Sports Business Journal
Sports Business Journal is one of the leading journals for the sports industry. This journal is an open-access, double-blind, peer-reviewed journal publishing by Alzahra University that publishing high-quality scholarly articles, in English. The coverage of the journal is fundamentally sport, business, and management, with a broad range of related fields and topics falling under this area, including:
* Business, marketing, and entrepreneurship in sport
* Sports industry; sports tourism, leisure, and recreation
* Business and sponsorship in sports events and venues
* Traditional and new media in the sports business and IT in the sports business
* Economic relevant sporting business projects
* Business law and ethics in sport business
* Sports brands and customer behaviour and corporate social responsibility
Phone: +989124044977
Address: Alzahra University, North Sheikh Bahaee St., Deh-e Vanak, Tehran, I. R. of Iran
Journal Link: https://sbj.alzahra.ac.ir/
* Business, marketing, and entrepreneurship in sport
* Sports industry; sports tourism, leisure, and recreation
* Business and sponsorship in sports events and venues
* Traditional and new media in the sports business and IT in the sports business
* Economic relevant sporting business projects
* Business law and ethics in sport business
* Sports brands and customer behaviour and corporate social responsibility
Phone: +989124044977
Address: Alzahra University, North Sheikh Bahaee St., Deh-e Vanak, Tehran, I. R. of Iran
Journal Link: https://sbj.alzahra.ac.ir/
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Papers by Sports Business Journal
Methodology: This research is a mixed method (qualitative-qualitative-quantitative), and in terms of purpose, it is applied to developmental research. At first, the meta-synthesis method was used in the qualitative stage, then the case study, and in the quantitative stage, the DEMATEL method was used. A systematic literature review published from 1998 to 2022 was used to collect the data in the meta-synthesis stage. The primary data for the case study was obtained by analyzing the content. Also, in the case study stage, interviews were conducted with 21 experts active in the executive and academic departments of the football industry. Content analysis was used to analyze it, and finally, in the survey phase, using a questionnaire, the DEMATEL technique was used for the final model.
Findings: The research results show that the consequences of strategic innovation are categorized into five categories: value creation and customer satisfaction, becoming competitive and improving competitiveness, increasing productivity, new markets and growing market share, wealth creation, and profitability.
Originality: The present research helps managers and activists of the football industry have a comprehensive view of the effects and consequences of strategic innovation in the football industry and achieve these results by applying it in football clubs.
Methodology: In terms of purpose, this study is practical, and in terms of data collection method, it is descriptive-correlative. The population included all sports product consumers on Instagram. A total of 370 individuals participated in the study. The study's measurement instrument was a questionnaire belonging to (Wei & Lu, 2013); (Hussain et al., 2020) and (Arai et al., 2013). Sports management professors reviewed the questionnaire to verify its face validity. The external model evaluation, including composite reliability, convergent validity, and divergent validity, proved the instrument's validity.
Findings: The internal model evaluation indicated that the celebrity's athletic performance, attractiveness, and market lifestyle significantly affect consumers' interactions with celebrity athletes on social media. The "Trustworthy celebrity athlete" also held a positive moderating function associated with customer interactions with a celebrity athlete owning an endorsed brand on social media. In general, trusting a trustworthy celebrity athlete, as well as his recommendations and statements of truthfulness, can impact the audience's interaction with his brand to a great extent.
Originality: The current study emphasizes the value of the off-field lifestyle as a valued asset and has significant implications for celebrity athletes and brand management.
Methodology: This qualitative research has used the thematic analysis approach to investigate components, communication, and business model design in extreme sports clubs. Data were collected through semi-structured interviews with specialists and experts in extreme sports. The thematic analysis approach of Brown and Clark (2006) was used for data analysis.
Findings: The findings show that the business model in extreme sports clubs has three basic elements: tangible assets, intangible assets, and stakeholders. Through the two-way relations of these elements with extreme sports clubs, capacities, and dynamics are created for business. According to the type of participants, styles and levels of extreme sports, financial interactions, and social capital formation can be witnessed. This model has a cyclical nature that depends on the interactions between its components.
Originality: This research presents an original business model framework for extreme sports clubs. Prior research on business models has yet to delve into the unique characteristics of this industry. This is the first study to explore the interplay between tangible and intangible assets, stakeholders, and the specificities of extreme sports participation (types, styles, and levels) to understand financial interactions and social capital formation within this domain. By highlighting the cyclical nature of this model.
Methodology: Data was collected via an online survey employing convenience sampling, with the target audience consisting of 300 active social media users who are fans of a particular football team, by using structural equation modeling on the 240 complete responses received.
Findings: The research unveils compelling findings. The analysis reveals that generating attractive content exerts a significant direct impact on both player popularity and fan loyalty. Moreover, player popularity acts as a potent mediating force, indirectly enhancing the influence of attractive content on fan loyalty. Notably, over 24% of the effect of generating attractive content on fostering fan loyalty can be attributed to the mediating role of player popularity. These insights underscore the synergistic relationship between captivating content, celebrated athletes, and devoted fan bases. The research suggests that sports managers should: 1) Focus on creating visually appealing, emotionally resonant content; 2) Leverage player popularity to amplify the impact of content on fan loyalty; 3) Foster synergies between content, players, and fans to build a devoted fan base.
