abbas shabani; Morteza Rezay soufi; mohamad shokri
Abstract
The overall purpose of this study was to determine the relationship between event quality, event satisfaction and loyalty to the event in sports spectators. The present study was a descriptive correlational study. The statistical population of this study consisted of all spectators of sports competitions ...
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The overall purpose of this study was to determine the relationship between event quality, event satisfaction and loyalty to the event in sports spectators. The present study was a descriptive correlational study. The statistical population of this study consisted of all spectators of sports competitions in Tehran province, which due to the uncertainty of their number, according to Morgan table for an unlimited statistical population, the sample size was 384 people and was considered as a simple random. In this study, event quality questionnaire, event satisfaction questionnaire and event loyalty questionnaire were used. Descriptive statistics, Kolmogorov-Smirnov test, confirmatory factor analysis, Pearson correlation coefficient and stepwise regression were used to analyze the data. The results showed that between the quality of the event (r = 0.426, p = 0.001), the quality of the physical environment (r = 0.240, p = 0.001), the quality of the interaction (r = 0.185, p = 0.001), The quality of the result (r = 0.550, p = 0.001) has a significant positive relationship with the satisfaction of the event in the spectators of sports competitions in Tehran province. Also, between the quality of the event (r = 0.331, p = 0.001), the quality of the physical environment (r = 0.240, p = 0.001), the quality of the interaction And the quality of the result (r = 0.236, p = 0.001) has a significant positive relationship with loyalty to the event in the spectators of sports competitions in Tehran province. In addition, the quality of the outcome was a significant predictor of event satisfaction, and the quality of the interaction and the quality of the outcome were significant predictors of loyalty to the event.
Sport Management
Ali Abbas Hossein Nezhad; majid soleymani; Sirous Ahmadi
Abstract
The purpose of this research is to investigate the effect of managers' political behavior on the productivity of employees of the Ministry of Sports and Youth with the mediating role of work ethics. This research is an applied research and its purpose and a survey in terms of data collection method. ...
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The purpose of this research is to investigate the effect of managers' political behavior on the productivity of employees of the Ministry of Sports and Youth with the mediating role of work ethics. This research is an applied research and its purpose and a survey in terms of data collection method. The statistical population of this research is made up of the employees of the Ministry of Sports and Youth, whose number in the first six months of 2017 is equal to 915 people. A simple random sampling method was used to select the members of the statistical sample. The sample size was 269 people using Morgan's table. A standard questionnaire was used to measure the variables. The data has been analyzed using descriptive statistics and inferential statistics. Structural equation modeling was used to test the hypotheses. The results showed that the components of managers' political behavior (political use of information, flattery, portrayal, ethical requirements, socializing with influential people and creating a support base) have a significant and negative effect on work ethics and employee productivity. Also, work ethics in the relationship between the components of the political behavior of managers apart from the components of ethical requirements and socializing with influential people has a mediating role with the productivity of employees. and work ethics played a mediating role in the relationship between the components of managers' political behavior, apart from the components of scientific ability and perceptual-emotional capability, with employee productivity. Therefore, to achieve the productivity of the employees of this ministry, the managers of the Ministry of Sports and Youth should deal with all the components of political behavior and work ethics with sensitivity and a scientific approach.
Abolfazl farahani; Hamid Ghasemi; Narges Sedaghati
Abstract
The Red Crescent Society is one of the most important and largest relief and philanthropic organizations, and dealing with issues which develop its social capital in the society is what the managers concern of. The purpose of this research was to explain the role of the volunteer movement, especially ...
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The Red Crescent Society is one of the most important and largest relief and philanthropic organizations, and dealing with issues which develop its social capital in the society is what the managers concern of. The purpose of this research was to explain the role of the volunteer movement, especially sports volunteers, in the development of the social capital of the Red Crescent population. This research in terms of type is practical and the qualitative method was used to achieve the research objective. The statistical population of the research consisted of 21executive principals and professional experts. Sampling was done purposefully through the snowball method and continued until theoretical saturation was reached. Data collection was done using semi-structural interview. After summarizing the data, through the thematic analysis(TA) method, the data was coded. It was obtained from 70 primary codes by thematic method and classification of codes and extraction of concepts, patterns or main themes. Finally, according to the results, it can be stated that the social capital of the Red Crescent population has five important components, including The volunteer movement, the organizational structure, organizational culture and attitude, social identity and international essence. Considering the important role of Manpower in this organization, it can be said that the volunteer movement is the result of the other components of the social capital of the Red Crescent community. The development and improvement of the level of social capital of this organization can increase the productivity of this organization in response to incidents.
