نشریه مطالعات بازاریابی ورزشی
سال سوم شماره 4 (پیاپی 12، زمستان 1401)

E-sports is an emerging but very powerful, important and effective phenomenon in the market, behavior and even the culture of the young generation of our country. By focusing on the motivational and behavioral patterns of electronic sports consumption, a relatively new aspect of electronic sports can be investigated to determine whether the consumption of electronic sports is an independent market or can affect the non-electronic sports market. be According to the existing theoretical foundations about the behavioral indicators of sports consumers, we find that seven indicators "1-Participation in the game (players) 2-Presence in the game (organizing and executive factors) 3-Watching sports 4-Sports readers 5-Listeners Sports 6-using the internet for sports and 7-buying team goods" are the most important indicators in this regard (Chen & etal., 2018; Solomon & etal., 2017). In examining this relatively new phenomenon, an important question that arises is whether there is a relationship between the consumption of electronic sports and the consumption of non-electronic sports? If marketers know the motivational and behavioral factors of electronic sports consumers, they can create a link to attract potential customers from the large population of these players for their sports products. Therefore, this research seeks to answer the question, what are the motivational and behavioral indicators of the consumption of sports goods in Iranian e-sports players? Considering the important role of electronic sports in sports marketing in the era of digital communication, this study was conducted with the aim of identifying the motivations and behavior of sports goods consumption among electronic sports players in Iran. The statistical population of the research was made up of electronic sports players in Iran. Sampling was done targeting the population over 18 years old. The sampling of electronic sports users was done from the Instagram pages of the National Electronic Sports Association of Iran, the Electronic Sports League of Iran, and also visiting the available electronic game clubs in the cities of Tehran and Ahvaz. To sample electronic sports clubs from searching on the Google map to access 4 and 5 star items from the point of view. Since the questionnaire of this research was designed and prepared electronically on the Google Form page, it was quickly and easily available to the samples. To create a research questionnaire from the survey instrument of the study of Lee & etal. (2010) was adapted and also included scales from Kim & Ross (2006) and Sherry & etal. (2006) was. Lee & etal. (2010) introduced new items that represent 14 motivations for e-sports consumption, which are; Social interaction, fantasy, similarity to sport, deviance, competition, entertainment, sport application, arousal, design/graphics, game time, control, skill similar to real sports, permanence and peer pressure. Also, seven items were added to measure the consumption of non-electronic sports by electronic sports players, which are; Participating in sports, watching televised sports, purchasing team merchandise, using the Internet for sports, using sports print media, listening to sports radio, and attending sports games. In the study of Lee & etal. (2010), the reliability of the scale with Cronbach's alpha was reported as 0.87 in an American sample. From the selected sample in this research (n=600), 561 electronic answer sheets were collected at first, after removing incomplete items, 512 fields were considered acceptable and their data were used in the analysis of findings and results. In the present study, before collecting the main data, the reliability and validity of the instrument were tested and in the initial distribution of 100 copies, the reliability was calculated with Cronbach's alpha of 0.79.Sampling was done targeting the population over 18 years old. The sampling of electronic sports users was done from the Instagram pages of the National Electronic Sports Association of Iran, the Electronic Sports League of Iran, and also visiting the available electronic game clubs in the cities of Tehran and Ahvaz. To sample electronic sports clubs, Google map search was used to access 4 and 5 star items from the customers' point of view. Since the questionnaire of this research was designed and prepared electronically on the Google Form page, it was quickly and easily provided to the samples. To create a research questionnaire from the survey instrument of the study of Lee & etal. (2010) was adapted and also included scales from Kim & Ross (2006) and Sherry & etal. (2006) was. Lee & etal. (2010) introduced new items that represent 14 motivations for e-sports consumption, which are; Social interaction, fantasy, similarity to sport, deviance, competition, entertainment, sport application, arousal, design/graphics, game time, control, skill similar to real sports, permanence and peer pressure. Also, seven items were added to measure the consumption of non-electronic sports by electronic sports players, which are; Participating in sports, watching televised sports, purchasing team merchandise, using the Internet for sports, using sports print media, listening to sports radio, and attending sports games. In the study of Lee & etal. (2010), the reliability of the scale with Cronbach's alpha was reported as 0.87 in an American sample. From the selected sample in this research (n=600), 561 electronic answer sheets were collected at first, after removing incomplete items, 512 fields were considered acceptable and their data were used in the analysis of findings and results. In the present study, before collecting the main data, the reliability and validity of the instrument were tested and in the initial distribution of 100 copies, the reliability was calculated with Breyer's Cronbach's alpha of 0.79. The findings showed that 86.3% of the research