Saeed Sadeghi Boroujerdi; Hossein mansouri; salar fatehi
Abstract
Objective: The purpose of this study is the effect of social media personalization on loyalty with the mediating role of perceived value and brand attachment among fans of Persepolis Football ClubMethodology: The research method was descriptive-correlation in terms of time, cross-sectional and in terms ...
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Objective: The purpose of this study is the effect of social media personalization on loyalty with the mediating role of perceived value and brand attachment among fans of Persepolis Football ClubMethodology: The research method was descriptive-correlation in terms of time, cross-sectional and in terms of data collection, quantitatively, in terms of the study, was a sample of the population. The statistical population of this study included all fans of Persepolis team. Sample Power software was used to estimate the sample size, and finally 348 were collected. Measurement tools: Media personalization questionnaire was used by Serini Vasan et al. (2002), brand loyalty and perceived value by Yu and Dante (2001) and brand attachment to Thomason et al. (2005).Results: Findings showed that personalization of social media had a significant effect on brand loyalty, perceived value and brand attachment (p <0.05), brand attachment had a significant effect on brand loyalty (p <0.05). Perceived value affected brand loyalty (p <0.05). Finally, the indirect effect of social media personalization on brand loyalty with the mediating role of perceived value and brand attachment was confirmed (p <0.05).Conclusion: Media personalization should be part of a successful marketing and advertising strategy of sports clubs, based on which media personalization has positive results in loyalty, perceived value and brand attachment. Thus, personalization allows clubs to adjust their interaction with users to highlight the specific product in which the user has researched, and also increase brand awareness, customer loyalty, customer satisfaction and customer retention.
Hossein mansouri; zohree rezaei; nasralah sajadi; morteza mohammadi
Abstract
Objective: To identify and prioritize the financial corruption indicators of Iran's Sport organizations using hierarchical analysis approach. Methodology: The research method was exploratory (qualitative-quantitative). The statistical population of this study was all faculty members of sport management ...
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Objective: To identify and prioritize the financial corruption indicators of Iran's Sport organizations using hierarchical analysis approach. Methodology: The research method was exploratory (qualitative-quantitative). The statistical population of this study was all faculty members of sport management in the country and were selected by snowball sampling. Results: In the qualitative part, 9 indicators were extracted and their priorities were determined in quantitative part. The findings showed that the lack of transparency with a relative weight of 0/158, the weakness of the rules and regulations of 0/137, media, 0/132, systemic thinking, 0/129, betting 0/119, government 0/118, cultural factors 0/092, doping 0/063 and index of monopolism with a relative weight of 0/052, were considered as indicators of financial corruption in the country's sport from the perspective of experts. Conclusion: In general, sports organizations should focus on transparency, as this will reduce other corruption indicators in sports organizations. In addition, the prompt and clear implementation of laws and regulations towards individuals or organizations will lead to reduction of corruption. In this regard, media play key role and should do its best to make the society informed and aware of personal and organized corruption besides helping to avoid and reduce corruptions.
Saeed Sadeghi Boroujerdi; hosein mansouri
Abstract
Objective: The Study Dimensions model detemination of particular Brand equity based on components of sports apparel consumer behavior. Methodology: The present research is purposeful and applied in terms of data collection as a descriptive survey research. The population of all consumers of sports apparel ...
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Objective: The Study Dimensions model detemination of particular Brand equity based on components of sports apparel consumer behavior. Methodology: The present research is purposeful and applied in terms of data collection as a descriptive survey research. The population of all consumers of sports apparel brands (Nike, Adidas, Reebok and Puma) was formed in Tehran. Due to the fragmentation of society and the lack of random sampling and available to all consumers, of which 384 questionnaires distributed 300 questionnaires were analyzed. Measuring tools, the questionnaire brand equity Aaker (1991) and consumer behavior Solomon (2013). The PLS algorithm to develop a model to assess the validity and reliability of structures were used. Results: The results showed that the brand loyalty, brand associations, perceived quality and brand awareness greatest impact on consumer behavior components to buy, when to buy and after their purchase. Conclusion: Based on the current research results, treating customers well in a purchase, creates a positive association and attitude in the customers mind. Beside to deliver clothing’s of high quality to consumers, is to bring a repeat in future sales. The cycles of this treatment systematically effects the consumer's mind to build a brand loyalty in long term
