---

The purpose of this study was to investigation of Motivation Role on Team Identity
of Football Fans in Sistan and Baluchestan University. This study is descriptive
and correlational one. Statistical population included all students and Staff of
Sistan and Baluchestan University in the academic year of 2012-2013. Since the
size of the statistical population was over 10,000 people, Based on Sample Table
of Morgan, Sample size was determined 384 people. For data collection, Trail
and Jame's team identity questionnaire (2001) and Gao et,al and motivation
questionnaire (2009) were used. Validity of the questionnaires were confirmed by
professors of physical education for reliability of questionnaires used, Cronbach's
alpha coefficient, respectively were 0.94 and 0.88. Data were analyzed by
inferential statistics, including Pearson correlation and stepwise multiple
regression. Results showed that motivation fans have significant correlation with
their team's identity (r =0.68). Also, except variable escape (escape from
boredom), other variables (social interaction, entertainment, team affiliation,
achievement and family) were able to be the significant predictor of team identify.
Entertainment with beta (β= 0.514) was a stronger predictor for team identity

---

The purpose of the present study was to explain the relationship between brand personality dimensions and customers’ loyalty to sport brands in Rasht.  The method of present survey was descriptive and applied, also the statistical population was loyal customers to sport brands in Rasht.  In order to data collection two questionnaires; Geuens & Wulf (2009) for measuring brand personality dimensions and Lau et all (2006) that investigated customers loyalty to sportswear in Hong Kong, after determining the validity and reliability was confirmed by using Cronbach’s alpha (0.7); were used. The results of Linear Regression of 407 loyal customers were shown there were positive and negative significant relationships between brand personality dimensions (Activity, Aggressiveness, Responsibility, Emotionality and Simplicity) and customers loyalty components to sport brands (Brand name, Service quality, Store environment, Product quality, Promotion, Price and Style). Some of these results are as below: activity dimension and brand name factor; activity and aggressiveness dimensions and service quality factor; activity, simplicity and responsibility dimensions and store environment factor; activity, aggressiveness and responsibility dimensions and product quality factor. There were also some negative ones between simplicity dimension and product quality and style factors. The result of Friedman test revealed that product quality, style, brand name, promotion, price, store environment and service quality were the most fundamental and crucial factors for the customers’ loyalty respectively. Regarding to the findings attention to customers’ demands and needs significantly has effect on performance improvement and local produced Sport brand’s success to attracting the customers and making them loyal in order to achieving more market share in comparison with competitors in international markets.

---

The purpose of this study was to investigate the role of spiritual intelligence and identity styles on work involvement among sports volunteers in 13^th Iranian universities sports cultural Olympiad. The method applied in this research was descriptive-correlational. The research statistic population was consisted of all volunteers participating in 13^th Sports cultural Olympiad. The sample was equal with the population due to the restricted number of population (n=N). The data were gathered by three questionnaires: King's spiritual intelligence (2008), Berzonsky's identity styles (1992), and work involvement of Lodahl and Kejner (1965). Pearson correlation and structural equation modeling were used to analyze the data. The results showed that spiritual intelligence has a positive and direct effect on identity styles and identity styles has direct and significant effect on work involvement. Also, the research findings indicated that spiritual intelligence has positively and indirectly effect on work involvement by mediating of identity styles.Therefore, spiritual intelligence improvement can increase work involvement of sport volunteers through improvement in identity items; so if managers pay attention to these items at the time of attracting volunteers, they can design better training programs and increase volunteers’ dependence on the environment. In this way, they can change temporary and event volunteers to permanent and traditional volunteers.

