Sport Communication
mojtaba ghorbany asiabar; Hamid Ghasemi
Abstract
The current research was conducted in order to design a model of brand community (sports) as a tool to improve social capital in management using combined method with a sequential exploratory approach. In order to achieve the objectives of the research, qualitative data was collected and analyzed in ...
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The current research was conducted in order to design a model of brand community (sports) as a tool to improve social capital in management using combined method with a sequential exploratory approach. In order to achieve the objectives of the research, qualitative data was collected and analyzed in the first stage, and quantitative data was collected and analyzed in the second stage. The investigated community of this research in the qualitative part consists of 15 experts and elites, and in the quantitative part, there are 326 post-graduate researchers of the sports management (branding) branch of universities and scientific institutions across the country with geographical (regional) distribution between 2022-2023. To collect data, the coding method was used to arrive at a standard questionnaire. Research data were analyzed through structural equation modeling based on covariance. The results showed that there is a significant relationship between brand knowledge, brand satisfaction, brand identification, brand loyalty, brand image, and brand community, and relationships, values, trust, and commitment have a significant relationship with social capital, as well as between brand community and social capital. There is a strong relationship. Therefore, we conclude that the brand community model as a tool for promoting social capital in management is a new and efficient approach that has a significant effect on improving the performance of organizations and creating value for the target society. By using the brand community model, organizations will be able to improve their identity, values, and public image and establish effective communication with their customers.
Sports Media
Mehrdad Moharramzadeh; Mohammad Zare Abandansari; Abolfazl Arij
Abstract
The media has an important role in the development of women's sports and this can be achieved if the cultural attitude towards women and women's sports is supported in the media and society, so the purpose of this research is to investigate the role of the media in women's tendency towards ...
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The media has an important role in the development of women's sports and this can be achieved if the cultural attitude towards women and women's sports is supported in the media and society, so the purpose of this research is to investigate the role of the media in women's tendency towards sports and physical activity. The current research was conducted in terms of practical purpose and qualitative method using the descriptive phenomenology approach (colaizzi method), the participants of the research include: university faculty members in the sports management department, senior broadcasting managers in the provincial units, media activists in television and radio, there are professional athletes in national teams, coaches working in women's sports and managers working in women's sports. Finally, 18 of the mentioned people were selected as the final sample with the purposeful and accessible snowball sampling method. Based on the results of the interviews; 58 sub-themes in the form of 6 main themes including; Gender equality, role modeling, sports promotion, support, management and culture were identified. Therefore, it is suggested that specialized sports networks, with specific plans, make programs, documents, sports reports in the field of women's sports, to promote and create motivation to engage in sports among the women of the country.
gh mehrabii; M Jalli Farhanei
Volume 2, Issue 3 , June 2015, , Pages 19-28
Abstract
Management in sport services centers can obtain high efficiency, which attract more audience participation. Customer Relationship Management (CRM) is the interaction with fans for gain competitive advantage and clubs can using through their websites. Accordingly, this study with the aim of evaluate web ...
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Management in sport services centers can obtain high efficiency, which attract more audience participation. Customer Relationship Management (CRM) is the interaction with fans for gain competitive advantage and clubs can using through their websites. Accordingly, this study with the aim of evaluate web marketing (customer relationship management) Iranian football club was done. This research was conducted as a qualitative method and applied perspective. In order to collect information used standard checklist Kriemadis Marketing and the findings reveal that website of Iranian football club have some information features, but in all features of sales, promotion, communication and information gathering aren't good condition. Thus, according to the research Iranian football clubs require to wide and major review in structural and update their own websites for gain competitive advantage.Thus, according to the research Iranian football clubs require to wide and major review in structural and update their own websites for gain competitive advantage.Keywords: Marketing, Customer, Relationship, Management, Football