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Open Access Article
1 - The effect of open innovation on brand authenticity of football clubs through the mediation of brand image
amir derakhshan mehdi kohandel Hossein Abdulmalek said namat khalifehThe purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structura MoreThe purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structural equation method. The statistical population consisted of fans of football clubs in the active leagues of the country. In order to collect the necessary information from the open innovation questionnaires of Peter et al. the social network marketing questionnaire of Kim et al. (2017), the brand authenticity questionnaire. Kadiro (2010) Zinodin et al.'s value creation questionnaire (2012) (α=0.89) and Ulrich's mental image questionnaire (2009) were used. 500 questionnaires were distributed and 428 questionnaires were analyzed. In order to analyze the data, descriptive methods and structural equation models and post hoc analyzes were used using Spss and Lisrel software. The findings showed that the model of the impact of open innovation and social media marketing on the brand authenticity of football clubs with the mediation of value creation and brand mental image has a good fit and is meaningful. As a result, it can be said that open innovation and social media marketing have a significant effect on the originality of the brand of football clubs and can contribute to the value creation and mental image of the brand, and therefore it is necessary for football clubs to pay attention to maintaining their unique and distinct identity from other clubs. and formulate an executive plan for this purpose. Manuscript profile -
Open Access Article
2 - Analysis of factors affecting the improvement of the competitive power of sports production companies
amirreza shirvani Hassan Fahim Devin Hossein Peymanizad Mohammad Reza Esmaeilzadeh GhandehariCompetitiveness is one of the key success indicators of manufacturing companies. The purpose of the current research was to identify and analyze the factors affecting the improvement of the competitive power of sports product manufacturing companies. The current researc MoreCompetitiveness is one of the key success indicators of manufacturing companies. The purpose of the current research was to identify and analyze the factors affecting the improvement of the competitive power of sports product manufacturing companies. The current research was applied research in terms of purpose, mixed type in terms of data search, and exploratory in terms of data analysis method. The statistical population of the research was professors of sports management, owners of companies producing sports products, experts in the field of export and import of sports products, specialists in the field of sports marketing and managers of companies producing sports products. First, the identification of internal and external strategic indicators effective on improving the competitive power of the country's sports product manufacturing companies was done using the data theory of the foundation and Glazer's approach, and in the next step, the factors were prioritized using the Dimtel-Fuzzy method. The sampling method was purposeful in both qualitative and quantitative sections. The findings of the research showed that the effective factors on improving the competitive power of sports production companies were placed in two categories of internal and external indicators. Also, the findings of the Dmitel Fazi test showed that, in order of priority, 5 concepts of legal and protective factors, structure and management, market control, supply and design, and commercial and international issues as effective factors and 4 concepts of customer and consumer factors, marketing, Product improvement and service improvement were classified as effective factors Manuscript profile -
Open Access Article
3 - Providing a Conceptual Model for Sporting Events in Iran
Reyhaneh Naghshzan Khajouie Mehdi Salimi Rasool NazariThe purpose of the present study was to provide a Conceptual Model for Sporting Events in Iran. The research methodology was performed in terms of quality, process strategy and the objective was applied. The statistical population was selected to consist of human commun MoreThe purpose of the present study was to provide a Conceptual Model for Sporting Events in Iran. The research methodology was performed in terms of quality, process strategy and the objective was applied. The statistical population was selected to consist of human community 1. Senior sport managers and experts in sport management and sport tourism, and 2. University professors in sport management and marketing. The statistical sample was sampled and questioned in a number of capability-based theoretical saturated content (23 and 61 documents). Based on theoretical saturation and you will be considered. Research tools included systematic library study and the exploratory interview structure. The validity of tools using qualitative narrative methods was evaluated at a desirable level. The method of conceptual coding and frameworks were used for analyze the data according Corbin and Strauss approach. The conceptual framework for sporting events in Iran includes eight general areas: event characteristics, event brand capability, event branding, event marketing, event innovation, event brand performance, event competitive advantage and event brand value. The conceptual model derived from the code framework was mapped as a process system from event attribute and event brand capability to event brand value. The framework presented in this research provides an understanding of the dimensions of the event brand based on its relation to a set of event activities. Based on this framework, it can provide an objective assessment of the level of management activities at each sporting event and provide scientific information on the appropriate actions that sports organizations must take to branding. Manuscript profile -