Originality: In this research, the mediating role of athletes' popularity on fans' loyalty was evaluated.
Methodology: This research was conducted in two parts: quantitative and qualitative. The statistical population of this study was experts in the field of brand and esports. Twenty people from the research community were interviewed and selected as the statistical sample of the research. This research uses Fuzzy Delphi, the balanced scorecard, and the Fuzzy Analytic Hierarchical Process.
Finding: The qualitative section identified the most critical challenges in developing the FIFAe World Cup brand using the Fuzzy Delphi method, resulting in 17 concepts. In the quantitative part, the fuzzy analytic hierarchical process determined the priority of each challenge affecting brand development. The study found that Weakness in the management structure was the most critical challenge from the perspective of internal processes, neglect of research was the most significant challenge from the perspective of growth and learning, ignorance of new methods of monetization and sponsorship were the most critical challenges from the standpoint of financial aspects, and Weakness in service quality was the most vital challenge from the perspective of customers.
Originality: The implications of this research suggest that using this model can help familiarize managers with priorities for addressing brand development challenges of the FIFAe World Cup and enable the integration of brand performance evaluation. Overall, this study provides valuable insights into the challenges and strategies for developing the brand of the FIFAe World Cup and offers a structured approach for addressing these challenges.
Methodology: This qualitative research employed a grounded theory approach to investigate Consumer Behaviors in eSports Consumption in Iran. The study utilized situational analysis as the chosen approach within the grounded theory to provide a comprehensive understanding of the context, arena/social worlds, and positions of eSports Consumption.
Findings: The findings reveal that Consumer Behaviors of eSports Consumption in Iran are significantly influenced by two key factors: (1) game preferences and (2) social interactions. The study identifies five distinct eSports Consumption positions that emerge from these factors' interplay. These findings contribute to the literature by comprehensively describing consumer behaviors in eSports consumption, shedding light on the cultural dynamics and preferences within the Iranian context.
Originality: This research has practical implications for stakeholders, including eSports industry professionals, marketers, and policymakers. The insights gained from understanding consumer behaviors in eSports consumption can inform strategic decision-making processes, such as game development, marketing campaigns, and creating engaging social environments for eSports enthusiasts. By bridging the gap between theory and practice, this study paves the way for developing tailored approaches to cater to the unique needs and preferences of Iranian eSports consumers.
Methodology: This research is explanatory in terms of the applied goal-setting strategy, and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in sports marketing, marketing officials of Persepolis Club, and league organizations. The selection of these people was purposeful, and the number was 15. To identify the issues affecting the future of the brand sustainability of Persepolis Club, a literature review and interviews with experts were used. Based on that, 15 final components related to the future of crucial sustainability drivers of the Persepolis brand were identified.
Findings: Based on the research findings, four variables, such as "improving brand equity, marketing activities, economic dimension, and social responsibility," are among the key sustainability drivers of the Persepolis Club brand in the future. Moreover, they were highly uncertain.
Originality: Accordingly, utilizing them in future planning and determining possible scenarios is necessary. Regarding the identified scenarios, it should be stated that the scenario of the flourishing potential of the Persepolis club brand can be the best case for the sustainability of the Persepolis club brand in the future, which is an important finding of this research.
Methodology: This research has been done in terms of applied purpose and descriptive-correlational nature. The statistical population of this research included all tennis coaches and athletes in Iraq, and based on Cochran's formula, 385 were selected as a sample. Over 400 questionnaires were distributed for assurance, and 393 questionnaires were correctly analyzed after return. The research tool included a researcher-made questionnaire. Eight Sports management specialists checked the face and content validity of the questionnaire, and its reliability was confirmed using Cronbach's alpha method (0.90). The software used in data analysis was PLS.
Findings: Based on the findings, professional ethics effectively promotes cultural values and professional responsibility in the tennis sports industry due to the mediating role of psychological and media culture.
Originality: According to the findings of this research, more attention should be paid to professional ethics and elements of ethical culture in team and individual tennis training. Also, different exercises and training programs can be designed to reinforce cultural values and professional responsibility in tennis. This research can be one of the few studies conducted in the field of professional culture in the tennis industry.
Methodology: The qualitative research method followed a systematic grounded theory approach (Strauss & Corbin, 1997). The participants consisted of 5 professors and experts in the sports market, 1 person in ethics, 3 sports business owners, and 3 customers of sports products. Semi-structured interviews were used as the research tool. Validation was carried out using a triangulation approach, which involved using multiple sources for data (different participant groups) and having two reviewers verify emerging findings. All data was analyzed and reviewed using Maxqda software version 2020.
Findings: The research's final model was structured into 5 main axes: 1- Causal conditions (laws and policies, political, cultural-social, economic), 2- Context (customer behavior, advertisement and promotion, product value (price and quality), communication interaction seller with customer, seller's beliefs and values), 3- intervening factors (media, market type and organizational atmosphere), 4- strategies (management and structure, rules and regulations, supervision, training, dissemination and promotion) and 5- The consequences are (internal satisfaction of the seller, branding, financial consequences, consequences related to the seller).
Originality: The research findings indicate that managers and policymakers should focus on creating preventive strategies and promoting financial transparency. It is also advised to utilize technology-based monitoring systems to enhance performance and financial transparency. Other research highlights the importance of education and dissemination strategies. Therefore, it is essential for governing institutions to use public media and virtual platforms to promote ethical sales practices. Additionally, workshops and training courses that focus on ethical issues should be incorporated into the process of obtaining sports business licenses.
