درخت حوزه‌های تخصصی

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.

During the Covid-19 pandemic, the use of online sports programs became popular. The purpose of this study was to investigate the effect of eight weeks of online body balance program on anxiety, depression, and aggression of children with attention deficit/hyperactivity disorder (ADHD). Body balance is a sport based on yoga, tai chi, and Pilates. The present study was a semi-experimental and applied type of study. The participants of the present study were 30 volunteer children with ADHD who were divided into two experimental (15 people) and control (15 people) groups by random assignment method. Aggression, depression, and anxiety variables were evaluated by Bass and Perry questionnaire, Maria Kvas children's depression questionnaire, and Revised Children's Manifest Anxiety Scale. The experimental group performed online body balance training for 8 weeks (3 sessions per week for 60 minutes) online, and the control group did their current activities. In order to investigate intra-group and inter-group differences, repeated measures ANOVA at the error level of 0.05 was used by SPSS software. The results showed there was significant difference in the average level of symptoms of depression, anxiety and aggression in the pre-test and post-test stages (P≤0.05), between the two control and experimental groups (P≤0.05) and the interaction effect of time and group (P≤0.05). The results of Tukey's test showed that there was a significant reduction of these symptoms between the two experimental and control groups in the variables of depression symptoms (-5.500), anxiety symptoms (-5.133) and aggression symptoms (-13.133). Based on the results of this research, eight weeks of body balance training reduced depression, aggression and anxiety symptoms in 7-9 year old children with attention deficit/hyperactivity disorder. Therefore, the improvement of mental disorders caused by this disease in children following the body balance exercise program emphasizes the importance of using this intervention method for children with ADHD.