DESIGNING DIAGRAM OF PATH ANALYSIS OF FACTORS AFFECTING ORGANIZATION BRAND IMAGE IN IRANIAN NATIONAL OLYMPIC COMMITTEE

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TAKALLI HAMILA; HAMIDI MEHRZAD; KHABIRI MOHAMMAD; SAJJADI SEYYED NASROLLAH

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2017 | Volume:5 | Issue:16 Page(s): 77-88

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Title

DESIGNING DIAGRAM OF PATH ANALYSIS OF FACTORS AFFECTING ORGANIZATION BRAND IMAGE IN IRANIAN NATIONAL OLYMPIC COMMITTEE

Author(s)

TAKALLI HAMILA | HAMIDI MEHRZAD | KHABIRI MOHAMMAD | SAJJADI SEYYED NASROLLAH | Issue Writer Certificate

Keywords

ASIAN GAMES

BRAND IMAGE

FACTOR ANALYSIS

NATIONAL OLYMPIC COMMITTEE

SPORT ORGANIZATION BRAND

Abstract

Brand image is at the heart of an organization's promotional activities. This study aimed at providing a model for the BRAND IMAGE of Iran NATIONAL OLYMPIC COMMITTEE. The statistical population composed of coaches, players, supervisors, reporters, heads of federations who were dispatched to the ASIAN GAMES, and the employees of NATIONAL OLYMPIC COMMITTEE. All the participants responded to researcher-made questionnaires (containing 45 items). Exploratory FACTOR ANALYSIS was used to obtain 7 factors affecting brand equity including non-functional related attributes, functional related attributes, functional benefits, symbolic benefits, financial and legal management, image management, and organizational design management. Based on the model, the relationship of these factors and their roles on managing BRAND IMAGE of financial committee of NOC were investigated. The results showed that the functional benefits and symbolic benefits of the NATIONAL OLYMPIC COMMITTEE affected BRAND IMAGE of this committee. Also, functional and non-functional attributes (two variables from the analysis) and financial management played a role in the functional benefits and so affected the BRAND IMAGE of NATIONAL OLYMPIC COMMITTEE.

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APA: Copy

TAKALLI, HAMILA, HAMIDI, MEHRZAD, KHABIRI, MOHAMMAD, & SAJJADI, SEYYED NASROLLAH. (2017). DESIGNING DIAGRAM OF PATH ANALYSIS OF FACTORS AFFECTING ORGANIZATION BRAND IMAGE IN IRANIAN NATIONAL OLYMPIC COMMITTEE. NEW TRENDS IN SPORT MANAGEMENT, 5(16 ), 77-88. SID. https://sid.ir/paper/266814/en

Vancouver: Copy

TAKALLI HAMILA, HAMIDI MEHRZAD, KHABIRI MOHAMMAD, SAJJADI SEYYED NASROLLAH. DESIGNING DIAGRAM OF PATH ANALYSIS OF FACTORS AFFECTING ORGANIZATION BRAND IMAGE IN IRANIAN NATIONAL OLYMPIC COMMITTEE. NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2017;5(16 ):77-88. Available from: https://sid.ir/paper/266814/en

IEEE: Copy

HAMILA TAKALLI, MEHRZAD HAMIDI, MOHAMMAD KHABIRI, and SEYYED NASROLLAH SAJJADI, “DESIGNING DIAGRAM OF PATH ANALYSIS OF FACTORS AFFECTING ORGANIZATION BRAND IMAGE IN IRANIAN NATIONAL OLYMPIC COMMITTEE,” NEW TRENDS IN SPORT MANAGEMENT, vol. 5, no. 16 , pp. 77–88, 2017, [Online]. Available: https://sid.ir/paper/266814/en

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