University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 The Effects of Team Brand Identity Dimensions on Team Loyalty among Fans of Football Pro League in Iran The Effects of Team Brand Identity Dimensions on Team Loyalty among Fans of Football Pro League in Iran 1 18 1916 FA Akbar Jaberi Assist prof of sport management, Shahid Bahonar University of Kerman Hassan Assadi Prof of sport management, University of Tehran Farzaneh Mazloomi Soveini M.A in Sport Management, Allameh Tabataba'i University Javad KhazaeiPool M.A in Sport Management, University of Isfahan Journal Article 2014 12 02 Objective: The purpose of the current study was to assess the partial effects of team identity dimensions on team loyalty among fans of football pro league in Iran, and providing a model for development of loyalty to pro league football teams. Methodology: The study was a descriptive survey done as a field one. Research population involved the fans of football teams being famous for having eager fans in football pro league. A sample of 236 fans was selected through random sampling. The research tools involved the questionnaires of Behavioral loyalty (Fink et al, 2003), and team identity (Koo, 2009). Questionnaire’s face validity was investigated according to 15 sport and marketing scholars, and questionnaire’s content validity was found to be 0.79. The questionnaire’s reliability was also found to be 0.82 according to Cronbach’s alpha. SPSS18 and AMOS20 were used for data analysis. Results: To measure the validity and fitness of the model, structural equations modeling (SEM) has been applied, and the relationships of variables were verified based on direction analysis. According to research findings the four dimensions of team identity had positive and significant effects on behavioral loyalty. Conclusion: The results of the current research revealed that four dimensions of team brand identity have significant and positive effect on team loyalty. So, development of managers’ perceptions about these factors can be an important tool for improving football team brand loyalty. Objective: The purpose of the current study was to assess the partial effects of team identity dimensions on team loyalty among fans of football pro league in Iran, and providing a model for development of loyalty to pro league football teams. Methodology: The study was a descriptive survey done as a field one. Research population involved the fans of football teams being famous for having eager fans in football pro league. A sample of 236 fans was selected through random sampling. The research tools involved the questionnaires of Behavioral loyalty (Fink et al, 2003), and team identity (Koo, 2009). Questionnaire’s face validity was investigated according to 15 sport and marketing scholars, and questionnaire’s content validity was found to be 0.79. The questionnaire’s reliability was also found to be 0.82 according to Cronbach’s alpha. SPSS18 and AMOS20 were used for data analysis. Results: To measure the validity and fitness of the model, structural equations modeling (SEM) has been applied, and the relationships of variables were verified based on direction analysis. According to research findings the four dimensions of team identity had positive and significant effects on behavioral loyalty. Conclusion: The results of the current research revealed that four dimensions of team brand identity have significant and positive effect on team loyalty. So, development of managers’ perceptions about these factors can be an important tool for improving football team brand loyalty.

https://jsmd.guilan.ac.ir/article_1916_45336330c31f0cd7e70e94a519875d54.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Comparing and Prioritizing the Quality Assessment in Factors of Sport Talent Development Systems from Stakeholder's Standpoint Comparing and Prioritizing the Quality Assessment in Factors of Sport Talent Development Systems from Stakeholder's Standpoint 19 35 1917 FA Farhad Nazari M.A. Student, Razi University Bahram Yousefi Assoc Prof of Razi University Hossein Eydi Assist Prof of Razi University Journal Article 2015 01 04 Objective: The purpose of study was to compare and prioritize the quality assessment in factors of sport talent development systems. Methodology: Methodology was descriptive done as a field study. Research population included all coaches (17.04%), athletes (58.04%), experts of sports federations and commissions (15.43%) and physical education experts (8.47%) that 460 individuals finally responded the questionnaire. Research instrument was the revised questionnaire of Ulrike Rogers (2010) which measures quality of talent identification system and development. Reliability, according to Cronbach's alpha, was 0.84. For analysis of data, the descriptive and inferential tests were used (mean and standard deviation, Kolmogorov-Smirnov, ANOVA and Friedman test). Results: Result of ANOVA test showed the significant difference between the samples in the structure, process, outcome factors (P<0.05). Also, according to Friedman test, result factor had first priority of sport talent development system in Iran. Conclusion: Overall, we can conclude that assessing talent development as basis of professional sports can lead to success of national sports in global and international stage. Objective: The purpose of study was to compare and prioritize the quality assessment in factors of sport talent development systems. Methodology: Methodology was descriptive done as a field study. Research population included all coaches (17.04%), athletes (58.04%), experts of sports federations and commissions (15.43%) and physical education experts (8.47%) that 460 individuals finally responded the questionnaire. Research instrument was the revised questionnaire of Ulrike Rogers (2010) which measures quality of talent identification system and development. Reliability, according to Cronbach's alpha, was 0.84. For analysis of data, the descriptive and inferential tests were used (mean and standard deviation, Kolmogorov-Smirnov, ANOVA and Friedman test). Results: Result of ANOVA test showed the significant difference between the samples in the structure, process, outcome factors (P<0.05). Also, according to Friedman test, result factor had first priority of sport talent development system in Iran. Conclusion: Overall, we can conclude that assessing talent development as basis of professional sports can lead to success of national sports in global and international stage.

