Sports indicators affecting the brand
DOI:
https://doi.org/10.12775/QS.2021.07.04.001Keywords
Brand, factor analysis, sports science, sports tourismAbstract
Objective: The purpose of this study was to present a model of sport indicators affecting the brand of the country.
Methodology: This is a correlational study and the statistical population of this study is PhD students in sports in Iran (N = 400). Based on Morgan's table, 144 Individuals were selected by random method. In order to achieve the research goals, a comprehensive list of sports indicators was prepared and adjusted and a researcher - made questionnaire was developed. The validity of the questionnaire was confirmed by 15 sports management professors and their reliability was in a preliminary study with 30 subjects and Cronbach's alpha was calculated to be 0.909 . Descriptive and inferential statistical methods such as exploratory factor analysis, and confirmatory factor analysis were used to analyze the data using SPSS and LISREL software.
Results: The results showed that the main variables have eight general dimensions of sport tourism, sport diplomacy, sports investment, sporting-cultural, sports exports, sports people-sports, sports achievements and media sports, and has a total of 50 indicators.
Conclusion:According to the results of the research and the identified indicators, the proposed model is a suitable theoretical model for sport indicators affecting the brand of the country.
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