participants were male and 13.7% of them were female. Most of the respondents were between 18 and 32 years old (79.32%). The average age of the research participants was 25.32 years. A set of 14 main motivations was identified. In the main set, entertainment had the highest mean (5.03) while knowledge had the lowest mean (3.35). The correlation between fourteen known motivations varied between 0.08 and 0.70. The correlation between the consumption of electronic sports and seven motivational indicators of non-electronic sports in research participants varied between -0.04 (radio sports) and 0.29 (internet sports). Among the seven correlations examined, five were statistically significant. Based on these findings, five Venn diagrams were drawn to show the overlap between the consumption of e-sports and selective participation in non-e-sports in research participants. Multiple regression analysis showed that, at the univariate level, entertainment, identification with sports, peer pressure, competition, and building skills for real sports had a statistically significant effect on the time spent in electronic sports games. All selected factors explained a total of 11.13% of the measurement variance.The findings showed that accompanying sports, participating in sports, sports television, Internet for sports and buying sports goods had a significant relationship with the consumption of electronic games, but the consumption of sports press and sports radio had no significant relationship with electronic sports. The results of multiple regression showed that the motivation to create fun, identification with sports, competition, acquiring skills similar to sports and peer pressure had a statistically significant effect on the time spent in electronic sports games. According to these results, marketers can provide a better opportunity for the sports products market by creating custom messages that drive the consumption behaviors of the target audience towards specific electronic sports games and achieve their strategic goals for increasing purchases and larger shares.

The increasing growth of technology in recent years in all fields, especially in the field of sports equipment and facilities, and the privatization of most sports venues has created intense competition between the owners and managers of sports organizations to attract and retain customers. It is obvious that organizations can be more successful in the field of competition that can attract more customers and keep them satisfied for the purpose of coming again. On the other hand, life in today's competitive world is very hard and difficult without achieving optimal productivity, and sports organizations must search for new ways to attract and retain more customers and gain their satisfaction. Unfortunately, in Iranian sports, sports complexes are facing the problem of reducing customer loyalty and reluctance to return and use the services of that complex, one of the reasons for which is the inattention and ignorance of sports managers to new marketing approaches. (Mirzaei, Hoseini, 2016). Therefore, due to the importance of sports and physical education in people's daily lives and its impact on people's health, and according to the country's economic development strategy through non-oil income, sports have an important place in the economic growth and development of any country, and the sports industry can be a factor for creating wealth. to play a role in the country; Therefore, in order to create wealth and stimulate the thriving sports industry, it is necessary to get better acquainted with the needs and demands of sports customers, rather than examining entrepreneurial solutions and creativity and innovation in service marketing. Therefore, The purpose of this study is to test the role model of satisfaction mediation in the causal relationship between entrepreneurial marketing and the desire to re-attend customers of sports complexes in Karaj. In terms of its nature, the present research is considered to be of the quantitative research type and according to the applied purpose, and of the descriptive-correlation type and based on structural equations, and the data collection process is a field method. The statistical population of the current research was all the male and female customers of sports complexes in the city of Karaj with an unknown number in 2019. Considering that the current research is a causal research type (structural equations), therefore, in the methodology of structural equations modeling, to determine the sample size, it is possible to determine between 5 and 10 subjects for each question and condition, at least 200 subjects, which is considered the suggested ceiling in this research and Therefore, the number of subjects was determined to be 230 and the non-random sampling method was available.The statistical method used in this research is the partial least squares model, which is done in two stages, in this research, in the first stage, the measurement model is through convergent validity analysis using the variance extracted from the constructs and composite reliability, Cronbach's alpha and divergent validity. It was investigated through the square root of the variance extracted from the structures and the correlation of the structures and the HTMT ratio. In the second step, the fit of the structural model was determined by the coefficient of determination of the model and the validity indices of the shared constructs were checked in order to check the quality of the measuring instrument and the fit indices of the structural model (GOF) was analyzed. It is worth mentioning that the Sobel test was used to investigate the mediating effect of satisfaction in the relationship between entrepreneurship and re-attendance.The questionnaires used were Barry's (1996) the standard Future Behavioral Decisions Questionnaire with a reliability of 0.85 and the researcher-made Entrepreneurial Marketing Questionnaire (1399) with