Document Type : Original Article
Authors
1
PhD student in sports management, Faculty of Physical Education and Sports Sciences, Ayatollah Amoly branch, Islamic Azad University, Amol, Iran
2
Associate Professor, Department of Sports Management, Payam Noor University, Tehran, Iran.
3
Department of Sports Management, Non-Governmental Non-Profit Higher Education Institute, Tonkabon, Iran.
4
Assistant Professor, Department of Sports Management, Ayatollah Amoly branch, Islamic Azad University, Amol, Iran
Abstract
The purpose of the current research was to investigate the impact of championship sports in creating a national brand and positive image of Iran in the world. According to the nature of the topic and research objectives, the method was descriptive-correlational. The statistical population consists of university faculty members in the sports management department, experts of the Ministry of Sports and Youth and officials of sports federations and the National Olympic Committee. In order to determine the random sample size in structural equations, partial least squares method, Cohen's method (1992) was used, considering 18 hidden variables equal to at least 367. Also, in order to check the reliability of the research tool, Cronbach's alpha test was measured on 30 prototypes, and the results for all dimensions of the questionnaire showed a favorable value above 0.7. To examine, based on the results of statistical analysis, all dimensions of the effect of championship sports in creating a national brand like Nazir; Sports dimensions (0.598), functional dimensions (0.728), social dimensions (0.679), marketing dimensions (0.520), government dimensions (0.666), media dimensions (0.569) and dimensions Tourism (0.615) had a significant effect on the central phenomenon, in addition to this, the research model also had a good fit. Therefore, it is suggested that by training sports diplomats and experts in various fields of sports, we will witness the acquisition of world seats, sports legionnaires and professional trainers at the international level of sports and we can develop a positive image of the country and a positive image.
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