Document Type : Original Article
Authors
1 PhD Student department of Business Management, Kermanshah branch, Islamic Azad university, Kermanshah, Iran
2 Assistant Professor department of Business Management, Kermanshah branch, Islamic Azad university, Kermanshah, Iran
3 Assistant Professor department of accounting, Kermanshah branch, Islamic Azad university, Kermanshah, Iran
Abstract
The present study was conducted to design a model of the effect of brand in sports on psychological factors of professional athletes. In terms of applied purpose, the present research method was a combination of sequential exploratory type and survey collection method. The statistical population in the qualitative section was experts in the field of sports marketing, sports psychology, sports sociology and sports management. Purposeful sampling in the qualitative section and interviews with experts continued until information saturation, and 16 interviews were conducted with 16 experts, and the statistical population of the research in the quantitative section included all professional athletes in selected sports (football). (288 players), volleyball (168 players), freestyle wrestling (71 players)) were present in the top leagues, due to the difficulty of accessing professional players, distributing questionnaires and analyzing them until sampling was sufficient. The data collection tool in the present study was a semi-structured interview and a researcher-made questionnaire. It was also found that branding in sports affects the psychological factors of professional athletes (path coefficient: 0.789 and T value: 34.814). Therefore, using the appropriate brand leads to improved mental performance. Cognitive becomes professional athletes.
Keywords
)