a reliability of 0.94 and the standard questionnaire of customer satisfaction of Irkan (2012) with a reliability of 0.70. Structural equation modeling was used to analyze the data by partial least squares method with the help of Excel, SPSS and PLS Smart statistical software.Findings showed In the first stage, the measurement model is examined through convergent validity according to the opinion of Fornell and Larker (1981) criterion of variance extracted from constructs (AVE) 0.50 and the opinion of Magner et al. (1996) the criterion above 0.40, with both criteria it is determined that The variance extracted from the constructs is acceptable. Also, the combined reliability (Dillon-Goldstein coefficient) and Cronbach's alpha coefficient of the structures are acceptable according to the criteria of 0.70; Therefore, according to the validity results, convergence and reliability of the model is acceptable. Also, one of the other indicators in the divergent or differential validity of the model is the examination of the HTMT ratio, which is said to be below 1 in various sources (some sources are below 0.90 and even 0.85). The obtained results show the reconfirmation of the model's divergent validity. Also, in order to check the quality of the model, checking the subscription indicators is used. This index is obtained by dividing the sum of the squares of the prediction errors of the local variables by the sum of the squares of the observations of the local variables minus the number one. The obtained values ​​of this index for all current variables must be positive values; Therefore, according to the obtained values ​​of the variable of satisfaction (0.229) and the variable of willingness to attend again (0.301) and the positiveness of all the values ​​of subscription validity for the current variables, it can be said that the measurement model has a suitable quality.According to this study Entrepreneurial marketing shows an opportunistic perspective, where pioneering managers look for innovative ways to create value for customers and create customer capital for the organization and increase the overall performance of the organization in businesses. This direct structural model showed the direct relationship between the variable of entrepreneurial marketing and its six components with the variable of willingness to attend again and the variable of satisfaction. According to the results of the research, entrepreneurial marketing has explained about 65% of the variance of the willingness to attend again and about 45% of the variance of the satisfaction variable. Entrepreneurship is a process to find innovation opportunities in risky and uncertain conditions by combining production factors in an efficient and effective way, entrepreneurial groups tend to be at the center of gaining competitive advantage by producing new and unique and competitive products in today's changing markets. Cultivating the creativity of entrepreneurs will be done in order to grow their business (Ratten, 2018). In this regard, entrepreneurial marketing by continuously creating and providing special value to customers by discovering new opportunities and resources and innovating in services and responding appropriately to their new demands leads to the adaptation of products and services to the needs and expectations of customers, helping to recognize and invest in profitable customers. And finally, retaining and attracting new customers and improving the level of customer performance, which in turn affects the sports complex's financial performance in a positive way.

The purpose of this research was to study the relationship between social capital and innovative behavior, and the competitive advantage of active sports tourism destinations in Bushehr province. The research method was descriptive and correlation type, which was implemented in field method and it’s placed in the applied research category. Sport’s tourism is an important economic phenomenon that consists of the combination of sports and tourism. This phenomenon is an important source of income for sport’s tourists. Sport’s tourism is so profitable that all regions, even tourist destinations, benefit from it. As one of Iran's tourist destinations, Bushehr province has a high potential in the field of tourism, especially sports tourism. The most important benefit that tourists enjoy in tourism areas is social capital. The components of social capital in the local area include the trust, participation and cooperation of the people of the area, which plays an important role in the host society and among tourists, and this trust provides the basis for stronger communication between people and tourists. the communication and trust of the residents of the local area attracts so many tourists who can contribute thousands and even millions of dollars to help local economy. Social capital leads to the strengthening of innovation behavior in that region due to the relationship between the residents of the region and the tourists, the goal of innovative behavior is to introduce ideas, processes and products in mentioned region. Innovative behavior includes the implementation of more practical efforts to transform new ideas into practical solutions, as well as their implementation in the tourism area. The more this innovative behavior is implemented in the mentioned region, the more attention will be paid to gain a competitive advantage with other regions. The competitive advantage of a tourist destination becomes more competitive if it can attract potential tourists and satisfies them so they travel to the mentioned area again and choose it as their future tourist area. Therefore, many competitive efforts focus on advertising the destination of the mentioned region and its development. The development of the necessary tourism infrastructure in tourism areas leads to the promotion and improvement in the development of sports tourism, therefore, many competitive