Background. Requirement for effective response to environmental changes and gain a competitive advantage in sports Production firms is achieving to human capital. Objectives. This study aims was to Examining the effects of human capital on technological innovation capabilities in Iran\\\\\\\\\\\\\\\'s sports production firms. Methods. Conducted applied research and the survey. Measuring was with standard questionnaires human capital and technological innovation capabilities. The reliability of questionnaires, respectively 0/81 and 0/85 respectively. The number of study sample consisted of 546 employees of 77 sports firms. For the test a research hypotheses, structural equation modeling based on partial least squares method. Results. The result showed there is a significant impact of Brand associations on brand equity and brand citizenship behavior and there is a significant impact of human capital on technological innovation capabilities. The ranking results showed that the three main reasons for the human capital of sports production firms were Skills and expertise, knowledge and experience of human resources, respectively. Conclusion. Thus, considering the existing factors can be very useful for development of human capital and technological innovation capabilities in sporting production firms in Iran.

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