Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee

Purpose: Today, sports organizations have recognized the significance of their brand concerning their products and services. This study investigated the association between integrated marketing communications and brand prestige in the national olympic committee of Iran.Methodology: The research utilized a descriptive-correlational approach, employing structural equation modeling as the research method. The participants comprised all the ۱۴۰ managers and specialists affiliated with the national olympic committee. Questionnaires on integrated marketing communication from Lee and Park (۲۰۰۷) and brand prestige questionnaires from Beak et al. (۲۰۱۰) were employed to collect data. SPSS۲۶ and AMOS۲۴ software were used to analyze data.Findings: The findings showed a significant positive relationship between integrated marketing communications and its influence on brand prestige. The path analysis results indicated that the effectiveness of individual communication in delivering a consistent message and creating a favorable impression, as well as strengthening communication with recent customers, had a considerable positive impact on the brand prestige of the national olympic committee. The coefficient of dimensions showed ۳۳.۶% of the total variance in brand prestige changes. The structural equation model results further indicated that integrated marketing communications had a significant positive effect on the brand prestige of the national olympic committee.Originality: Sports organizations must employ diverse and innovative communication methods to nurture customer relationships in today's evolving landscape. A well-designed marketing communication program should assist organizations in achieving this objective by reinforcing customer engagement through practical communication activities.

کلیدواژه ها:

Customer ، Customer satisfaction ، Structural Equation Modeling ، Target Market