efforts focus advertising on destination and the development of the destination; tourism competitiveness is the ability of a destination to create, integrate and distribute tourism experiences. Bushehr province is considered as one of the important ports of southern Iran, which has been able to attract many tourists to this destination. Considering that nowadays touristic cities like Bushehr are in the global competition to attract as many tourists as possible, it is obvious that success in this field requires accurate use of marketing and branding tools, including accurate identification of target markets and effort towards special value of the city brand; One of the topics that can play a role in the branding of Bushehr is its beaches. Bushehr province provides travel motivation for every tourist because of its beautiful beach and scenery. Also, by creating suitable facilities on its pristine and beautiful beaches, along with sufficient accommodation centers, it can turn the province into one of the most visiting touristic destinations. The necessity of branding tourism capacities of Bushehr province is one of the special capacities and brands of the province, and more efforts should be made in introducing this capacity. For example, the city of Ganaveh has become a brand due to trade and shopping and the beach, which should be used more in the order to develop tourism. The establishment of private tourism accommodation facilities, which provide the necessity of developing accommodation infrastructure in Bushehr, can be the basis for economic and livelihood prosperity in the touristic areas of Bushehr province. The statistical population of the research includes the host community and Nowruz sport’s tourists from the touristic areas of Bushehr province who traveled to Bushehr province. The statistical sample of the research consisted of 500 people, 250 of whom were from the host community and 250 of whom were sports tourists who were randomly selected. Onyx Bolen social capital questionnaire (2000), Counter innovative behavior questionnaire (1998) and Hill & Jones competitive advantage questionnaire (2010) were used in data collection process. The reliability of the questionnaires Estimated in the preliminary study on 30 sample people and with Cronbach's alpha coefficient of 828/.857/882/. SPSS22 and Amos software were used for data analysis. The results of the model processing showed that the social capital of the local community and the host of sport’s tourism has an effect on innovative behavior in the field of sport’s tourism. Also, innovative behavior in active sports tourism destinations has a direct and significant effect to create a competitive advantage for active sports tourism destinations in Bushehr province. Also, the results of the model did not show the direct effect of social capital on the competitive advantage of active sports tourism destinations in Bushehr province. Therefore, paying attention to social capital in the local community and its components, especially neighborhood relations, participation, trust and social efficiency should be considered in strengthening innovative behavior in active sport’s tourism. The social capital of the local community in the cities of Bushehr province is obtained through cohesion and integration, creativity and ideation of the people of the region in the matter of various sports activities, which creates a connection between social capital and innovative behavior, the greater the amount of creativity and ideation and unity of the people of the region, it will facilitate communication with innovative behavior in the field of sport’s tourism. On the other hand, social capital is indirectly an important source for the competitive advantage of sports tourism destinations. Based on the results of this research, it can be said that paying more attention to the promotion of social capital in the local community of sports tourism destinations has led to the improvement, increase and facilitation of innovative behaviors in the field of sports tourism and increases the competitive advantage of active sport’s tourism destinations in Bushehr province.

The Persepolis team has achieved many successes in the past years, both domestically and at the Asian level, which has made this team very attractive for financial sponsors. In addition, the Persepolis team has millions of fans inside the country, which provides a large market for sponsors to encourage the fans of this team to buy their products through financial support of the Persepolis team. In the meantime, the sponsor's image as a variable that is related to the supporter's behavior and the love of the brand and the fans' involvement in sports as variables that are related to the fans have a special effect on the intention to buy sponsoring products, but so far, researchers have not seriously have not been investigated. According to previous findings, brand love and fans' involvement are variables that can have a significant impact on purchase intention, but the way these variables influence the image of the sponsor and the intention to purchase sponsored products in the country is unclear, so the researcher is trying to determine the effect of the image. To examine the sponsor, brand love and fan involvement on the intention to purchase sponsor products in Persepolis fans through the following conceptual model. The current research is of a survey type in terms of applied purpose and in terms of descriptive method. Descriptive in the sense that it presents a picture of the current situation and survey in the sense that the collection of the desired data is done through sampling from the community and in a field research, and in terms of the relationship between the variables, it is of the correlation type. And in terms of time, it is temporary. The statistical population in this research was the fans of the Persepolis football team, who were the buyers of the sponsoring products of this