https://jsmd.guilan.ac.ir/article_1917_4b4e0db00c2f97626e325292b88a1141.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Identifying and Prioritizing the Factors Influencing Attendance in the Iranian Basketball Super League Identifying and Prioritizing the Factors Influencing Attendance in the Iranian Basketball Super League 36 50 1918 FA Mehr Ali Hemmatinezhad professor, University of Guilan Mohammad Mehdi Rahmati Associate professor, University of Guilan Mohammad Safarzadeh M.A. in Sport Management, University of Guilan Journal Article 2014 05 22 Objective: The purpose of this study was to investigate the factors affecting the presence of spectators in Basketball Super League matches in Iran. Methodology: The approach was a descriptive survey. The questionnaire of this study was previously used by Green (1995), Hansen and Gautheir (1992), Scofield (1983), Coasky (1994) and Xhaung et al. (1995) to investigate the influential factors on the attendance of spectators for ball sports in the stadiums. After determining the sample size by random sampling method, the questionnaires were distributed between 370 existing spectators in two stadiums of Tehran and Isfahan cities. Reliability of the questionnaire measured by Cronbach's alpha was 0.79. Data was analyzed using exploratory factor analysis, Friedman test, and Wilcoxon. Results: The results showed that factors such as order, moral security and discipline (regular and appropriate management in league, and appropriate conduct to control the spectators by security personnel and officers) were most important reasons for attendance at stadium. The most effective factors impact on attendance of spectators at the stadium included services, facilities and amenities of Stadium (suitability and comfortable access for buying tickets), achieving sport identity, and spending leisure time (Stadiums have facilities and modern equipment, and accompany with friends for attendance in competitions), the sensitivity of competition and its result, the presence of big players (stars) in sports teams, appropriate space and time for competition, the desirability of heating / cooling condition of saloon, playing games on weekends, and updated and suitable awareness of information about time and place of competition. Conclusion: According to the official results of this study, for increasing attendance of spectators at stadium, it is expected that authorities and the officials of games adopt appropriate planning for the promotion of order and moral discipline. Moreover, providing facilities for sports competitions and proper advertising about the time and place of competitions can increase the number of fans at stadiums. Objective: The purpose of this study was to investigate the factors affecting the presence of spectators in Basketball Super League matches in Iran. Methodology: The approach was a descriptive survey. The questionnaire of this study was previously used by Green (1995), Hansen and Gautheir (1992), Scofield (1983), Coasky (1994) and Xhaung et al. (1995) to investigate the influential factors on the attendance of spectators for ball sports in the stadiums. After determining the sample size by random sampling method, the questionnaires were distributed between 370 existing spectators in two stadiums of Tehran and Isfahan cities. Reliability of the questionnaire measured by Cronbach's alpha was 0.79. Data was analyzed using exploratory factor analysis, Friedman test, and Wilcoxon. Results: The results showed that factors such as order, moral security and discipline (regular and appropriate management in league, and appropriate conduct to control the spectators by security personnel and officers) were most important reasons for attendance at stadium. The most effective factors impact on attendance of spectators at the stadium included services, facilities and amenities of Stadium (suitability and comfortable access for buying tickets), achieving sport identity, and spending leisure time (Stadiums have facilities and modern equipment, and accompany with friends for attendance in competitions), the sensitivity of competition and its result, the presence of big players (stars) in sports teams, appropriate space and time for competition, the desirability of heating / cooling condition of saloon, playing games on weekends, and updated and suitable awareness of information about time and place of competition. Conclusion: According to the official results of this study, for increasing attendance of spectators at stadium, it is expected that authorities and the officials of games adopt appropriate planning for the promotion of order and moral discipline. Moreover, providing facilities for sports competitions and proper advertising about the time and place of competitions can increase the number of fans at stadiums.

https://jsmd.guilan.ac.ir/article_1918_f24e7ec4cb6ad7be6eb4b6a5de6d9da0.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Examining the Role of Market Orientation on Market Intelligence in Athletic Companies Examining the Role of Market Orientation on Market Intelligence in Athletic Companies 51 64 1919 FA Morteza Rezaei Soufi Assist professor in Sport Management, Payame Noor University Abolfazl Farahani Prof of Sport Management, Payame Noor University Jalal YarAhmadi PhD Candidate in Sport Management, Payame Noor University Journal Article 2014 09 30 Objective: The aim of the present study was to determine the effect of market orientation on business performance in the athletic companies. Methodology: It was a correlation study. The statistical sample using the random sampling included 113 directors and officials of various athletic companies all over the country. To gather the information, the culture of market orientation questionnaire by Nero and Slater (1990), Market sagacity questionnaire by Kohli and Jaworski (1990) and Business Performance Questionnaire by Holly et al (2005) were used. Questionnaire's validity was confirmed using the professors and sports industry experts and reliability of the questionnaire, based on Cranach’s alpha, was reported 0.82. Results: After data collection, in order to analyze the data, mean and standard deviation in descriptive statistics and regression test in inferential statistics were used. Analysis was done using SPSS 18 software at the significance level of p<0.05. Results of regression analysis showed there was a significantly positive correlation between market orientation cultural and business performance (p<0.01). But, there is no significant relationship between market intelligence and business performance (sig= p>0.05). Conclusion: Therefore, it is recommended to the athletic directors that the coordination between tasks, competitor identification, and understanding customer's need are essential in order to greater profitability. Objective: The aim of the present study was to determine the effect of market orientation on business performance in the athletic companies. Methodology: It was a correlation study. The statistical sample using the random sampling included 113 directors and officials of various athletic companies all over the country. To gather the information, the culture of market orientation questionnaire by Nero and Slater (1990), Market sagacity questionnaire by Kohli and Jaworski (1990) and Business Performance Questionnaire by Holly et al (2005) were used. Questionnaire's validity was confirmed using the professors and sports industry experts and reliability of the questionnaire, based on Cranach’s alpha, was reported 0.82. Results: After data collection, in order to analyze the data, mean and standard deviation in descriptive statistics and regression test in inferential statistics were used. Analysis was done using SPSS 18 software at the significance level of p<0.05. Results of regression analysis showed there was a significantly positive correlation between market orientation cultural and business performance (p<0.01). But, there is no significant relationship between market intelligence and business performance (sig= p>0.05). Conclusion: Therefore, it is recommended to the athletic directors that the coordination between tasks, competitor identification, and understanding customer's need are essential in order to greater profitability.

