Correlation of Brand Orientation, Internal Branding Mechanisms and Internal Communication with Branding Behaviors of the Employees of the Ministry of Sports and Youth

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Shafizade Fatemeh; NIKBAKHSH REZA; AFARINESH KHAKI AKBAR; Sharififar Farideh

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Journal: JOURNAL OF HEALTH PROMOTION MANAGEMENT (JHPM) Year:2021 | Volume:10 | Issue:3 Page(s): 109-123

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Title

Correlation of Brand Orientation, Internal Branding Mechanisms and Internal Communication with Branding Behaviors of the Employees of the Ministry of Sports and Youth

Author(s)

Shafizade Fatemeh | NIKBAKHSH REZA | AFARINESH KHAKI AKBAR | Sharififar Farideh | Issue Writer Certificate

Keywords

Intra-Functional CommunicationQ1

Brand OrientationQ1

Brand-Making BehaviorsQ1

Internal Branding MechanismsQ1

Staff of the Ministry of Sport and Youth of the Islamic Republic of IranQ1

Abstract

Introduction: In recent decades, professional sports have emerged as a lucrative industry and provide a variety of business opportunities. The aim of this study was to determine the correlation between Brand Orientation, Internal Branding Mechanisms and in-house communication with brand-building behaviors of employees of the Ministry of Sports and Youth in 2019. Methods: The present study is descriptive-correlation. The statistical population consisted of all employees of the Ministry of Sports and Youth (890 people). The statistical sample was selected based on Cochran's formula of 268 people using the available sampling method. In this study, the demographic questionnaire, "Branding Questionnaire", the "Inter-Functional Communication Questionnaire", the "Employee Branding Behavior Questionnaire" and the "Branding Mechanism Questionnaire" was used. The validity of measuring instruments was confirmed using the methods, face validity of the items effect method, content validity index, content validity ratio, construct validity of confirmatory factor analysis and convergent validity. To measure the reliability, the methods of combined reliability and internal consistency were calculated by calculating the Cronbach's alpha coefficient, respectively. Data analysis was performed in SPSS. 24 and Smart Plus. 3. 2. Results: The structural equations model showed that Brand Orientation with Internal Branding Mechanisms and inter-functional communication in sports organizations at the level of 0. 01 is significant. Also, Internal Branding Mechanisms have a significant positive correlation with employee branding behaviors in sports organizations at the level of 0. 01. Intra-Functional Communication has a significant positive correlation with branding behaviors of employees in sports organizations at the level of 0. 01. Conclusions: The branding model and internal branding behaviors among the country's sports staff has a good fit. It is suggested that the managers of the Ministry of Sports and Youth implement training and in-service programs as Internal Branding Mechanisms in this organization.

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APA: Copy

Shafizade, Fatemeh, NIKBAKHSH, REZA, AFARINESH KHAKI, AKBAR, & Sharififar, Farideh. (2021). Correlation of Brand Orientation, Internal Branding Mechanisms and Internal Communication with Branding Behaviors of the Employees of the Ministry of Sports and Youth. JOURNAL OF HEALTH PROMOTION MANAGEMENT (JHPM), 10(3 ), 109-123. SID. https://sid.ir/paper/412472/en

Vancouver: Copy

Shafizade Fatemeh, NIKBAKHSH REZA, AFARINESH KHAKI AKBAR, Sharififar Farideh. Correlation of Brand Orientation, Internal Branding Mechanisms and Internal Communication with Branding Behaviors of the Employees of the Ministry of Sports and Youth. JOURNAL OF HEALTH PROMOTION MANAGEMENT (JHPM)[Internet]. 2021;10(3 ):109-123. Available from: https://sid.ir/paper/412472/en

IEEE: Copy

Fatemeh Shafizade, REZA NIKBAKHSH, AKBAR AFARINESH KHAKI, and Farideh Sharififar, “Correlation of Brand Orientation, Internal Branding Mechanisms and Internal Communication with Branding Behaviors of the Employees of the Ministry of Sports and Youth,” JOURNAL OF HEALTH PROMOTION MANAGEMENT (JHPM), vol. 10, no. 3 , pp. 109–123, 2021, [Online]. Available: https://sid.ir/paper/412472/en

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