team, i.e. Irancell. Due to the unknown size of the statistical population, the optimal sample size of Muller (1999) was used to determine the statistical sample size. were selected as samples. Research tools include standard brand love questionnaires with 5 questions by Karjalotu et al. (2016), company image with 5 questions by Ko et al. (2000), sports involvement with 6 questions by Ko et al. (2000) and purchase intention with 2 questions by Ko et al. Was. It should be noted that the questionnaires were designed electronically and distributed on virtual networks (Telegram and Instagram) related to Persepolis fans; So that the fans sent their opinions in the form of designed items (on a five-point Likert scale) to the researchers online. In this research, structural equation model and path analysis were used for data analysis using SPSS 23 and Smart PLS 3.2.8 software. The analysis of the research findings was done using the structural equation modeling of the variance-based approach. The use of this approach in testing the hypotheses and theoretical model of the research helps the researcher to deal with the main variables involved in the theoretical model as latent variables and to include the measurement errors in the estimation of the parameters related to the model test and in The results of the estimates are more accurate and reliable. PLS modeling takes place in two stages. In the first stage, the measurement model (external model) is examined through validity and reliability analyzes and confirmatory factor analysis, and in the second stage, the structural model (internal model) is evaluated by estimating the path between the variables. According to the obtained results, the value of factor loadings of obvious variables (0.900-0.582) was greater than the cut-off point of 0.3 and their t-statistic value was also greater than the cut-off point of 1.96 (P<0.05), which means that The variance of the indicators with their related structure is acceptable and shows the appropriateness of this criterion. The reported results show that the sponsor's image directly affects purchase intention (β=0.374, t=5.434), brand love (β=0.599, t=12.792) and sports involvement. (β=0.387, t=4.045) has a positive and significant effect. Also, sports involvement (β=0.307, t=54.735) and brand love (β=0.257, t=3.465) directly have a positive and significant effect on purchase intention. The reported results show that the sponsor's image indirectly and through sports involvement (β=0.119, t=3.788) and brand love (β=0.154, t=3.215) Purchase intention has a positive and significant effect, and sports involvement and love for the brand strengthen the effect of the sponsor's image on purchase intention. This article examines the effect of sponsor image on purchase intention of Persepolis fans with the mediating role of brand love and sports conflict. According to the research results, the sponsor's image has a positive and significant effect on the intention to purchase sponsored products, which is consistent with the results of Gharibi et al. (2019, 52), Alrais et al. 2016, 238) and Tissotto and Alexandris (2009, 358) are consistent. Measuring the return on sponsorship investments is a challenging task for most marketers. There are many reasons that companies decide to provide financial support, the most important of which is to increase brand awareness and create, promote or change their brand image. Consumers with higher involvement actively search for different products and alternatives. They search for different sources of information and spend conscious efforts to collect information, information processing is done more deeply and also the evaluation after purchase of these consumers is more deliberate and informed. Therefore, these people carefully examine the desired product and similar products to buy their desired products. Considering the positive image of the sponsor in the mind of the fan with high sports involvement, this causes him to pay special attention to the sponsor of his favorite team when he decides to buy products, because he is well-versed with its information. The product is familiar and has a positive image of the sponsor and its products due to the support of his beloved team, so this desire is created in him to buy the sponsor's products, so the sports conflict of the fans can influence the sponsor's image on the intention to buy the products. Increase sponsorship.

Growing environmental awareness among consumers and corporate environmental responsibility prompt enterprises to pay more attention to green operations. Green practices, such as green product development (GPD) and green marketing strategies, affect the sustainability of a supply chain. The purpose of this research was to investigate the environmental behaviors of sports consumers with the effects of showing green. In fact, the increase in society's knowledge of environmental issues has led to an increase in concern and sensitivity in them, and has made continuous evaluation of products based on green criteria necessary. In such a situation, organizations succeed in selling their products that, in addition to producing green goods, also have a good reputation in protecting the environment. As a result, paying attention to the green attitudes of the society, in the design and implementation of the organization's strategies, is one of the important issues of today's societies. Given that traditional marketing emphasizes the demands of customers too much and does not consider social welfare and environmental issues. This issue has entered all dimensions of organizations and affected marketing and led to the emergence of the concept of green marketing (Abad Askari, 2014). Green marketing tools include environmental advertising, environmental branding, and environmental labels, which lead to better understanding and raising the level of awareness about the characteristics of green products, thereby leading people to buy environmentally