Personal branding, better performance in sports services

Nowadays, the issue of personal branding has become one of the most important and current topics in marketing that can play a key role in the business environment. The effects of personal branding on various aspects of service businesses have been proven. Sports clubs as a service business are no exception to this rule. Therefore, the purpose of this study is to investigate the role of personal branding on the performance of sports businesses in Mazandaran province. The present study is a descriptive correlational study and the statistical population for this study is the owners of sports clubs in Mazandaran province. This population, a sample of ۲۲۱ people was selected by stratified-relative sampling method and to collect research data, two questionnaires including personal branding questionnaire of Eskandari et al. (۱۳۹۷) and Holly et al. s (۲۰۰۳) performance questionnaire containing ۲۷ questions were used. Took. The content validity of the questionnaire was checked by ۱۰ supervisors and consultants and the reliability was assessed and confirmed by cronbach s alpha coefficient whose value for each questionnaire was above ۰.۷. In order to analyze the data and test the hypotheses in the statistical section, due to the normality of the data, one-sample t-test and structural equation modeling using PLS۳, SPSS۱۶ and EXCEL software were used. Findings showed that the average status of personal branding (۳/۶۹) was significantly different from the hypothetical average of the community and was higher than the average of the community. Also, performance (۲/۷۴) and dimensions of market performance (۲/۷۱) and financial (۲/۵۸) are significantly different from the average of the society and is lower than the average of the society. Customer performance (۲/۹۵) was also lower than average but there was no significant difference. The results also showed that personal branding with a path coefficient of ۰.۳۰ affects the performance of sports businesses. Based on this, it is suggested that the owners of sports clubs use personal branding in order to improve the performance of their business

کلیدواژه ها:

personal branding ، Function ، Sports services ، Mazandaran province