Sport Management Journal
Year:2020 | Volume:12 | Issue:3|Papers Count:15

Success in sport marketing requires special attention to the quality of the relationship between fans and sport teams. Therefore, the aim of the current study was to investigate the effect of self-definitional need elements on brand equity in Iran football premier league clubs. The research method was descriptive – correlation, survey and applied. The data were collected by Bhattacharya and Sen (2003) distinction identity, similarity identity, and prestige identity standard questionnaires as well as Yoo and Donthu (2001) brand equity questionnaire. The research population consisted of fans of Iran football premier league popular teams and 200 subjects were randomly selected as the sample. The validity of the questionnaires was confirmed by viewpoints of sport management and business management experts and their reliability was evaluated by Chronbach alpha. PLS and SPSS18 were used for data analysis. The results showed that all directions were verified (P<0. 05). Also, self-definitional needs involving similarity identity, distinction identity, and prestige identity, had positive and significant effects on brand equity of Iran football premier league teams.

Lifestyle is a distinctive concept in modern societies. This mixed study aimed to analyze the Iranian elite athletes' lifestyle and offer a typology of their lifestyle. In the qualitative phase, 19 experts familiar with Iranian athletes' lifestyle had unstructured deep interviews; then, lifestyle components were identified using the Glaserian approach of the grounded theory. In the quantitative phase, a questionnaire with 64 items consisting of the codes of lifestyle components was designed and approved by 5 experts. Out of the statistical population (1574 premier league athletes in soccer, futsal, volleyball and basketball), 308 athletes completed the questionnaire by convenience and purposive sampling methods. The model measuring elite athletes’ lifestyle components was tested with confirmatory factor analysis in LISREL8. 80 software and was fitted after modification. This model had 10 components: professional thinking, emotional competencies, life vision, financial literacy, responsibility, material consumption, cultural consumption tendencies, leisure, personal issues and religious behaviors. In addition, 5 dominant lifestyles among elite athletes were identified: consumerist, quotidian, beneficent, accountant and professional using cluster analysis in Spss23 software. Characteristics of each lifestyle were discussed by a review of the qualitative and quantitative findings.

The aim of this study was to have a semi-historical look at the chivalry in Iran, that is to say the history of Iran was directly referred to, and its chivalrous approach and educational thinking in sport were achieved. The method of this study was qualitative with a historical approach; historical books of Iran were studied in four categories: identifying semantic units, initial codes, open and axial coding; finally the model-the definition of chivalry in Iran was obtained. From the historical perspective in Iran, chivalry is a collection of attributes that is a revelation of the people and a self-image in the context of the glorification of God.

The aim of this study was to investigate the architecture of sport facilities managed by Tehran Municipality on the tendency of citizens to sport activities. The research method was descriptive-correlation. The statistical population of the study consisted of athletes in Tehran city. The statistical sample included the customers of the sport complexes in 5 metropolitan areas (1, 5, 6, 8, 20) from 22 areas according to their geographic location in the north, south, east, west and center. Random and convenience sampling methods were used to select the sample (n=250). A researcher-made questionnaire was used to collect the data; its content and face validity was assessed by 9 sport management and architecture professors and then it was distributed among the subjects. The reliability of the questionnaire was calculated using Cronbach's alpha coefficient (0. 76). Also, the PLS algorithm was used to test the research hypotheses. The software output indicated that all the research variables had positive effects on the citizens' tendency to sport facilities managed by the Tehran Municipality. In general, it can be concluded that the architecture and design of sport facilities affect the attraction and tendency of citizens to sport activities. The planners and designers should pay special attention to the architecture of the facilities according to the culture, accessibility and other indices obtained in this study.