Open Access Article
4 - Identifying the factors affecting the Brand Associations of Iranian Futsal Premier League clubs
Rasoul Tarighi Hossein Ahmadi Maliheh Salehi RostamiObjective: Sport has become increasingly commercial, and sports institutions have become more professional over the years. Thus,Today, brand management is an increasingly important field in marketing management. Brand Associations is the most famous and valuable relatio MoreObjective: Sport has become increasingly commercial, and sports institutions have become more professional over the years. Thus,Today, brand management is an increasingly important field in marketing management. Brand Associations is the most famous and valuable relationship that a customer shares with a brand. Brand Associations reflects the relationship between the customer and the brand. Brand Associationscan strengthen the customer's desire to repurchase and brand loyalty. Considering the emotional and cognitive link of dependence, its consequences can also be categorized. Therefore, the purpose of this study is to Identifying the factors affecting the Brand Associations of Iranian Futsal Premier League clubs (Case study: Sari Sharvand Futsal Club).Methodology: The research method is correlation and is practical in terms of purpose. The statistical population of the study included all fans of sari shahrvand futsal team. The sample size is infinite and the sample size is 384 people. To calculate the sample size in this study, the Cochran's formula for unlimited communities has been used. A researcher-made questionnaire was prepared by studying the sources. The validity of the questionnaire was confirmed by ten professors of sports management and the reliability of the questionnaire was confirmed using Cronbach's alpha test. The statistical tests of this research were structural equations modeling (SEM) and Confirmatory factor analysis (CFA)Results: Findings showed that all research variables including success and fan identity, knowledge, coach, socialization, tradition, product, importance, logo, peer group acceptance, management, nostalgia, stadium, escape from everyday life, stadium atmosphere, education and Training, star player and pride in the place of living have a positive and significant effect on the brand affiliation of Iranian Futsal Premier League clubs (Sari shahrvand Futsal Club), respectively.Conclusion: Due to the fact that league football clubs in the country, with a large number of fans, have a high capacity to generate revenue through activities related to brand management. Because one of the biggest problems of Iranian football clubs is their lack of common income in world football. Clubs in Iran have no income other than a small share of ticket sales and receiving money from shirt sponsors, and their eyes are on the hands of the government and the Ministry of Sports and the supporting capitalists. Therefore, it is suggested to the managers and officials of the Sari Shahvand Futsal Premier League Club that they take the necessary care in using the results of this research to advance the goals of the club. Manuscript profile -
Open Access Article
5 - Investigating and Identifying some Factors Effective on the Development of Women's Sports Marketing in West Azerbaijan Province
Mohammad rahim Najaf zadeh Farkh lega Njafzadeh Mehdi Rostami Jhela MorseliThe purpose of the present study was to identify and assess some factors affecting the development of Women's Sports marketing in WestAzerbaijanProvince from the viewpoint of the managers of Women's Sport clubs as well as the experts and managers of the physical educati MoreThe purpose of the present study was to identify and assess some factors affecting the development of Women's Sports marketing in WestAzerbaijanProvince from the viewpoint of the managers of Women's Sport clubs as well as the experts and managers of the physical education offices in WestAzarbaijanProvince. The statistical population consisted of the managers and coaches of Women's sports clubs (60 people) and managers and experts of the physical education offices in WestAzarbaijan Province(50 people), (N=110). The research tools was a questionnaire comprising 45 closed questions, the validity and reliability of which had already been confirmed (α=0.95). The results of factor analysis of the data indicated that 11 factors (sponsorship, place management and distribution channels, product management, process management, pricing management, the powers governing the markets and media, physical evidence, public relations management, motivational factors, the expectations of spectators and fans, and validation of teams) were the most important factors affecting the development of women's sports marketing in West Azerbaijan Province. It is necessary that the attention and investment of the head office of physical department as well as the managers of women's sports clubs and sports marketers of the province by focused on these areas. Manuscript profile -