friendly products. The use of these tools plays an important role in relation to consumer purchasing behavior in purchasing products compatible with the environment, thus leading to a reduction in the harmful effects of products with synthetic compounds (Rahbar & Abdul Wahid, 2011).Environmental deterioration has become a key topic of concern for researchers and researchers around the world, and many people seek to solve environmental problems (Wang et al., 2016). This positive sensitivity has intensified to the point that even the industrial owners are trying to use it to take an effective step towards the acceptance of the product offered to customers and to use environmental considerations as a competitive advantage (Dube & Gawande, 2016).Today, the sports industry is considered one of the most important industries in the world as well as in our country, and currently there are a large number of factories producing sports equipment in the country, most of them have traditional adaptations, and their activities sometimes cause environmental pollution. Therefore, a mechanism should be arranged so that the sports equipment production industry moves towards green production.A descriptive survey and field research with the statistical population of all the professors and students of physical education in the universities of Isfahan province (Islamic Free Universities of Najaf Abad, Mobarakeh, Isfahan (Khorasgan) and Isfahan University) were consumers of sports equipment. The sample was determined based on Cochran's formula (for indeterminate population) , 368 people. Information about green brands was collected by Rahbar & Abdul Wahid (2011) questionnaire. Abdol Rashid's (2009) questionnaire was used to collect information about consumers. Validity and reliability of both questionnaires were confirmed. To analyze the data obtained from the collection of questionnaires, structural equation modeling is used with AMOS software, and SPSS software is used to use Levine and ANOVA tests. The findings showed that first, environmental advertising tools (0.49) have an impact on the buying behavior of sports equipment consumers. Second, the green brand tool (0.41) has an impact on consumer consumption. Third, the green label tool had the most impact (0.38) on consumers' behavior, but for low consumption consumer purchases. These results were obtained at the alpha level of 0.01. In order to improve the environment, it is better for consumers to have an increased use of a green product and for consumers to obtain a better benefit for consuming vegetables.In this research, to collect information about the green marketing variable, from Rahbar & Abdul Wahid (2011) questionnaire which has 14 questions and in the form of three components of environmental advertising (4 questions), green brand (5 questions) and green label (5 questions). Designed, used. This questionnaire was used in the research of Chegini Maal & Saleh Ardestani (2015) and its validity and reliability were confirmed. In the current research, content and face validity were examined and confirmed using experts' opinions, as well as construct validity through confirmatory factor analysis. Only for the green brand construct in the green marketing tools questionnaire, alpha was below 0.7, which was corrected by removing item 8 (question 8 from the green marketing tools questionnaire). The reliability of this questionnaire in this research was also calculated through Cronbach's alpha and confirmed as 0.86. Also, Cronbach's alpha was calculated for each component, and all of them were above 0.7 and were accepted. Considering the effect of environmental advertising as a green marketing tool on the behavior of consumers of sports equipment, it is possible to introduce the consumer to environmentally friendly products with a low cost and an effective method, and the advantages of using such products can be repeated to the consumer continuously. . In order to increase the effect of environmental advertising tools on green purchasing, it is suggested that the effects of environmental degradation are continuously placed by municipalities at the city level to promote environmental conservation. Relevant advertising posters should be thought-provoking and enigmatic. Social media should be used more to promote green products. According to the general findings of the research, it can be concluded that green marketing creates a level playing field with competitors. According to the opinion of consumers, manufacturers should consolidate their position in the competitive position by re-engineering the production processes and design of goods and services, otherwise they will be left behind from the green train. More people's concern about environmental issues has made consumers act consciously to make their purchase decisions and choose products that do not harm the environment. But these consumers also need information to make these decisions, so it is recommended that an organization or non-governmental organizations be formed and work in line with green life and set their goals on familiarizing people with green laws and providing information in this field.It is necessary to explain that this research was conducted at the level of professors and students of physical education in Isfahan province and its generalization to the larger society requires other applied researches and since in all the discussions and conclusions of this research, the influence of the media Collectively, it is suggested to carry out research on the influence of mass media on buying green and the behavior of fans of different sports as green consumers. It is also suggested that future researchers design the future scenarios of green marketing in sports. One of the limitations was not discussing online marketing or green e-commerce; It is suggested that future researchers present a model for green sports consumer behavior based on new e-commerce approaches, for example (C2B).

