University of TehranSport Management Journal2008-93419120170522A Study of Regression Model of Service Quality and Customer Satisfaction in Sport ClubsA Study of Regression Model of Service Quality and Customer Satisfaction in Sport Clubs1186212710.22059/jsm.2017.62127FAElhamFesangharicMahmoodGoodarziSeied NasrollahSajjadiAminDehghan GhahfarrokhiJournal Article20130128 <br />The aim of this study was to investigate regression model of service quality and customer satisfaction in sport clubs in Sabzevar city. The study used a descriptive-correlation method conducted as a field. The population consisted of all customers of private and public sport clubs in Sabzevar city who had at least 6 months of physical activity in these clubs and the sample consisted of 196 customers. The data were collected by Service Quality Questionnaire by Yi-Chin Liu (2008) and Customer Satisfaction Questionnaire by Jao-Chuan Lin (2008). For demographic analysis, descriptive statistics were used and inferential statistics including Kolmogorov-Smirnov Test, multiple regression and confirmatory factor analysis were applied. The findings showed a positive significant relationship between service quality and customer satisfaction. Multiple regression showed that tangibles, empathy and assurance were stronger predictors of customer satisfaction. Confirmatory factor analysis showed that assurance (factor load=0.92) had the most importance and reliability (factor load=0.89) had the lowest importance in service quality priorities of sport clubs in Sabzevar city. Finally, it can be concluded that sport club managers and authorities should play a greater role in attracting customer satisfaction and loyal customers by commitment to their promises and providing them with more tangible services. <br />The aim of this study was to investigate regression model of service quality and customer satisfaction in sport clubs in Sabzevar city. The study used a descriptive-correlation method conducted as a field. The population consisted of all customers of private and public sport clubs in Sabzevar city who had at least 6 months of physical activity in these clubs and the sample consisted of 196 customers. The data were collected by Service Quality Questionnaire by Yi-Chin Liu (2008) and Customer Satisfaction Questionnaire by Jao-Chuan Lin (2008). For demographic analysis, descriptive statistics were used and inferential statistics including Kolmogorov-Smirnov Test, multiple regression and confirmatory factor analysis were applied. The findings showed a positive significant relationship between service quality and customer satisfaction. Multiple regression showed that tangibles, empathy and assurance were stronger predictors of customer satisfaction. Confirmatory factor analysis showed that assurance (factor load=0.92) had the most importance and reliability (factor load=0.89) had the lowest importance in service quality priorities of sport clubs in Sabzevar city. Finally, it can be concluded that sport club managers and authorities should play a greater role in attracting customer satisfaction and loyal customers by commitment to their promises and providing them with more tangible services.https://jsm.ut.ac.ir/article_62127_028423233a8c06d642e358f7536178e5.pdfUniversity of TehranSport Management Journal2008-93419120170522An Analysis of the Factors Affecting the Acceptance to Purchase Tickets Online in Sport Events
(Case Study: Football Fans in Isfahan City)An Analysis of the Factors Affecting the Acceptance to Purchase Tickets Online in Sport Events
(Case Study: Football Fans in Isfahan City)19366212810.22059/jsm.2017.62128FAAkbarJaberiMohammadKhabiriJavadKhazaei PoolMehdiMoradiJournal Article20130523 The aim of the current study was to analyze those factors affecting the tendency to purchase tickets online in sport events based on developed model of technology acceptance. In this study, security, trust, adoptability, and privacy as other beliefs that have a remarkable influence on the acceptance to purchase tickets online in sport events were applied to develop the technology acceptance model. The research method was descriptive – survey and the data were collected by a combination of Al-Gahtani (2011), Lin (2007) and Vijayasarathy (2004) questionnaires. The population consisted of football fans in Isfahan city and 351 fans were randomly selected by Cochran formula as the sample of this study. The reliability of the questionnaire was found to be 0.87 according to Cronbach’s alpha and the content validity of questionnaires was verified by viewpoints of experts of electronic purchasing and electronic business. In addition, to measure the validity of the model, structural equation modeling was applied. The relationship of the variables were verified based on SEM results. AMOS and SPSS were used for data analysis. The results showed that the adoptability, usefulness, convenience and security had significant effects on tendency to purchase tickets online in sport events. The findings also showed the positive effect of usefulness on tendency towards this kind of purchasing. The aim of the current study was to analyze those factors affecting the tendency to purchase tickets online in sport events based on developed model of technology acceptance. In this study, security, trust, adoptability, and privacy as other beliefs that have a remarkable influence on