درخت حوزه‌های تخصصی

The main purpose of this research was to examine the effect of environmental knowledge on the green purchasing behaviour of equestrian competition spectators, with the mediating role of ethical commitment to the environment. This study was a descriptive correlational investigation, and its statistical population comprised all spectators of the Gonbad-Kavos autumn equestrian competition in 2024. Based on the method proposed by Mueller (2012) for structural equation modelling, the sample size was estimated at 160 spectators. The instruments used to collect data included the Environmental Knowledge Questionnaire by Liang et al. (2016), the Ethical Commitment to Environment Questionnaire by Cui et al. (2024), and the Green Purchasing Behaviour Questionnaire by Kim et al. (2013). The face and content validity of these questionnaires were reviewed and confirmed by five experts in sports management. In a preliminary study, Cronbach's alpha values for the questionnaire variables were 0.77, 0.82, and 0.79, indicating satisfactory reliability. Descriptive and inferential statistics were used to analyse the data. The results showed that environmental knowledge has a positive and significant effect on the ethical commitment to the environment among equestrian competition spectators. Additionally, the effect of environmental knowledge on the green purchasing behaviour of these spectators was also positive and significant. Finally, the findings demonstrated that environmental knowledge positively and significantly influences green purchasing behaviour with the mediating role of ethical commitment. Therefore, it can be concluded that increasing the environmental knowledge of equestrian competition spectators can lead to positive outcomes, such as enhanced ethical commitment to the environment and increased green purchasing behaviour.

One of the tactics that makes products appear distinctive and valuable—encouraging customers to repurchase—is the use of celebrity endorsements. Therefore, this study aimed to investigate the effect of the perceived value of sports and non-sports products on customers’ purchase intention based on mental involvement in endorser–product congruence. The research method was descriptive-correlational. The statistical population consisted of two parts. In the first part, endorsers and products were identified: Ali Daei and Shahrbanoo Mansourian were selected as famous sports endorsers, while Amin Hayayi and Elham Hamidi were chosen as famous non-sports endorsers. The Majid brand was selected as the sports product, and the Novin Charm brand was chosen as the non-sports product. The sampling method for this stage was purposive. The second part included customers of both sports and non-sports products, categorized into high and low mental involvement groups. Stratified random sampling was applied, and the sample size was estimated at 420 participants. Data were collected using the Perceived Value Questionnaire by Lee et al (2021), the Purchase Intention Scale by Lee et al (2021), and the Mental Involvement Scale by Bian and Moutinho (2011). Data analysis was conducted using SPSS, AMOS, and SmartPLS software. According to the findings, the endorsement of sports and non-sports products by sports celebrities had a stronger influence compared to endorsements by non-sports celebrities. Furthermore, it was found that sports celebrities’ endorsements of sports and non-sports products could enhance the purchase intention of customers with both high and low levels of mental involvement.

The present study aimed to investigate the impact of talent management and corporate social responsibility on the sustainable competitive advantage of sports organizations. This research employed a descriptive-correlational method with data collected through a field study. The study population comprised 110 employees of the General Department of Sports and Youth in West Azerbaijan Province in 2022. Based on the Morgan table, a sample of 86 employees was selected using simple random sampling. The research instruments included three standardized questionnaires. Data were analyzed using descriptive statistics in SPSS 23 and structural equation modeling, specifically confirmatory factor analysis, in Smart PLS 3.1.1. The results of the study indicate that the research model fits well, with talent management (p=0.001; t=30.990) and corporate social responsibility (p=0.001; t=3.270) having a positive and significant impact on achieving a sustainable competitive advantage in sports organizations. These findings highlight that the effective integration of these two factors can significantly contribute to creating and maintaining a competitive edge. Therefore, sports organizations can enhance their competitive position and ensure long-term success by investing in human resource development and adhering to their economic, legal, ethical, and social responsibilities.

This study aims to conduct a bibliometric analysis of sports management research using Scopus-indexed publications. The analysis covers various aspects such as document types, publication year trends, journals, authorship collaboration, global and institutional collaboration, as well as trends and topical focuses within the field. The results demonstrate a significant growth in sports management research over time. The analysis of findings reveals important clusters representing different themes and trends, illustrating the complexity and diversity of the field. There is a notable shift in sports management research towards recognizing the social, economic, and environmental dimensions of the discipline. The findings of this research hold great value for researchers, scholars, students, universities, managers, and decision-makers in the field of sports management. They provide valuable insights for various stakeholders, enabling them to stay informed about research trends, identify collaboration opportunities, and comprehend the evolving landscape of sports management.

This study aimed to develop a model of the factors influencing the co-creation of brand value for professional football clubs and its consequences. This research was applied in nature and qualitative in method. The research population included sports management and marketing professors, and experts, as well as managers, vice presidents, and coaches from professional sports clubs. 23 individuals were selected using theoretical sampling. Data was collected through semi-structured in-depth interviews and was analyzed using grounded theory (Glazer method). The research revealed 385 primary codes in the open coding stage, which were then condensed into 93 more abstract concepts and 11 main categories in the selective coding stage. These were further categorized into two general categories: "factors influencing the co-creation of brand value for professional football clubs," consisting of 6 components, and "implications for the co-creation of brand value for professional football clubs," consisting of 5 components. In the theoretical coding stage, the final model of the research was developed. The findings suggest that managers and officials should develop appropriate strategies and take action to promote the co-creation of brand value for professional football clubs to reap its numerous benefits across various club departments.