The aim of this study was to investigate the relationship of the components of toxic leadership style with organizational cynicism in the staff of the Ministry of Sport and Youth with the mediating role of Machiavellianism management. The research method was descriptive and was in the category of applied research. The statistical population of the study consisted of all the official staff of the Ministry of Sport and Youth (N=335). The sample size of the study included 180 subjects based on Morgan's table. 3 standard questionnaires of Schmidt's Toxic Leadership (2008), the Machiavellian Management Questionnaire by Ruth Klaus (2009) and the Kalagan’ s Organizational Cynicism Questionnaire (2009) were used in the study. Content validity of the questionnaires was approved by 6 sport management professors at Razi University. Their reliability was determined as 0. 89, 0. 87 and 0. 88 respectively. Pearson correlation coefficient and path analysis model were used to analyze the data using SPSS and Amos software. The results showed that toxic leadership had a positive effect on organizational cynicism, with the impact factor of 0. 53. It can also be stated that Machiavellianism management plays a mediating role with the impact factor of 0. 32 in the effect of toxic leadership on organizational cynicism. Therefore, managers should try to prevent toxic behaviors as much as possible in their leadership style, because the existence and continuation of these negative behaviors ultimately lead managers to the lack of attention to the organization and its human resources and lay the groundwork for staff’ s cynicism in the organization.

The aim of this study was to provide a model of marketing tricks to promote the sale of Iranian sport manufacturers which was conducted in three steps. In the first step, effective factors were identified with Delphi method. In the second step, the interpretive structural model (ISM) defined a model. In the third step, partial least squares structural equation modeling was used to validate the model. The statistical population consisted of all customers of Tehran sporting goods stores. The sample size was determined by structural equation method and 214 questionnaires were collected. The face and content validity of the questionnaire was confirmed by the sport marketing professors and the construct validity and convergent validity were verified. Reliability was calculated by Cronbach's alpha and composite reliability. The findings mapped a model at four levels and the significance of its relationships was confirmed. As a result, it can be stated that use of imitation name and appearance is a trick that makes imitation identity, and provides a desired image and perception of the quality of imitation products for customers and can promote sale for Iranian sport manufacturers.

The aim of this study was to investigate the effect of strategic orientation and knowledge absorption capacity on innovation capabilities in the employees of Ministry of Sport and Youth with the mediating the role of strategic flexibility. The research method was descriptive-survey and applied in terms of objectives. The statistical population included all experts of the Ministry of Sport and Youth, and 273 subjects were randomly selected as the sample. For data collection, 4 standard questionnaires: strategic orientation questionnaire by Miles and Snow (1978), knowledge absorption capacity questionnaire by Zahara and George (2002), innovation capability questionnaire by Tsai (2001), and strategic flexibility questionnaire by Shimizu and Hit (2004) were used. After confirming the validity and reliability of the four questionnaires, structural equation modeling (SEM) and path analysis by the LISREL8. 70 software were used to analyze data. The results of the structural equation modeling analysis showed that the model had a good fit and all the research paths were approved. The results showed that sport organizations should enhance their innovative capabilities using the collection of valuable information from external sources as well as taking advantage of the reactive ability in the environment in order to properly use the resources, avoid passivity and the ability to compete in the environment.

Players are the most important and valuable assets of sports clubs; their contracts cover most of the clubs' budgets. The present study aimed to investigate the role of those factors related to players’ valuation and predict the amount of their contract. The research method was applied-survey and quantitative; the research sample were selected by census sampling method including 41 players of the Esteghlal Club football team. The data from the research were based on the text mining method of the players' performance data for two seasons. When applying data mining method, neural network algorithms, decision tree and average chi-square clustering algorithm were used for data categorization, data analysis and price prediction. Also, the obtained model was tested by predicting the price again with the data using algorithms made in different models and applying graphs and numerical analysis and the predicted value with the actual value in the Clementine software. According to the results, dive had the highest impact factor and total time played during a season had the lowest impact factor for players’ valuation in the neural network algorithm. Age was the factor with the highest effect on players’ price, and players’ position was had the lowest effect in the decision tree algorithm. Physical activity was also the first factor affecting the price. The difference between predicted values in algorithmic methods and the actual data is probably due to the lack of a scientific approach to determine the value of players' contracts. Decision tree algorithm is recommended when predicting players' prices with the club fixed budget and the neural network is the most appropriate method when the budget is varied.

