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Keshtidar M, Shajie K, Heydari R, Ebrahimi Besharat A. Design of an Analytical Model for Iranian Taekwondo Elites’ Awareness of the Components of a Personal Brand Image. Ann Appl Sport Sci 2020; 8 (S1)
URL: http://aassjournal.com/article-1-778-en.html
1- Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran , keshtidar@um.ac.ir
2- Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract:   (3907 Views)
Background. Today, management and development of sports brands are not only limited to sports goods, teams and leagues, but also recognized by professional and elite athletes.
Objectives. So, the purpose of the present study is to analyze awareness of the components of personal brand image of male and female national team athletes and Taekwondo elite players of Iran.
Methods. This study is applied and descriptive-analytical in terms of the purpose, and survey in terms of methodology. The statistical population of this study included all Iranian elite male players with a history of attending national teams. The sample size was considered as population by census and finally 150 persons formed the final sample of the study. The standard questionnaire of personal brand image of Safar et al. (2016) was used for data collection. The validity of the tool was confirmed by sport management experts and its reliability was confirmed by Cronbach’s alpha of 0.87.
Results. The descriptive and inferential statistics (second-order factor analysis) at the significant level of 0.05 were used to analyze the data. The results showed that among the factors that constitute the brand image, skill and style of competition had the most influence. The results also showed that the knowledge of Taekwondo elite about the components of personal brand image is at a desired level.
Conclusion. According to the results, careful consideration and understanding of moral factors, skills and consulting with sports marketing and branding specialists are among the cases suggested for forming and developing a desired personal brand image for Taekwondo national and elite players.
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  • What distinguishes an athlete from other individuals is the effect on the external image, so athletes need to know their features and distinctions and have a plan to enhance and develop their own brand.
  • Undoubtedly, highlighting the advantages to others is one of the success factors in personal branding.
  • Careful consideration and understanding of moral and skill purchases and consulting with a sports marketing and branding specialists are among the suggestions that are offered to Taekwondo national players to form and develop a personalized brand image.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/08/14 | Accepted: 2019/11/28

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