Zahra Asgari Gandomani; Alireza Elahi; Hossein Akbari Yazdi; Ali Motie Nasrabadi
Abstract
Objective: The purpose of this article is to investigate the theoretical concepts and applications of e-sports in sports marketing.Methodology: The method of this study is a review of studies conducted in the field of e-sports to provide a complete continuum about this new field in the world of sports.Findings: ...
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Objective: The purpose of this article is to investigate the theoretical concepts and applications of e-sports in sports marketing.Methodology: The method of this study is a review of studies conducted in the field of e-sports to provide a complete continuum about this new field in the world of sports.Findings: With the advent of the Internet in today's world, e-sports emerged one after another and became an important aspect of sports consumption in the virtual world. Consumer demand for e-sports has attracted a significant portion of the sports and entertainment-related industries. Especially the last decade can be considered as the decade of growth and flourishing of potential business opportunities in this field. A review of articles from the last decade shows that this field has been a novel and popular field for academics and sports marketing researchers.Conclusion: In this article, while presenting the history and definitions, important variables and different fields of study in the field of e-sports marketing are introduced. Also, at the end, research suggestions are presented to researchers interested in the field of sports marketing.
mojtaba ghorbany asiabar; mahdi naderi nasab; Ahmad RahChamani
Abstract
Purpose: The main objective of this study was to Surrey the value of a sports brand in the clubs of the football Iranian Premier League.Methodology: The purpose of the research was applied and its method was descriptive-survey. The research area of the fans of the Iranian Premier League Clubs at ...
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Purpose: The main objective of this study was to Surrey the value of a sports brand in the clubs of the football Iranian Premier League.Methodology: The purpose of the research was applied and its method was descriptive-survey. The research area of the fans of the Iranian Premier League Clubs at Azadi Stadium in Tehran, Imam Reza (AS) of Mashhad, Yadagh Imam (PBUH) of Tabriz, the role of Jahan of Isfahan, Ghadir of Ahwaz on football clubs with geographical distribution (regional) in Premier League 2018 was conducted and questionnaires were distributed at these stadiums. The quota-sampling method was Convenient Sampling. A researcher-made questionnaire consisted of 48 questions, whose face and content validity was confirmed by the professors of sports management and economics, and its Cronbach's alpha was 0.927 For data analysis, multiple stepwise regression, one-sample t-test and Friedman test were used.Results: The results showed that team history and club stars have the most influence and management of the clubs at the lowest level of influence among the factors influencing the brand value of the fans in the Iranian Football League clubs.Conclusion: Based on the findings of this research, various strategies for developing brand equity have created the ability to properly develop brand effectiveness and effectiveness for managers in order to better manage their brands' brand management. Specifically, the proposed model provides a clear, precise, and detailed guide for managers to make strategic decisions in the area of management and decisions about their club brand.
Shahrzad Nayyeri; Vajiheh javani; hamid ghasemi
Abstract
Objective: The aim of this study was to investigate how to the Sport teams use Instagram as a social media platform for their branding purposes, and how much their fans respond to the brand on Instagram.Methodology: First, qualitative and quantitative content analysis was conducted on 500 Instagram posts ...
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Objective: The aim of this study was to investigate how to the Sport teams use Instagram as a social media platform for their branding purposes, and how much their fans respond to the brand on Instagram.Methodology: First, qualitative and quantitative content analysis was conducted on 500 Instagram posts by Tehran Esteghlal F.C. Then, by using one-way ANOVA and Scheffe test, investigated what team brand attributes have created more fan engagement.Results: Findings indicated that two demonstrates of brand attributes of Esteghlal F.C. on its Instagram page including product-related factors (team success, star player and head coach), and non-product related factors (brand mark, management, club’s history and tradition, club’s culture and values, event’s image, sponsor and fans). The highest frequency of images was related to star players (47.6%), and the lowest frequency was attributed to the club’s culture and values (2.2%). The results of ANOVA showed a significant difference between the means of comments and likes of the fans in terms of brand attributes. Scheffe test results showed that star players cause a significant difference in the number of fans' likes. moreover, it pointed out that sponsors effect the number of fans' comments.Conclusion: Instagram as a social media platform could be a suitable instrument to realize the brand through the content of messages exchanged between the followers and the sport teams. So, it could be used for branding purposes of the club.
rasool nazari; maryam mokhtari
Abstract
Objective: The aim of this study was provide the elements are redirected to football clubs on the basis of brand equity from the customer perspective (CBBE). Methodology: This study applied a statistical correlation- descriptive population consisted of all mangers, the club staff, players and fans and ...
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Objective: The aim of this study was provide the elements are redirected to football clubs on the basis of brand equity from the customer perspective (CBBE). Methodology: This study applied a statistical correlation- descriptive population consisted of all mangers, the club staff, players and fans and customers’ four sports and cultural club Sepahan, ZobAhan, Gitipas and Reef. Sample size was determined using Cochran formula 384 the samples were random. Instrument components are based on customer-based brand equity Claire (2001) consists of 71 questions. The validity by two professors of sport management and reliability was confirmed by Cronbach's alpha coefficient (0.92) respectively. The findings for statistical analysis SPSS software and LISREL software was used to model. Results: Six of brand salience, brand performance, brand imagery, judgments about brand, brand perceptions and brand conformity as presented in predicting brand equity from the customer perspective. Conclusion: In general research indicate that among the six operating components are the building blocks of conformity with commitment has the greatest impact and the quality of imaging components are operating judge had minimal impact on brand equity from the customer perspective.
Masoud Imanzadeh; Mehrdad Moharramzadeh; mahdi pashaie
Abstract
Objective: The purpose of present study was investigation of effectiveness of human brand of Ali Daei and Hossein Rezazadeh in Ardebil province. Methodology: Statistical Community of study included all entire of coaches, athletes, and referees that had sport insurance in Ardabil Province (N=25000), and ...
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Objective: The purpose of present study was investigation of effectiveness of human brand of Ali Daei and Hossein Rezazadeh in Ardebil province. Methodology: Statistical Community of study included all entire of coaches, athletes, and referees that had sport insurance in Ardabil Province (N=25000), and statistical sample based on Morgan table were considered 375 person randomly. Data were collected with sport human brand researcher made questionnaire that evaluates amount of effectiveness of of human brand of Ali Daei and Hossein Rezazadeh with 25 questions and 5 subscales include cultural, social, economical, political, and sport domains. Internal consistency of questionnaire were analysed with alpha cronbach 0.88. Data were analysed with one sample kolmogorov smirnov, Wilcoxon, and Friedman tests in significant lower than 0.05. Results: Results showed that there were significant differences between dimensions of effectiveness of Ali Daei human brand, and they were respectively included sport, cultural, social, political and economical effectiveness. Also results showed that there were significant differences between dimensions of effectiveness of Hossein Rezazadeh human brand, and they were respectively included sport, cultural, political, economical, social, and effectiveness Finaly results showed that Ali Daei were more effectiveness than Hossein Rezazasdeh in whole dimensions of brand effectiveness. Conclusion: In whole results supported the notion that Ali Daei and Hossein Rezazadeh were more effective in sport and cultural dimension, and Ali Daei human brand was better
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