Open Access Article
6 - Identify sports conditions despite e-commerce in the country's industry
میثم رحیمی زاده مصطفی محمدی رئوفThe main purpose of this study was to determine the causal conditions of e-commerce in the country's sports industry. To achieve this goal, a qualitative method and in-depth interviews with the elites in this field were used. The interviews continued in a targeted manne MoreThe main purpose of this study was to determine the causal conditions of e-commerce in the country's sports industry. To achieve this goal, a qualitative method and in-depth interviews with the elites in this field were used. The interviews continued in a targeted manner and in the manner of a snowball, and finally 12people were interviewed. Finally, the data obtained from the interviews were analyzed by data-based method through three stages of open, axial and selective coding. The concepts obtained from coding the signs in the causal section included fifteen items. This can be attributed to the lack of a specific trustee in e-commerce sports, lack of managerial stability, lack of comprehensive and coherent rules and regulations, lack of will of upstream sports organizations to organize e-commerce sports, lack of e-commerce structure in sports, lack of economic policy in clubs And federations, the lack of proper use of e-commerce in sports business processes and functions, the insistence on using traditional methods in sports business, the statehood of sports, the lack of copyright laws, the economic crisis and the reduction of financial resources in Sports organizations pointed out the role and importance of e-commerce, the lack of a specialized marketing force, the shortcomings in the evaluation system and the political conditions and atmosphere prevailing in the government and, consequently, the country's sports. Recognizing these factors can be a guide for policymakers in the field of sports in order to benefit from e-commerce benefits and sustainable revenue generation for the sports industry. Manuscript profile -
Open Access Article
7 - Designing a Success Model for the Karate Federation Based on the Sports Marketing Model
amirali keshmiri homa dorodiIn order to create a policy and achieve organizational goals, sports organizations need to create a model to use and strengthen the components that affect the success of the organization, which are published from internal and external factors of the organization. The pu MoreIn order to create a policy and achieve organizational goals, sports organizations need to create a model to use and strengthen the components that affect the success of the organization, which are published from internal and external factors of the organization. The purpose of this study is to design a success model for the Karate Federation based on the budget sports marketing model. Method: For data analysis and data collection of mixed type (qualitative and quantitative) budget and using the interview method, a questionnaire is created and coding is opened. In the qualitative part to design a researcher-made questionnaire by a sports scientist and the officials of the directing federation by snowball method with a statistical population of 12 people, the sample is also selected and in a small part by athletes, coaches and employees of the federation and karate boards with a community of 120 92 people were selected by Morgan test. After conducting the interview and identifying the key factors from the experts' point of view, the researcher-made questionnaire has been made. Use was distributed among athletes, coaches and employees of the Karate Federation. Results: Marketing components 67.4%, advertising and revenue factors 62.1%, information technology 46.7%, competition results in training courses and courses 55.9%, federation management factors 75.8% and 88.5% success in federation performance change the situation. Be. Also, the federation's investment in setting up sports venues and the profitability of renting or mortgaging this, however, has the highest rate (4.74) among the variables related to the budget. Conclusion: Success in sports federation with sports trade is getting closer to economic and marketing issues day by day, and the prerequisite for development and success in sports is to create marketing fields at the level of sports organizations, which is why marketing development is suggested according to the research results. In the long-term planning of the federation, the pursuit of television broadcasting rights, continuation of international competitions, promotion of karate sports tourism, investment in the construction of gyms and sports equipment and improvement of information in the federation are done to facilitate the future success of the federation. Manuscript profile
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