Methodology: This research was descriptive and applied in nature. The statistical population includes fans who have attended matches at Azadi Stadium at least once in 2022. A sample of 418 individuals was selected from this population using simple random sampling, and the necessary information was collected through the willingness-to-pay questionnaire developed by Wicker and Colleagues (2016). Data analysis was conducted using the logit method, utilizing the Stata and Shazam software.
Findings: The findings reveal that the average willingness of fans to pay to attend games at Azadi Stadium is 91,000 Tomans per game, and the estimated economic and recreational value for one season is approximately 1,350 billion Rials. Furthermore, factors such as income, watching matches on television, satisfaction with stadium facilities, and enjoyment of the games significantly and positively impact the willingness to pay to attend stadium matches. On the other hand, variables like age, education level, proposed price, and marital status negatively influence this willingness to pay.
Originality: Limited research has been conducted on the economics of recreational sports facilities, explicitly focusing on contingent valuation methodology. Estimating the economic value is crucial for decision-making regarding investment, improvement, and operation of stadiums.
Methodology: The data was collected using the questionnaire survey and purposive and available sampling method. The statistical population of the study included all managers, experts, elites, and individuals who had sufficient knowledge and information (like club veterans) concerning the two most popular football clubs in Iran (Persepolis and Esteghlal). The data from 175 questionnaires was analyzed through the Structural Equation Modelling technique under the Partial Least Squares approach using PLS innovative software.
Findings: The results demonstrated that there was a positive and significant relationship between the core product quality and organizational (financial and sporting) performance. Also, the mediating effect of fan satisfaction in the relationship between core product quality and organizational performance was confirmed.
Originality: The model, provided as an effective tool, can help club managers analyze and choose the best club development strategies to equilibrate the financial and sporting performance of the club to more confidently achieve the organizational goals. The importance of these findings is that the application of appropriate mixed policies from fan satisfaction and core product quality will have a significant impact on improving organizational performance.
Methodology: This study used social network analysis to investigate co-authorship, co-occurrence of words, and cooperation coefficient. The research population consisted of studies of journals indexed in the Web Science database from 2006 to 2022, and 29 articles about brand slogans in tourism were selected as samples and analyzed using VOSviewer software.
Findings: The results showed that research on brand slogans in tourism reached the highest level in 2017, and the United States did the most research in this area. The most frequently repeated words between 2014 and 2016 included destination brand, destination image, slogan, and marketing communications, and after 2016, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in 2020. Most citations were related to Lee's (2006) article. The differences between keywords before and after 2020 indicate the importance of slogan design and appropriate slogans for tourism brand marketing.
Originality: It is suggested that tourism managers use the related slogan of their tourism brand to promote and market it. Also, the results of this research will help researchers to consider current issues in the field of event tourism in future studies and to identify authentic publications in the field of brand and tourism and use authentic articles to write their articles.
Methodology: The research is classified as applied, using a descriptive research method and cross-sectional survey research design. The statistical population of this study includes football fans in Iran. The sampling method in this study was non-probability convenience sampling (200 fans). A four-part questionnaire was used to collect data. Then partial Least Squares Structural Equation Modeling (PLS 3.0) was used for data analysis.
Findings: Paying attention to these indicators is of great importance in implementing the model of the impact of online advertising on the intention to purchase football fans. Therefore, based on the study's findings, the model of the effects of online advertising on the intention to buy football fans is confirmed. Based on the results obtained from the combined reliability, extracted variance, model fit coefficient, and goodness-of-fit index in the path analysis, the model is consistent with suitable empirical and theoretical assumptions and has a good fit. Therefore, the model of the impact of online advertising on the intention to purchase football fans is confirmed.
Originality: This research evaluated the mediating role of football players' popularity on fans' purchase intention.
Methodology: This research is applied and developmental in terms of purpose and exploratory in terms of implementation method. In this research, a mixed method (quantitative, qualitative) has been used, in which the Delphi qualitative method precedes the quantitative method. In the qualitative phase, 20 experts in the sportswear industry were selected through snowball sampling. In the quantitative phase, a survey of 394 online shoppers of sportswear products was conducted on social networks. Structural equation modelling was used to test the hypotheses. SMART PLS and SPSS 23 software were used for data analysis.
Findings: The results supported the positive effect of the factors perceived ease of use, perceived usefulness, perceived enjoyment, and fashion leadership, as well as the negative impact of technology anxiety on adopting this technology. The results have practical implications for sports managers, retailers, and sportswear industries regarding adopting the best management and marketing strategies for virtual fitting rooms.
Originality: This study examines the innovation of virtual fitting room technology among Iranian sportswear consumers for the first time. Virtual fitting rooms play a significant role in saving time, energy, and money for sports consumers and protecting their privacy. Also, this technology is a fantastic promotional device for sports industries and retailers if Iranian sportswear consumers accept it.
Methodology: The research method (in the qualitative part of the Delphi method and the quantitative descriptive-analytical part). The statistical population of the qualitative section included all media management specialists and sports marketers, and in the quantitative section, there were athletes of different sports (N = 1600). Sampling was also purposeful and accessible. The study tool was a semi-structured interview and a researcher-made questionnaire derived. Systematic coding and confirmatory factor analysis with SPSS24 and Amos25 software have been used to analyze the data.
