درخت حوزه‌های تخصصی

Background: Housewives build a significant part of society. They play a key role in strengthening the foundation of the family and nurturing the next generation of any country, so it is very important to pay attention to mental health of this population.   Aim: This study investigated effects of a period of Hatha yoga-based mindfulness practice on distress tolerance and subjective wellbeing of housewives. Materials and Methods: Participants were 38 housewives between 31 to 52 years who were randomly divided into two experimental groups including face-to-face (i.e., presence on the grass, n=17) and online (via Sky room, n=21). A 6-week Hatha Yoga-based mindfulness training was held simultaneously in twelve sessions for both groups. Distress Tolerance Scale (DTS) and Keyes and Magyar-Moe’s Subjective Well-being Scale were used. Results: The results of analysis of covariance showed that all subscales of distress tolerance and subjective well-being of housewives in the face-to-face group were significantly higher than the online group. Moreover, the results of paired t-test showed that the means of post-test of all subscales of distress tolerance and subjective well-being of housewives were significantly higher than the means of pre-test. But in the online group, the means of pre-test and post-test did not differ significantly in all variables. Conclusion: Our findings emphasize that, in order to improve metacognitive processes, yoga-based mindfulness training in online method cannot replace face-to-face method.

Sports advertising is one of the methods used by most companies to introduce their brands and products and expand their market. This study aimed to investigate the relationship between brand identity transfer and sport commitment with the mediating role of promotional and advertising tools from the perspective of sports consumers in Iran. 500 sports consumers participated in this study and completed the research questionnaire. The results of the structural equation modeling (SEM) indicate that there is a significant relationship between brand identity transfer and sport commitment and their dimensions, with the mediating role of promotional and advertising tools. Further, TV, mobile and social networks should have a priority over other promotional tools when transferring brand identity and sports commitment of consumers. Besides, contributing to the advancement of theory, this study has important practical implications for sport marketers and managers who are searching effective promotional and advertising tools to re-engage existing consumers or to acquire new ones.

The aim of this research is to examine the impact of drivers and values associated with luxury sports brands on consumer behavior, considering different levels of brand equity. The study adopts a correlational design with practical implications. The target population includes all customers of luxury sports brands in Mazandaran province. Based on the Krejcie and Morgan table, a statistical sample size of 384 was determined for a large population. To achieve this sample size, 420 questionnaires were distributed, and 392 valid responses were analyzed. Data collection was conducted using a quantitative approach through the administration of four researcher-developed questionnaires, which assessed stimuli, luxury brand values, consumer behavioral reactions, and brand equity. The validity of the questionnaires was established via factor analysis, while reliability was confirmed using Cronbach's alpha. The data were analyzed using both descriptive and inferential statistics. Descriptive statistics were employed to characterize the statistical population, examine the frequency and distribution of data, define variables, and generate related charts and tables. Hypothesis testing, model construction, and other necessary analyses were performed using LISREL for factor analysis and SPSS for inferential statistics, alongside model fitting software. The findings reveal that the values associated with luxury sports brands significantly influence consumer behavior, contingent on varying levels of brand equity. It is recommended that managers of organizations and companies involved in producing both sports and non-sports brands focus on enhancing brand equity by offering high-quality luxury products that create positive experiences and appeal for consumers.