Sport Management
Tayebe Valipoor Tayebi; Yaghoob Badriazarin; Vajihe Javani
Abstract
purpose of the current research was to designing a consumer behavior model in the digital marketing space of sports business which was carried out using the method of qualitative studies and the method of Shtrauss and Corbin. The statistical sample of the research was experts and experts in the field ...
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purpose of the current research was to designing a consumer behavior model in the digital marketing space of sports business which was carried out using the method of qualitative studies and the method of Shtrauss and Corbin. The statistical sample of the research was experts and experts in the field of sports management, who were selected by the targeted bullet and snowball method, and the sample size was also determined by considering the assumption of theoretical saturation. . A semi-structured interview was used to collect data, and the researcher reached theoretical saturation by conducting 15 interviews. The validity of the questions was confirmed step by step by experts, and the reliability of the interview questions was 92% by retest method. By analyzing the data, 450 primary codes, 56 sub-categories and 8 main categories were obtained, and the research model was designed through three stages of open coding, central coding and selective coding.The results showed that in sports consumer behavior in digital business marketing, effective factors include causal factors (digital marketing), contextual factors (organizational factors and psychological factors), intervening factors (technological progress and environmental factors), strategies (organizational strategy) and consequences (organizational growth and excellence) and the main category is digital consumer behavior, which covers all other categories. so digital marketing officials and managers should have a strategy-oriented and process-oriented view on digital consumer behavior, and the structure of the organization should be based on knowledge, learning, and performance.
Organizational Behavior Management
sajad moemeni; Rezvan yazdi
Abstract
The purpose of this study was to Analyzing the moderating role of Organizational Virtue in the relationship between Social capital and Psychological Empowerment physical of education teachers. Methodology was descriptive and correlational and it applied Structural Equation Modeling. The statistical population ...
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The purpose of this study was to Analyzing the moderating role of Organizational Virtue in the relationship between Social capital and Psychological Empowerment physical of education teachers. Methodology was descriptive and correlational and it applied Structural Equation Modeling. The statistical population of the study was all physical education teachers’ in Hamadan province that 287 people who were selected through random sampling. For collecting data, Spreader's Psychological Empowerment (1995), Cameron’s Organizational Virtuousness (2004), and social capital’s Nahapiet and Ghoshal’s (1998) questionnaires were used. Questionnaires Validity was confirmed by 15 sports management professors and their reliability coefficients were found through Cronbach's alpha to be 0/86, 0/91, and 0/94 respectively. The result showed that the moderating role of Organizational Virtue in the relationship between Social capital and Psychological Empowerment was confirmed. Also, social capital has a positive and significant effect on physical education teacher’s Psychological Empowerment. Organizational Virtue has a positive and significant effect on physical education teacher’s Psychological Empowerment. According to the results this research, Strengthen Organizational Virtuousness in individual level and organizational level will strengthen relationship between Social capital and Psychological Empowerment of physical education teachers.
Farnaz Farahmand; Mah,ood Goudarzi; Ebrahim Alidoust Gahfarokhi
Abstract
Considering the vastness of the field of sports and its difference from other fields, the awareness of the Minister of Sports and Youth about his roles has a significant impact on the development of sports in the country. Therefore, this research was conducted with the aim of ...
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Considering the vastness of the field of sports and its difference from other fields, the awareness of the Minister of Sports and Youth about his roles has a significant impact on the development of sports in the country. Therefore, this research was conducted with the aim of identifying and weighing the roles of the Minister of Sports and Youth. The current research was applied and in terms of the method of data collection, it was of mixed type. A mixed exploratory model (qualitative and quantitative) was used to collect information. The statistical population was all sports management experts in the scientific and executive sectors with at least 10 years of work experience in sports and at least a master's degree. In the qualitative part, sampling was done with a combination of two targeted and snowball methods, and the sample size was determined based on information saturation of 19 people. The research tool was an interview in the qualitative part and an interpretative structured questionnaire based on the identified indicators in the quantitative part. Spss V27, Expert Choice 11 software was used for data analysis. The results showed that the internal and external roles of the Minister of Sports and Youth include the guidance of top sports managers, leadership of sports federations, decision making and policy making, human resources management, financial management and budgeting, management of subsidiaries and Esteghlal and Persepolis clubs. Supervision and implementation of the law, objectives, duties and powers of the Ministry of Sports and Youth, management of resources, sports equipment and facilities, international sports relations, leadership of the youth field, scientific and research roles, membership in inter-institutional councils, communication with the Islamic Council, information and Spokesperson and communication with cultural institutions. Also, the highest priority in the roles of the Minister of Sports and Youth was decision-making and policy-making.
