تأثیر نوآوری و تناسب برند ورزش‌های الکترونیکی بر رفتارهای واکنشی مخاطبان در دوران تغییر سبک زندگی ناشی از کووید-19

Aghazadeh, H., Mahdavi, G., Elahi Choren, A. (2015). Innovation Strategies in Iranian Insurance Industry Based on Blue Ocean Approach. Iranian Journal of Insurance Research, 30(116), 187-214. [In Persian]

Barbopoulos, I., & Johansson, L. O. (2017). The Consumer Motivation Scale: A detailed review of item generation, exploration, confirmation, and validation procedures. Data in brief, 13, 88-107. https://doi.org/10.1016/j.dib.2017.04.054

Basir, L., Rahim nia, F., Poursalimi, M. (2016). Survey The Effect of Service Innovation on Behavioral Intention of Customers with mediating role of Experiential Marketing Case of: Five-Star Hotels in Mashhad City. New Marketing Research Journal, 6(2), 36-19. https://doi.org/10.22108/nmrj.2016.20664  [In Persian]

Chou, C. K., & Chen, M. L. (2016). A qualitative study on perceived value and loyalty: A moderated-mediation framework. 36(2), 105-122. http://hdl.handle.net/11536/137152

Cruyff, J. (2020). The impact of the Covid-19 on the management of sport organizations. Retrieved from.

Erdoğmuş, İ., & Büdeyri‐Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready‐to‐wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/13612021211265818

Gospel, J. Unyime-Young, M. (2020). Covid 19: Assessing the SocioEconomic Effect of the Corona Virus Pandemic. International Journal of Surgery, 78, 185-193.

Hamidizadeh, M., Karimi Alavije, M., Rezaee, M. (2012). The examination of relationship personality dimensions & Brand equity and moderating role of Ethical Attributes. New Marketing Research Journal, 2(3), 35-50. [In Persian]

Independent, T. (2020). Coronavirus: sport-by-sport look at the global impact of COVID-19. Retrieved from

Javed, J. (2020). ESports and gaming industry thriving as video games provide escape from reality during coronavirus pandemic. In.

King, D. L., Delfabbro, P. H., Billieux, J., & Potenza, M. N. (2020). Problematic online gaming and the COVID-19 pandemic. Journal of Behavioral Addictions. 29; 9 (2): 184-186.

Lee, J., & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Journal of Australasian Marketing (AMJ), 23(1), 19-26.

Lepido, D., & Rolander, N. (2020). Housebound Italian kids strain network with Fortnite marathon. In.

Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), 922-937. https://doi.org/10.1108/03090561211230098

Liu, X., Burns, A. C., & Hou, Y. (2017). An investigation of brand-related user-generated content on Twitter. Journal of Advertising, 46(2), 236-247.

McGehee, Glynn M. (2019). Evaluating the impact of esport brand extensions on brand equity and behavioral intentions. Dissertation, Georgia State University, 2019.

Mohsenin Shahriyar, Esfidani Mohammad Rahim. (2016). Structural equations based on the partial least squares approach using Smart-PLS software: educational and practical. Ketab Mehraban Publishing. [In Persian]

Naseem, N., Verma, S., & Yaprak, A. (2015). Global brand attitude, perceived value, consumer affinity, and purchase intentions: A multidimensional view of consumer behavior and global brands. International Marketing in the Fast Changing World. ISBN: 978-1-78560-233-7

Nguyen, B., Yu, X., Melewar, T. C., & Gupta, S. (2016). Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research, 69(7), 2471-2479. https://doi.org/10.1016/j.jbusres.2016.02.016

Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, C. Agha, R. (2020). The socio-economic implications of the coronavirus pandemic (COVID-19): A review. International journal of surgery (London, England), 78, 185.

Pantling, A. (2020). Gaming usage up 75 percent amid coronavirus outbreak, Verizon reports. In.

Perez, M. (2020). Video games are being played at record levels as the coronavirus keeps people indoors. In.

Roehrich, G. (2004). Consumer innovativeness: concepts and measurements. Journal of Business Research, Vol. 57(6), pp. 671–677. https://doi.org/10.1016/S0148-2963(02)00311-9

Sanobar Nasser, Shadfar Shahrzad. (2016). Investigating the role of brand color and brand generalization strategy on brand image with emphasis on the moderating role of consumer modernity. Government - Ministry of Science, Research, and Technology - University of Tabriz. [In Persian]

Shirvani H, Darvishi A, Mohsenifar A. The Role of the Sports Community in Improving the Health of the Iranian People in Home Quarantine in the Presence of COVID-19. J Mar Med. 2020; 2 (1):63-64. [In Persian]

Sood, S. (2020). Psychological effects of the Coronavirus disease-2019 pandemic. Research & Humanities in Medical Education, 7, 23-26.

Stephen, B. (2020). This is Twitch’s moment [internet]. In.

Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32, 114-127 https://doi.org/10.1016/j.tourman.2010.06.006

World Health Organization. (2020). Coronavirus disease (COVID-19): situation report

Worldometers. (2020). COVID-19 Coronavirus Pandemic.

Yim, Y., Sauer, P., Williams, J., Lee, S. J., & Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389 https://doi.org/10.1108/IMR-04-2011-0121

Yu, C. C., Lin, P. J., & Chen, C. S. (2013). How brand image, country of origin, and self-congruity influence internet users' purchase intention. International journal of Social Behavior and Personality, 41(4), 599-611. https://doi.org/10.2224/sbp.2013.41.4.599