Sport Management Studies

The Effect of Using Luxurious Foreign Sports Brands and Body Management, with Emphasis on Mediating Role of Vanity Physical and Social Influence among Athletes

Document Type : Research Paper

Authors

1 M.Sc. of Sport Marketing Management, University of Kurdistan

2 Ph.D. Student of Sport Marketing Management, University of Kurdistan

3 Professor of Sport Management, University of Kurdistan

Abstract
In the present age, the body has become very important with the growth of consumer culture and mass communication media. The purpose of this study was to investigate the effect of using luxury outdoor sports brands on body management, with emphasis on mediating the role of physical pride and social influence among athletes. The methodology of the research is from the perspective of the applied objective, in terms of collecting field information, and the correlation type that is based on the structural equation modeling with the smart pls3 software. The statistical population was athletes of sports complexes in Karaj Municipality. A total of 380 people was selected by random sampling. A tool for measuring the questionnaire, whose factual and content validity was examined by some of the sports management professors and after the corrections. The findings showed that the use of luxury outdoor sports brands is influential on body management. Also, the use of luxury brands with the mediator role of physical pride and social influence also influenced body management, but this effect was due to physical pride relative to social influence at a higher level. Therefore, factors such as physical grasses and social influence are effective in the attitude of athletes in the management of the body and the use of luxury outdoor sports brands. They tend to focus on the management of the body and the use of luxury outdoor sports brands because of the need to show and show the body and the community's luck and show their socio-economic status.

Keywords

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Sport Management Studies
Volume 11, Issue 58
January & February 2020
January and February 2020
Pages 141-162

  • Receive Date 28 June 2018
  • Revise Date 30 July 2019
  • Accept Date 03 August 2019

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