the acceptance to purchase tickets online in sport events were applied to develop the technology acceptance model. The research method was descriptive – survey and the data were collected by a combination of Al-Gahtani (2011), Lin (2007) and Vijayasarathy (2004) questionnaires. The population consisted of football fans in Isfahan city and 351 fans were randomly selected by Cochran formula as the sample of this study. The reliability of the questionnaire was found to be 0.87 according to Cronbach’s alpha and the content validity of questionnaires was verified by viewpoints of experts of electronic purchasing and electronic business. In addition, to measure the validity of the model, structural equation modeling was applied. The relationship of the variables were verified based on SEM results. AMOS and SPSS were used for data analysis. The results showed that the adoptability, usefulness, convenience and security had significant effects on tendency to purchase tickets online in sport events. The findings also showed the positive effect of usefulness on tendency towards this kind of purchasing.https://jsm.ut.ac.ir/article_62128_17b23b1a1967b1936cd502f3e686b8e8.pdfUniversity of TehranSport Management Journal2008-93419120170522A Comparison of the Perceptions of Parents, Students, Teachers and School Deans towards the Position of Physical Education in SchoolsA Comparison of the Perceptions of Parents, Students, Teachers and School Deans towards the Position of Physical Education in Schools37546212910.22059/jsm.2017.62129FAKianooshShajieAbolfazlFarahaniMohammadAlimardaniJournal Article20140104 <br />The aim of the present study was to compare the perceptions of students, parents, teachers and school deans towards the position of physical education in schools. A researcher-made questionnaire of hierarchy of school subjects designed to determine the position of physical education towards art, history, professional technology, math and science was distributed among 85 students, 140 parents, 12 teachers and 11 school deans of one of the educational institutes in region 2 in Tehran for middle and high school boys who were selected by simple random sampling method. The content validity of this questionnaire was confirmed by some experts and its reliability was calculated by Cronbach alpha (<em>α</em>=0.70) in a pilot study. For data analysis, non-parametric Friedman test was used to rank means. Findings indicated that physical education occupied the fourth place (mean rank 4.55) among other courses. In general, the results of this study indicated the average position of physical education among other lessons at school as well as undesirable perception of parents towards the position of physical education. <br />The aim of the present study was to compare the perceptions of students, parents, teachers and school deans towards the position of physical education in schools. A researcher-made questionnaire of hierarchy of school subjects designed to determine the position of physical education towards art, history, professional technology, math and science was distributed among 85 students, 140 parents, 12 teachers and 11 school deans of one of the educational institutes in region 2 in Tehran for middle and high school boys who were selected by simple random sampling method. The content validity of this questionnaire was confirmed by some experts and its reliability was calculated by Cronbach alpha (<em>α</em>=0.70) in a pilot study. For data analysis, non-parametric Friedman test was used to rank means. Findings indicated that physical education occupied the fourth place (mean rank 4.55) among other courses. In general, the results of this study indicated the average position of physical education among other lessons at school as well as undesirable perception of parents towards the position of physical education.https://jsm.ut.ac.ir/article_62129_4172585beb5d081f8dfc817e17e6edf0.pdfUniversity of TehranSport Management Journal2008-93419120170522The Relationship between Cultural Intelligence and Individual Performance in Employees of Sport and Youth General Office of East Azerbaijan ProvinceThe Relationship between Cultural Intelligence and Individual Performance in Employees of Sport and Youth General Office of East Azerbaijan Province55706227410.22059/jsm.2017.62274FAYaghobBadriazarinAssociate professor, Faculty of physical education and sport sciences, University of Tabriz, Tabriz, IranTaherHooshangMSc, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, IranJournal Article20140525Cultural intelligence is one of the most efficient tools to perform tasks efficiently in environments containing diversity and imbalance. This kind of intelligence allows the person to be able to be effective in multi-cultural situations. The aim of this study was to investigate the effect of this variable on the performance of employees. This study was applied according to the goal and descriptive-survey in terms of data collection. Statistical population consisted of 109 employees of Sport and Youth general office in East Azerbaijan province and sample was 90 subjects. “Individual Performance” and “Cultural Intelligence” questionnaires were used to collect data. The face and content validity of both questionnaires was confirmed by 10 experts and the reliability was calculated by Cronbach’s alpha as 0.74 for individual performance questionnaire