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:: Volume 5, Issue 16 (Spring 2017) ::
3 2017, 5(16): 77-88 Back to browse issues page
Designing Diagram of Path Analysis of Factors Affecting Organization Brand Image in Iranian National Olympic Committee
Abstract:   (3770 Views)
Brand image is at the heart of an organization's promotional activities. This study aimed at providing a model for the brand image of Iran National Olympic Committee. The statistical population composed of coaches, players, supervisors, reporters, heads of federations who were dispatched to the Asian Games, and the employees of National Olympic Committee. All the participants responded to researcher-made questionnaires (containing 45 items). Exploratory factor analysis was used to obtain 7 factors affecting brand equity including non-functional related attributes, functional related attributes, functional benefits, symbolic benefits, financial and legal management, image management, and organizational design management. Based on the model, the relationship of these factors and their roles on managing brand image of financial committee of NOC were investigated. The results showed that the functional benefits and symbolic benefits of the National Olympic Committee affected brand image of this committee. Also, functional and non-functional attributes (two variables from the analysis) and financial management played a role in the functional benefits and so affected the brand image of National Olympic Committee.
Keywords: Asian Games, brand image, factor analysis, National Olympic Committee, sport organization brand
Full-Text [PDF 158 kb]   (1288 Downloads)    
Type of Study: Research | Subject: Special
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Designing Diagram of Path Analysis of Factors Affecting Organization Brand Image in Iranian National Olympic Committee. 3 2017; 5 (16) :77-88
URL: http://ntsmj.issma.ir/article-1-887-en.html


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Volume 5, Issue 16 (Spring 2017) Back to browse issues page
رویکردهایی نوین در مدیریت ورزشی New Trends in Sport Management
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