Findings: If marketers want to change people's mindsets, advertising messages should be clear about the product's benefits and examine customers' characteristics. This causes consumers to change their existing beliefs. Based on the results of the factors affecting the development of advertising through social media to influence customers' behavior intentions for sports products, priority includes individual factors, branding, accreditation, and structural factors.
Originality: In this article, we examine the modeling of advertising development through social media to influence customers’ behavioral intentions for sports products using structural equation modeling (SEM).
Methodology: This study was based on a practical purpose and a descriptive correlation data collection method conducted in the field. The statistical population was all consumers of domestic sports goods (Daei, Majid, and Momentum brands), and 191 people were selected as a statistical sample based on the law of structural equations (five times the number of observable variables). The research tools included three Kadirov's (2010) brand authenticity questionnaires, Lee et al.'s (2013) customer bias, and Thomson et al.'s (2005) emotional attachment. Experts confirmed the formal and content validity and the reliability of the questionnaires, estimated to be 0.7, 0.92, and 0.95, respectively. Statistical analysis was performed using SPSS/25 and Smart-PLS.3.2.8 software.
Findings: The research results indicated a positive and significant relationship between brand authenticity, emotional attachment, and customer bias. However, there was no significant relationship between customer bias and emotional attachment.
Originality: So far, no research has investigated the mediation of customer bias in the relationship between brand authenticity and consumer emotional attachment; therefore, this research is original.
Methodology: The meta-analysis method was used to conduct this research. For this purpose, sixteen databases and two search engines analyzed all articles and theses published on the effects of trust and loyalty on word-of-mouth advertising in sports between 2002 and 2022. Finally, 18 articles were included in this study and were analyzed using CMA2 software, and the heterogeneity of the studies was determined by performing the q-value, I-squared, and tau-squared tests.
Findings: The results showed that the effect size of trust and loyalty on word-of-mouth advertising was 0.30 and 0.29, respectively. Based on Cohen's interpretive system, this level of influence was evaluated as moderate, although these relationships were significant (P<005). Finally, using the tree diagram, the studies with a minor deviation in the effect size of the random model were identified and identified as more valuable research. Also, according to the FSN test regarding the effect of trust and loyalty on word-of-mouth advertising, it can be claimed that loyalty and trust positively affect word-of-mouth advertising. Therefore, it is suggested that sports managers give priority while maintaining the budget to create solutions that develop loyalty and trust in consumer sports products and services and focus on these issues.
Originality: In this study, we determine the results of world sports studies regarding the effects of trust and loyalty on word-of-mouth advertising in the form of a general result using the meta-analysis method.
Methodology: The research utilized a descriptive-correlational approach, employing structural equation modeling as the research method. The participants comprised all the 140 managers and specialists affiliated with the national olympic committee. Questionnaires on integrated marketing communication from Lee and Park (2007) and brand prestige questionnaires from Beak et al. (2010) were employed to collect data. SPSS26 and AMOS24 software were used to analyze data.
Findings: The findings showed a significant positive relationship between integrated marketing communications and its influence on brand prestige. The path analysis results indicated that the effectiveness of individual communication in delivering a consistent message and creating a favorable impression, as well as strengthening communication with recent customers, had a considerable positive impact on the brand prestige of the national olympic committee. The coefficient of dimensions showed 33.6% of the total variance in brand prestige changes. The structural equation model results further indicated that integrated marketing communications had a significant positive effect on the brand prestige of the national olympic committee.
Originality: Sports organizations must employ diverse and innovative communication methods to nurture customer relationships in today's evolving landscape. A well-designed marketing communication program should assist organizations in achieving this objective by reinforcing customer engagement through practical communication activities.
Methodology: The participants in the qualitative section include 17 managers of sports production companies and sport management experts and sport product consumers. The questionnaire was made through open questionnaires and interviews and weighting of Delphi. And 564 online customers participated in the quantitative section and were analyzed by confirmatory factor analysis.
Findings: The findings showed that the components of online retail development include digital strategy, predicting the subsequent purchase of customers, creating value through the marketing mix, providing a dynamic information matrix of goods and equipment, tracking customer-level data, Financial, and information security, website content quality, product and service information evaluation, service tools, and customer value dynamics. As a result, for the development of online retail sales, it is necessary to plan separately for these variables to provide the grounds for the formation of development. Respecting the law of the "chain of businesses" creates an environment rich in interaction and economic synergy, benefiting all aspects of a healthy and dynamic economic puzzle. The dimensions of the development of online retail sales includes digital strategy, predicting the subsequent purchase of customers, creating values through marketing mixes, and evaluating product and service information, service tools, and customer value dynamics.
Originality: The study's creativity is to use quantitative and qualitative methods to show the online retail development dimensions of sports goods and equipment.
Methodology: This research was conducted qualitatively using a structural-functional analysis approach at the strategic level. The participants consisted of experts in sports marketing, media, and sports equipment production, and a snowball sampling method based on theoretical saturation was used to select 18 of them. The data collection tool was a semi-structured interview, and its validity, transferability, reliability, and conformability were examined. The data was analyzed using the coding method.
