The effect of team personality on sports success with the mediating role of brand identity
Poster Presentation
Paper ID : 1725-SSRC
Authors
1دانشجوی دکتری مدیریت ورزشی، واحد تهران جنوب ، دانشگاه آزاد اسلامی، تهران، ایران
2استادیار گروه مدیریت ورزشی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
3دانشیار گروه مدیریت ورزشی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
Abstract
Aim: The present research was designed with the aim of investigating the effect of team personality on sports success with the mediating role of brand identity.
Methodology: The current research is a descriptive research which, from the point of view of the objective, is one of the applied researches that was carried out in the field. The current research method is a survey in terms of data collection method. The statistical population of the current research includes the statistical population of the current research including all the players of the 14 teams present in the Iranian men's volleyball premier league (168 people) and the 14 teams present in the Iranian women's volleyball premier league (96 people) in the season of 2019, which number They were a total of 264 people. Sampling was done as a total number and finally 196 complete questionnaires were collected. The data collection tool included a standardized researcher-made questionnaire. In order to check the data of the present research, structural equation method was used. The entire process of research analysis was done in SPS version 24 and PLS version 4 software.
Results: The results of this research showed that brand identity (effect=0.614; t=15.591) and brand personality (effect=0.298; t=2.998) have a significant effect on sports success. The results also showed that brand personality (effect=0.328; t=3.081) has a significant effect on brand identity.
Conclusion: Therefore, we conclude that with behaviors and solutions such as adopting a long-term vision and plan, maintaining the club's basic principles and values, along with improving the status of the team's reputation, it has also improved the team's character and provided the grounds for fans to be proud of their beloved team and achieve sports success.
Methodology: The current research is a descriptive research which, from the point of view of the objective, is one of the applied researches that was carried out in the field. The current research method is a survey in terms of data collection method. The statistical population of the current research includes the statistical population of the current research including all the players of the 14 teams present in the Iranian men's volleyball premier league (168 people) and the 14 teams present in the Iranian women's volleyball premier league (96 people) in the season of 2019, which number They were a total of 264 people. Sampling was done as a total number and finally 196 complete questionnaires were collected. The data collection tool included a standardized researcher-made questionnaire. In order to check the data of the present research, structural equation method was used. The entire process of research analysis was done in SPS version 24 and PLS version 4 software.
Results: The results of this research showed that brand identity (effect=0.614; t=15.591) and brand personality (effect=0.298; t=2.998) have a significant effect on sports success. The results also showed that brand personality (effect=0.328; t=3.081) has a significant effect on brand identity.
Conclusion: Therefore, we conclude that with behaviors and solutions such as adopting a long-term vision and plan, maintaining the club's basic principles and values, along with improving the status of the team's reputation, it has also improved the team's character and provided the grounds for fans to be proud of their beloved team and achieve sports success.
Keywords