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.
yaser ahmadi; zahra sadat mirzazadeh; morteza azimzade
Abstract
Objective: The purpose of this paper is to explore the impact of individual characteristics and brand-specific features and finally designing a Model of consumer purchase behavior toward Foreign brands of Sports apparel that are available in the Iran market Methodology: The statistical population of ...
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Objective: The purpose of this paper is to explore the impact of individual characteristics and brand-specific features and finally designing a Model of consumer purchase behavior toward Foreign brands of Sports apparel that are available in the Iran market Methodology: The statistical population of the study consisted of Sports experts. The research sample size is equal to the population size and the census is taken. A questionnaire was used to collect the data, are used by Kumar et al, Which Validity of the model and the relationship between the studied variables was approved by the techniques of Structural equation Modeling. Results: The results show that Self-concept of individuals has no role in their orientation toward domestic brands of Sports apparel, but need for uniqueness have been effective on individual’s orientation toward brand. On the other hand, brand orientation has also positive impact on both emotional value and perceived quality of domestic brands of Sports apparel. Also according to results, increasing brand orientation, not increase their purchase intention. All dimensions of brand in this study, both perceived quality and emotional value have significant positive impact on consumer’s purchase intention toward domestic brands of Sports apparel. Conclusion: Domestic manufacturers must develop their own brand products, also Sports apparel sellers have to offer in their stores are foreign brands
