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 The purpose of this study was to identify factors affecting in attracting donors in the country students’ sports and developing a model. The research method was Mixed based on data theorizing. Semi-structured interview method was conducted to collect data. Data analysis was performed by Strauss and Corbin (1998) method. The statistical population in the qualitative part consisted of 15 experts, including university professors and executives of university sports in the country who were selected by purposive sampling and in the quantitative part 315 people who were active in the field of charity and student sports were chosen. In data analysis using open coding techniques, 73 primary concepts were identified, which were categorized into 58 sub-categories. In the axial coding stage, around 20 main categories were categorized and used to collect information. 49 questions from a researcher-made questionnaire. The results were analyzed using confirmatory factor analysis in the form of structural equations with SPSS and PLS software. The results showed that in the form of paradigm model, the causal conditions (5 categories), contextual conditions (3 categories), intervening conditions (2 categories), pivotal categories (1 category), strategies (5 categories), consequences (4 categories) were identified. Also, the developed model had a good fit. Based on Friedman test, it was observed that the socio-cultural factor was the most important factor in attracting donors in student sports and the economic factor was in the last rank in terms of importance.

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The purpose of this study was to investigate the effect of brand reputation on encouraging customers to choose brands of sports products in Ardabil in 2020. The research method was applied and of a descriptive-correlation type. The statistical population was all customers of sports products in Ardabil city. Due to the unknown volume of the number, 384 samples were selected through Morgan method by random sampling method. Measurement tools included brand reputation questionnaires and brand selection. Data were analyzed by linear regression test. The results of the analysis showed that there is a positive and significant relationship between brand reputation and encouraging customers to choose brands of sports products and brand reputation has a significant effect on brand selection (B = 0.70). Dimensions of company reputation and word of mouth had a positive and significant relationship with brand selection and had a positive and significant effect on brand selection with impact coefficient (B = 0.63) and (B = 0.67). Between brand reputation and all components of brand selection such as brand name (r = 0.51), brand appearance (r = 0.64), internal brand features (r = 0.55), brand name prominence (= 0.64) r), brand attractiveness (r = 0.49), brand reputation (r = 0.53), brand truthfulness (r = 0.43), compliance with brand function (r = 0.36), and brand visibility (R = 0.37) There is a positive and significant relationship. According to the analysis, it can be concluded that if brands have more reputation among consumers, the ability to sell or buy that brand will increase due to customer choice.