One of the common features of all people, regardless of education level, income level and living location and so on, is that all of them are consumers. The key to a successful marketing strategy, both in terms of local and global aspects is to understand consumer behaviour. Therefore, the aim of this study was to identify and prioritise factors affecting sports consumer behaviour in Iran. The study was quantitative-qualitative research. Fuzzy Delphi method was used in this study. In this study, it was found that the marketing mix (product, price, distribution channels, promotion and advertising, service quality and brand personality), psychological factors (attitude, motivation, emotion, perception, past experience and consumer personality), individual factors (income, age, gender and education level), social factors (family, reference groups, social class and opinion leaders) and cultural factors (culture and religion) are factors influencing consumer behaviour. Also, AHP results show marketing mix is the most important influencing factor with 0.323 relative weights, then psychological factors (0.245), individual factors (0.185), social factors (0.141) and cultural factors (0.1077). This study determined companies have to highly pay attention to consumer and covering their demands (better than competitors) to obtain a high competitive advantage. On the other hand, the consumer has different approaches to buy products that are most noticed in programming marketing strategies.

Background Aging is generally associated with numerous metabolic and physical changes that augment susceptibility to several chronic conditions, disability, and diminished quality of life. Objective The purpose of this meta-analysis was to investigate the efficacy of resistance training on quality of life, depression, muscle strength, and functional exercise capacity in older adults (≥60 years). Data sources A systematic search was conducted in PubMed, MEDLINE, Cochrane, Google Scholar, and Scopus up to December 20, 2021. Results 21 studies ( N = 1610) were included. Resistance training significantly improved physical functioning (standard mean differences (SMD), 0.31; p = 0.02), mental health (SMD, 0.44; p = 0.001), bodily pain (SMD, −0.52; p = 0.004), general health (SMD, 0.43; p = 0.002), social functioning (SMD, 0.25; p = 0.006), and mental component score (SMD, 0.51; p = 0.001) subscales. Moreover, depression (SMD, −1.13; p = 0.01), upper-limb muscle strength (mean difference (MD), 15.26 kg; p = 0.002), lower-limb muscle strength (MD, 48.46 kg; p = 0.02), and handgrip muscle strength (MD, 1.35 kg; p = 0.003) significantly improved following resistance training. No benefits were found for vitality, physical component score, total score of quality of life, and the 6-min walk distance. Conclusion Preliminary evidence reveals that resistance training can be effective for improving most domains of quality of life, upper- and lower-limb muscle strength, handgrip strength, and depression in aged people. More proof is hence needed to draw solid conclusions.

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One common aspect of all human beings, regardless of education level, income level, location and so on, is that they are all consumers. The key of success in marketing strategy both in terms of local and global aspects is understanding consumer behavior. So aim of this study was to investigate the role of socio-cultural factors on sports consumer behavior. This research was survey-descriptive. The study population were included all sports consumers in Tehran. The sampling method was random. Based on the PASS statistical software, research sample size was determined in the range of 321 to 384 people. Data collection instrument was two questionnaires. The validity was content validity and construct validity. In order to data analyzing was used Path analysis and analytic hierarchy process (AHP). The results showed that social factors (social class, idea leaders, family and references group) and cultural factors (culture and religion) have a significant positive effect on sports consumer behavior. Also sociocultural factors prioritize results showed that social class with the relative weight of 0.391 is the most important component. In this study found companies to gain competitive advantage should have be given to customers and meet their needs (better than competitors). In addition, customers buy products with different trends that should be considered in formulating marketing strategies.

Background. Today, all the fields, including science, business, industry, and sports, are influenced by the profound and sustained changes. New rules arise every day; organizations, especially sports clubs, are in an endless struggle to gain competitive advantage in the battle for survival and power stealth. The main function of competitive advantage is to guarantee the survival of organizations, so that they can succeed in their path to developments. Objectives. This study is a field research aimed to model the competitive advantage of Iranian Soccer Clubs based on the team reputation considering the satisfaction level of fans. Methods. The statistical population of the study included the fans of the teams of Iranian Premier League (2017-2018), among which 384 fans were selected as the sample. The measurement tool included the questionnaires of the public relations, brand image and identity, satisfaction, team reputation, and competitive advantage. Validity and reliability of the questionnaires were confirmed by experts using the Fuzzy Delphi Method (FDM) and Cronbach's alpha test. The descriptive statistical tests including the central tendency, dispersion, and inferential statistics (the structural equation test) were used for data analysis. SPSS software version 19 was used for the descriptive analysis and LISREL software for the analysis of the structural equation modeling. Results. The variables of public relations, brand identity, and brand image have a positive and significant effect on the team reputation. Also, satisfaction level of fans has a positive and significant effect on the competitive advantage of soccer clubs. Conclusion. The findings confirmed the significance of the conceptual model of the research. However, more studies should be conducted to identify other dimensions influencing the competitive advantage of teams.