Sport Sciences Research Institute Sport Management Studies 2538-3213 13 67 2021 07 23 Presenting a Structural Model for Iranian Sports Events Brands Presenting a Structural Model for Iranian Sports Events Brands 140 169 2056 10.22089/smrj.2020.8378.2870 FA Reyhaneh Naghshzan Khajouie Ph.D Candidate in Sport management, Physical Education faculty, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran Mehdi Salimi Associate Professor of Sports Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran 0000-0003-4566-6490 Rasool Nazari Associated Professor in sport management, Physical Education faculty, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran 0000-0002-1853-9712 Journal Article 2020 01 21 The purpose of the present research was to present a structural model for Iranian sports events brands. It is an applied study in purpose and descriptive-survey in nature. The statistical society consist of all academic professors in sport management and marketing and managers and experts in holding sport events, that the sample size was determined to be 354 individuals with sufficient number based on 16 latent variables selected through convenience and purposive sampling. Data were collected using a researcher-made questionnaire. Structural equation modeling is used to analyze the data and check the fit of the model. According to the results, the event attribute has a significant effect on marketing, innovation, competitive advantage, and event brand capability. Event branding capability also has a significant effect on event branding and marketing, event marketing on competitive advantage, brand value, event brand performance, and branding, event innovation on event marketing and competitive advantage, event competitive advantage on brand performance and brand value, and finally, event brand performance on brand value. Arguably, sports event providers can enhance the service quality perceived by the participants by adopting several measures such as implementing performance quality-control programs, improving service quality (SQ), as well as considering the physical attractiveness of sports venues, pricing tailored to the type and quality of the event, and reducing indirect costs such as time, transportation, and information acquisition. Consequently, they can strengthen their brand equity. The purpose of the present research was to present a structural model for Iranian sports events brands. It is an applied study in purpose and descriptive-survey in nature. The statistical society consist of all academic professors in sport management and marketing and managers and experts in holding sport events, that the sample size was determined to be 354 individuals with sufficient number based on 16 latent variables selected through convenience and purposive sampling. Data were collected using a researcher-made questionnaire. Structural equation modeling is used to analyze the data and check the fit of the model. According to the results, the event attribute has a significant effect on marketing, innovation, competitive advantage, and event brand capability. Event branding capability also has a significant effect on event branding and marketing, event marketing on competitive advantage, brand value, event brand performance, and branding, event innovation on event marketing and competitive advantage, event competitive advantage on brand performance and brand value, and finally, event brand performance on brand value. Arguably, sports event providers can enhance the service quality perceived by the participants by adopting several measures such as implementing performance quality-control programs, improving service quality (SQ), as well as considering the physical attractiveness of sports venues, pricing tailored to the type and quality of the event, and reducing indirect costs such as time, transportation, and information acquisition. Consequently, they can strengthen their brand equity. https://smrj.ssrc.ac.ir/article_2056_a96d3afec184766bfeca7a9f989fc7e7.pdf