Mohammad Mazyari; mehrzad hamidi; mohammad khabiri; Ebrahim Alidoust Ghahfarokhi
Abstract
Objective: The aim of this study was to investigate the effect of sense of brand community on attendance and media consumption among football Pro-League spectators through the mediator role of perceived risk. Methodology: The target population included football spectators of the sixteenth ...
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Objective: The aim of this study was to investigate the effect of sense of brand community on attendance and media consumption among football Pro-League spectators through the mediator role of perceived risk. Methodology: The target population included football spectators of the sixteenth season of IRAN Pro-League, such that 365 people were selected through random- available sampling as the samples of this study. Sense of brand community was measured by Hedland’s questionnaire (2011) , with the reliability (α=.96), and, consequently, attendance, media consumption and perceived risk were measured by the researcher-made questionnaires (α=.70, α=.82, and α=.91, respectively). furthermore, the questionnaire’s face validity was investigated according to some field-specialist sport management scholars. Structural Equation Modeling was used to analyze the data. Results: The results showed that sense of brand community has a positive and significant effect on attendance in stadium and sport media consumption, and it has negative and significant effects on perceived risk. In addition, the perceived risk has a negative and significant effect on attendance in stadium, and has it positive and significant effect on sport media consumption. Furthermore, indirect results showed that perceived risk acted as a mediator between the sense of brand community and attendance in stadium. Conclusion: To increase spectators’ attendance in stadium it is essential to reinforce the fan community and consider the factors that increase perceived risks.
mohammad khabiri; Ebrahim AliDoust Ghahfarokhi; Rahim Khosromanesh; Ameneh Asadolahi; Ali Talkhabi
Abstract
Objective: The purpose of this research was to design a conceptual model of Iranian sports goods industry. Methodology: The methodology of research was Grounded Theory (GT) on the systematic approach. Data collection tools were reviewing the literature and interviews. The sampling method was theoretical ...
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Objective: The purpose of this research was to design a conceptual model of Iranian sports goods industry. Methodology: The methodology of research was Grounded Theory (GT) on the systematic approach. Data collection tools were reviewing the literature and interviews. The sampling method was theoretical sampling. The data analysis method was a continuous questionnaire and comparison in the three main steps of open, axial and selective coding. After reviewing the literature along with conducting 15 deep interviews with Iranian manufacturers and distributors of Iranian sports goods, theoretical saturation was achieved. Results: The results showed that the manpower, capital, technology and materials affect production, and marketing and branding, national media, person responsible for buying, and foreign goods affect the sale of Iranian sports goods and Iranian sovereign bodies directly and indirectly have important implications for all of these categories. Conclusion: Production and sales are the basic categories of sports goods industry that interact with each other and each of them is influenced by other categories. Since sovereign bodies have or can have a huge impact on all of these categories, prerequisite for the development of this industry is the strategic actions of the sovereign bodies to improve the conditions in each of these categories.