https://jsmd.guilan.ac.ir/article_1919_c6c18398ece5489950bf87ea7f25555a.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Sport Sponsorship and Its Effect on Brand Attachment and Customer Loyalty: A Case Study on Kaleh's Volleyball Team Sport Sponsorship and Its Effect on Brand Attachment and Customer Loyalty: A Case Study on Kaleh's Volleyball Team 65 84 1920 FA Ismaeil Malekakhlagh Assoc Prof, University of Guilan Mohsen Akbari Assist Prof, University of Guilan Seyed Hassan Alehtaha M.A. in Commercial Management, University of Guilan Journal Article 2014 09 13 Objective: This research aimed to investigate the effect of sport sponsorship on brand attachment and loyalty of Kale's customers. Methodology: The research method was causal and descriptive. The statistical population was the students in university of Guilan that 525 of them are selected as sample through a random sampling. A structured questionnaire with 42 questions was used to gather data. Its content and face validity were confirmed by the professors of marketing and experts of sport sponsorship. The reliability was confirmed by Cronbach's alpha using SPSS19 (alpha was above 0.70 for all constructs). Finally, gathered data was analyzed through structural equation modeling by Smart PLS. Results: Results showed that sport sponsorship had an effect on both brand attachment and customers' loyalty. Also, brand attachment had an effect on customers' loyalty. Conclusion: Considering the results, sport sponsorship is a powerful tool for companies' marketing and serves them in reaching profit and market share goals. Also, sport sponsorship, as part of corporate social responsibility, has a double effect on customers' loyalty and their attachment toward brands. Objective: This research aimed to investigate the effect of sport sponsorship on brand attachment and loyalty of Kale's customers. Methodology: The research method was causal and descriptive. The statistical population was the students in university of Guilan that 525 of them are selected as sample through a random sampling. A structured questionnaire with 42 questions was used to gather data. Its content and face validity were confirmed by the professors of marketing and experts of sport sponsorship. The reliability was confirmed by Cronbach's alpha using SPSS19 (alpha was above 0.70 for all constructs). Finally, gathered data was analyzed through structural equation modeling by Smart PLS. Results: Results showed that sport sponsorship had an effect on both brand attachment and customers' loyalty. Also, brand attachment had an effect on customers' loyalty. Conclusion: Considering the results, sport sponsorship is a powerful tool for companies' marketing and serves them in reaching profit and market share goals. Also, sport sponsorship, as part of corporate social responsibility, has a double effect on customers' loyalty and their attachment toward brands.

