1. Alsmadi, S. (2006). The power of celebrity endorsement in brand choice behavior: An empirical study of consumer attitudes in Jordon. Journal of Accounting- Business & Management, 13, 69-84.
2. Baena, (2016). Online and mobile marketing strategies as drivers of brand love in sports teams: Findings from Real Madrid.International Journal of Sports Marketing and Sponsorship, 17(3), 202-218.

3.      Satinover, B., Cobbs, J. Raska, D. (2017). Cause-related sports marketing: The role of league–cause fit and team imagery in advertising promotions. In Creating marketing magic and innovative future marketing trends. Northern Kentucky University,1065

4. Charmaz, K.­ (2010). Constructing grounded theory. London, SAGE Publication Ltd.
5. Clara, B., Matteo, G., Paolo, P.,& James, C. S. (2017). Learning the models of customer behavior: From television advertising to online marketing. International Journal of Electronic Commerce, 21(4), 572-604
6. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
7. Fink, J., Trial, G. T., & Anderson, D. F. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences. Sport Marketing Quarterly, 11(1), 8-19
8. Goodarzi, , & Esmaeili, N. (2012). Preference public relation tools based on AIDA model with AHP method for production sector of the sport industry. Contemporary Research on Sport Management, 1(1), 1-13. (in Persian).
9. Hsu, M. K., Hung, Y., & Swanson, S. (2010). Grocery store image, travel distance, satisfaction and behavioral intentions: Evidence from a Midwest college town. Journal of Retail and Distribution Management, 38 (2), 115-132.
10. Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65-79
11. Johnson, Barbara A. H. (1997). Organizational culture & job satisfaction as antecedents for empowerment of associate degree nursing faculty.
12. Keshkar, S., Ghasemi, H., & ToJari, F. (2016).Sports marketing management  (Third ed.). Tehran: Elm & Harakat. (in Persian).

13.   Lane, T. W., & Gregg, B. (­2017). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 17(­4), 12-35

14. Laroche, M., Chankon, K., & Lianzi, Z. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of business Research, 37, 115-120.
15. Maiyaki, A. A., & Mokhtar, S. S. M. (2012). Determinants of customer behavioral responses in the Nigerian banks: structural equation modeling African Journal of Business Management, 6(4), 1652-1659.
16. McCarthy, J., Rowley, J., Jane, A. C. & Pioch, E. (2014). Managing brand presence through social media: The case of UK football clubs. Internet Research, 24(2), 181 – 204.
17. Mukherjee, D. (2009). Impact of celebrity endorsement on brand image”. Social Science Electronic Publishing, August (6), 2-35.
18. Phelps, J. E., & Hoy, M. G. (1996). The Aad, Ab, PI relationship in children: The impact of brand familiarity and measurement timing. Psychology and Marketing, 13(1), 77-105.
19. Prakash, J., & Shamala, R. (2014). Sports celebrity endorsements on TV and its impact on youth. International Journal of Humanities and Social Science Invention, 3(3), 1-8.
20. Te’eni-Harari, T. (2014). Clarifying the relationship between involvement variables and advertising effectiveness among young people. Journal of Consume Policy, 37, 183–203.

21.   Todd, J. (2017). the effect of marquee players on sports demand the case of u.s. major league soccer. Journal of Sports Economics, 18(3), 239-252

22. Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262–271.
23. Uva, W. F. (2000). Develop a successful promotion program, Thesis by senior extension associate department of applied economics and management Cornell University.
24. Winter, G. (2000). A comparative discussion of the notion of validity in qualitative and quantitative research. The Qualitative Report, 4(3), 37-45
25. Yongjin, H., Khalid, B.,  Kevin, S., & Bob, H. (2017). Effects of brand congruity and game difficulty on gamers’ response to advertising in sport video games. Journal of Sport Management, 31(5), 480-496.
26. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.