نشریه مطالعات بازاریابی ورزشی
سال دوم شماره 4 (پیاپی 8، زمستان 1400)

Today, many sports organizations and companies around the world are building new products and services using virtual reality technology, and this technology is expected to grow exponentially in the coming years. The purpose of this study was to develop a marketing model using virtual reality in the country's sports industry. The method of the present study was qualitative and based on the nature of the research which requires the exploration of various factors and variables technique of Strauss and Corbin's approach was used, the grounded theory technique was used. All experts and experts in the field of technology and marketing in sports were selected as a statistical population and according to the nature of research and the characteristics of the research community in this section, sampling was done in a qualitative and targeted manner using the snowball method. Prerequisite for participation in the interview was at least 30 years old, at least 5 years of work experience in the field of technology and marketing in sports and at least a bachelor's degree. The interviews were saturated after 16 samples, but continued until the 20th interview for more assurance. Maxqda software was used to encode and analyze the interviews. The results showed that the increase of research related to virtual reality and sports, organized support of virtual reality in sports marketing, development of virtual reality development and localization program, continuous education and advertising as future marketing strategies using virtual reality in the country's sports industry Should be considered.

The aim of this study was to investigate the effect of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers. The present study is a practical research in terms of purpose and quantitative in terms of strategy and correlation in terms of implementation path, field knowledge in terms of data collection and futuristic in terms of time. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. Attention to research objectives The appropriate tools for this research were a questionnaire; For this purpose, its questionnaire was used by Kim and Lee (2016). The Brand Evidence Questionnaire consists of 17 questions and 5 components (brand name, price, main services, employee services, service delivery environment). Also, brand reputation consists of 3 questions, brand distinction consists of 3 questions and brand citizenship behavior consists of 4 questions. Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that brand evidence, brand reputation and brand differentiation had an impact on brand citizenship behavior, and brand evidence and reputation also affected brand differentiation. Finally, the mediating role of brand differentiation between the impact of brand evidence and reputation on brand citizenship behavior was confirmed.

The purpose of this study was to investigate the relationship dimensions green marketing and subcategories producers' ethical standards with customer loyalty of sports products. The research method was descriptive and correlational. The statistical sample of the present study included 357 customers of sports stores in the northern provinces of Iran that were selected randomly. For collect data, Habibi Saravi Green Marketing Knowledge Questionnaire (2016), Consumer Loyalty Questionnaire for Rasoul Abadi Sport Products (2015), and Sidney and Pure Rage Ethical Criteria Questionnaire (2015) with Likert five-point scale were used. Data were analyzed usingPearson correlation test & regression analysis using SPSS22 software at α≥0.05. The results showed that there is a relationship between green marketing and ethical standards of sporting goods manufacturers. There is a relationship between manufacturers ethical standards and customer loyalty to sports products. There is a relationship between the components of green marketing (green product, green advertising, green price, green product style and green product quality) with customer loyalty of sports products. The results of regression analysis showed that green marketing (β=0.44) and perception of producers' ethical standards (β=0.19) can predict customer loyalty changes in sports products. It is suggested that companies that produce sports products adopt comprehensive strategies for marketing green sports products in the target markets and introduce environmentally friendly products.

The purpose of this study was to develop strategic themes for the development of Iranian handball.The research is strategic in terms of subject matter; it is applied in terms of purpose and it is descriptive in terms of method and its data collection is survey. The statistical population was the experts Using both theoretical and snowball sampling methods 30 individuals were considered as sampleA combination of qualitative and quantitative methods was used to collect and analyze data. The research tool was a researcher-made checklist, which was confirmed by experts on its face and content validity, interviews and strategic council meetings were used to collect information. Logical inductive method was used to analyze the required information in the quantitative section of the matrix of position assessment and strategic action and matrix in the qualitative section. The Iranian Handball Federation has five macro-general sports exercises in the community, the development of championship sport, the promotion of professional sports, the promotion and consolidation of the organizational status of handball in all provinces, deepening and strengthening the morale of chivalry and orality through handball exercise, while the strategy approach The sport of the Iranian Handball Federation was based on an assessment of strategic position and strategic matrix in an aggressive position. Therefore, the brand promotion of the Iranian Handball Federation was chosen to maintain the status quo in the competitive market as one of the market leaders as a priority strategy.

The purpose of this study was to determine influence of green marketing on sport brand image and intention to purchase of athletes in Rasht. The present study was applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consisted of all athletes in Rasht city with unlimited number of people who through randomly targeted sampling and according to the coronavirus conditions, 160 people participated in the study. The main research tools included three collected or researcher-made questionnaires of green marketing (33 items), sport brand image (10 items) and purchase intention (9 items) with five-point Likert scale that were distributed and collected by referring to clubs. Data analysis using structural equations modeling and SPSS26 and PLS3 softwares showed that green marketing on sport brand image (β= 0/62, t= 10/413) and on intention to purchase (β= 0/55, t= 7/745); and sport brand image has a positive and significant effect on intention to purchase (β= 0/50, t= 6/978). Also, influence of green marketing on intention to purchase with sport brand image mediator (VAF= 0/37, Sobel test= 6/068) was positive and significant. Consequently, by choosing a place or channel as well as good and suitable products and services, can be influenced sport brand image and intention to purchase athletes.

Sports businesses are among the jobs that have been severely affected by the negative consequences of the current crisis. The most important area of influence of Quid 19 in the sports industry is related to production-service businesses. Therefore, the main aim of present study was investigation the effect of factor on small sport business marketing in Corona crisis. The present study was mix method research. In the qualitative phase of the research, 15 owners of recreational-sports clubs and in the quantitative phase, 110 owners of sports clubs and sports shops were selected. The research instrument was a researcher-made questionnaire including managerial components, legal-supportive factors, technological factors, educational factors and motivational factors. Data were analyzed using SPSS software and LISREL (P≥0.05).The results of factor analysis of research variables showed that the technology component (0.68) and management component (0.66) had the highest impact on competitive marketing. Therefore, managers and owners of sports businesses can gain a special competitive advantage through the deployment and training of new technologies and ensure their presence in the competitive cycle.

The purpose of this study was to investigate the effect of green marketing activities on the purchase intention of customers through brand image. This study was applied in terms of purpose and correlational in terms of strategy. The statistical population consisted of all customers of Majid sports store in Tehran. 172 customers of these stores were selected by simple random sampling. Data were collected using green marketing (with α=0.75, CR=0.83) and the brand image (with α=0.83, CR=0.88) questionnaires of Juwaheer, Pudaruth & Noyaux (2012) and the purchase intention questionnaire (with α=0.83, CR=0.90) of Ko, Hwang and Kim (2013). The content validity, convergent, and divergent of the questionnaires were also confirmed by the experts, the calculation of the mean extracted variance and the cross-factor loadings, respectively. The structural equation modeling was performed using partial least squares method and Smart PLS software. The results showed that green marketing has a positive and significant effect on brand image and purchase intention of customers. Also, brand image significantly affects purchase intention of customers. Furthermore, brand image plays a significant mediator role in the relationship between green marketing and purchase intention of customers. Finally, the calculated indices showed the goodness of fit of the model. In general, it can be concluded that green marketing due to environmentally-friendly activities, can create a positive image of the corporate and its products in the minds of customers and persuade them to purchase.