Document Type : Practical
Authors
1 maragheh University
2 Islamic Azad University, Karaj Branch
3 University of Tabriz
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 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.
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