Findings: We showed the company's marketing model production of sports equipment in the network social functions subject to five main aspects (opportunity, targeting, setting up, monitoring and optimization, and threats), and there are 19 major categories. This result showed electronic marketing based on social networks in the company production of sports equipment is a systemic process. Based on this, it is suggested that the company producing sports equipment is made for optimal use of the opportunity. The existing part of their marketing actions is the fluency of the media in social activities while keeping pace with statistics and content steps that are based on the opinion of experts, monitoring the threats in this area, and as much as possible based on the reasons for the political conditions of the country from the all-round presence on the platform foreigners should be avoided and if possible, in the network internal social activities to operated.
Originality: This study helps to understand how companies producing sports equipment can effectively use social networks for marketing purposes.
Methodology: This research is a mixed method (qualitative-qualitative-quantitative), and in terms of purpose, it is applied to developmental research. At first, the meta-synthesis method was used in the qualitative stage, then the case study, and in the quantitative stage, the DEMATEL method was used. A systematic literature review published from 1998 to 2022 was used to collect the data in the meta-synthesis stage. The primary data for the case study was obtained by analyzing the content. Also, in the case study stage, interviews were conducted with 21 experts active in the executive and academic departments of the football industry. Content analysis was used to analyze it, and finally, in the survey phase, using a questionnaire, the DEMATEL technique was used for the final model.
Findings: The research results show that the consequences of strategic innovation are categorized into five categories: value creation and customer satisfaction, becoming competitive and improving competitiveness, increasing productivity, new markets and growing market share, wealth creation, and profitability.
Originality: The present research helps managers and activists of the football industry have a comprehensive view of the effects and consequences of strategic innovation in the football industry and achieve these results by applying it in football clubs.
Methodology: In terms of purpose, this study is practical, and in terms of data collection method, it is descriptive-correlative. The population included all sports product consumers on Instagram. A total of 370 individuals participated in the study. The study's measurement instrument was a questionnaire belonging to (Wei & Lu, 2013); (Hussain et al., 2020) and (Arai et al., 2013). Sports management professors reviewed the questionnaire to verify its face validity. The external model evaluation, including composite reliability, convergent validity, and divergent validity, proved the instrument's validity.
Findings: The internal model evaluation indicated that the celebrity's athletic performance, attractiveness, and market lifestyle significantly affect consumers' interactions with celebrity athletes on social media. The "Trustworthy celebrity athlete" also held a positive moderating function associated with customer interactions with a celebrity athlete owning an endorsed brand on social media. In general, trusting a trustworthy celebrity athlete, as well as his recommendations and statements of truthfulness, can impact the audience's interaction with his brand to a great extent.
Originality: The current study emphasizes the value of the off-field lifestyle as a valued asset and has significant implications for celebrity athletes and brand management.
Methodology: This qualitative research has used the thematic analysis approach to investigate components, communication, and business model design in extreme sports clubs. Data were collected through semi-structured interviews with specialists and experts in extreme sports. The thematic analysis approach of Brown and Clark (2006) was used for data analysis.
Findings: The findings show that the business model in extreme sports clubs has three basic elements: tangible assets, intangible assets, and stakeholders. Through the two-way relations of these elements with extreme sports clubs, capacities, and dynamics are created for business. According to the type of participants, styles and levels of extreme sports, financial interactions, and social capital formation can be witnessed. This model has a cyclical nature that depends on the interactions between its components.
Originality: This research presents an original business model framework for extreme sports clubs. Prior research on business models has yet to delve into the unique characteristics of this industry. This is the first study to explore the interplay between tangible and intangible assets, stakeholders, and the specificities of extreme sports participation (types, styles, and levels) to understand financial interactions and social capital formation within this domain. By highlighting the cyclical nature of this model.
Methodology: Data was collected via an online survey employing convenience sampling, with the target audience consisting of 300 active social media users who are fans of a particular football team, by using structural equation modeling on the 240 complete responses received.
Findings: The research unveils compelling findings. The analysis reveals that generating attractive content exerts a significant direct impact on both player popularity and fan loyalty. Moreover, player popularity acts as a potent mediating force, indirectly enhancing the influence of attractive content on fan loyalty. Notably, over 24% of the effect of generating attractive content on fostering fan loyalty can be attributed to the mediating role of player popularity. These insights underscore the synergistic relationship between captivating content, celebrated athletes, and devoted fan bases. The research suggests that sports managers should: 1) Focus on creating visually appealing, emotionally resonant content; 2) Leverage player popularity to amplify the impact of content on fan loyalty; 3) Foster synergies between content, players, and fans to build a devoted fan base.
Originality: In this research, the mediating role of athletes' popularity on fans' loyalty was evaluated.
Methodology: This research was conducted in two parts: quantitative and qualitative. The statistical population of this study was experts in the field of brand and esports. Twenty people from the research community were interviewed and selected as the statistical sample of the research. This research uses Fuzzy Delphi, the balanced scorecard, and the Fuzzy Analytic Hierarchical Process.
Finding: The qualitative section identified the most critical challenges in developing the FIFAe World Cup brand using the Fuzzy Delphi method, resulting in 17 concepts. In the quantitative part, the fuzzy analytic hierarchical process determined the priority of each challenge affecting brand development. The study found that Weakness in the management structure was the most critical challenge from the perspective of internal processes, neglect of research was the most significant challenge from the perspective of growth and learning, ignorance of new methods of monetization and sponsorship were the most critical challenges from the standpoint of financial aspects, and Weakness in service quality was the most vital challenge from the perspective of customers.