https://jsmd.guilan.ac.ir/article_1920_2d812518494d9c4378f1bc0a59580e3d.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Analyzing the Factors to Affect the Formation of the Professional Athlete’s Brand Image Analyzing the Factors to Affect the Formation of the Professional Athlete’s Brand Image 85 102 1921 FA Yasser Safar MA. Student in Sport management, Ferdowsi University of Mashhad Seyed Morteza Azimzadeh Assist Prof, Ferdowsi University of Mashhad Azar Kafashpoor Assist Prof, Ferdowsi University of Mashhad Journal Article 2014 05 31 Objective: Nowadays, developing and managing strong brands are not restricted to products, teams and leagues but they are also followed among specific individual athletes. Hence, the purpose of this research was to analyze the effective factors to make the brand image of athletes. Methodology: The present research was applied based on research purpose, field based on data collection, descriptive-correlation based on methodology. The study population consisted of all male students in physical education universities in the city of Mashhad in the second semester of 2013-14 academic year (N=1083). To determine the sample size, PASS software was used. On this basis, the required sample size was estimated to be 308 people. The questionnaire was distributed to a randomly cluster. In order to analyze the research data, confirmatory factor analysis software was used with AMOS21. Results: The results showed that, factors on and off field, both had a significant relationship with the athlete’s brand image. Furthermore, it was found that the style of athletic competition and sportsmanship, with the highest and lowest loadings of 0.91 and 0.52, impact the athlete’s brand image. Conclusion: In addition to pay attention to the factors on filed, athlete should look for factors of off field to create a positive image of themselves. Also, personal brand should be based on their competitive advantage to achieve the main goal of branding which is to create a distinction. Objective: Nowadays, developing and managing strong brands are not restricted to products, teams and leagues but they are also followed among specific individual athletes. Hence, the purpose of this research was to analyze the effective factors to make the brand image of athletes. Methodology: The present research was applied based on research purpose, field based on data collection, descriptive-correlation based on methodology. The study population consisted of all male students in physical education universities in the city of Mashhad in the second semester of 2013-14 academic year (N=1083). To determine the sample size, PASS software was used. On this basis, the required sample size was estimated to be 308 people. The questionnaire was distributed to a randomly cluster. In order to analyze the research data, confirmatory factor analysis software was used with AMOS21. Results: The results showed that, factors on and off field, both had a significant relationship with the athlete’s brand image. Furthermore, it was found that the style of athletic competition and sportsmanship, with the highest and lowest loadings of 0.91 and 0.52, impact the athlete’s brand image. Conclusion: In addition to pay attention to the factors on filed, athlete should look for factors of off field to create a positive image of themselves. Also, personal brand should be based on their competitive advantage to achieve the main goal of branding which is to create a distinction.

https://jsmd.guilan.ac.ir/article_1921_2e46df27fbd02ab6b6e2e67dca18bb10.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Identification and Prioritization of Perspectives and Strategies in Tehran Municipality Sport Organization using AHP model: Basic Indicators of Performance Evaluation through the Executive BSC Model Identification and Prioritization of Perspectives and Strategies in Tehran Municipality Sport Organization using AHP model: Basic Indicators of Performance Evaluation through the Executive BSC Model 103 116 1923 FA Seyed Ahmad Nezhadsajadi Assist Prof, Department of Physical Education and sport science, Faculty of Literature and Human Sciences, Vali-e-Asr University of Rafsanjan Mehrzad Hamidi Assoc Prof, Faculty of Physical Education, University of Tehran Mohsen Arsalan PhD student in Management, Allameh Tabataba'i University Journal Article 2015 10 04 Objective: The purpose of this research was to identify and prioritize the perspectives and strategies in Tehran municipality sport organization using AHP model. Methodology: This study was descriptive-analytical. The statistical population included all managers of sports organization in Tehran municipality and the strategic council members of Tehran municipality Sport Organization (N=145). Sixty persons were chosen as the statistical sample. Early indicators of research were extracted from dissertation of Nejad Sajadi (2012). The final indicators were designed through the sample's ideas. Final questionnaire was given to the statistical sample. AHP model was used to integrate the views and priorities as well as weight criteria and sub-criteria. Results: The results showed that in prioritization of the views and strategies of the sport in Tehran municipality, the financial perspective and the internal process perspective were the highest and lowest priority, respectively. Conclusion: It seems that the citizenship exercise should rely on itself financially (as first priority). And in terms of internal perspective, it has acceptable conditions and can fulfill his duties using its current inputs to achieve its objectives (as last priority). Objective: The purpose of this research was to identify and prioritize the perspectives and strategies in Tehran municipality sport organization using AHP model. Methodology: This study was descriptive-analytical. The statistical population included all managers of sports organization in Tehran municipality and the strategic council members of Tehran municipality Sport Organization (N=145). Sixty persons were chosen as the statistical sample. Early indicators of research were extracted from dissertation of Nejad Sajadi (2012). The final indicators were designed through the sample's ideas. Final questionnaire was given to the statistical sample. AHP model was used to integrate the views and priorities as well as weight criteria and sub-criteria. Results: The results showed that in prioritization of the views and strategies of the sport in Tehran municipality, the financial perspective and the internal process perspective were the highest and lowest priority, respectively. Conclusion: It seems that the citizenship exercise should rely on itself financially (as first priority). And in terms of internal perspective, it has acceptable conditions and can fulfill his duties using its current inputs to achieve its objectives (as last priority).

