sports marketing
daryush marefat; akbar faridfathi; maryam farid fathi
Abstract
The present study was conducted with the aim of identifying and ranking the factors influencing the promotion of the personal brand image among the champion athletes of East Azarbaijan province. The research is applied research in terms of purpose and descriptive-analytical research in terms of execution ...
Read More
The present study was conducted with the aim of identifying and ranking the factors influencing the promotion of the personal brand image among the champion athletes of East Azarbaijan province. The research is applied research in terms of purpose and descriptive-analytical research in terms of execution method. The research tool is a researcher-made questionnaire, which was compiled by reviewing scientific texts and some preliminary interviews with veterans and sports experts of the province. The construct validity of the questionnaire was examined through confirmatory factor analysis and the reliability of the questionnaire was examined through the Cronbach's alpha test in an initial sample of 30 peoplevalidity of the questionnaire, 10 experts and professors of sports management were provided. The statistical population of the research included athletes, coaches, referees and veterans of championship sports of East Azarbaijan province. Due to the lack of easy access to the entire research community and the uncertainty of the exact number of the community, the sampling method used was the available method, based on which 210 people were considered as a sample. sports performance, lifestyle, personal appearance and clothing, citizenship behaviors and communication are effective factors in promoting the personal brand image of the champion athletes of East Azerbaijan province. The results of prioritization showed that the highest weight related to the social responsibility of the champion athletes was 0.297 and the lowest weight was related to the appearance and coverage of the champion athletes with a weight of 0.065.
tahereh seifi; noushin esfahani; Habib Honari
Volume 4, Issue 2 , December 2016, , Pages 87-101
Abstract
Sport environments to advertise goods and services are the most appropriate environments. On one hand, sport has very contact and other various media are very interested in activities in sport. For this reason, many investors are interested in investing in this environment, but whether this activity ...
Read More
Sport environments to advertise goods and services are the most appropriate environments. On one hand, sport has very contact and other various media are very interested in activities in sport. For this reason, many investors are interested in investing in this environment, but whether this activity was effective or not , the answer to the question will continue presence venture capital. The purposes of this study were to determine the effectiveness of sponsorship on Mahram brand equity as sport sponsorship. The method of research was correlation- survey conducted. The population sample consisted of 272 fans of Mahram basketball team matchs in the Premier League 1391. Research tool was researcher made questionnaire with 69 closed questions. Cronbach's alpha reliability test was up to 0/92 . In this study sponsorship has a significant effect on 6 factors that predicting customer based on brand equity (CBBE). The 6 factors are, salience, brand image, performance ,judgment ,feeling and resonance that have a direct effect on brand equity. The binomial test status and financial support to all elements of each factor has a significant effect . Mahram sponsorship has a positive effect on customer-based brand equity. So that the current stuation mahram brand equity, Mahram managers are able to adopt proper policies to promote their brand.