---

The purpose of current study was "Predicting the Future Behavior of Customers of Aquatic Parks in Mashhad based on Social Identity of Brand". The method of this study was descriptive and correlative. The statistical population was consisted all customers in Mashhad aquatic parks in the summer of 2015, that based on the existing sources, 377 questionnaires were distributed with an expectancy of 90% returned. Also to collect information, 2 questionnaires including brand's social identity Hay et al. (2011) and the decisions of future behavior (BFIS) Berry (1996) were used. The results showed that all subscales of Brand's Social Identity are not effective on the future behavior of customers and the impact of these subscales that increase the future behavior of customers, according to a beta coefficient of components, that have the highest impact respectively: 1. Customers confiedence in brand (beta 0.35) 2. Consumer's satisfaction (beta 0.16) 3. Perceived value of the brand (beta 0.11).  Results showed a good correlation between future behavior of the customer's and perceived value of the brand. If we define the perceived value of the product or service that is under the influence of brand identity as the measure of value by customers to brand's product and the cost that their spend to gain that product or service, then provided services by these aquatic parks have high value for the customers. Or we can say that the good identity of brand had a positive effect on percieved value of brand.

---

The purpose of this study was to investigate the role of negative news about the attitude of fans towards the players and Persepolis football team. The statistical population of the study was all students of Persepolis football team in Kurdistan University. A sample of 200 people was selected and simple random sampling method was used for data collection. The research method was semi experimental and factorial design was 2 * 2 * 2. A questionnaire was used to measure identity and attitude towards Persepolis team. The questions from the questionnaire were from previous research questions, and only changes in the scale of the measurements of some of the components were given. Descriptive statistics (frequency, percentage, mean, standard deviation) and inferential (independent t-test, one way covariance analysis) were used to analyze the data. The research findings showed that unpopular negative news about negative deficiencies led to a more negative attitude toward fans and the Persepolis team. Also, the negative attitude to the Persepolis players and players in high and low identity fans is different in the negative news of the incompetence related and unrelated to sport, but is not the same in the negative immoral news of related and unrelated negative news. The Persepolis club can prevent the development of immoral and incompetence issues by controlling and monitoring the well-known players in the team. By preventing the publication of false and negative news from other news sources, it prevents fans from developing a negative attitude toward the team.

---

---

The aim of this study was to determine the relationship between team identity and spectator flow with the atmosphere of the stadium and spectator loyalty. The research method is causal communication and the survey method is survey. The statistical population of the present study consists of 40,000 football spectators present at Azadi Stadium in the football match between Persepolis and Esteghlal Khuzestan in the 2017-2018 season. 384 of them were selected as the statistical sample of the study and the questionnaires were distributed among them as a non-random-voluntary sample. The research tools included James and Ross’s Team Identity Adjusted Questionnaire (2002), Csikszentmihalyi’s Stream Questionnaire (1990), Uhrich and Benkenstein’s Stadium Atmosphere Questionnaire (2012), and Mahoney et al.’s Spectators Loyalty Inventory (2000). The descriptive statistics and path analysis method were used in PLS software to analyze the data. The results showed that team identity and spectator flow with a path coefficient of 0.580 and 0.386, have a significant effect on the atmosphere of the stadium and also the three variables of stadium atmosphere, flow and team identity with path coefficients of 0.247, 0.248 and 0.428 have a positive effect on spectator loyalty. Based on the results of this study, it is suggested to the managers of clubs and stadiums to pay special attention to team identity and spectator flow in order to increase spectator loyalty and understand the appropriate atmosphere of the stadium.

---

Attempting to enact both feminine and masculine gender-role norms may cause to some psychological and physical problems. This issue is concerned as gender-role conflict phenomenon in female athletes. However, research findings did not support sufficiently this notion. The purpose of this study was to explore the gender-role norms in the context of soccer and experience of gender-role conflict as women who participate in a traditional masculine sport such as soccer. 15 women soccer players between the age of 19 and 32 years old on Iranian super league were interviewed. The results indicated that women soccer players perceived numerous discrepant gender-role norms in the context of soccer. Also, it was explored three different types of gender-role conflict. Participants used various strategies to manege and coping with the gender role conflict. Overall, it is not an intense internal state of conflict, and applying some of those strategies can help them avoiding conflict.