The aim of the present study was to investigate the effect of cognitive components on the emotional component of the reputation of Iranian Premier League football teams, taking into account the difference between spectators and viewers. Marketing decisions have potential effects on reputation. Good reputation is an intangible valuable asset that can play an effective role in reducing shareholders' doubts about investment, strengthening competitive advantage, and increasing public trust. By examining the trend of team reputation formation, it becomes clear that sports team reputation has attracted the attention of marketing, organizational behavior, strategic management, economics and sociology fields. What exactly creates team reputation and how it can be evaluated is a matter of discussion. Despite different definitions of reputation, they all include common concepts such as how to deal with stakeholders' expectations, building reputation over time and being influenced by the current and past status of the team. In this study, the latest structure of team reputation based on fans' opinions has been used which includes six dimensions: team performance, team history, social responsibilities of the team, fan orientation, quality management and financial health.The performance of a team is concerned with the perception of its supporters regarding the quality of the team's results, which ultimately contributes to the success of the team. In sports teams, performance is recognized as product quality. Product quality is the most important dimension in evaluating reputation. On the other hand, team performance over time also helps to develop team reputation. Therefore, all past team activities that contribute to creating and establishing team reputation help. Social responsibilities include supporters' perception of the extent of the team's commitment to building relationships with society and ultimately helping to develop societal values. Sports teams gradually demonstrate their value to society by engaging in social responsibilities, but this does not necessarily mean that stakeholders will connect with team values. Teams can develop their marketing communications that positively impact their performance with strong financial capabilities; therefore, it is predictable that sports teams' financial health can affect their reputation. Stakeholders regularly update their information about how teams are managed through media and news agencies. Team management is described as structures, processes, and legal principles of internal and external environments. Team management, which is applied in this study under the name of management quality, is one of the dimensions of team reputation. Supporters relate their emotions and feelings to team products and services; without this emotional connection, most teams do not differ for supporters.The present study was applied and quantitative in terms of data analysis, utilizing a descriptive-correlational approach. Using a structural equation modeling approach, the study aimed to investigate the differences in team reputation evaluation between two football media viewers and spectators inside the stadium. Accordingly, a team reputation questionnaire consisting of 6 dimensions and 19 items, as well as an emotional component of team reputation consisting of 4 items, were translated through a three-stage process and sent to seven experts in the field of sports management whose research area was sports marketing for formal and content validity. Both questionnaires were distributed among 30 participants in the first stage using a Likert scale with five values to calculate Cronbach's alpha reliability coefficient.In this study, spectators were divided into two groups: the first group consisted of 678 fans who attended the stadium during the 96-1395 season (spectators), and the second group consisted of 540 fans who watched the games on television (viewers). According to the findings of the research, path coefficients for "team performance on team reputation", "social responsibilities on team reputation", "quality of management on team reputation", and "financial health on team reputation" were higher among viewers than stadium spectators. The path coefficient for "team history on team reputation" was higher among stadium spectators than viewers. The path dimensions of service quality and financial health did not have a significant effect on emotional components in both groups. In stadium spectators, the path coefficient for social responsibilities did not have a significant effect on emotional components, while in viewers, it could explain approximately 2.5% of emotional component changes.The present study demonstrated that media consumers' perception of the Iranian Premier League was higher for teams with greater fame. News media reports dedicated to teams (referred to as media visibility) have an impact on audience perception of important team features. It is evident that the emotional component of fame is a psychological structure that relates to the consumption of sports by spectators and viewers. Sporting events involve cognitive experiences (cognitive component), physiological changes (motivational component), and practical tendencies (behavioral component). This indicates that the emotional component can ultimately translate into supportive behaviors by spectators and viewers. The findings showed that social responsibilities have a greater impact on team fame for viewers compared to spectators. This means that social responsibility activities are more important in evaluating team fame for viewers. The results of the present study showed that viewers overestimated team fame and had a greater impact on the emotional component of fame than spectators. It is clear that teams, as part of the economic system, rely on news media to cultivate their fame. Therefore, the notion that with the emergence of social media, teams' need for mass media has decreased should also be viewed with skepticism.One of the practical recommendations of the present study, based on the obtained results, is that sports teams should pay more attention to media in order to create and enhance their reputation. Therefore, developing a program for improving the media relations of teams can help increase their popularity. Another practical recommendation of the present study is to undertake some social responsibility actions, such as allocating a special place for disabled and veteran individuals or considering low-cost tickets for working children on game days to promote team reputation. However, there were limitations in implementing this research. One of the limitations was the lack of access to sound and vision data center to obtain data such as the number of hours of broadcasting football matches in Iran's Premier League by team and television network