The aim of the present study was to develop a model for investment development in Iran sport. This study used a qualitative methodology and the grounded theory. The statistical population included those with management experience in different levels of Iran sport, sport management professors of Iran universities, and sport economics experts and activists. 15 subjects were selected for interviews by theoretical, purposive and snowball sampling methods. Open, axial and selective coding were used to analyze the data. The results showed that laying the suitable groundwork for sport investors, developing maximum participation of people and different strata, providing sport customers with appropriate services and favorable conditions for the attractiveness of sport were reported to be amongst the causal factors of investment development. Contextual factors also encompassed the quality of sport, active media, and incentives. Intervening factors were, then, found to be public administration, cumbersome laws, political-legal environment, as well as executive infrastructures. Strategies included providing investor profits, marketing development, establishing economic mechanisms and economic stability and power and their consequences, sport for all policy, increasing the number of spectators, maximizing the number of investors, creating economic capacity and indicators and favorable conditions for sport in Iran. The present model is a suitable national framework for studies in this field and may pave the way as an introduction for investing in sport in Iran.

The aim of this study was to develop a citizenship sport model in Tehran metropolis. This study was fundamental conducted by a qualitative method in two stages. During the first stage, 25 experts had in-depth interviews using grounded theory. The data were analyzed by Charmaz approach and the primary model was extracted. In the second stage, the model derived from the previous stage was handed out to the Delphi team consisting of 6 sport management experts in 3 phases in order to be checked and confirmed. The results showed that macro policy making, developmental requirements, the role of the organization responsible for citizenship sport, sport city, urban unit management and ultimately the metropolitan environment of Tehran were those factors affecting the citizenship sport. Therefore, it seems that the authorities, policymakers and urban management should understand the real meaning of citizenship sport and identify the factors influencing this type of sport based on the model of this study so that they can lay the groundwork for maximum participation of citizens. Also, they should properly promote culture and media advertising so that they can not only enhance social well-being and cheerfulness, but also strengthen the foundations of urban economy and welfare and turn the Tehran metropolis into a well-known sport city in the region.

The aim of the present study was to develop a model of the effect of brand authenticity and brand equity on spectator loyalty to brand in the volleyball league clubs of Iran (Bank Sarmayeh volleyball club in Tehran). The research method was descriptive correlation with a structural equation approach and applied in terms of objectives. The statistical population consisted of volleyball premier league (Sarmayeh Bank) spectators in 2017-2018 season (N=1800). The sample size was determined as 317 spectators based on Morgan table who were selected by convenience and purposive sampling methods. Kadirov Brand Authenticity Questionnaire, Acer Brand Equity Questionnaire and Mahoney Spectators Loyalty Questionnaire were used for data collection. To analyze data, Pearson correlation coefficient, multiple linear regression with concurrent method were used. Structural equation modeling with SPSS25 and Amos23 were used to determine the fit of the research model. Based on the results of the research model, it was observed that brand authenticity on brand equity with path coefficient (β =0. 723, P=0. 001) and brand equity on spectator loyalty with path coefficient (β =0. 891, P=0. 001) had significant direct positive effects. It can therefore be said that brand authenticity has a significant positive effect on spectator loyalty through the mediator variable of brand equity.

The aim of this study was to investigate the role of sport tourism development on employment in Tehran city and to provide an employment model. The research methodology was analytical and applied in terms of objectives and results. The statistical population included all employment professors and experts who had experience in employment and tourism. According to Morgan table, the sample size was 294 subjects. To qualify for the Kaiser-Meyer-Olkin Test (KMO), the Bartlett test was used, which was equal to 0. 735. The results showed a statistically significant difference between the existing status and the favorable status of sport tourism in Iran (P=0. 001, Z=13. 785). The results also showed that sport tourism development had a direct, positive and significant effect on direct, seasonalseasonal, and direct-part-time employment, but this effect was not significant on direct-permanent employment. It is suggested to lay a suitable groundwork such as major sport events and famous exhibitions for sport tourists to develop employment. Tehran as one of the metropolises in the world and Iran has many potentials that can lay the groundwork for employment with an emphasis on sport activities.

