The Investigation of Descriptive Statistics of Brand Promotion in the Professional Football League of Islamic Republic of Iran with Emphasis on Viewpoints of Top Coaches and Managers of Persian Gulf League
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2015, Vol 9, Issue 1
Abstract
The objective of present study was to investigate the descriptive statistics of professional league of Islamic Republic of Iran with emphasis on the view points of top coaches and manages in the Persian Gulf League. The statistical population of present study consists of 1200 individuals from coaches with first-degree coaching license from Football Federation of Islamic Republic of Iran of which 280 individuals were included in the sample group through stratified random sampling and Morgan table. To attain the objectives, the researcher’s questionnaire was used to determine the level of club’s attention to its brands and a questionnaire to verify the influential factors upon maintenance and promotion of brand. To verify the validity of the two questionnaires, the confirmatory factor analysis was used and cronbach’s alpha coefficient (5 percent) was used to investigate the internal consistency of questions in the questionnaire. To analyze the collected data, the descriptive statistical methods such as Kolmogorov- Smirnove Method and factor Analysis test through SPSS Software were done. The findings of present study showed that in regard to attention to brand, value, norm, secondary products and behavior were significant while attention to audience, attention to different environments, brand image, integrated usage of communications and brand power are significant regarding brand promotion.
Authors and Affiliations
Mahnaz Mehmandoost| Corresponding Author: M.A in Sports Management, Islamic Azad University, Research and Science Department, Tehran, Iran. email: mz.mehmandoost@gmail.com, Leila Sabbaghian Rad| Assistant Professor of Islamic Azad University, Research and Science Department, Tehran, Iran., Ali Mohammad Amirtash| Professor of Islamic Azad University, Research and Science Department, Tehran, Iran.
Keywords
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