Organizational Behavior Management
Mohammad Mosalanezhad; Mohammad Ali Sahebkaran
Abstract
The Iranian handball premier league needs to understand the engagement pattern of league fans to retain fans, develop league products and develop league-related strategies. Therefore, this study aimed to developing the pattern of engagement behaviors of fans in the Iranian handball premier league. This ...
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The Iranian handball premier league needs to understand the engagement pattern of league fans to retain fans, develop league products and develop league-related strategies. Therefore, this study aimed to developing the pattern of engagement behaviors of fans in the Iranian handball premier league. This research was a type of mixed research that was done by modeling method. Based on the existing authoritative literature, the initial conceptual model of the research was developed and then evaluated with data from the Iranian Handball Premier League. Data were collected using a questionnaire. The content validity index of the questionnaire was calculated as 0.872 and the composite reliability for all constructs were higher than the suggested cutoff point of 0.60. 306 questionnaires were included in the final analysis. The partial least squares method was used to evaluate the study's conceptual model. The findings showed that the study's conceptual model is a good fit with the data obtained from the field of Premier Handball League. Fans of the Iranian Handball Premier League showed the greatest tendency towards non transactional extra-role behaviors. Therefore, the managers of the Iranian Handball Premier League can expand their fan base as well as social exchanges between fans by providing engagement opportunities for fans.
Azizollah Bayati; Abas Khodayari; Nemat Khalife
Abstract
The aim of this study was to investigate the Designing a model of organizational trauma and leaving the service with the mediating role of organizational awareness in the employees of Tehran Municipality Sports Organization. The research method is descriptive-correlation of structural equations, in terms ...
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The aim of this study was to investigate the Designing a model of organizational trauma and leaving the service with the mediating role of organizational awareness in the employees of Tehran Municipality Sports Organization. The research method is descriptive-correlation of structural equations, in terms of applied purpose and in terms of collecting field information. Statistical population All sports managers, experts and employees of Tehran Municipality formed the statistical population. According to information obtained from the municipality of Tehran, this number is 300 people. Sampling was selected as a whole number. With the difference that 270 people completed a healthy questionnaire and returned it by the participants. The measurement tools of this study were three questionnaires of organizational trauma Bayati (2020), organizational awareness of Pahlavan Sadegh (2017) and dropout (2001). The results showed that the effect of organizational trauma on leaving service (β=0.507, T-Value = 10.233) and organizational awareness (β=0.350, T-Value = 4.742) is positive and significant. Also, organizational awareness has no significant effect on leaving the service (β=0.033, T-value = 0.549). On the other hand, the results showed that the mediating variable of organizational consciousness has a non-semantic mediating role (β=0.012, T-value = 0.603) in the causal relationship of organizational trauma with leaving service. Therefore it is recommended to use organizational vigilance to prevent leaving the service and the role of organizational trauma in Be careful organization.
Mehdi Mohebbinejad; Gholamreza Shabani Bahar; samira aliabadi; Mozafar Yektayar
Abstract
The purpose of this study is to develop a model of strategic thinking skills, intellectual capital, core competencies and innovation in sports organizations in the country. The statistical population of the present study was 291 managers and experts of the Ministry of Sports and Youth, ...