Sports are changing to a lucrative industry in developed countries.And sport managers are seek potentials for current and in shade that for sports – financial purposes achievement. One of sport’s financial aspects is marketing and it is issues. Sport’s complexs marketing more emphasis base serving and sports customers (following and fans).Therefore the services natural options branding is other most important aspect of marketing (KAPFERER, 2008). In this situation success managers that aspect sports financial the work priority. On the other, any sports complex can be as a brand and considered fans as customers. Therefore, managers can use branding strategies. The missing link these days of sports complexes especially Iranian water parks, low attention managers and marketing planers of these complexes are the most important factor in the financial circulation sports organizations is the fans and customers. research method, research method descriptive and correlational and the method of collecting data from the field type and research tool a statistical population of this study included all customers of Mashhad water parks (Blue waves, Roaring wavers, AFTAB beach parks and Iranian water parks), it was in year 1396.The number of the population in non – peak days 2500 people. Cochran used was to determine the sample size considering that the statistical population is unlimited, by entering the required information, the sample size of 384 people was calculated. This number obtained was according to the estimation of monthly customers of water parks. In this research, according to the statistical features, stratified sampling used was according to the population of each class. In this research, brand experience as dependent variables and gender, age and employment history considered were as moderating variables. The questionnaire of this research consists of two main parts, which taken are from related studies in that field. First the part (general questions), an attempt has been made to collecting demographic information about the respondents and in the second part (specialized questions), to collect data from 13 – question brand loyalty questionnaires,HOLBORK et al (2001), with a coefficient of 755% (behavioural loyalty 4 questions with a coefficient 76% and attitudinal loyalty 9 questions with coefficient 74%) and brand experience questionnaire; BARACUS, SMITH and ZARANTONELLO (2009), used 6 questions with coefficient value 781%. The five – point LIKRET scale, which is one of the most common measurement scales, used was to design the questionnaire. Also, in order to analyse the data, in addition to using statistical indicators such as frequency, percentage, average and standard deviation, from the inferential statistical methods of spearman’s test and point range, in order to investigate the relationship between the components of brand loyalty, as well as demographic variables (employment history, age and gender), were used.Finding research, the descriptive results of the research showed that most of the participants in this research are in the age range of 21- 30 years (42%), 8% below 20 year, 26% between 31 – 40 years, 14% between 41 – 49 years old and 10% were over 50 years old. Most of the research sample consisted of 52% woman and 48% men. Other findings of the research include the occupations of the people participating in the research, 35% of the respondents were self – employed, 28% were office workers, 5% were military, 13% were students, 6% were seminary and 13% were housewives. In order to examine the research questions and choose the appropriate statistical test, KOLMOGOROV – SMIRNOV test was used. The results of KOLMOGROV – SMIRNOV showed that all research variables and their components have a non – normality distribution. According to abnormality considering the non – normality of all research variables, SPEARMAN’S test was used to investigate the relationship between brand experience and brand loyalty. The results of the SPEARMAN showed that there is a positive and significant relationship between the variables of brand experience and brand loyalty at the level of (P<0.001), (r= 0.801). The Next relationship between brand loyalty dimensions (attitudinal loyalty and behavioural loyalty), with brand experience variable was examined the results of the SPEARMAN test showed that between attitudinal loyalty and brand experience (r= 0.670), there is a positive and significant relationship at the level (P<0.001).Also, to test the relationship between demographic variables (employment history, age and gender) with the brand experience variable, due to the ranking of these variable, SPEARMAN’S correlation coefficient was used. Findings showed that there is no significant relationship between these two variables with the brand experience variable (P>0.05). Finally, considering that the gender variable is considered as a two – category or two – valued real variable and organizational citizenship behaviour is considered a distance variable, the two – point correlation coefficient was used to investigate the relationship between them and the findings there is no significant correlation between these two variables (P>0.05). Discussion and conclusion; the purpose of this study was to determine the relationship between brand experience and brand loyalty to customers of Mashhad water parks. The main purpose of the research was to determine the relationship between brand loyalty and brand experience and considering the dimensions of brand loyalty, them was determined with the brand experience and then the relationship between the moderating variables (employment history, age and gender) with the brand experience was determined.The research findings showed that there was a significant and positive relationship between brand experience and brand loyalty (P≤ 0.1, r= 0.801). Brand experience means the consumer internal response (emotional and cognitive feeling), as well as his response to brand stimuli and these stimuli include; design, packaging, brand identity and concepts like that brand experience can be positive or negative. It suggested to sports complexs and sports manufactures and marketers to provide the mean of doing things that create a positive experience and attract for consumers. Other research findings show that, there is a positive and significant relationship between brand experience and behavioural and attitudinal loyalty customers of Mashhad water parks. These findings are consistent with the research results (BARAKOS et al. 2009), (SHAIN et al. 2011), (WALTER et al. 2013) and (EBRAHIMI et al. 2013). In this research, no significant relationship found was between the desired moderating variables (age, gender and employment history) and brand experience, which indicates that these variables may not have much effect on the relationship between brand loyalty and its components. Due to the existence of a strong relationship between brand experience and brand loyalty obtained in this research, it can suggest to the managers and planners of water parks to pay attention to brand experience as one of the important factors in creating brand loyalty.