Ahmad Nazari torshizi; Zahrasadat Mirzazadeh; Mahdi Talebpour; Ali Benesbordi
Abstract
Objective: The purpose of the current research was to identify and prioritize the components of national sports branding in Iran.
Methodology: In terms of the purpose of this research, it was an applied research that is a mixed research that was conducted in two stages. First, the data characteristics ...
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Objective: The purpose of the current research was to identify and prioritize the components of national sports branding in Iran.
Methodology: In terms of the purpose of this research, it was an applied research that is a mixed research that was conducted in two stages. First, the data characteristics of the country in the national branding of sports were identified by the data theory of the foundation and Glaser approach, and in the next stage, the factors were prioritized by the fuzzy Dematel method. The statistical population of this study included professors of sports management, sports marketing management, branding specialists, experts in the field of public and sports diplomacy, specialists in the field of public and sports tourism, members of the media, sports sociologists and sports psychologists. The sampling method was purposive. A total of 21 interviews were conducted as open and in-depth questions until the data reached theoretical saturation. In the Fuzzy Dimitel section, 9 experts answered the matrix questionnaire.
Results: The research findings showed that there are a total of 86 indicators in the national sports branding of the country, which are classified into 10 concepts, advertising, foreign policy and sports diplomacy, tourism and intrinsic assets and brand image in the category of effective indicators and five, cultural, sports policy-making, information technology and technology, charitable activities and social responsibility are among the effective indicators.
Conclusion: In general, it was concluded that the country of Iran has significant indicators in the field of national sports branding, and due to the intrinsic nature of most of these indicators, the country is in a good position for national sports branding.
Ahmad Nazari torshizi; ali benesbordi; Mohamadreza moeinfard
Abstract
Objective: The main purpose of this study was Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team. Methodology: Method of study was experimental and there were one control group and four experimental groups. The statistical population ...
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Objective: The main purpose of this study was Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team. Methodology: Method of study was experimental and there were one control group and four experimental groups. The statistical population of research was students of Sport Sciences faculty of Ferdowsi University who were in fan of Perspolis. The total population of the study was 461 students. 100 people who were fans of Perspolis were selected. The questionnaire was distributed in two stages. First, the questionnaire was distributed among all fans and in the second stage, they divided into 5 groups of 20 people. The control group responded to the questionnaire without reading any scenarios and the 4 experimental groups responded to the questionnaire after reading each of the scenarios. Results: Results showed that changes in the scores of the control group did not exist, but positive scenarios increased brand equity of Persepolis and negative scenarios reduced brand equity of them. Conclusion: Comparing the scores of the four scenarios, it realized that the loss of players, team success, attract star players and the possible failure had the greatest impact on brand equity of Persepolis. As a result, Persepolis managers for increasing brand equity have to focus on these factors more.
javad fesanghari; ali benesbordi; Marziye Rahimi
Abstract
Objective:The aim of this study was to investigate the effect customer knowledge management and perceived value on customer loyalty in sports clubs of the city of Mashhad. Methodology: This study was a descriptive survey. The study population consisted of persons who exercised in sports clubs in Mashhad. ...
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Objective:The aim of this study was to investigate the effect customer knowledge management and perceived value on customer loyalty in sports clubs of the city of Mashhad. Methodology: This study was a descriptive survey. The study population consisted of persons who exercised in sports clubs in Mashhad. Cluster sampling method was used and data were collected from various clubs in 13 districts in city of Mashhad (N=382). The research instrument was a questionnaire consisting of three parts related to knowledge management, perceived value and loyalty. Validity and reliability of the questionnaire were reviewed and approved before use. Confirmatory factor analysis and structural equation modeling with LISREL software were used respectively to evaluate the construct validity and to present the research model. Results: The results of the research model showed that goodness-of-fit of models to data is good. Overall, the results showed that knowledge for the customer with coefficient effect of 0.59 and social value with coefficient effect of 0.42 have had the most effect on athletes' perceived value and perceived value with coefficient effect of 0.90 had a significant effect on customer loyalty in sports clubs. Conclusion: In a general conclusion of the study results, it can be claimed that the application of knowledge management and its components in sports clubs is a very important factor and thus must be taken into account. Reinforcing this concept may pave the way for enhancing athletes' perceived value and also their senses of loyalty.
Seyed Nasrollah Sajjadi; Mohammad Khabiri; Ehsan GhaemMaghami; Ali Benesbordi
Volume 5, Issue 2 , January 2017, , Pages 17-33
Abstract
Objective: The aim of this study was to analyze strengths, weaknesses, opportunities, and threatens, determining the strategic position and formulating the strategies of Islamic republic of Iran Chess Federation. Methodology: The research method is descriptive in the field of the strategic studies. In ...
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Objective: The aim of this study was to analyze strengths, weaknesses, opportunities, and threatens, determining the strategic position and formulating the strategies of Islamic republic of Iran Chess Federation. Methodology: The research method is descriptive in the field of the strategic studies. In this study, a combination of qualitative and quantitative methods was used. For gathering data, in addition to research meetings and interviews with members of the strategic committee, SWOT questionnaire with open questions, the strategic positioning questionnaire, and TOWS questionnaire were used. Statistical population of this study includes chess federation executive board, heads of federation committees, heads of provincial board, the elite of sport and management (N=59). 32 members were selected for Statistical sample. Sample members were selected using theoretical sampling. For the analysis of data, descriptive statistics, internal and external factors evaluation matrix, SWOT matrix, and TOWS matrix were used. Results: Findings of the research showed that chess federation had 10 strengths, 12 weaknesses, 10 opportunities, and 8 threaten. Efficient management of the federation and full-time employees in federation were the main strengths. Poor public relations of federation were the main weaknesses. Plenty of talent in the children and teenagers was the main opportunity. Lack of media attention, especially TV and radio, was the main threaten. Based upon the internal factors evaluation matrix (2.25) and external factors evaluation matrix (2.36), it was shown that the strategic position of chess federation was in WT area. Conclusion: Finally, based upon the research results, developing the marketing plan, the use of available opportunities to attract sponsors, and developing legal - executive system were identified as the most important strategies of chess federation.
