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The current study aimed at examining the relationship between sporting goods salespersons’ work ethics and developing close relations (trust, commitment and loyalty) between customers and stores. The methodology of the study was descriptive (survey type). The statistical population consisted of all customers of sporting goods stores in Qazvin city. 370 customers were selected as the sample by convenience sampling method and Cochran’s sample size formula. Data were collected using Hasan Gholipour et al. (2012) salespersons' work ethics and customers' trust, commitment and loyalty. Results revealed a significant and positive relationship between customers’ trust, commitment and loyalty and salespersons’ work ethics and work ethics had the largest relationship and correlation with trust (R= 0.650). Independent t test (P≤0.05) results also showed a significant difference between male and female customers’ attitudes only in two variables of trust and commitment. Providing true information about products, safeguarding customers’ interests, embracing the principles of fairness and honesty to win customers’ trust offering high quality products and commensurate with customers’ interests and demands such as pricing and considering their complaints and suggestions can help develop the relationship between customers and sporting goods salespersons.

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Today, marketing activities are more and more evident in many professional clubs in order to retain consumers and enhance communication with them, and they have turned to one of the main priorities of these clubs. The aim of this study was to predict consumers' buying behavior through the role of relationship marketing in women’s fitness clubs in Mashhad. The study was descriptive-analytical and the population consisted of consumers of women’s fitness clubs in Mashhad (N=91). 54 clubs and 350 subjects were randomly selected through cluster and stratified sampling method with appropriate allocation according to the Cochran formula. To collect the data, Kim's Relationship Marketing (RM) standard questionnaire (2008) and Kim’s Consumer Buying Behavior (CB) questionnaire (2008) were used. To analyze the data, SPSS₁₈ and Lisrel_8.50 software were used. Results showed that relationship marketing had a significant relationship with consumers' buying behavior in women’s fitness clubs; therefore, it is recommended that clubs use sport marketing experts and design a consumer-relationship management system to increase consumers' re-engagement.

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New thoughts of management rely on effectiveness and introduce servant leadership as an asset. This study analyzed the relationship between servant leadership and effectiveness in Islamic Republic of Iran National Paralympic Committee. The research method was descriptive where the relationships were analyzed based on structural equation modeling. Statistical population included all beneficiaries of IRI National Paralympic Committee (board of directors and personnel of this committee, Federation for the Disabled and Federation for the Blind) in 2015 and cultural sport team dispatched to Paralympic Games of 2012 London. Statistical sample equaled the statistical population. Validity and reliability of Peterson (2003) Servant Leadership Questionnaire and the researcher-made Organizational Effectiveness Questionnaire were confirmed .230 questionnaires were distributed and finally 207 questionnaires were analyzed. The results showed that the parameter values related to (t) implied that all relationships were significant assumptions. In the study model, all variables had path coefficients > 0.4 which showed the considerable effect of servant leadership dimensions on organizational effectiveness. The results showed a strong relationship between servant leadership and organization effectiveness.

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This study aimed at examining the relationship of communication skill with organizational commitment and organizational trust in general office of Sport and Youth in Ilam province. This study was a descriptive-correlation research conducted by cross sectional method in 2013 on 100 employees. Sampling was performed by simple random sampling method. Three questionnaires were used to collect data. Descriptive and inferential statistical methods were used to analyze data by PLS & SPSS software. The results showed a significant and positive relationship between communication skill and organizational trust (r=0.47, P≤0.01) and organizational commitment (r=0.42, P≤0.01) and between organizational commitment and organizational trust (r=0.46, P≤0.01). Also, the effect of communication skill was positive and significant on organizational trust (β=0.76, t=22.44) and organizational commitment (β=0.49, t=4.04). Finally, the more employees' communication skills, the more their organizational commitment and organizational trust increase.

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 Brand Personality is indeed a kind of behavior and speech of a brand. It means assigning personality traits and characters to the brand in order to achieve differentiation. The aim of the present study was to develop a model of relationship between the brand personality of sportswear and brand commitment, loyalty and trust. This study was applied in terms of objectives and descriptive-survey in terms of methodology. The statistical population consisted of all athletes of Ardabil province in 2019 and a sample (n=384) was selected using Morgan table. In order to collect data, standard questionnaires of Brand Trust (Ballester, 2004), Brand Personality (Aaker, 1997), Brand Loyalty (Algesheimer et al., 2005) and Brand Commitment (Garbarino and Johnson, 1999) were used. Data were analyzed using coefficient correlation test and structural equation (path analysis) and statistical software of LISREL and SPSS. The obtained results showed a direct effect between brand personality of sportswear and brand trust, brand loyalty and brand commitment. Also, brand trust had a direct effect on brand loyalty; brand loyalty had a direct effect on brand commitment and brand trust had a direct effect on brand commitment. Based on these results, it can be stated that paying attention to customer needs can have a significant effect on improving the performance and success of domestic sport brands when competing with foreign brands, customers and their loyalty can be attracted and more share can be gained from domestic and international markets.
 

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The purpose of this study was to determine the effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands. The statistical population of this study consisted of all consumers of sporting goods brands in Tehran. 386 Consumers of sporting goods brands using the convenience sampling methods completed the scales of Jones et al. (2009) brand personality, Delgado-Ballester (2004) brand trust, Chang & Liu (2009) brand attitude, Acker (1991) brand equity and Dorvasola (2004) purchase intention. The face validity of the measurement tool was evaluated using 7 ports management experts, the reliability was evaluated using Cronbachchr('39')s alpha coefficient (α= 0.83) and the construct validity was evaluated using confirmatory factor analysis. SPSS and PLS software were used to analyze the data. Findings showed that brand personality has a positive and significant effect on trust, attitude, brand equity and purchase intention of the brand. Brand trust also affected attitudes, brand equity and purchase intentions. Also, the variable of attitude towards the brand had a positive and significant effect on the brand equity and purchase intentions of the brand. Finally, brand equity had a positive and significant effect on brand purchase intentions. The proposed research model also had a good fit (GOF = 0.605) in the target population. The overall result of the research showed that the present model can be used as a benchmark for sports managers and marketers to better influence the intention of sports consumers to buy.