درخت حوزه‌های تخصصی

The purpose of this article is to present a paradigm model for pink marketing and branding in sports equipment. This research has a "qualitative approach" and uses the grounded theory method. Since the review of previous researches showed that no exactly similar research has been done in this field; Therefore, the application of this theory with the method of Strauss and Corbin (1990) is justified. Theorizing in 3 states is open coding, central coding and selective coding. causal factors include social freedom, becoming an influencer in social media and  women's spontaneity; Background factors include the launch of social media marketing campaigns and increasing the power of influence and purchase of women; Intervening factors include social norms and women's self-branding and strategic factors including pink product (fit with women's taste and taste), pink price (ethical prices), pink advertisement (focusing on emotions in advertising) and pink distribution (external and internal design). Finally, by using the strategic factors of pink branding in sports equipment, we will witness social and cultural identification, targeted marketing and high acceptance. while it's common to find a product in multiple colors, pink is specifically used in gender marketing to make products available in a single version for women, providing marketers with added value.

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.

Para badminton was one of the major sports which was included in Khelo India Paragames. Para badminton sports is physically challenging and it comprises of six classes. This study aimed to investigate the incidence and distribution of injury pattern in Para badminton players on the basis of gender, various categories of Para badminton athletes and combined wheelchair and non-wheelchair classes who participated in Khelo India Paragames 2025. A prospective epidemiological study was conducted that used the records from the medical help-desk. A total of 144 players were included in this study. Data on the athlete’s identity, demographic characteristics and musculoskeletal injuries were extracted from the records of the medical help-desk. We calculated the incidence rate ratio and injury incidence rate, which is expressed as the number of injuries per 1000 hours of exposure. Women athletes demonstrate 27.20 injuries per 1000 athlete-hours compared to men's 8.00 injuries per 1000 athlete-hours. Wheelchair players experienced an injury incidence rate of 15.74 per 1,000 athlete-hours, while, non-wheelchair players recorded an injury incidence rate of 10.4 per 1,000 athlete-hours. Future research must rigorously investigate the optimal training volume required to prevent pain and injuries associated with Para sports players.

This study investigates the impact of brand symbolism on brand evangelism behavior among Persepolis Club evangelists in Mashhad during spring 2024. As an applied descriptive-correlational research, data were collected from 320 purposively sampled participants using standard questionnaires: Osmanova et al. (2023) for brand symbolism and Becerra and Badrinarayanan (2013) for brand evangelism. The reliability and validity of the instruments were confirmed through Cronbach’s alpha, internal consistency, composite reliability, and convergent and discriminant validity tests. Structural equation modeling (SEM) via LISREL was employed for data analysis. Results show that brand symbolism significantly affects brand evangelism and its components, including purchase intention (path coefficient = 0.45), positive word-of-mouth (0.30), and negative word-of-mouth against competitors (0.12). Purchase intention further influences positive (0.51) and negative word-of-mouth (0.45), while positive word-of-mouth also impacts negative word-of-mouth toward rival teams (0.27). These findings suggest that brand symbolism positively drives evangelism behaviors such as purchasing Persepolis products and promoting the club while discouraging competitor support. Based on these outcomes, it is recommended that Persepolis Club enhance its brand symbolism through targeted marketing strategies—such as exclusive fan events, social media engagement, and branded merchandise—to deepen fans’ emotional connection and strengthen brand evangelism. Such initiatives are likely to boost positive purchase intentions and supportive word-of-mouth, benefiting the club’s overall brand strength.