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This study aims to examine whether sport companies that promote gender equality through femvertising, an advertising trend that empowers women and confronts gender stereotypes, actually support women’s rights with institutionalized approaches to challenge gender issues. Some sport brands even have won awards for their femvertising efforts, however, not all of them have modified their policies and programs to support gender equality. Sport femvertising can be a new area for CSR-washing and this study investigated this potential.

Utilizing a content analysis, this study compared sport brands' (award-winning vs non-award-winning) level of engagement in internal and external CSR activities regarding gender equality. Sport brands’ CSR attempts and number of women in leadership positions were analyzed through companies’ CSR reports, annual reports and websites.

Only few differences between two groups (award-winning vs non-award-winning) of sport brands were observed regarding their gender equality CSR engagement. In some cases, non-award-winning sport brands had a greater percentage of women in leadership and practiced more internal gender equality CSR.

This paper provides valuable information about the potential of femvertising as an advertisement, as well as CSR strategy. Results of this study broaden our understanding of how sport companies embraced this advertising/CSR technique and the repercussions. Findings provide guidance for sport marketers who seek to improve their brand image through femvertising.

This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.

Utilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.

Two categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.

This paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.

This article aims to develop a measurement scale for assessing agripreneurial competencies relevant to emerging economies in alignment with the SDG2 of the UN Sustainable Development Goals 2030.

The scale development procedure includes item development and refinement, data collection, reliability and validity tests and scale purification with exploratory factor analysis (EFA) and confirmatory factor analysis (CFA).

The validated scale carries eight dimensions of competencies: Agreeableness (AG), Technological Competency (TC), Competitive Spirit (CS), Innovativeness (IN), Self-Confidence (SC), Social Responsibility (SR), Conscientiousness (CO) and Leadership (LS). The analysis puts forth a good and fit model, and the new scale reports sufficient convergent and discriminant validity.

This study is focused on the agripreneurial competencies of individual agripreneurs; institutional agripreneurs are excluded from the study.

Identifying prominent agripreneurs using the scale developed from this study will aid in allocating various government and non-governmental organisations' assistance to agripreneurs. Since developing economies rely heavily on agriculture, any positive contribution can help alleviate poor economic growth, end hunger, and promote sustainable agriculture (SDG 2 of 2030).

Though several scales for measuring entrepreneurial competencies are available, there is no standard scale to measure agripreneurial competencies. This article presents the development and validation of a measurement scale to assess the major competencies of agripreneurs that influence agripreneurship performance.

Natural colorants are believed to be safe because of their nontoxic, noncarcinogenic and biodegradable nature, and also, the demand for natural dyes is steadily increasing. This study aims to investigate the dyeing of polyethylene terephthalate (PET) fabrics under cold plasma and ultraviolet (UV) radiation conditions with Prangos ferulacea.

In the first, some PET fabrics were modified using UV radiation and some others by cold plasma (oxygen/argon), and then the dyeing of fabrics with the natural dye was done (100°C/130°C) without using metallic mordant. Dyeability (color strengths) of the treated samples, colorfastness to washing, light and rubbing, water absorption time, crease recovery angle, air permeability and mechanical behavior were investigated.

The maximum color strength (k/s = 4.87) was achieved for the fabric exposed to UV radiation for 2 h and then dyed with Prangos ferulacea at 130 °C. The results indicated that the dyed fabric showed acceptable colorfastness (very good–excellent) properties in washing and rubbing fastness except for colorfastness to light (moderate). The strength and the angle of crease recovery of treated and dyed samples have increased, while the time of water absorption and air permeability have decreased.

The surface modification of PET (UV radiation and plasma treatment) provides a new idea to improve the dyeability of PET with Prangos ferulacea natural dye without using metallic mordant.