and 0.66 for cultural intelligence questionnaire. Kolmogorov-Smirnov test, Pearson correlation coefficient and Friedman test were used to analyze data. The results showed a significant and positive relationship between cultural intelligence and individual performance and also between 3 dimensions (out of 4 dimensions) of cultural intelligence (strategy, motivation and behavior) and individual performance. Priorities of these dimensions were knowledge, motivation, behavior and strategy. Cultural intelligence and its four dimensions and individual performance of all employees were satisfactory.Cultural intelligence is one of the most efficient tools to perform tasks efficiently in environments containing diversity and imbalance. This kind of intelligence allows the person to be able to be effective in multi-cultural situations. The aim of this study was to investigate the effect of this variable on the performance of employees. This study was applied according to the goal and descriptive-survey in terms of data collection. Statistical population consisted of 109 employees of Sport and Youth general office in East Azerbaijan province and sample was 90 subjects. “Individual Performance” and “Cultural Intelligence” questionnaires were used to collect data. The face and content validity of both questionnaires was confirmed by 10 experts and the reliability was calculated by Cronbach’s alpha as 0.74 for individual performance questionnaire and 0.66 for cultural intelligence questionnaire. Kolmogorov-Smirnov test, Pearson correlation coefficient and Friedman test were used to analyze data. The results showed a significant and positive relationship between cultural intelligence and individual performance and also between 3 dimensions (out of 4 dimensions) of cultural intelligence (strategy, motivation and behavior) and individual performance. Priorities of these dimensions were knowledge, motivation, behavior and strategy. Cultural intelligence and its four dimensions and individual performance of all employees were satisfactory.https://jsm.ut.ac.ir/article_62274_461e6306a7d4d3a87661443973eed761.pdfUniversity of TehranSport Management Journal2008-93419120170522An Analysis of Sanitary-Environmental Condition of Sport Facilities and Its Relationship with Participation in Physical Activities in Citizens of Khorasan ProvincesAn Analysis of Sanitary-Environmental Condition of Sport Facilities and Its Relationship with Participation in Physical Activities in Citizens of Khorasan Provinces71836213010.22059/jsm.2017.62130FAAlirezaHajipourPhD student in Physical Education and Sport Science (sport Management), Tehran University Iran - Campus AlborzHasanAsadiAssociate Professor of Tehran UniversityJournal Article20140713 The aim of this study was to analyze sanitary-environmental condition of sport facilities and its relationship with participation in physical activities in citizens of Khorasan provinces. This study was descriptive-correlation and data were collected as a field. The population included all sport facilities in Khorasan provinces (552 facilities). 90 facilities (Khorasan Razavi 40, South Khorasan 29 and North Khorasan 21) were selected as the sample by cluster sampling method. Two researcher-made questionnaires and two forms were used to collect data. The validity of the questionnaires was approved by some university professors and the reliability by Cronbach's alpha coefficient (<em>α</em>1=0.95, <em>α</em>2=0.96). Data were analyzed by descriptive and inferential statistics (t and f tests and Pearson correlation coefficient) with the SPSS20 software. The results showed that the awareness of managers, coaches and users was desirable. There was a direct and significant relationship between sanitary and environmental condition of sport facilities and citizens’ participation (<em>P</em>≤0.05, <em>r</em>=0.831) and (<em>P</em>≤0.05, <em>r</em>=0.873). There was no significant relationship between sanitary and environmental awareness and interest and citizens’ participation in physical activities (<em>P</em>=0.75, <em>r</em>=0.034) and (<em>P</em>=0.46, <em>r</em>=0.078). There was no significant relationship between gender and level of citizens’ participation in physical activities (<em>P</em>=0.32, <em>r</em>=0.0301). It can be stated that sanitary and environmental issues are important to encourage citizens to exercise and to employ sports facilities and require more attention of authorities and planners. The aim of this study was to analyze sanitary-environmental condition of sport facilities and its relationship with participation in physical activities in citizens of Khorasan provinces. This study was descriptive-correlation and data were collected as a field. The population included all sport facilities in Khorasan provinces (552 facilities). 