Originality: The implications of this research suggest that using this model can help familiarize managers with priorities for addressing brand development challenges of the FIFAe World Cup and enable the integration of brand performance evaluation. Overall, this study provides valuable insights into the challenges and strategies for developing the brand of the FIFAe World Cup and offers a structured approach for addressing these challenges.
Methodology: This qualitative research employed a grounded theory approach to investigate Consumer Behaviors in eSports Consumption in Iran. The study utilized situational analysis as the chosen approach within the grounded theory to provide a comprehensive understanding of the context, arena/social worlds, and positions of eSports Consumption.
Findings: The findings reveal that Consumer Behaviors of eSports Consumption in Iran are significantly influenced by two key factors: (1) game preferences and (2) social interactions. The study identifies five distinct eSports Consumption positions that emerge from these factors' interplay. These findings contribute to the literature by comprehensively describing consumer behaviors in eSports consumption, shedding light on the cultural dynamics and preferences within the Iranian context.
Originality: This research has practical implications for stakeholders, including eSports industry professionals, marketers, and policymakers. The insights gained from understanding consumer behaviors in eSports consumption can inform strategic decision-making processes, such as game development, marketing campaigns, and creating engaging social environments for eSports enthusiasts. By bridging the gap between theory and practice, this study paves the way for developing tailored approaches to cater to the unique needs and preferences of Iranian eSports consumers.
Methodology: This research is explanatory in terms of the applied goal-setting strategy, and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in sports marketing, marketing officials of Persepolis Club, and league organizations. The selection of these people was purposeful, and the number was 15. To identify the issues affecting the future of the brand sustainability of Persepolis Club, a literature review and interviews with experts were used. Based on that, 15 final components related to the future of crucial sustainability drivers of the Persepolis brand were identified.
Findings: Based on the research findings, four variables, such as "improving brand equity, marketing activities, economic dimension, and social responsibility," are among the key sustainability drivers of the Persepolis Club brand in the future. Moreover, they were highly uncertain.
Originality: Accordingly, utilizing them in future planning and determining possible scenarios is necessary. Regarding the identified scenarios, it should be stated that the scenario of the flourishing potential of the Persepolis club brand can be the best case for the sustainability of the Persepolis club brand in the future, which is an important finding of this research.
Methodology: This research has been done in terms of applied purpose and descriptive-correlational nature. The statistical population of this research included all tennis coaches and athletes in Iraq, and based on Cochran's formula, 385 were selected as a sample. Over 400 questionnaires were distributed for assurance, and 393 questionnaires were correctly analyzed after return. The research tool included a researcher-made questionnaire. Eight Sports management specialists checked the face and content validity of the questionnaire, and its reliability was confirmed using Cronbach's alpha method (0.90). The software used in data analysis was PLS.
Findings: Based on the findings, professional ethics effectively promotes cultural values and professional responsibility in the tennis sports industry due to the mediating role of psychological and media culture.
Originality: According to the findings of this research, more attention should be paid to professional ethics and elements of ethical culture in team and individual tennis training. Also, different exercises and training programs can be designed to reinforce cultural values and professional responsibility in tennis. This research can be one of the few studies conducted in the field of professional culture in the tennis industry.
Methodology: The qualitative research method followed a systematic grounded theory approach (Strauss & Corbin, 1997). The participants consisted of 5 professors and experts in the sports market, 1 person in ethics, 3 sports business owners, and 3 customers of sports products. Semi-structured interviews were used as the research tool. Validation was carried out using a triangulation approach, which involved using multiple sources for data (different participant groups) and having two reviewers verify emerging findings. All data was analyzed and reviewed using Maxqda software version 2020.
Findings: The research's final model was structured into 5 main axes: 1- Causal conditions (laws and policies, political, cultural-social, economic), 2- Context (customer behavior, advertisement and promotion, product value (price and quality), communication interaction seller with customer, seller's beliefs and values), 3- intervening factors (media, market type and organizational atmosphere), 4- strategies (management and structure, rules and regulations, supervision, training, dissemination and promotion) and 5- The consequences are (internal satisfaction of the seller, branding, financial consequences, consequences related to the seller).
Originality: The research findings indicate that managers and policymakers should focus on creating preventive strategies and promoting financial transparency. It is also advised to utilize technology-based monitoring systems to enhance performance and financial transparency. Other research highlights the importance of education and dissemination strategies. Therefore, it is essential for governing institutions to use public media and virtual platforms to promote ethical sales practices. Additionally, workshops and training courses that focus on ethical issues should be incorporated into the process of obtaining sports business licenses.
Methodology: This research was descriptive and applied in nature. The statistical population includes fans who have attended matches at Azadi Stadium at least once in 2022. A sample of 418 individuals was selected from this population using simple random sampling, and the necessary information was collected through the willingness-to-pay questionnaire developed by Wicker and Colleagues (2016). Data analysis was conducted using the logit method, utilizing the Stata and Shazam software.