https://jsmd.guilan.ac.ir/article_1923_8b3a461fab15736a1445cd8497024e4d.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 The Brand Personality of Selected Iranian Football League Teams: Explaining Dimensions and Modeling The Brand Personality of Selected Iranian Football League Teams: Explaining Dimensions and Modeling 117 136 1931 FA Leila Shafaie M.A. in University of AlZahra Zhaleh Memari Assoc Prof, University of AlZahra Mohammad Asghari Jafarabadi Assoc Prof of Traffic Injury Prevention Research Center, Faculty of Health, University of Tabriz of Medical Sciences, Tabriz, Iran Journal Article 2014 09 07 Objective: The purpose of this study was the modeling and defining the brand personality scale.The teams were selected from the Iranian football league. Methodology: The method of research was a descriptive survey. Selected samples included 673 of fans in 2012-13 premier league season (Persepolis, Esteqlal, Sepahan, Tractor) attending Azadi stadium to watch the twelfth league matches. Survey instruments was a structured questionnaire with 45 question. The reliability of the questionnaire equaled to 0.95 based on Cronbach's alpha. Results: Results showed that uniqueness, perfection, stunningness, excitement, distinction, classic dimension, and achievement are identified as the personality model of the premier league soccer teams. Conclusion: Focusing on the mentioned dimensions and variables in the advertisements, sport managers and marketers can attract more fans, earn income and gain top spot in the market. Adapting the company and products to the mentioned variables, sponsors can also have good interactive relationship. Objective: The purpose of this study was the modeling and defining the brand personality scale.The teams were selected from the Iranian football league. Methodology: The method of research was a descriptive survey. Selected samples included 673 of fans in 2012-13 premier league season (Persepolis, Esteqlal, Sepahan, Tractor) attending Azadi stadium to watch the twelfth league matches. Survey instruments was a structured questionnaire with 45 question. The reliability of the questionnaire equaled to 0.95 based on Cronbach's alpha. Results: Results showed that uniqueness, perfection, stunningness, excitement, distinction, classic dimension, and achievement are identified as the personality model of the premier league soccer teams. Conclusion: Focusing on the mentioned dimensions and variables in the advertisements, sport managers and marketers can attract more fans, earn income and gain top spot in the market. Adapting the company and products to the mentioned variables, sponsors can also have good interactive relationship.

https://jsmd.guilan.ac.ir/article_1931_033aa6731ed4280cfd375254192e4ae6.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Designing a Model of Market Orientation to Affect Customer Behavior and Service Quality in Water Recreational Sport Centers Designing a Model of Market Orientation to Affect Customer Behavior and Service Quality in Water Recreational Sport Centers 137 152 1932 FA Mohsen Ismaeili Sport science research institute Mohammad Ehsani professor, Tarbiat Modares university Hashem Kozechih professor, Tarbiat Modares university Habib Honari Associate professor, Allameh Tabataba'i University Journal Article 2014 02 16 Objective: The aim of this research was to design a model of market orientation to affect customer behavior and service quality in water recreational sport centers. Methodology: The research type was applied and descriptive. Statistical populations was the individuals in water sport centers which five biggest centers were selected. Sampling method was stratified and there were two groups including customers and staff. The tools were questionnaire, interview, observation, and library study. Data was analyzed using SEM method with by AMOS and SPSS software. Results: Results showed market orientation did not have directly significant influence on customer behavior, but had influence on service quality and this variable can be considered as a mediator between market orientation and customer behavior. Also, market orientation culture had greater impact on service quality in comparison with market intelligence. Among components of service quality, proportionality variable had greatest regression weight. There was significant relationship between market intelligence and market orientation culture. Conclusion: To develop the marketing strategies, sport center managers should consider the factors such as customer orientation, competitor orientation, inter functional coordination, and knowledge of the market environment. In order to develop service quality, they should improve innovation, creativity, and attractiveness in their operations. Objective: The aim of this research was to design a model of market orientation to affect customer behavior and service quality in water recreational sport centers. Methodology: The research type was applied and descriptive. Statistical populations was the individuals in water sport centers which five biggest centers were selected. Sampling method was stratified and there were two groups including customers and staff. The tools were questionnaire, interview, observation, and library study. Data was analyzed using SEM method with by AMOS and SPSS software. Results: Results showed market orientation did not have directly significant influence on customer behavior, but had influence on service quality and this variable can be considered as a mediator between market orientation and customer behavior. Also, market orientation culture had greater impact on service quality in comparison with market intelligence. Among components of service quality, proportionality variable had greatest regression weight. There was significant relationship between market intelligence and market orientation culture. Conclusion: To develop the marketing strategies, sport center managers should consider the factors such as customer orientation, competitor orientation, inter functional coordination, and knowledge of the market environment. In order to develop service quality, they should improve innovation, creativity, and attractiveness in their operations.

https://jsmd.guilan.ac.ir/article_1932_e246a54631ec98549ea618d070beba4e.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Comparison of Attitude and Behavior of Customers toward Physical Fitness Service Centers in Rasht. Comparison of Attitude and Behavior of Customers toward Physical Fitness Service Centers in Rasht. 153 168 1933 FA Nooshin Benar Assist professor, University of Guilan 0000-0002-3377-2889 HamidReza Goharrostami Assist professor, University of Guilan Hakimeh Mehralitabar M.A in Sport Management, University of Guilan Journal Article 2014 04 19 Abstract Objective: The purpose of this paper was the comparison of attitude and behavior of customers towards physical fitness services centers in Rasht.. Methodology: This paper was a descriptive survey held as field study. The population included all of the customers of physical fitness service centers in Rasht which four hundreds of them were selected by cluster sampling. The research tools were five questionnaires including demographic features, sport services quality, customer's satisfaction, customer's loyalty and repurchase intention which are validated by eight management experts and the reliability by Cronbach̓'s alpha test was α=0.96. Results: The results showed that there was significant difference between service quality based on the variables of sex, age, and the length of customer's participation in club (p≤0.05). There was also significant difference between customers loyalty based on the times they were present in clubs. Moreover, there was significant difference between repurchase intention based on the age. Conclusion: In order to achieve satisfaction, permanent loyalty and customers' coming back, the managers of physical fitness services centers can classify customers based on human traits as well as identify their expectations and requirements and offer products regard to their demands. Abstract Objective: The purpose of this paper was the comparison of attitude and behavior of customers towards physical fitness services centers in Rasht.. Methodology: This paper was a descriptive survey held as field study. The population included all of the customers of physical fitness service centers in Rasht which four hundreds of them were selected by cluster sampling. The research tools were five questionnaires including demographic features, sport services quality, customer's satisfaction, customer's loyalty and repurchase intention which are validated by eight management experts and the reliability by Cronbach̓'s alpha test was α=0.96. Results: The results showed that there was significant difference between service quality based on the variables of sex, age, and the length of customer's participation in club (p≤0.05). There was also significant difference between customers loyalty based on the times they were present in clubs. Moreover, there was significant difference between repurchase intention based on the age. Conclusion: In order to achieve satisfaction, permanent loyalty and customers' coming back, the managers of physical fitness services centers can classify customers based on human traits as well as identify their expectations and requirements and offer products regard to their demands.

