Influence of Social Responsibility on Branding of Individual Athletes as a Mediator of Brand Reputation and Attachment (Case Study: Ali Daei)

The purpose of this study was to investigate the influence of social responsibility on branding of individual athletes and as a mediator of brand reputation and attachment. The statistical population of this study were 207 physical education students and graduates. The participants responded to an online questionnaire created by the researcher. The results of the sampling available in social network sports groups were analyzed using structural equation modeling software. The overall reliability of the questionnaire (social accountability, personal brand, brand reputation, brand affiliation) using Cronbach's alpha was 95%. To calculate instrument validity, the construct validity was estimated by exploratory factor analysis and indicated the validity of the research questions. According to the model results, social responsibility influenced brand reputation (77%) and brand attachment (56%). Brand reputation (76%) and brand attachment (17%) affected personal brand. It can be argued that the activity of athletes toward social responsibility is a factor that can turn them into a renowned brand among fans and increase the attachment of supporters to an athlete's own brand. This will benefit the community and the athlete himself.