درخت حوزه‌های تخصصی

Background : The purpose of this research was to analyze the factors influencing the creation of an international place brand through recreational sports (the case of Kish Island). Martials and Methods: The research method is qualitative (Grounded Theory of Glaser type). The statistical population included all managers and experts active in the field of recreational sports. A sufficient number of statistical samples were selected based on theoretical saturation in a purposeful and accessible manner (16 people). Research tools included systematic library study and semi-structured interview. Using content validity and kappa coefficient, the validity of the tool was evaluated. The method of coding and conceptual framing was used to analyze the findings. Results: The presented analytical framework included three main parts of environmental factors, processes and consequences of creating an international place brand through recreational sports. Environmental factors included branding opportunities and location branding obstacles. The processes of creating the international brand of Kish Island included the infrastructure required for branding, providing new services, management factors, and the consequences of international branding of the place included entrepreneurship, improvement of social conditions, economic development and attachment to the place. Conclusion: According to the results of the research, it can be said that the relevant authorities should understand the value of the dimensions identified in this research in order to create an international brand in touristic destinations (especially Kish Island) and implement related programs in this. Places to upgrade. Finally, from the researchers' point of view, it can be said that the present study is of great importance for Iranian managers and is a fundamental step for the development of recreational sports in creating the international brand of touristic places.

This study examines the impact of celebrity endorsements on brand image, brand loyalty, and repurchase intentions within the sports industry, specifically focusing on Nike Product in Tehran, Iran. Employing a survey-based approach with 400 participants, the study utilizes a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to analyze the relationships between these key variables. The findings reveal a significant positive effect of celebrity endorsement on both brand loyalty and brand image among Nike customers in Tehran. Furthermore, the study demonstrates that brand image and brand loyalty both mediate the relationship between celebrity endorsement and repurchase intention. These results highlight the crucial role of celebrity endorsements in enhancing brand perception, fostering customer loyalty, and ultimately driving sales within the competitive sports industry.