https://jsmd.guilan.ac.ir/article_1933_240fbeed14ca7fb194254cd3a1085476.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 The Relationship between Perception of Service Quality, Satisfaction and the Intent to Return of Sport Tourists Attending the Derby of Esteghlal and Persepolis The Relationship between Perception of Service Quality, Satisfaction and the Intent to Return of Sport Tourists Attending the Derby of Esteghlal and Persepolis 169 184 1936 FA Mahdi Khatibzadeh Ph.D. in sport management, Tarbiat Modaress University Hashem Koozechian Prof of Tarbiat Modaress University Afshar Honarvar Assist Prof of K.N. Toosi University of technology Journal Article 2013 01 24 Objective: The interaction between service quality, customer satisfaction and loyalty has been always a controversial issue. So, the purpose of this study was to investigate the relationship between service quality, satisfaction and the intention to return of sport tourists. Methodology: The research method was descriptive–correlation and the statistical sample consisted of 265 tourists attending Tehran’s Azadi stadium for watching a football game between Esteghlal and Persepolis. The research instrument was a questionnaire that had been used in Shonk’s Ph.D. dissertation. The validity was approved by doing exploratory factor analysis and the opinions of sport management experts. The reliability was verified by Cronbach’s alpha method (α=0.89). The SPSS19 was used to do descriptive statistics and exploratory factor analysis. Also, confirmatory factor analysis and structural equation modeling (SEM) were done by LISREL. Results: The results showed satisfaction didn’t mediate the relationship between service quality and the intention to return of sport tourists. Although, satisfaction had a significant effect on sport tourist’s intention to return, the service quality had greater effect on sport tourist’s intention to return. Also, the influence of service quality on satisfaction was significant. Conclusion: According to the results, it can be concluded that increasing sport tourism service quality and its related factors increase sport tourist’s satisfaction and their intention to return. Objective: The interaction between service quality, customer satisfaction and loyalty has been always a controversial issue. So, the purpose of this study was to investigate the relationship between service quality, satisfaction and the intention to return of sport tourists. Methodology: The research method was descriptive–correlation and the statistical sample consisted of 265 tourists attending Tehran’s Azadi stadium for watching a football game between Esteghlal and Persepolis. The research instrument was a questionnaire that had been used in Shonk’s Ph.D. dissertation. The validity was approved by doing exploratory factor analysis and the opinions of sport management experts. The reliability was verified by Cronbach’s alpha method (α=0.89). The SPSS19 was used to do descriptive statistics and exploratory factor analysis. Also, confirmatory factor analysis and structural equation modeling (SEM) were done by LISREL. Results: The results showed satisfaction didn’t mediate the relationship between service quality and the intention to return of sport tourists. Although, satisfaction had a significant effect on sport tourist’s intention to return, the service quality had greater effect on sport tourist’s intention to return. Also, the influence of service quality on satisfaction was significant. Conclusion: According to the results, it can be concluded that increasing sport tourism service quality and its related factors increase sport tourist’s satisfaction and their intention to return.

