Prioritizing the Factors Affecting the Branding of the Iranian Football League

Subject Areas : Sport Sciences Quarterly

محمد ملکی ¹ , سید عماد حسینی ² , rasoul tarighi ³

1 - دانشجوی دکتری مدیریت ورشی، دانشگاه آزاد اسلامی واحد آیت‌الله آملی، آمل، ایران
2 - استادیار دانشگاه شهید بهشتی تهران
3 - استادیار مدیریت ورزشی ،دانشکده تربیت بدنی و علوم ورزشی دانشگاه شمال،آمل،مازنداران ،ایران

Received: 2021-02-27 Accepted : 2021-02-27 Published : 2020-11-21

Keywords: Structural equation, football, Keywords: Branding, League Organization,

Abstract :

The purpose of this study was to prioritize the factors affecting the branding of the Iranian Football League. The statistical population in the qualitative part is experts who had scientific and managerial expertise in the field of sports management and in the quantitative part includes managers and employees of the league organization - managers, supervisors, coaches, players and referees working in the national league organization. Twelve people in the qualitative section and 300 people in the quantitative section formed the statistical sample by the available method. 12subjects in the qualitative section and 300 subjects in the quantitative section formed the statistical sample by the accessible method. The data collection tool in the qualitative part of the interview was semi-structured that the results of this interview were used in the form of a questionnaire with 10 main factors in the quantitative part. In this study, for content validity from the point of view of experts and construct validity (exploratory factor analysis) and for prioritization, Freidman test was used. The results of the Friedman test showed that the factors of hardware, international relations, planning, financial and marketing resources, rules and regulations, human resources, brand value, technology, technology and information, safety and security had the highest priority. Therefore, these factors can be used as a rational basis for branding the Iranian Football League.  

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