Document Type : Research Paper
Authors
1 Ph.D. Student in Sports Management, Razi University, Kermanshah, Iran
2 Assistant Professor of Sports Management, Razi University, Kermanshah, Iran
3 Master of Science in International Relations, Islamic Azad University, Zanjan Branch, Zanjan, Iran
Abstract
The concept of brand personality has become one of the most popular issues related to professional sports. The purpose of this research is to develop and maintain a scale and present a model for the brand of international sporting events. The statistical sample was 527 volunteers who participated in the study. The measuring instrument consisted of a 25-item questionnaire based on the Acker Brand Personality Questionnaire (1997) in 5 dimensions (sincerity, competence, ruggedness, excitement & sophistication), which was evaluated using the five-point Likert scale scoring method. In order to determine the factual and content validity, the points of seven sports marketing experts were used. To determine the validity of the tool structure, a confirmatory factor analysis method was used using Amos software. The instrumental validity analysis of the tool showed that the questionnaire items have an appropriate factor. The results showed that the model indices have good fit and the coefficients of reliability of Cronbach's alpha and the five-dimensional character of the combination are acceptable. According to the approved instrument, future researchers can use the tool to determine promotional strategies are currently sporting events and brand development strategies benefit.
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Main Subjects
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