https://jsmd.guilan.ac.ir/article_1936_9c46f25f955dd507286f3eb0bef40180.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 The Structural Model of the Nostalgia Effect on Football Fans’ Intention to Purchase The Structural Model of the Nostalgia Effect on Football Fans’ Intention to Purchase 185 200 1938 FA Farhad Fathi M.A. in Sport Management, University of Kharzmi Ali Reza Elahi Assist Prof, Sport Management, University of Kharzmi Marjan Saffari Assist Prof, Sport Management, University of Tarbiat Modaress Journal Article 2014 10 17 Objective: The purpose of this study was to identify and test the impact of nostalgia on intention to purchase of football fans. Methodology: This study was a correlation research. With regard to the number adequacy for hypothesis testing and modeling (more than 150 people), 350 fans of Ali Karimi (nostalgic character) were selected purposefully and availability in university of Kharazmi. The research instrument included Pascal and sprott’s evoked nostalgia (2002), Katherine Meyer’s familiarity with nostalgic items (2010), Routledge’s nostalgic proneness (2009), and Katherine Meyer’s intention to purchase (2010). To evoke fans’ nostalgia, a film was produced from Ali Karimi’s personal and sport life, and after identifying the content validation by experts (panel of experts) and conducting a pilot study to the film, it was showed to the fans. After watching the film, the students filled the questionnaires. Data was analyzed using the methods of descriptive statistics, confirmatory factor analysis and structural equation modeling. Results: The results were based on the conceptual model. Results showed that the level of familiarity with the nostalgic character (t=5.36 and β=0.29) and nostalgic proneness (t=8.91 and β=0.54) had a significant causal relationship with the evoked nostalgia. Also evoked nostalgia had a significant causal relationship with the fans’ intention to purchase (t=10.93 and β=0.63). Conclusion: Based on the findings, in order to endorsement of sport marketing, the characters with the image of nostalgia can be used to evoke the fans. Objective: The purpose of this study was to identify and test the impact of nostalgia on intention to purchase of football fans. Methodology: This study was a correlation research. With regard to the number adequacy for hypothesis testing and modeling (more than 150 people), 350 fans of Ali Karimi (nostalgic character) were selected purposefully and availability in university of Kharazmi. The research instrument included Pascal and sprott’s evoked nostalgia (2002), Katherine Meyer’s familiarity with nostalgic items (2010), Routledge’s nostalgic proneness (2009), and Katherine Meyer’s intention to purchase (2010). To evoke fans’ nostalgia, a film was produced from Ali Karimi’s personal and sport life, and after identifying the content validation by experts (panel of experts) and conducting a pilot study to the film, it was showed to the fans. After watching the film, the students filled the questionnaires. Data was analyzed using the methods of descriptive statistics, confirmatory factor analysis and structural equation modeling. Results: The results were based on the conceptual model. Results showed that the level of familiarity with the nostalgic character (t=5.36 and β=0.29) and nostalgic proneness (t=8.91 and β=0.54) had a significant causal relationship with the evoked nostalgia. Also evoked nostalgia had a significant causal relationship with the fans’ intention to purchase (t=10.93 and β=0.63). Conclusion: Based on the findings, in order to endorsement of sport marketing, the characters with the image of nostalgia can be used to evoke the fans.

https://jsmd.guilan.ac.ir/article_1938_aee58b6bc5d8e64b8850311df108e821.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Comparison of Brand Equity Components among Sportswear Shopper: A Case Study of Adidas Brand Comparison of Brand Equity Components among Sportswear Shopper: A Case Study of Adidas Brand 201 216 1939 FA Bahram Yoosefi Assoc Prof of Sport Management, Razi University of Kermanshah Shiva Safari Tekyeh M.A. in sports management, Razi University of Kermanshah Journal Article 2014 07 27 Objective: The purpose of this study was to compare brand equity components among Adidas sportswear shoppers, both athletes and non-athletes. Methodology: It was a descriptive survey. Since Adidas is a well- known and popular sports brand in the world, it has official agency in Iran. The target population was defined as customers who had referred to and purchased from the Adidas official agency in Tehran (Iran capital city). 404 questionnaires were filled out by costumers using randomly simple method. The tool has already been applied by Tong and Hawley (2009). Apart from demographic questions (age and gender), the main part of this questionnaire included five items measuring various dimensions of brand equity including brand awareness, brand loyalty, brand association and its perceived quality. For analyzing data, Mann-Whitney U test, Spearman correlation coefficient and Fisher's Z test were utilized. Results: The findings indicated that athlete and non-athlete Sportswear customers were different in brand awareness and loyalty, while in the dimensions of brand association and perceived quality, there was no significant difference among them. Furthermore, these results showed that there was a significant and positive relation between four dimensions of brand equity (brand awareness, brand loyalty, brand association and perceived quality) and sportswear brand equity. Conclusion: According to the obtained results of this study, the managers of sportswear industry have to focus their marketing activities on brand association and its perceived quality for extending brand. Objective: The purpose of this study was to compare brand equity components among Adidas sportswear shoppers, both athletes and non-athletes. Methodology: It was a descriptive survey. Since Adidas is a well- known and popular sports brand in the world, it has official agency in Iran. The target population was defined as customers who had referred to and purchased from the Adidas official agency in Tehran (Iran capital city). 404 questionnaires were filled out by costumers using randomly simple method. The tool has already been applied by Tong and Hawley (2009). Apart from demographic questions (age and gender), the main part of this questionnaire included five items measuring various dimensions of brand equity including brand awareness, brand loyalty, brand association and its perceived quality. For analyzing data, Mann-Whitney U test, Spearman correlation coefficient and Fisher's Z test were utilized. Results: The findings indicated that athlete and non-athlete Sportswear customers were different in brand awareness and loyalty, while in the dimensions of brand association and perceived quality, there was no significant difference among them. Furthermore, these results showed that there was a significant and positive relation between four dimensions of brand equity (brand awareness, brand loyalty, brand association and perceived quality) and sportswear brand equity. Conclusion: According to the obtained results of this study, the managers of sportswear industry have to focus their marketing activities on brand association and its perceived quality for extending brand.