90 facilities (Khorasan Razavi 40, South Khorasan 29 and North Khorasan 21) were selected as the sample by cluster sampling method. Two researcher-made questionnaires and two forms were used to collect data. The validity of the questionnaires was approved by some university professors and the reliability by Cronbach's alpha coefficient (<em>α</em>1=0.95, <em>α</em>2=0.96). Data were analyzed by descriptive and inferential statistics (t and f tests and Pearson correlation coefficient) with the SPSS20 software. The results showed that the awareness of managers, coaches and users was desirable. There was a direct and significant relationship between sanitary and environmental condition of sport facilities and citizens’ participation (<em>P</em>≤0.05, <em>r</em>=0.831) and (<em>P</em>≤0.05, <em>r</em>=0.873). There was no significant relationship between sanitary and environmental awareness and interest and citizens’ participation in physical activities (<em>P</em>=0.75, <em>r</em>=0.034) and (<em>P</em>=0.46, <em>r</em>=0.078). There was no significant relationship between gender and level of citizens’ participation in physical activities (<em>P</em>=0.32, <em>r</em>=0.0301). It can be stated that sanitary and environmental issues are important to encourage citizens to exercise and to employ sports facilities and require more attention of authorities and planners. https://jsm.ut.ac.ir/article_62130_5904fdd13d1ca293d942f4dad18accf2.pdfUniversity of TehranSport Management Journal2008-93419120170522An investigation of Factors Influencing Creating Research Morale in Physical Education Students in IranAn investigation of Factors Influencing Creating Research Morale in Physical Education Students in Iran85986213110.22059/jsm.2017.62131FAGhasemMehrabiHoseinEydiFaezeYazdaniJournal Article20140705 <br />The aim of this study was to investigate those factors influencing creating research morale in physical education students. The population consisted of all state universities of Iran and 341 students of physical education faculties of Tehran, Mashhad Ferdowsi, Urmia, Guilan, Shiraz, Esfahan, Kermanshah Razi and Zahedan universities were selected as the sample by stratified sampling method and answered the questionnaire. The researcher-made questionnaire of factors related to morale in universities and students was used. Its validity was calculated by viewpoints of 20 physical education experts and its reliability was calculated by Cronbach alpha as 0.86. Data were analyzed by descriptive and inferential statistics (Pearson correlation coefficient, multiple regression and one-way ANOVA). The results showed a significant difference between students’ research morale and factors related to research morale in different universities (<em>P</em><0.05). Also, there was a significant difference in students’ research morale among different education levels (<em>P</em><0.05). Regression test showed that factors related to research at universities can predict students’ research morale. It is concluded that support of university, families, society and a comprehensive change in management and educational systems of universities are necessary to encourage physical education students in research. <br />The aim of this study was to investigate those factors influencing creating research morale in physical education students. The population consisted of all state universities of Iran and 341 students of physical education faculties of Tehran, Mashhad Ferdowsi, Urmia, Guilan, Shiraz, Esfahan, Kermanshah Razi and Zahedan universities were selected as the sample by stratified sampling method and answered the questionnaire. The researcher-made questionnaire of factors related to morale in universities and students was used. Its validity was calculated by viewpoints of 20 physical education experts and its reliability was calculated by Cronbach alpha as 0.86. Data were analyzed by descriptive and inferential statistics (Pearson correlation coefficient, multiple regression and one-way ANOVA). The results showed a significant difference between students’ research morale and factors related to research morale in different universities (<em>P</em><0.05). Also, there was a significant difference in students’ research morale among different education levels (<em>P</em><0.05). Regression test showed that factors related to research at universities can predict students’ research morale. It is concluded that support of university, families, society and a comprehensive change in management and educational systems of universities are necessary to encourage physical education students in research. https://jsm.ut.ac.ir/article_62131_840cc85e7a4ed544644d24c0a44d1c85.pdfUniversity of TehranSport Management Journal2008-93419120170522An Analysis of the Barriers to Implementing Isfahan Sports Strategic Plan Based on the Fortune ModelAn Analysis of the Barriers to Implementing Isfahan Sports Strategic Plan Based on the Fortune Model991126227510.22059/jsm.2017.62275FARasoolNazariAssistant Professor, Faculty of Sport Sciences, Department of Sport Management, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, IranMohamadTabatabaeiMSc, Humanities Faculty, Department of Physical Education, Islamic Azad University, Mobarakeh Branch, Isfahan, IranJahangirKarimianAssociate Professor, Department of Sport Management, Isfahan University of Medical Sciences, Isfahan, IranJournal Article20140512
