leila beirami jeghanab; rahim ramezani nejad
Abstract
The purpose of this study was to identify the content characteristics of scientific-research articles related to sport for all from 1390 to 1399. This research is based on strategy, descriptive; In terms of implementation path, content analysis; and in terms of data collection, it is documentary. The ...
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The purpose of this study was to identify the content characteristics of scientific-research articles related to sport for all from 1390 to 1399. This research is based on strategy, descriptive; In terms of implementation path, content analysis; and in terms of data collection, it is documentary. The research sample was considered as a whole number and equal to the statistical population with 271 articles. Descriptive statistics and Excel and SPSS-22 software were used to analyze the data. The results showed that the highest percentage of thematic categories is related to the concept of sport for all and 46.1% of the articles were done at the macro level and 45.4% in terms of geographical area at the city level. Most of the researches have been published in 1396 and 1397. Javadipour is one of the most prolific writers. 94.8% of articles have more than one author, of which 51.7% have at least one female author. In terms of age and gender, most articles are written without emphasizing specific categories. 73.43% of the articles used the quantitative method, 11.4% of the articles used the statistical method of factor analysis and structural equations and 67.2% of the articles used the questionnaire. Also, 52.7% of the sources of articles were Latin, and the Journal of Strategic Studies in Sports and Youth had the most publications in this field. According to the results, it seems that for research orientation in the coming years, it is better to use mixed and qualitative studies in this field.
Leila Beirami jeghanab; Javad Karimi; Maryam Hosseini
Abstract
The aim of this study is to brand image (visualization) with emphasis on the guiding factors of sport celebrities in media advertising. the research method is descriptive - survey and it is applicable in terms of purpose. Sample size was estimated at 385 persons according to the Cocran formula. In order ...
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The aim of this study is to brand image (visualization) with emphasis on the guiding factors of sport celebrities in media advertising. the research method is descriptive - survey and it is applicable in terms of purpose. Sample size was estimated at 385 persons according to the Cocran formula. In order to collect data, the questionnaire was used. Validity and reliability of the questionnaires were approved. The data were analyzed by using the LISREL software by path analysis test. The Results showed that the effect of celebrity on brand image is 0.12, the proportion of celebrity on brand image is 0.27 and the activity of celebrity on brand image is 0.28. Therefore, we conclude that using sport - based people in advertising does not involve increasing sales and achievement; famous sport celebrities have more acceptance and effectiveness when customers select a product in search of a form of imitative relationships and similarity with salient and specific characters. For the sake of fame, glory and other achievements as reference groups and by providing image, credit and reputation to a business company, they increase the awareness of the audience, encourage them to buy products that will eventually succeed in the business company.