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The purpose of this study is to develop a model of strategic thinking skills, intellectual capital, core competencies and innovation in sports organizations in the country. The statistical population of the present study was 291 managers and experts of the Ministry of Sports and Youth, sports federations and the National Olympic Committee based on Morgan table were selected by stratified sampling method. The present research method is applied and descriptive-correlational. Descriptive and inferential statistics were used to analyze the data using SPSS software version 26 and structural equation modeling in Amos software version 24. The results showed that core competencies on innovation, core competencies on intellectual capital, core competencies on strategic thinking, intellectual capital on innovation and strategic thinking on innovation have a direct effect and finally core competencies through intellectual capital and strategic thinking on innovation in sports organizations as Indirect has a significant positive effect; Accordingly, the communication model of the effect of core competencies on innovation in sports organizations, the mediating variables of strategic thinking and intellectual capital has been designed and its fit has been confirmed. Based on the research findings, it is suggested that the managers of sports organizations in the country, more than the variables of intellectual capital and strategic thinking, focus on core competencies and improve its dimensions, functional competence, cognitive competence, social competence, meta-competence in the employees of these organizations.
ali jalilishishavan
Abstract
The purpose of this research is to determine the effectiveness of sports intervention based on intergenerational programs on happiness and mental well-being in bodybuilding athletes. The research method is semi-experimental and pre-test-post-test with a control group. The experimental group underwent ...
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The purpose of this research is to determine the effectiveness of sports intervention based on intergenerational programs on happiness and mental well-being in bodybuilding athletes. The research method is semi-experimental and pre-test-post-test with a control group. The experimental group underwent sports intervention based on intergenerational programs, but no intervention was done for the control group. The study sample includes 30 male bodybuilders in the form of two groups (including 15 bodybuilders as an experimental group and 15 bodybuilders as a control group) who were selected by multi-stage cluster random sampling. Data collection tools included the Oxford happiness questionnaire (1995), the mental well-being short form of Riff and Singer (2006) and the sports intervention method based on intergenerational programs. ANCOVA and SPSS25 software were used to analyze the data of this research. The results showed that there was a significant difference between the pre-test and post-test scores of the experimental group, as well as a significant difference between the two experimental and control groups in the happiness and mental well-being of the fitness athletes (F(1,1)=18,93 respectively). /227 F(1,1) = p˂0.05). Performing sports interventions on the variable of happiness and mental well-being had a larger effect size (Eta square equal to 0.82 and 0.81, respectively). Bodybuilding athletes who participated in sports intervention sessions based on intergenerational programs compared to the control group and compared to before the intervention, overall experienced more mental well-being and happiness.
Shuan Azizi; Gholamreza Shabanibahar; samira aliabadi; Mozafar Yektayar
Abstract
The aim of this study was to design a model for the effectiveness of strategic thinking in the Ministry of Sports and Youth. The present research is based on data search, of mixed or qualitative type (qualitative and quantitative) and is in the field of correlation studies in terms of subject matter ...
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The aim of this study was to design a model for the effectiveness of strategic thinking in the Ministry of Sports and Youth. The present research is based on data search, of mixed or qualitative type (qualitative and quantitative) and is in the field of correlation studies in terms of subject matter and in the field of applied research in terms of purpose; Also in terms of nature, method and control of variables is a descriptive research. The statistical population of the research in the qualitative part included all experts in the field of sports and in the quantitative part included all managers and employees of the Ministry of Sports and Youth. Qualitative sampling was performed in a targeted manner and snowball technique and interviews were continued until theoretical saturation was achieved (16 people). In the quantitative part, the sample size was calculated based on Morgan table at least 233 people who were selected by stratified random sampling. In the qualitative phase of the research, semi-structured interviews with experts were used to collect data, and in the quantitative phase, a researcher-made questionnaire based on qualitative phase data and interview analysis was performed using the three-stage Delphi fuzzy analysis method. used. Its reliability was confirmed by performing an experiment on 30 members of the research community and calculating the Cronbach's alpha coefficient. To analyze the data at the level of descriptive statistics from the table of frequency and frequency and at the level of inferential statistics in the qualitative part of the grounded theory technique and fuzzy Delphi method and in the quantitative part of exploratory factor analysis tests, Friedman ranking test and structural equation modeling Statistical software SPSS version 23 and Smart PLS 3 were performed. The results showed that there are a total of 65 components as indicators of strategic thinking in the Ministry of Sports and Youth, which can be reduced to 12 factors. Also, the findings showed that there is a significant difference between the factors affecting strategic thinking in the Ministry of Sports and Youth from the perspective of research samples. Finally, the model of factors affecting strategic thinking in the Ministry of Sports and Youth was designed based on the above 12 factors and its fit was confirmed by Q2, SRMR, NFI and Chi Squre indices.
Akbar Farid fathi; Razieh Valizade
Abstract
The aim of this study is to identify the factors affecting the political behavior of managers of sports federations. The research methodology is an applied and descriptive-analytical type that has been done in field form.The statistical population of the study was faculty members and graduate students ...
