price, and place were more important. As well as between all four elements of the marketing mix together, a significant correlation was obtained. Therefore, by recognizing the position and importance of each of these components and determining the appropriate strategy to lead it, we can help useful in attracting new customers and retaining old customers. Knowing these things, in addition to generating revenue for the club, will keep the constant presence of customers alive.

The method of the present study was descriptive-survey and based on structural equations. Standard questionnaires of advertising awareness, brand awareness and brand value and brand image were used. The statistical population was all customers of Morooj sports brand in Iran. The validity of the questionnaires was confirmed by 5 expert professors. The reliability of the questionnaires was higher than 0.8. Smart-PLS software was used to analyze the data. According to the results, the research model has a moderate fit, advertising awareness had a direct effect on the variables of brand awareness, brand image and brand equity. Also, awareness of advertising indirectly affected brand equity through brand awareness and brand image. Sports brand managers need to realize that branding in an industry is the way to go; Endless and requires research and application of relevant sciences, pay attention and understand the importance of brand value and the impact it has on customer loyalty to study and invest in the factors that affect it, such as advertising, brand awareness and brand image.