Identifying and Ranking Factors Influencing Promotion the personal brand image ) Case Study: champion athletes in East Azarbaijan province

Document Type : Practical

Authors

1 Assistant Professor, Sport Management, Department of Sports Sciences, Faculty of Humanities, University of Maragheh, Maragheh, Iran.

2 Iran. 2 Assistant Professor, Sport Management, Department of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

Abstract

The present study aims to identify and ranking the factors influencing the promotion of  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, developed through scientific texts and some preliminary interviews with veterans and sports experts of the province. The construct validity of the questionnaire examined through confirmatory factor analysis and the reliability of the questionnaire examined using Cronbach's alpha test on an initial sample of 30 people. In order to content validity of the questionnaire, it evaluated by 10 experts and professors of sports management. The statistical population of the research included athletes, coaches, referees and veterans of championship sports of East Azarbaijan province. Due to limited accessibility the entire research community and the uncertainty of the exact number of the community, the sampling method was the available method, which 210 people considered as a sample. Data analysis conducted using EXPERT CHOICE and SPSS software. The results showed that personal and personality characteristics, social responsibility, sports performance, lifestyle, personal appearance and clothing, citizenship behaviors and communication are influential factors in promoting the personal brand image of the champion athletes in 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. Due to the fact that the personal brand of the champion athletes reflects their behavior, speech and attitude and influences by many factors; athletes can develop their brand image by improving each of these aspects, thereby gaining a competitive advantage that differentiates their brand in the athletes community.

Keywords

Main Subjects

References

Alavi, Salman,. Ghafouri, Farzad,. Honari, Habib. (2019). Identifying dimensions of social responsibility of famous athletes. Sports Management Studies, Volume 12, Number 59, pp. 153-176. (Text in Persian)
Arai, A., Ko, Y. J., Kaplanidou, K. (2013). Athlete brand image: scale development and model test. European Sport Management Quarterly, 13(4), 383-403.
Choi. S,.M. Rifon. N , j (2007). Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images. The Journal of Popular Culture, 40(2): 304-324.
Christodoulides., G. (2010). Consumer-based brand equity conceptualization and measurement A literature review. Journal of Market Research, 41(4), 1-39
Cortsen, K. (2013). Annika Sörenstam–a hybrid personal sports brand. Sport, Business and Management: An International Journal, 3(1): 37-62 .
Dehdashti Shahrokh, Z., Jafarzadeh Kanari, M., and Bakshizadeh, A. (2011). Examining the perspective of brand social identity and its effect on the development of brand loyalty (case study: Kale dairy products company), Modern Marketing Research Quarterly, 2(5), 106-87. (Text in Persian)
Farahani A., Keshavarz Lo., Sadeghi  A. (2017). The Design of strategies in development Iran elite sport. Applied Research of Sport Management, Vol.5, No.3. pp:125-140. (Text in Persian)
Farahani, A., Ghasemi, H,. Honari, H,. Khodadadi,. M.R. (2015). Analysis and Modeling of Fan-based brand equity in Iran Football Clubs, Applied Research of Sport Management Vol.3, No.3, pp: 51-65. (Text in Persian)
Filo.K. Funk, D.C. (2008). Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness. International Journal Sport Management and Marketing, 3: 39-54.
Hasaan, A. (2016). Establishing Athlete Brand in Criket: Fan’s Perception About Foreign Cricketers in Pakistan Super League (Psl). Pamukkale Journal of Sport Sciences, 7(3), 23-39.
Hasaan, A., Kerem, K., Biscaia, R., & Agyemang, K. J. (2016). Understanding the implications of athlete brand among fans. Technics Technologies Education Management, 11(1), 68-81.
Jones, M., & Reynolds, K. (2006). The Role of Retailer Interest on Shopping Behavior, Journal of Retailing. 82 (2), P.p: 1-13.
Kapferer, J N. (1400). Strategic brand management, translated by Sina Ghorbanlou, publisher of Moballeghan.
Mirhajiyan S. N. Farahani, A. Safania A.M. Azadfad Sh. A (2023). Qualitative study of the social capital status of Iranian sports (Case study of sports elites), Quarterly Journal Applied Research of Sport Management Vol 11, No.2, Sereis 43, pp: 1-18. (Text in Persian)
Montazeri, A. (2016). Modeling social responsibility and attitude of fans towards the team in the sports industry. (Unpublished doctoral dissertation). Mashhad Ferdowsi University. (Text in Persian)
Nathan L. Vanderford.(2017). The “Me Brand”: Tips for Successful Personal Branding. ReSearch A Career Guide for Scientists, Pages 119– 138.
Nazemi, M; Azimzadeh, S M; Talebpour, M. (2018). Designing a personal brand development model of Iranian professional athletes with the foundational data theory approach, Brand Management Journal, Volume 6, Number 18. (Text in Persian)
Parmentier, M. A., & Fischer, E. (2012). How athletes build their brands. International Journal of Sport Management and Marketing, 11(1-2), 106-124
Rein, I., Kotler, P., & Shields, B. R. (2007). The elusive fan: Reinventing sports in a crowded marketplace. McGraw Hill Professional.
Shekari Gholam Abbas, Shibanifar, Mohammad Shahab. (2017) "Personal Brand", Tadbir Magazine, No. 249
Tajnesaei,. H, R,. Taleban,. Z,. Dehghan Chachkami,. M (2016). Athletes Branding: Identifying and Investigating Athletes Brand Image from the Fanâs Viewpoint (Case Study: Ali Daei Brand), New Marketing Research Journal, Volume 6, Issue 0, Special Issue, Pp: 127-144.
Zakerian A,. Khabiri,. M. Alidoust Ghahfarokhi,. E (2021). Design & Explanation Model of Athlete’s Personal Brand Image in Iran, Journal of Sport Management and Motor Behavior, 17 (34), pp:67-80. (Text in Persian).

Files

History

  • Receive Date: 07 February 2023
  • Revise Date: 18 April 2023
  • Accept Date: 08 December 2023

Share

How to cite

Statistics