Today, sports organizations, like most organizations and institutions, must turn to strategy-oriented organizations. The aim of this study was to analyze the barriers to implementing the strategic sport plan of Isfahan province based on Fortune Model from the viewpoints of university managers, experts and professionals. This study used a descriptive-analytical method and was conducted as a survey. The study population consisted of managers, sport experts and academic professionals in Isfahan province in 2013 (<em>N</em>=165). Based on Morgan and Krejcie Table, 116 subjects were selected by stratified random sampling method. A researcher-made questionnaire of barriers to implementing a strategic plan based on Fortune Model was used to collect data. The face and content validity of this questionnaire was confirmed by experts and its reliability was assessed by Cronbach's alpha (<em>α</em>=0.88). The data were analyzed by one-sample t test and one-way analysis of variance. The main barriers to implementing strategies were identified: poor beliefs of senior managers, weak contribution of operational managers and poor allocation of financial resources. Generally, it can be acknowledged that weak human resources and weak financial resources were major barriers to implementing the strategic plan of the Sport and Youth general office of Isfahan province. It is recommended to predict administrative limitations of the programs before strategic plans in sport are developed.
Today, sports organizations, like most organizations and institutions, must turn to strategy-oriented organizations. The aim of this study was to analyze the barriers to implementing the strategic sport plan of Isfahan province based on Fortune Model from the viewpoints of university managers, experts and professionals. This study used a descriptive-analytical method and was conducted as a survey. The study population consisted of managers, sport experts and academic professionals in Isfahan province in 2013 (<em>N</em>=165). Based on Morgan and Krejcie Table, 116 subjects were selected by stratified random sampling method. A researcher-made questionnaire of barriers to implementing a strategic plan based on Fortune Model was used to collect data. The face and content validity of this questionnaire was confirmed by experts and its reliability was assessed by Cronbach's alpha (<em>α</em>=0.88). The data were analyzed by one-sample t test and one-way analysis of variance. The main barriers to implementing strategies were identified: poor beliefs of senior managers, weak contribution of operational managers and poor allocation of financial resources. Generally, it can be acknowledged that weak human resources and weak financial resources were major barriers to implementing the strategic plan of the Sport and Youth general office of Isfahan province. It is recommended to predict administrative limitations of the programs before strategic plans in sport are developed.https://jsm.ut.ac.ir/article_62275_1d1b6b6850eaaa9460213861a80343b0.pdfUniversity of TehranSport Management Journal2008-93419120170522Identification and Prioritization of Barriers to the Development of Swimming in Kerman Province According to Analytic Hierarchy Process (AHP)Identification and Prioritization of Barriers to the Development of Swimming in Kerman Province According to Analytic Hierarchy Process (AHP)1131286213210.22059/jsm.2017.62132FAKoroshGhahremantabriziEimanRahimiSeyed Mohamad JavadRazaviJournal Article20141025 <br />The aim of the current study was to identify and prioritize barriers to the development of swimming in Kerman province according to Analytic Hierarchy Process (AHP). Research method was applied and in terms of data collection, it was a field study. The population consisted of 101 managers, coaches and athletes with swimming history in Kerman province. A researcher-made questionnaire about barriers of swimming development in Kerman province was designed after interviews with sport experts and managers. The results showed that factors such as lack of importance to swimming in schools, lack of efficient planners and proper planning at macro level, failure to attract sponsors to financially support swimming, lack of support from the media to promote swimming and lack of standard training and competition pools were considered as important internal barriers to the development of swimming in Kerman province. Also, among six main factors, management and planning barriers were taken into consideration as the main factor hindering the development of swimming. It seems that swimming can improve in Kerman province through proper planning, employing qualified individuals for talent identification of elementary school children, building a relationship with private and state organizations for financial support, operating competitions and inviting the media to encourage people to participate in swimming and running different meetings with officials of Sport and Youth Organization and subsequently the Ministry of Sport and Youth to construct standard water facilities. <br />The aim of the current study was to identify and prioritize barriers to the development of swimming in Kerman province according to Analytic Hierarchy Process (AHP). Research method was applied and in terms of data collection, it was a field study. The population consisted of 101 managers, coaches and athletes with swimming history in Kerman province. A researcher-made questionnaire about barriers of swimming development in Kerman province was designed after interviews with sport experts and managers. The results showed that factors such as lack of importance to swimming in schools, lack of efficient planners and proper planning at macro level, failure to attract sponsors to financially support swimming, lack of support from the media to promote swimming and lack of standard training and competition pools were considered as important