Findings: The findings reveal that the average willingness of fans to pay to attend games at Azadi Stadium is 91,000 Tomans per game, and the estimated economic and recreational value for one season is approximately 1,350 billion Rials. Furthermore, factors such as income, watching matches on television, satisfaction with stadium facilities, and enjoyment of the games significantly and positively impact the willingness to pay to attend stadium matches. On the other hand, variables like age, education level, proposed price, and marital status negatively influence this willingness to pay.
Originality: Limited research has been conducted on the economics of recreational sports facilities, explicitly focusing on contingent valuation methodology. Estimating the economic value is crucial for decision-making regarding investment, improvement, and operation of stadiums.
Methodology: The data was collected using the questionnaire survey and purposive and available sampling method. The statistical population of the study included all managers, experts, elites, and individuals who had sufficient knowledge and information (like club veterans) concerning the two most popular football clubs in Iran (Persepolis and Esteghlal). The data from 175 questionnaires was analyzed through the Structural Equation Modelling technique under the Partial Least Squares approach using PLS innovative software.
Findings: The results demonstrated that there was a positive and significant relationship between the core product quality and organizational (financial and sporting) performance. Also, the mediating effect of fan satisfaction in the relationship between core product quality and organizational performance was confirmed.
Originality: The model, provided as an effective tool, can help club managers analyze and choose the best club development strategies to equilibrate the financial and sporting performance of the club to more confidently achieve the organizational goals. The importance of these findings is that the application of appropriate mixed policies from fan satisfaction and core product quality will have a significant impact on improving organizational performance.
Methodology: This study used social network analysis to investigate co-authorship, co-occurrence of words, and cooperation coefficient. The research population consisted of studies of journals indexed in the Web Science database from 2006 to 2022, and 29 articles about brand slogans in tourism were selected as samples and analyzed using VOSviewer software.
Findings: The results showed that research on brand slogans in tourism reached the highest level in 2017, and the United States did the most research in this area. The most frequently repeated words between 2014 and 2016 included destination brand, destination image, slogan, and marketing communications, and after 2016, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in 2020. Most citations were related to Lee's (2006) article. The differences between keywords before and after 2020 indicate the importance of slogan design and appropriate slogans for tourism brand marketing.
Originality: It is suggested that tourism managers use the related slogan of their tourism brand to promote and market it. Also, the results of this research will help researchers to consider current issues in the field of event tourism in future studies and to identify authentic publications in the field of brand and tourism and use authentic articles to write their articles.
Methodology: The research is classified as applied, using a descriptive research method and cross-sectional survey research design. The statistical population of this study includes football fans in Iran. The sampling method in this study was non-probability convenience sampling (200 fans). A four-part questionnaire was used to collect data. Then partial Least Squares Structural Equation Modeling (PLS 3.0) was used for data analysis.
Findings: Paying attention to these indicators is of great importance in implementing the model of the impact of online advertising on the intention to purchase football fans. Therefore, based on the study's findings, the model of the effects of online advertising on the intention to buy football fans is confirmed. Based on the results obtained from the combined reliability, extracted variance, model fit coefficient, and goodness-of-fit index in the path analysis, the model is consistent with suitable empirical and theoretical assumptions and has a good fit. Therefore, the model of the impact of online advertising on the intention to purchase football fans is confirmed.
Originality: This research evaluated the mediating role of football players' popularity on fans' purchase intention.
Methodology: This research is applied and developmental in terms of purpose and exploratory in terms of implementation method. In this research, a mixed method (quantitative, qualitative) has been used, in which the Delphi qualitative method precedes the quantitative method. In the qualitative phase, 20 experts in the sportswear industry were selected through snowball sampling. In the quantitative phase, a survey of 394 online shoppers of sportswear products was conducted on social networks. Structural equation modelling was used to test the hypotheses. SMART PLS and SPSS 23 software were used for data analysis.
Findings: The results supported the positive effect of the factors perceived ease of use, perceived usefulness, perceived enjoyment, and fashion leadership, as well as the negative impact of technology anxiety on adopting this technology. The results have practical implications for sports managers, retailers, and sportswear industries regarding adopting the best management and marketing strategies for virtual fitting rooms.
Originality: This study examines the innovation of virtual fitting room technology among Iranian sportswear consumers for the first time. Virtual fitting rooms play a significant role in saving time, energy, and money for sports consumers and protecting their privacy. Also, this technology is a fantastic promotional device for sports industries and retailers if Iranian sportswear consumers accept it.
Methodology: The research method (in the qualitative part of the Delphi method and the quantitative descriptive-analytical part). The statistical population of the qualitative section included all media management specialists and sports marketers, and in the quantitative section, there were athletes of different sports (N = 1600). Sampling was also purposeful and accessible. The study tool was a semi-structured interview and a researcher-made questionnaire derived. Systematic coding and confirmatory factor analysis with SPSS24 and Amos25 software have been used to analyze the data.
Findings: If marketers want to change people's mindsets, advertising messages should be clear about the product's benefits and examine customers' characteristics. This causes consumers to change their existing beliefs. Based on the results of the factors affecting the development of advertising through social media to influence customers' behavior intentions for sports products, priority includes individual factors, branding, accreditation, and structural factors.
Originality: In this article, we examine the modeling of advertising development through social media to influence customers’ behavioral intentions for sports products using structural equation modeling (SEM).
