An Analysis of Personal Branding Tactics Strategies in Athletes' Professional Success

Document Type : Original Article

Authors

1 Assistant Professor of Business Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran

2 Associate Professor of Marketing, Department of Business Management, University of Kurdistan, Sanandaj, Iran

3 MSc of Marketing Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran

10.22080/jimm.2021.21151.1016

Abstract

Brands are a symbol of product identity and even of human beings because much of a person's future success depends on his or her personal abilities and the use of available devices to build and develop a desirable image of oneself. Using personal branding can also be a tool for achieving professional success for athletes. The present study, regarding the purpose, is applied-developmental and, regarding the nature and method of data collection, is descriptive-correlational. The statistical population of this study consists of athletes in Sanandaj. From this population, using non-random sampling and based on the researcher's decision, 100 people were selected as sample members among the athletes of the city. The main tool for data collection in this study is a standard questionnaire and its validity was confirmed by professional professors in the management discipline and its total reliability was above 0.7. Regarding the type of research and variables, SPSS software and PLS software have been used to analyze statistical data and test research hypotheses. Based on the results of testing the hypotheses, all the used factors have a significant effect on professional success, among which self-modeling has the highest impact and self-promoting has the lowest impact on the professional success of athletes.

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