internal barriers to the development of swimming in Kerman province. Also, among six main factors, management and planning barriers were taken into consideration as the main factor hindering the development of swimming. It seems that swimming can improve in Kerman province through proper planning, employing qualified individuals for talent identification of elementary school children, building a relationship with private and state organizations for financial support, operating competitions and inviting the media to encourage people to participate in swimming and running different meetings with officials of Sport and Youth Organization and subsequently the Ministry of Sport and Youth to construct standard water facilities.https://jsm.ut.ac.ir/article_62132_fccf07b1fe0c8e0bf09386ff3b0510b7.pdfUniversity of TehranSport Management Journal2008-93419120170522A Study of Determinant Factors of New Information Technology Acceptance in Sport and Youth General Office in Isfahan Province Based on TAM ModelA Study of Determinant Factors of New Information Technology Acceptance in Sport and Youth General Office in Isfahan Province Based on TAM Model1291446213410.22059/jsm.2017.62134FAParvanehGhasemi Kahrizsangi-GhasemRahimiAlirezaZamaniJournal Article20140511 <br />This study aimed at evaluating the factors influencing the acceptance of new information technology in Sport and Youth general office in Isfahan province based on the Technology Acceptance Model (TAM). This model consisted of these headings: perceived of usefulness, perceived of ease of use, attitudes towards use and intention to use considered as independent variables which influenced the information technology usage as a dependent variable. The population consisted of 143 employees of Sport and Youth general office in Isfahan province. 105 subjects were selected randomly based on the Krejcie and Morgan Table as the sample. The study was a survey and the data were collected by a questionnaire. The validity was confirmed by professors and experts of Sport and Youth general office in Isfahan province. The Chronbach’s alpha was above 0.7 for each item showing a desirable internal consistency of the questionnaire. Data were analyzed by one-variable t test, independent t test, analysis of variance and Tukey post hoc test using SPSS software. The results showed that the variable of “attitude towards use” had the most influence on information technology acceptance from the employees’ viewpoints. <br />This study aimed at evaluating the factors influencing the acceptance of new information technology in Sport and Youth general office in Isfahan province based on the Technology Acceptance Model (TAM). This model consisted of these headings: perceived of usefulness, perceived of ease of use, attitudes towards use and intention to use considered as independent variables which influenced the information technology usage as a dependent variable. The population consisted of 143 employees of Sport and Youth general office in Isfahan province. 105 subjects were selected randomly based on the Krejcie and Morgan Table as the sample. The study was a survey and the data were collected by a questionnaire. The validity was confirmed by professors and experts of Sport and Youth general office in Isfahan province. The Chronbach’s alpha was above 0.7 for each item showing a desirable internal consistency of the questionnaire. Data were analyzed by one-variable t test, independent t test, analysis of variance and Tukey post hoc test using SPSS software. The results showed that the variable of “attitude towards use” had the most influence on information technology acceptance from the employees’ viewpoints. https://jsm.ut.ac.ir/article_62134_90e0941c63621e1b7f19673e7be0e874.pdfUniversity of TehranSport Management Journal2008-93419120170522Modeling the effect of perceived service quality on brand Social identity From the perspective of Persepolis Football Club fansModeling the effect of perceived service quality on brand Social identity From the perspective of Persepolis Football Club fans1451596213510.22059/jsm.2017.62135FASAEEDHATAMIHosseinAkbariJournal Article20150624 <br />this paper aimed to model the effect ofperceived service quality on brand Social identity From the perspective of Persepolis Football Club fans. The research method was correlation and survey. statistical community was Persepolis Football Club fans that watched the match ofthis team and Alnasr in the Asian Cup championship Attended the Azadi Stadium. sample of study consisted of 384 Spectators who were selected by random sampling method. The research Instruments were Dehdashti brand social identity questionnaire (2012) and Quality of service Ko and Kwon questionnaire (2006). Collected data were analyzed by inferential methods such as pearson correlation coefficient and structural equation model.Research results showed a positive and significant relationship between service quality and brand identity. the output of the AMOS software showed that structural model is fit. (GFI = 0.97, IFI = 0.98, NFI = 0.94, CFI = 0.98 & RMSEA = 0.60). According to results it seems that the quality of service and its dimensions is one of the most important components of brand social identity. <br />this paper aimed to model the effect ofperceived service quality on brand Social identity From the perspective of Persepolis Football Club