An Analysis of Personal Branding Tactics Strategies in Athletes' Professional Success
Publish Year: 1400
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIMM-2-1_003
تاریخ نمایه سازی: 6 شهریور 1402
Abstract:
Brands are a symbol of product identity and even of human beings because much of a person's future success depends on his or her personal abilities and the use of available devices to build and develop a desirable image of oneself. Using personal branding can also be a tool for achieving professional success for athletes. The present study, regarding the purpose, is applied-developmental and, regarding the nature and method of data collection, is descriptive-correlational. The statistical population of this study consists of athletes in Sanandaj. From this population, using non-random sampling and based on the researcher's decision, ۱۰۰ people were selected as sample members among the athletes of the city. The main tool for data collection in this study is a standard questionnaire and its validity was confirmed by professional professors in the management discipline and its total reliability was above ۰.۷. Regarding the type of research and variables, SPSS software and PLS software have been used to analyze statistical data and test research hypotheses. Based on the results of testing the hypotheses, all the used factors have a significant effect on professional success, among which self-modeling has the highest impact and self-promoting has the lowest impact on the professional success of athletes.
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Authors
Seyed Mohammad Mousavi-Jad
Assistant Professor of Business Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran
Reza Shafei
Associate Professor of Marketing, Department of Business Management, University of Kurdistan, Sanandaj, Iran
Elham Emami
MSc of Marketing Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran