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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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 This study aimed at designing the model of role of relationship marketing tactics on brand personality in football premier league clubs in Iran (Siyah Jamegan club). The study was descriptive-analytical conducted as a field. The statistical population included all fans of Siyah Jamegan sport club in Mashhad (2016) (N=295). In order to achieve the research aims, modified scale of relationship marketing by Ehsani and Izadi (1391) and modified scale of brand personality of sport teams by Tsiatsu (2005) were used. For data analysis, mean, standard deviation, structural equation modeling, Pearson and Spearman correlation tests, multiple regression and Q-Q plot were used. The results showed a positive, direct and significant relationship between relationship marketing components and brand personality in Siyah Jamegan sport club. Given the acceptable path coefficient and T value, relationship marketing had a significant and positive effect on brand personality in Siyah Jamegan sport club. In general, designing this model showed the need to enter a new concept called brand personality in football premier league clubs of Iran. Also, more attention to relationship marketing strategies is required to reach and benefit from the positive results of this entrance into Iran football.