fans. The research method was correlation and survey. statistical community was Persepolis Football Club fans that watched the match ofthis team and Alnasr in the Asian Cup championship Attended the Azadi Stadium. sample of study consisted of 384 Spectators who were selected by random sampling method. The research Instruments were Dehdashti brand social identity questionnaire (2012) and Quality of service Ko and Kwon questionnaire (2006). Collected data were analyzed by inferential methods such as pearson correlation coefficient and structural equation model.Research results showed a positive and significant relationship between service quality and brand identity. the output of the AMOS software showed that structural model is fit. (GFI = 0.97, IFI = 0.98, NFI = 0.94, CFI = 0.98 & RMSEA = 0.60). According to results it seems that the quality of service and its dimensions is one of the most important components of brand social identity.https://jsm.ut.ac.ir/article_62135_ac6d09d8f77a60ff289fbf78e985ab6e.pdfUniversity of TehranSport Management Journal2008-93419120170522The Effect of Social Media Marketing on Brand LoyaltyThe Effect of Social Media Marketing on Brand Loyalty1691746213710.22059/jsm.2017.62137FAElahehHosseiniUniversity Of Mazandaran, PhD student in Sport ManagementMasumeKalate SeyfariJournal Article20150531The aim of this study was to identify a model of the effect of social media marketing on brand loyalty. The population consisted of all customers of sport products in Semnan province and 391 subjects were studied as the sample. The demographic and social media marketing (Mehrabi et al., 2014) questionnaires were used to collect the data after their validity and reliability were determined. Findings of Structural Equation Modeling indicated that advertising campaign, relevant content, updating content, popular content among friends, and g applicable programs had a direct effect on social media marketing. Also, the section of total effect indicated that the social media marketing had a positive and direct effect (<em>β</em>=0.86) on brand loyalty. The endogenous variable, R-squared, indicated that %73 of variance in brand loyalty can be predicted by exogenous variables. Finally, the model showed a good fit to the data. The aim of this study was to identify a model of the effect of social media marketing on brand loyalty. The population consisted of all customers of sport products in Semnan province and 391 subjects were studied as the sample. The demographic and social media marketing (Mehrabi et al., 2014) questionnaires were used to collect the data after their validity and reliability were determined. Findings of Structural Equation Modeling indicated that advertising campaign, relevant content, updating content, popular content among friends, and g applicable programs had a direct effect on social media marketing. Also, the section of total effect indicated that the social media marketing had a positive and direct effect (<em>β</em>=0.86) on brand loyalty. The endogenous variable, R-squared, indicated that %73 of variance in brand loyalty can be predicted by exogenous variables. Finally, the model showed a good fit to the data. https://jsm.ut.ac.ir/article_62137_1041790bad0030016f4ea6d99d7a9292.pdfUniversity of TehranSport Management Journal2008-93419120170522Paradigmatic Model of Branding in Sports IndustryParadigmatic Model of Branding in Sports Industry1751896213810.22059/jsm.2017.62138FAVajihehJavaniAcademic Remember of Tabriz UniversityJournal Article20151114 <br />It is necessary to analyze the concept of brand to gain a proper framework. So, the aim of this study was to develop a branding model in Iran sport industry with an emphasis on the dynamic environment. This study was exploratory and qualitative. Data were collected by snowball sampling method and through in-depth interviews from 15 branding experts. Then, through a three-step coding according to paradigm approach, the final model was obtained. The paradigmatic model showed the causal conditions required for the formation and branding in the sports industry, the contextual condition that caused the importance of branding in recent decades, as well as the mediating condition which facilitated and/or accelerated branding in sports industry. Also, the necessary branding process and strategies (actions and interactions) were explored and brand loyalty was introduced as an outcome. <br />It is necessary to analyze the concept of brand to gain a proper framework. So, the aim of this study was to develop a branding model in Iran sport industry with an emphasis on the dynamic environment. This study was exploratory and qualitative. Data were collected by snowball sampling method and through in-depth interviews from 15 branding experts. Then, through a three-step coding according to paradigm approach, the final model was obtained. The paradigmatic model showed the causal conditions required for the formation and branding in the sports industry, the contextual condition that caused the importance of branding in recent decades, as well as the mediating condition which facilitated and/or accelerated branding in sports industry. Also, the necessary branding process and strategies (actions and interactions) were explored and brand loyalty was introduced as an outcome.https://jsm.ut.ac.ir/article_62138_dba30c1003258f19149ba63362c96283.pdf