Methodology: This study was based on a practical purpose and a descriptive correlation data collection method conducted in the field. The statistical population was all consumers of domestic sports goods (Daei, Majid, and Momentum brands), and 191 people were selected as a statistical sample based on the law of structural equations (five times the number of observable variables). The research tools included three Kadirov's (2010) brand authenticity questionnaires, Lee et al.'s (2013) customer bias, and Thomson et al.'s (2005) emotional attachment. Experts confirmed the formal and content validity and the reliability of the questionnaires, estimated to be 0.7, 0.92, and 0.95, respectively. Statistical analysis was performed using SPSS/25 and Smart-PLS.3.2.8 software.
Findings: The research results indicated a positive and significant relationship between brand authenticity, emotional attachment, and customer bias. However, there was no significant relationship between customer bias and emotional attachment.
Originality: So far, no research has investigated the mediation of customer bias in the relationship between brand authenticity and consumer emotional attachment; therefore, this research is original.
Methodology: The meta-analysis method was used to conduct this research. For this purpose, sixteen databases and two search engines analyzed all articles and theses published on the effects of trust and loyalty on word-of-mouth advertising in sports between 2002 and 2022. Finally, 18 articles were included in this study and were analyzed using CMA2 software, and the heterogeneity of the studies was determined by performing the q-value, I-squared, and tau-squared tests.
Findings: The results showed that the effect size of trust and loyalty on word-of-mouth advertising was 0.30 and 0.29, respectively. Based on Cohen's interpretive system, this level of influence was evaluated as moderate, although these relationships were significant (P<005). Finally, using the tree diagram, the studies with a minor deviation in the effect size of the random model were identified and identified as more valuable research. Also, according to the FSN test regarding the effect of trust and loyalty on word-of-mouth advertising, it can be claimed that loyalty and trust positively affect word-of-mouth advertising. Therefore, it is suggested that sports managers give priority while maintaining the budget to create solutions that develop loyalty and trust in consumer sports products and services and focus on these issues.
Originality: In this study, we determine the results of world sports studies regarding the effects of trust and loyalty on word-of-mouth advertising in the form of a general result using the meta-analysis method.
Methodology: The research utilized a descriptive-correlational approach, employing structural equation modeling as the research method. The participants comprised all the 140 managers and specialists affiliated with the national olympic committee. Questionnaires on integrated marketing communication from Lee and Park (2007) and brand prestige questionnaires from Beak et al. (2010) were employed to collect data. SPSS26 and AMOS24 software were used to analyze data.
Findings: The findings showed a significant positive relationship between integrated marketing communications and its influence on brand prestige. The path analysis results indicated that the effectiveness of individual communication in delivering a consistent message and creating a favorable impression, as well as strengthening communication with recent customers, had a considerable positive impact on the brand prestige of the national olympic committee. The coefficient of dimensions showed 33.6% of the total variance in brand prestige changes. The structural equation model results further indicated that integrated marketing communications had a significant positive effect on the brand prestige of the national olympic committee.
Originality: Sports organizations must employ diverse and innovative communication methods to nurture customer relationships in today's evolving landscape. A well-designed marketing communication program should assist organizations in achieving this objective by reinforcing customer engagement through practical communication activities.
Methodology: The participants in the qualitative section include 17 managers of sports production companies and sport management experts and sport product consumers. The questionnaire was made through open questionnaires and interviews and weighting of Delphi. And 564 online customers participated in the quantitative section and were analyzed by confirmatory factor analysis.
Findings: The findings showed that the components of online retail development include digital strategy, predicting the subsequent purchase of customers, creating value through the marketing mix, providing a dynamic information matrix of goods and equipment, tracking customer-level data, Financial, and information security, website content quality, product and service information evaluation, service tools, and customer value dynamics. As a result, for the development of online retail sales, it is necessary to plan separately for these variables to provide the grounds for the formation of development. Respecting the law of the "chain of businesses" creates an environment rich in interaction and economic synergy, benefiting all aspects of a healthy and dynamic economic puzzle. The dimensions of the development of online retail sales includes digital strategy, predicting the subsequent purchase of customers, creating values through marketing mixes, and evaluating product and service information, service tools, and customer value dynamics.
Originality: The study's creativity is to use quantitative and qualitative methods to show the online retail development dimensions of sports goods and equipment.
Methodology: This research was conducted qualitatively using a structural-functional analysis approach at the strategic level. The participants consisted of experts in sports marketing, media, and sports equipment production, and a snowball sampling method based on theoretical saturation was used to select 18 of them. The data collection tool was a semi-structured interview, and its validity, transferability, reliability, and conformability were examined. The data was analyzed using the coding method.
Findings: We showed the company's marketing model production of sports equipment in the network social functions subject to five main aspects (opportunity, targeting, setting up, monitoring and optimization, and threats), and there are 19 major categories. This result showed electronic marketing based on social networks in the company production of sports equipment is a systemic process. Based on this, it is suggested that the company producing sports equipment is made for optimal use of the opportunity. The existing part of their marketing actions is the fluency of the media in social activities while keeping pace with statistics and content steps that are based on the opinion of experts, monitoring the threats in this area, and as much as possible based on the reasons for the political conditions of the country from the all-round presence on the platform foreigners should be avoided and if possible, in the network internal social activities to operated.
Originality: This study helps to understand how companies producing sports equipment can effectively use social networks for marketing purposes.