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The aim of this study is to identify the factors affecting the political behavior of managers of sports federations. The research methodology is an applied and descriptive-analytical type that has been done in field form.The statistical population of the study was faculty members and graduate students of various disciplines in the field of sport familiar with the concept of political behavior and managers of sports federations with700 people. Based on Morgan's table, 248 people were randomly selected for research sample.In order to achieve the research goals, a 39-item researcher-made questionnaire was used. Its formal and content validity was confirmed by 17 sports management specialists and its validity was verified and verified by a confirmatory factor analysis.The reliability of the questionnaire was also calculated in a preliminary study with 30 subjects and with Cronbach's alpha of 0.82..To analyze the data, descriptive statistical methods such as Kolmogorov Smirnov, verificatory and exploratory factor analysis with the rotation of Varmix, Friedman and using SPSS software Session 20 were used.The research findings showed that the priorities of communication, behavioral, intelligence, negotiation skills, scientific, managerial and leadership, cognitive and value, and technical-empirical factors were identified and influenced the political behavior of the managers of sports federations, respectively.
Sport Management
Reza Shekari; Loghman Keshavarz; Morteza Rezaei Sofi
Abstract
The aim of the current research was to present a model of people's behavioral futures in the field of sports after the end of the Corona virus. This work was done by conducting a qualitative research of the grand theory type, which method is exploratory. In this research, it was analyzed through ...
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The aim of the current research was to present a model of people's behavioral futures in the field of sports after the end of the Corona virus. This work was done by conducting a qualitative research of the grand theory type, which method is exploratory. In this research, it was analyzed through literature review and exploratory interview regarding the presentation of the model, based on the method arising from the data and according to the method of Strauss and Corbin. To conduct the field interview, the statistical community of the research is experts and professors in the fields of sports management, sociology, psychology, who have published at least one research (research article, speech, research plan, authoring and translation of a book) in the field of the research topic. Had reached In order to identify these people, a purposeful sampling method was used. This sampling continued until theoretical saturation was reached and finally 19 people were selected as a sample. Finally, the categories were determined in the form of 13 categories and 48 conceptual codes and were placed in the heart of the 6 dimensions of the paradigm model. Factors such as individual and managerial factors have an effect on the behavioral consequences of people in the field of sports after the end of the corona disease. For this purpose, strategies have been proposed, and these strategies are affected by background conditions (sports culture before Corona and consumption of sports during Corona) and also by intervening conditions (economic, rules and regulations, and behavior). Implementation of the suggested strategies leads to economic, health and lifestyle consequences.
Sport Management
Majid Solimani; Abolfazl Farahani; Leila Ghorbani Ghahfarokhi; Hamid Ghasemi
Abstract
the purpose of this research was to develop a model of factors affecting customers' behavior in buying sportswear from online stores. The qualitative research method was chosen with the grounded theory approach. The statistical population of the research included two parts of human resources (managers ...
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the purpose of this research was to develop a model of factors affecting customers' behavior in buying sportswear from online stores. The qualitative research method was chosen with the grounded theory approach. The statistical population of the research included two parts of human resources (managers of online stores, online marketers, and expert professors in the field of digital marketing) and information sources (scientific, library, and relevant and reliable media). Sufficient number of interviewees and information sources were selected purposefully and based on reaching theoretical saturation (18 people and 25 documents). The research tool included semi-structured exploratory interviews along with a systematic library study. The validity of the tool was evaluated and confirmed based on the practical and scientific merit of the sample, the opinion of experts and the agreement between the correctors. In order to analyze the findings, a multi-stage conceptual coding method (open, central and selective) was used with the foundation's data theory approach. The final conceptual framework included 59 components, 11 dimensions and 5 themes identified. Its themes and dimensions include addiction to online shopping (dimensions of addictive shopping behavior and pleasurable shopping), quality (dimensions of website quality, product quality and service quality), ease and cost-effectiveness of shopping (dimensions of ease and time saving and ease purchase), advertising (dimensions of product advertising and word-of-mouth advertising) and trust (dimensions of site credibility and sense of security). Based on the findings of the research, it can be said that the tendency of customers to buy sportswear from online stores can be influenced by individual factors, and paying attention to this issue can make sports stores more distinctive in attracting customers and consumers in the virtual space compared to other competitors
Sport Management
Daryush Marefat; mohsen sadeghi
Abstract
TV sports programs have a very high influence on the society, so ethics should be the priority of such programs and the factors affecting it should be investigated. Based on this, the present research was conducted with the aim of presenting a model of factors affecting media ethics in television sports ...
