Research on Educational Sport

Analysis of the relationship model of identity, originality, love and social power of brand on students sports Olympiads.

Document Type : Research Paper

Authors

mohammad keshtidar 1
davood moodi 2
nazanin Ghasemi 3

1 Associate Professor of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad

2 Ph.D Student in Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad

3 Master of Sport Management, Payame Noor University of Tehran

https://doi.org/10.22089/res.2019.6307.1521
Abstract
The purpose of this study was to Analysis of the relationship model of identity, originality, love and social power of brand sports students' Olympiads. The research method was descriptive-correlational. The statistical population of this study was comprised of all athlete students participating in the 14th female sports student Olympiad in 2000 people that sample was randomly selected using a Morgan table of 320 students. The research instrument consisted of Brand Identity Questionnaire Mill and Eforosh (1992), Love Brand Alberta (2010) Brand Authenticity Cadiroo (2010) and Crisson Colleagues Power Affair Questionnaire (2009). The validity of the questionnaires was confirmed by 10 sports experts and their reliability was in a preliminary test with 30 subjects and with Cronbach's alpha for Brand Identity Questionnaire (0.79), brand love (0.84), Brand Authenticity (0.94) And brand social power (0.80). To analyze the results of the data, Kolmogorov-Smirnov tests and structural equations were used with SPSS, Amos version 22. The results of the research showed that brand identity and brand Authenticity have a significant effect on brand Love and strength of Sports Olympiad. Hence, building a strong brand creates intense emotions and increases its social power.

Keywords

Brand identity
Brand love
Brand Authenticity
Brand social power
Sports Olympiads

Subjects

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Research on Educational Sport
Volume 8, Issue 19
Summer 2020
Pages 163-178

  • Receive Date 22 August 2018
  • Revise Date 18 January 2019
  • Accept Date 27 January 2019

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