Factors Affecting Brand Equity of Sport Organization (IRI National Olympic Committee)
Author(s):
Abstract:
Corporate brand is among those topics which have received less attention of researchers. In this study, the brand of a sports organization (National Olympic Committee of Iran) was examined. The researcher-made questionnaire (containing 45 items) was filled out by 250 players, coaches, supervisors, presidents of federations and reporters dispatched to the Asian Games who employed the services of National Olympic Committees as a sports organization as well as the staff of this organization. Using exploratory factor analysis, five factors influencing corporate brand including core service, communication management, legal and financial management, position management (positioning) and structural development were identified. The proposed model was tested to explore the relationship of factors. The results of the suggested model showed that the main service directly influenced organization communication, structural development and financial management while it indirectly influenced position management. Also, the communication factor showed an effect on the position (with a high impact factor). The results of this study showed that the main service (main duty and mission of the organization) not only itself but also with an effect on other factors can promote the corporate brand.
Language:
Persian
Published:
Sport Management, No. 34, 2017
Pages:
727 - 739
magiran.com/p1652668  
روش‌های دسترسی به متن این مطلب
اشتراک شخصی
در سایت عضو شوید و هزینه اشتراک یک‌ساله سایت به مبلغ 300,000ريال را پرداخت کنید. همزمان با برقراری دوره اشتراک بسته دانلود 100 مطلب نیز برای شما فعال خواهد شد!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی همه کاربران به متن مطالب خریداری نمایند!