Sports indicators affecting the brand

• Autorzy: Mohammad Saeid Kiani , Leila Nazari
• Języki publikacji: EN

Abstrakty

EN

Objective: The purpose of this study was to present a model of sport indicators affecting the brand of the country. Methodology: This is a correlational study and the statistical population of this study is PhD students in sports in Iran (N = 400). Based on Morgan's table, 144 Individuals were selected by random method. In order to achieve the research goals, a comprehensive list of sports indicators was prepared and adjusted and a researcher - made questionnaire was developed. The validity of the questionnaire was confirmed by 15 sports management professors and their reliability was in a preliminary study with 30 subjects and Cronbach's alpha was calculated to be 0.909 . Descriptive and inferential statistical methods such as exploratory factor analysis, and confirmatory factor analysis were used to analyze the data using SPSS and LISREL software. Results: The results showed that the main variables have eight general dimensions of sport tourism, sport diplomacy, sports investment, sporting-cultural, sports exports, sports people-sports, sports achievements and media sports, and has a total of 50 indicators. Conclusion:According to the results of the research and the identified indicators, the proposed model is a suitable theoretical model for sport indicators affecting the brand of the country.(original abstract)

Słowa kluczowe

EN

Product brand; Sport; Brand building

PL

Marka produktu; Sport; Budowanie marki

• Czasopismo: Quality in Sport
• Rocznik: 2021
• Tom: 7
• Numer: nr 4
• Strony: 7--20

Twórcy

autor

Mohammad Saeid Kiani

• PhD student, Islamic Azad University, Iran

autor

Leila Nazari

• PhD student, Kurdistan University, Iran

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Identyfikatory

DOI

10.12775/QS.2021.07.04.001