Background & Purpose: Brand credibility reduces information costs because consumers may be prestigious brands, as an informed source would benefit for savings on the costs of data collection and processing. The purpose of this study was the influence of brand credibility on Word of Mouth and Switching propensity.Methodology: Method research was descriptive- correlational. The statistical population consisted of all the Nike consumers of Tehran’s city. For sampling, we selected 171 persons based on convenience sampling. For gathering data, three main questionnaires utilized brand credibility questionnaire (Erdem & Swait, 1998), Word of Mouth, and switching propensity questionnaires (Zeithaml, Berry & Parasuraman, 1996). The validity of questionnaires determined by experts and the reliability were (a=0.96) for brand credibility questionnaire, (a=0.90) for Word of Mouth questionnaire and (a=0.75) for switching propensity questionnaire. The SEM utilized for analyzing data. In examining relationships between variables, the output of the software EQS 6.1 was representing the structural model fit. (The index rate were NFI=0.97, CFI=0.99 & RMSEA= 0.043). It has been shows the appropriate SEM. In other words, the Observed data were similar to study design.Results: The results indicated that brand credibility had the positive effect on Word of Mouth (b=0.82) and the negative effect on switching propensity (b=-0.72).Discussion: According to our results, Managers should be searching for ways that stimulate the positive Word of Mouth and develop to reduce the negative Word of Mouth steps and its effects.

Background and Purpose It seems that today the world is inconceivable without football, as the number of FIFA member states (217 countries) surpasses the number of UN member states (193 countries) (Taybi, 2020, p. 21). Undoubtedly, fans are a crucial aspect of football, significantly contributing to the enhancement of its brand image and the sustainability of its services, as well as creating value and generating revenue (Richelieu & Pons, 2009, p. 179). Therefore, understanding fans' behavioral intentions has always been emphasized (Moradi & Ajagh, 2020, 54). Over the past years, researchers have increasingly focused on identifying the factors that influence these behavioral intentions in football. Despite this, previous research has often cited specific and limited populations when generalizing their results. Furthermore, the size of various effects reported in past studies has been inconsistent, leading to significant dispersion in the findings. In such situations, it is essential to synthesize repetitive research through meta-analyses and mixed-methods studies. This approach helps consolidate findings and create conditions that minimize duplication by achieving consensus on results within the field...

