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The relationship between marketing intelligence and communication literacy with personal branding in trainers of fitness clubs in Isfahan city

Document Type : Research Paper

Authors

1 Assistant Professor of Sports Management Department, Payam Noor university, Tehran, Iran

2 Payam Noor University of Tehran, Iran

3 Assistant professor of department of sport management, payame noor university, Tehran, Iran

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 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.

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Zafarianpour, Elham, Faryabi, Mohammad. Investigating the effect of marketing intelligence in creating a competitive advantage. Modern Marketing Research, 

Organizational Behavior Management in Sport Studies
Volume 11, Issue 2 - Serial Number 42
July 2024
Pages 107-120
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