<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The role of branding the sports performance of Iranian professional football League players was investigated by adopting a survey-based research strategy. Players with a history of competing in the Iranian Football League made up the statistical population for the study. 200 players were selected from this population as the study sample. The questionnaire data obtained were analyzed using IBM<sup>®</sup> SPSS® Amos TM 23 software. The validity and reliability of the questionnaires were acceptable and a good fit. The results showed that the structural equation model used is a strong theoretical model for studying the branding of Iranian League players, and that such branding has a significant positive effect on sports performance. Therefore, sports clubs need to understand the power of branding players to increase their athletic performance in sports expertise, competitive style and fair play. On the other hand, the most important aspect of branding is branding the whole club, rather than each product or player, since each individual product can benefit from the income belonging to the brand family of the club or organization. It is suggested that professional and strategic methods can help players and motivate them to acquire the necessary skills to grow branding.</p>
</abstract>

The role of branding the sports performance of Iranian professional football League players was investigated by adopting a survey-based research strategy. Players with a history of competing in the Iranian Football League made up the statistical population for the study. 200 players were selected from this population as the study sample. The questionnaire data obtained were analyzed using IBM® SPSS® Amos TM 23 software. The validity and reliability of the questionnaires were acceptable and a good fit. The results showed that the structural equation model used is a strong theoretical model for studying the branding of Iranian League players, and that such branding has a significant positive effect on sports performance. Therefore, sports clubs need to understand the power of branding players to increase their athletic performance in sports expertise, competitive style and fair play. On the other hand, the most important aspect of branding is branding the whole club, rather than each product or player, since each individual product can benefit from the income belonging to the brand family of the club or organization. It is suggested that professional and strategic methods can help players and motivate them to acquire the necessary skills to grow branding.

Sociological Analysis of Branding of Professional Football League Players

Józef Piłsudski University of Physical Education

Physical Culture and Sport. Studies and Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Sociological Analysis of Branding of Professional Football League Players"}

The role of branding the sports performance of Iranian professional football League players was investigated by adopting a survey-based research strategy....

Sociological Analysis of Branding of Professional Football League Players

Online veröffentlicht: 15. Okt. 2022

Seitenbereich: 1 - 11

Eingereicht: 01. Apr. 2022

Akzeptiert: 01. Juni 2022

DOI: https://doi.org/10.2478/pcssr-2022-0014

Schlüsselwörter
Sport clubs, brand identity, brand loyalty, brand commitment, performance

© 2022 Sajjad Pashaie et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Sociological Analysis of Branding of Professional Football League Players

Online veröffentlicht: 15. Okt. 2022

Seitenbereich: 1 - 11

Eingereicht: 01. Apr. 2022

Akzeptiert: 01. Juni 2022

DOI: https://doi.org/10.2478/pcssr-2022-0014

SchlüsselwörterSport clubs, brand identity, brand loyalty, brand commitment, performance

© 2022 Sajjad Pashaie et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Schlüsselwörter
Sport clubs, brand identity, brand loyalty, brand commitment, performance