Introduction To be successful today, tourism destinations should not focus solely on providing services, but must identify and provide experiences that differentiate them from other destinations and thus offer a competitive advantage. Today the focus of businesses has shifted from products to services and then to experiences. Provision of memorable experiences is an important factor for tourism destinations' success. Tourists expect satisfying memorable experiences and such experiences can benefit destinations by encouraging loyalty. Due to the changes in the consumer consumption patterns, the most valuable marketing tool for destinations and tourism businesses is the "experience" which they provide to tourists. Tourism service providers found provision of attractive memorable experiences necessary as a new marketing strategy to ensure customer satisfaction and loyalty. If tourists value the travel experience at a high level, tourism destinations can expect loyalty and word-of-mouth advertising to help sell their products. In this new point of view, tourists are allowed to actively construct their own travel experience through personalized interaction with the environment, thereby creating unique value for themselves. Memory impacts choice of destination. The memorability of a tourist’ s total experience can be sufficiently powerful to motivate tourists to visit a specific destination and/or tourism service provider. Research papers show that tourists like to revisit destinations linked with positive memories of previous visits. Considering the limited studies discussing the impact of travel memories on tourists’ behaviour, the present study was conducted with the aim of investigating the effect of tourists' experience on their memories, satisfaction and behavioral intentions in Shiraz. Methodology The present study is an applied research in terms of purpose and a descriptive-correlation according to data gathering method. Statistical population of the research included domestic tourists visiting shiraz. To achieve the goal, 384 questionnaires were distributed among domestic tourists in Shiraz, in places such as Saadieh and Hafezieh, of which 318 questionnaires could be used. The sampling method applied was simple random sampling. First, the study used SPSS to process the descriptive statistics and reliability analysis of the collected data, and assessed the demographic profile of the sample and the internal consistency of the constructs. In the data analysis phase, the normality of the data distribution was tested using Kolmogorov-Smirnov test. Partial least squares (PLS)-based SEM was used in this study to test the structural model and hypotheses. Results and discussion According to demographic analysis of the population studied, the sample included 183 men (% 57. 54) and %50. 3 of the participants was 20 to 30 years old. Descriptive statistics showed that the tourism experience, memories and tourists' satisfaction are in a good position since their mean value were 3. 18, 3. 39 and 3. 01 respectively which is higher than 3. However, the mean value for tourists' behavioral intentions was lower than 3(2. 91). The standardized regression coefficients of the impact of tourism experience on memories and satisfaction were 0. 739 and 0. 512 respectively. The R2 coefficient of memories and satisfaction were 0. 546 and 0. 605 respectively which means %54. 6 of the variance in memories and %60. 5 of the variance in satisfaction is predictable from the tourism experience. Moreover, the standardized regression coefficients of the impact of memories and satisfaction on behavioural intentions were 0. 199 and 0. 322 respectively and %58. 8 of the variance in behavioural intentions is predictable from research variables. Since all t-values were higher than the critical t-value (1. 96), null hypotheses were rejected which means paths are meaningful. In other words, hypotheses of the study based on the research conceptual model are confirmed. Conclusion Tourists enjoy having new experiences during their travel. Tourist experience can be defined as an interaction between tourists and destinations in which destinations are the site of the experience and tourists are the actors of the experience. To be successful, tourism destinations should not only provide high quality services, but should also recognize and provide experiences that distinguish the destination and provides it competitive advantages. The experience provided to tourists is one of the most valuable marketing tools. If tourists evaluate the experience offered by the destination as highly acceptable, then positive word-of-mouth advertising helping tourism businesses sell their products can be expected. This study explored tourism experiences and their impact on the memories, satisfaction, and behavioural intentions of tourists in Shiraz. The results of the study show that: 1-tourism experience positively influenced tourists' memories, satisfaction and behavioral intentions and has a direct and significant effect on them, 2-tourism memories significantly affects satisfaction and behavioural intentions of tourists, and 3-satisfaction of tourists has a significant effect on their behavioural intentions. These results indicate the widespread effects of the tourism experience on creating positive tourism consequences for the city of Shiraz.

Nowadays, the corporate’s adherence to environmental ethics is one of the most important factors in evaluating their brand’s reputation by customers; in a way that its reflection in customers’ behaviors and attitudes is evident. Considering the importance of this issue, this research aims to investigate the effect of the corporate adherence to environmental ethic on customers’ behavioral intentions. For this purpose, a sample, consisting of 385 customers of dairy food product of a company in Shiraz city, was selected and data were gathered. Finally, the structural equation modeling was used to analysis the data and findings show that the corporate adherence to environmental ethics has a positive, significant effect on customers’ behavioral intentions dimensions, i.e. their loyalty, tendency to pay a premium price for the corporate’s products and their word of mouth advertising. As a general conclusion, this research indicates that adhering to environmental ethics in business leads to increase of customers’ positive behavioral intentions.

Organizational reputation is an intangible asset and is one of the most important and vital elements for the survival of the organization. The purpose of this study was to investigate the role of organizational reputation in the formation of citizens’ behavioral habits. This research is descriptive-correlational study that investigates the behavioral habits of citizens based on the variable of organizational reputation. The statistical population consisted of Bank Shahr customers in Tehran city.318 people were selected by simple random sampling. In order to measure organizational reputation, the standard questionnaire of organizational loyalty, Luoma-aho (2008) with 28 questions and in five dimensions of authority, respect, trust, efficiency, and relational services and to measure behavioral intentions of customers, the eight-item questionnaire of (Zhu and Hung 2012) were used. The reliability of organizational reputation questionnaire with Cronbach’s alpha coefficient of 0.81 and customer behavioral intention questionnaire with 0.78 were confirmed. Descriptive analysis and data analysis were performed using Pearson correlation coefficient and stepwise regression analysis methods. The results of this study indicate that there is a significant relationship between organizational reputation and its five dimensions with behavioral intentions of Bank Shahr customers. Among five dimensions of organizational reputation, two dimensions of services and respect can predict the behavioral intentions of Bank Shahr customers.