https://jsmd.guilan.ac.ir/article_1939_84baa3740dac7e15ab2c30d5562e7166.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 The Study of Relationship between Sport Brand Perceived Value and Customer’s Repurchase Intention The Study of Relationship between Sport Brand Perceived Value and Customer’s Repurchase Intention 217 231 1940 FA Fariba Askariyan Assist Prof, University of Tabriz Behzad Akbarzadeh Ph.D. of sport management, University of Tabriz Journal Article 2014 10 25 Objective: The purpose of this study was to examine the relationship between sport brand perceived value and the repurchase intention of customers. Methodology: The method of present study was descriptive and its statistical population includes all those who refer to three main shopping centers of sport goods (N= 384). They were selected by convenience sampling using Morgan table while the researcher himself was present at the shops. They participated in this study and filled in the Faryabi’s questionnaire (2012). This questionnaire includes 22 questions with a 5-point Likert scale (1 = totally agree to 5=totally disagree). The face validity of questionnaire was confirmed by experts and its reliability was Cronbach's α =0.84. Descriptive and inferential statistics were used for data analysis, Kolmogorov Smirnov test was used to determine data normality and regression analysis was to analyze them at a significance level of α ≤ 0.05. Results: The results showed that there was a significant relationship between the perceived value and repurchase intention (β = 0.43, P<0.001). As well as, there was a significant relationship between the prior satisfaction of customers and repurchase intention of customers (β = 0.46, P<0.001). Also, all components of the perceived image, perceived quality, price acceptability and sensory experience had a significant relationship with perceived value. Conclusion: According to results, the prior satisfaction of customers has the highest impact on the repurchase intention and price acceptability has the highest impact on perceived value. Objective: The purpose of this study was to examine the relationship between sport brand perceived value and the repurchase intention of customers. Methodology: The method of present study was descriptive and its statistical population includes all those who refer to three main shopping centers of sport goods (N= 384). They were selected by convenience sampling using Morgan table while the researcher himself was present at the shops. They participated in this study and filled in the Faryabi’s questionnaire (2012). This questionnaire includes 22 questions with a 5-point Likert scale (1 = totally agree to 5=totally disagree). The face validity of questionnaire was confirmed by experts and its reliability was Cronbach's α =0.84. Descriptive and inferential statistics were used for data analysis, Kolmogorov Smirnov test was used to determine data normality and regression analysis was to analyze them at a significance level of α ≤ 0.05. Results: The results showed that there was a significant relationship between the perceived value and repurchase intention (β = 0.43, P<0.001). As well as, there was a significant relationship between the prior satisfaction of customers and repurchase intention of customers (β = 0.46, P<0.001). Also, all components of the perceived image, perceived quality, price acceptability and sensory experience had a significant relationship with perceived value. Conclusion: According to results, the prior satisfaction of customers has the highest impact on the repurchase intention and price acceptability has the highest impact on perceived value.

https://jsmd.guilan.ac.ir/article_1940_d7d7eb8aaa1cdce44d3b105a8837c7ea.pdf

University of Guilan Journal of Sport Management and Development 2322-4800 5 1 2016 08 10 Challenges of Sports Tourism Development in Aras Free Zone Considering the Opinions of the Managers and Experts Challenges of Sports Tourism Development in Aras Free Zone Considering the Opinions of the Managers and Experts 233 244 1941 FA Yoosef Yavari Assistant professor .Azarbaijan Shahid Madani University Fariba Askarian Associate professor, University of Tabriz Mohammad Kheiri M.A. Sport Management Journal Article 2014 12 02 Objective: This study aimed to analyze the challenges of sports tourism development with an emphasis on the viewpoints of tourism and sport experts in Aras free zone. Methodology: 120 managers and experts of tourism and sport were selected using random sampling. To collect data, the development of sports tourism questionnaire was used. Cronbach’s α was 0.95. Results: According to the results, information and communication, infrastructure facilities, tourism and cultural heritage, sports and recreation services, and physical education had significant role in the development of sports tourism of Aras free zone. There was difference among existing and desired situation of the effective factors in sports tourism. Factors affecting sport tourism respectively were natural resources, information and communications, infrastructure facilities, tourism and cultural heritage, sports and recreation services, physical education, respectively. Conclusion: Aras free zone can become an important sport tourism target by optimum use of potential natural resources, planning and implementation of various strategic programs, investment in infrastructure development, the use of IT and hosting major sports events. Objective: This study aimed to analyze the challenges of sports tourism development with an emphasis on the viewpoints of tourism and sport experts in Aras free zone. Methodology: 120 managers and experts of tourism and sport were selected using random sampling. To collect data, the development of sports tourism questionnaire was used. Cronbach’s α was 0.95. Results: According to the results, information and communication, infrastructure facilities, tourism and cultural heritage, sports and recreation services, and physical education had significant role in the development of sports tourism of Aras free zone. There was difference among existing and desired situation of the effective factors in sports tourism. Factors affecting sport tourism respectively were natural resources, information and communications, infrastructure facilities, tourism and cultural heritage, sports and recreation services, physical education, respectively. Conclusion: Aras free zone can become an important sport tourism target by optimum use of potential natural resources, planning and implementation of various strategic programs, investment in infrastructure development, the use of IT and hosting major sports events.

https://jsmd.guilan.ac.ir/article_1941_7e6587d1063e430cc5075bfd36c9b5de.pdf