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TV sports programs have a very high influence on the society, so ethics should be the priority of such programs and the factors affecting it should be investigated. Based on this, the present research was conducted with the aim of presenting a model of factors affecting media ethics in television sports programs. This research was applied, quantitative and survey. The statistical population of this research was the employees of TV sports programs, and according to the large number of statistical population in the country and based on Cochran's formula, 384 people were randomly selected as a statistical sample. The tool of data collection in the present study was the standard questionnaire of Soltani et al. (2022). In order to analyze the data, two descriptive and inferential methods were used in SPSS23 and smartpls3.1.1 software environment. In the descriptive part, the demographic information of the subjects was described, and in the inferential part, the fitting of the model was done using the structural equation modeling test, as well as the examination of the model paths. All analyzes were performed at a significance level of 0.05. The research results showed that the research model has a good fit and individual, organizational and social factors have a significant effect on the media ethics of TV sports program employees. Based on the results of the research, in order to raise media ethics in TV sports programs, managers and relevant officials should pay attention to all individual, organizational and social aspects and avoid single-centered policies.
Sport Management
Seid Hossien Agha Seid Morteza; Tayebeh Sadat Zargar; bahram ghadimi; Akbar AFARINESH
Abstract
The purpose of this research was to design a model for creating capacities and political platforms in sports using the data theory of the foundation. The research method is analytical, for this purpose qualitative methodology was used. The research strategy was to use the theory arising from the data. ...
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The purpose of this research was to design a model for creating capacities and political platforms in sports using the data theory of the foundation. The research method is analytical, for this purpose qualitative methodology was used. The research strategy was to use the theory arising from the data. The participants in the research were 16 people, including sports management experts, experts from the Ministry of Sports and the National Olympic Committee. The field of study and having scientific publications related to the field of sports politics and diplomacy, having managerial positions and executive experience in the field of sports were among the indicators for selecting the initial list of experts, and the sampling strategy in the qualitative part was targeted and with maximum diversity or It was heterogeneity. Content analysis of interviews and coding were used to analyze the data. The research tool was open interview and the results were analyzed based on three stages of open, central and selective coding. The findings showed that streamlining, international seats, policy making and planning were the indicators of causal factors. The main phenomena included the position of the country's sports in the world, the political role of sports, the economic development of sports, the socialization of sports, and the development of international relations. The background factors were foundation, education and training of human resources, knowledge management. Also, intervening factors, including the relationship between foreign policy and sports, formed the relationship between domestic policy and sports.
Organizational Behavior Management
Mahboobeh Rouzbahani; Fateh Farazyani; Rosa SHahrokhi far
Abstract
The aim of the current research was to investigate the relationship between marketing intelligence and communication literacy with personal branding in trainers of fitness clubs Isfahan City. The method of the current research was a survey and correlation type, which was carried out with the approach ...
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The aim of the current research was to investigate the relationship between marketing intelligence and communication literacy with personal branding in trainers of fitness clubs Isfahan City. The method of the current research was a survey and correlation type, which was carried out with the approach of structural equations. The statistical population of this research was formed by all the sports trainers of the fitness clubs of Isfahan city in 1401. Sampling method was done as available and 260 were selected as samples. The research tools included 3 Islami's marketing intelligence questionnaires and colleagues (2013), Huang and Gimno's personal branding questionnaire (2011) and Ghasemi and Rasakh standard communication literacy questionnaire (2018). In order to analyze the data, Kolmogorov-Smirnov test and structural equation model were used. SPSS software version 24 and Smart pls software version 3 were used for data analysis. The results of structural equation path analysis showed that marketing intelligence on communication literacy with a path coefficient of 0.71 and t=12.93, marketing intelligence on personal branding with a path coefficient of 0.53 and t=5.85, and communication literacy on personal branding with Path coefficient 0.63 and value of t=7.42 had a positive and significant effect. For managers and trainers of fitness clubs, this research can provide a coherent point of view in managing the personal brand of sports coaches, and also provides a wide range of necessary management measures to improve the personal brand of sports coaches through improving communication literacy and marketing intelligence.