The aim of the present study was to develop a model of the relationship between attitudes toward counterfeit products and brand popularity in product products customers. This study was applied in terms of objectives and correlation in terms of data collection. The statistical population consisted of all the customers of sport products in Tehran city. Given the unknown number of research sample, 10, 000 ≤ N was considered. Using Morgan table, 384 sport product customers were selected as the sample through simple random sampling method. Standard questionnaires were used to collect data and measure the variables. To analyze the data, descriptive statistics (frequency distribution tables and graphs) and inferential statistics (Pearson correlation and path analysis model) were used to test the research hypotheses. Finally, the results showed that knowing the value, the social effect and the norm of mind had significant positive effects and the pricequality ratio perception, brand loyalty, risk aversion and perceived risk had significant negative effects on the attitude toward counterfeit products. Attitude toward counterfeit products also had a significant positive effect on brand popularity. Also, based on the findings of the study, the effects of personal satisfaction, brand prestige, ethics and brand awareness on attitude toward counterfeit products were not significant. Based on the results of the study, it can be stated that informing the customers about the functional aspects of the main products against the counterfeit products as well as informing advertisements will be effective in introducing the counterfeit products to the individuals and changing their attitude.

The aim of this study was to develop a model based on strategic analysis of factors affecting the development of sport participation of veterans, disabled, deaf and blind in Iran. The statistical population consisted of 330 experts in the disabled sport and 220 subjects were selected based on the adequacy of factor analysis sample. A researcher-made questionnaire was used to collect data, and the face and content validity were evaluated and approved by sport management professors (n = 6) and managers (n = 7). Then, Delphi technique consisting of experts based on convenience sampling method (8 subjects) was used to screen and validate different parts of the research. Confirmatory factor analysis test was also used to confirm the construct validity. The reliability of the questionnaire was assessed and confirmed by Cronbach's alpha (0. 90). Bartlett test was used for sample adequacy and exploratory factor analysis was applied to determine hidden components in the quantitative tool. Statistical methods of data analysis included descriptive statistics, one-sample t test, Pearson correlation coefficient and structural equation modeling. According to the findings, personal and family, sport, managerial and environmental factors were those influencing the development of sport for all for the disabled. The research model had a good fit in the structural equation modeling (SEM) test; therefore, the model of the development of sport for all for veterans and the disabled in Iran was approved. It can therefore be argued that personal and family factors determine the attitudes of specific strata; if environmental factors are structurally and culturally capable of developing sport participation for the disabled, more talent identification will occur.

The aim of this study was to assess the quality management system in Sport Organization of Tehran Municipality based on ISO 9000 model. The statistical population of the study consisted of all experts of Tehran Municipality Sport Organization (N = 200). 127 subjects were selected as the sample based on the Morgan table. QMS questionnaire derived from the National Standards Authority of Ireland was used to collect data. The face validity of the questionnaire was confirmed by experts and Cronbach's alpha coefficient was used to determine the reliability (α = 0. 823). Statistical software of SPSS was used for data analysis. AMOS software was used for the analysis of structural equation modeling. Results showed that all components of the quality management system examined in this study had acceptable factor loading at the significance level of less than 0. 05. Also, the most important factors in quality management system according to factor loading values, were the performance evaluation factor (factor loading =0. 85) and the nature of organization and processes improvement factor (factor loading=0. 80). Therefore, the study suggests appropriate timeline for developing the stages of quality management system to provide services for citizens, establishing appropriate management communication with the staff, periodic evaluation to guarantee the quality of sport services, paying attention to the citizens' sport needs, and trying the evaluation of staff performance.