The purpose of this study was to identify the consequences of covid-19 in sport tourism and providing solutions. This research was done by qualitative method, thematic analysis, which is applied and exploratory in terms of purpose. The statistical population consisted of all experts in the field of sport management, Sociology, and Tourism. Access to subjects was selected in a purposive sampling method through Interviewing with 14 people, theoretical saturation occurred here. The results showed that the consequences of the coronavirus on sports tourism included 40 sub-categories, which were placed in 9 main-categories. Finally, four concepts of job outcomes, event, sustainable development, and post-coronavirus ones were obtained. The results showed that the suggested solutions included 51 sub-categories placed in 11 main categories. Finally, five concepts were obtained that were Economic, health, infrastructure, management, and post-coronavirus solutions. Theoretically, having seen for future studies in the field of sport tourism and sport management foundationally, results can be used to help scientific richness in these fields complete. Practically, all relevant organizations and managers can know the current and future challenges and use the proposed solutions to deal with current and future situations.

The purpose of this study was to investigate the effect of service quality on the Behavioral intentions of the Iranian Football League's Spectator through trust. The research method was correlation. The statistical population of the study included the Iranian Football Premier League's spectators. According to the fact that the content of the statistical society was unlimited, random stratified sampling was used and a total of 944 People were selected as samples. The research tools were 4 demographic information questionnaires, Quality of service questionnaire has a stability of α =0. 87, Reliability questionnaire has a stability of α = 0. 92 and Behavioral intentions questionnaire has a reliability of α =0. 80. In order to determine the validity of the questionnaires, the experts were the viewpoint of experts used. Results showed that the quality of service and trust in behavioral intentions had a positive and significant effects (P.

The aim of the present study was to assess behavioral intentions of spectators of Iran handball premier league based on functional and result quality. This study was a descriptive survey research. The population consisted of spectators who participated in the games of 4 handball teams of Iran premier league in 2014-2015 season. Based on Cochran (a=0.05), 380 spectators were selected as the sample. Theodorakis et al (2012) Questionnaire was used to collect the data. The face and content validity of the questionnaire were confirmed by 10 professors and handball experts. The internal reliability was assessed using Cronbach's alpha (a=0.91). Pearson correlation coefficient test and multiple linear regression were used to analyze the data (P≤0.05).The results of multiple linear regression showed that result quality (b=0.232) and functional quality (b =0.318) could predict 0.170 percent of the variance of spectators' behavioral intentions. Therefore, the officials and tournament organizers should pay more attention to functional and result quality to attract more spectators to sport halls.

Background: Customer behavioral intentions are customers' perceptions of service providers in terms of service delivery. The main purpose of this study was to identify the factors affecting the behavioral intentions of customers based on organizational ethics and social responsibility in the cosmetics industry. Method: A mixed research approach was used to conduct the research. In the qualitative part of the research community, all experts and marketing experts who had experience in the cosmetics industry were selected using purposive sampling of 15 experts as a sample. The interview tool was unstructured. In order to analyze the findings obtained from the qualitative interview, the method of inductive content analysis based on coding was used. In a small part of the statistical population, all customers were cosmetic brands such as: Dior brand, Chanel brand, Stiloder brand, Guerlin brand, Clarins brand, Clinic brand in Tehran, which were selected as a sample by random sampling method of 251 people. The questionnaire was made by a researcher. Exploratory factor analysis and one-sample t-test were used to analyze the quantitative data. Results: In the qualitative part, the findings of the interview analysis included 38 concepts that were divided into 5 main categories. The results of the quantitative section showed that in all five factors of the qualitative section there is a significant difference at the significance level of 0. 000 (p-value = 0. 00