C

3191


:
:
:
:
: :
93/10/17 : :

119 :
:
:
:
. .
.
: - .
.
93-92(.)N=1083PASS.
308..
.
21 .
:.
0/520/91
.
.
. .

: :
.1
.2
.3
: .4

....
...

...

-1-12 ........................................................................................................

-2-1 3 ..................................................................................................

-3-16 ................................................................................. :

-4-19 ............................................................................................. :

-1-4-19 ............................................................................................... :

-2-4-19 .............................................................................................. :

-5-110 ...................................................................................... :

-6-1 10 .............................................................................................

-1-6-110 ............................................................................................

-2-6-110 ...........................................................................................

-7-110 .............................................................

-8-111 ......................................................................

-1-215 ......................................................................................................

-2-215 ..............................................................................................

-3-2 15 ...........................................................................

 -4-2 18 ................................................................................................

-5-2 22 ...............................................................................

-1-5-2 22 ...........................................................................

-2-5-2 23 ..............................................................................

-6-226 ........................................................................................

-1-6-226 ................................................................

-2-6-226 ..............................................................

7-2 27 .........................................................................................

-8-227 ........................................................................................

-1-8-2 29 ................................................................

-2-8-2 32 .......................................................

-9-2 35 .......................................................

-1-9-236 ....................................................................................

-2-9-238 ....................................................................................

-10-2 42 ..........................................................................................

-1-10-2 42 .............................................................

-2-10-243 ............................................................. :

-11-2 48 ..................................................................................

-12-2 50...............................................................................................................................................

-1-352 ......................................................................................................

-2-3 52 ..............................................................................................

-3-3 52 .....................................................................................

 -4-352 .......................................................................

-5-353 ........................................................................................

-6-3 53 .................................................................................

-1-6-3 54 .....................................................................................

-2-6-3 54 ....................................................................................

55 ........................................................................ -7-3

-8-3 56.......................................................................................................................................

-8-1 57 .....................................................................................

-9-1 57 .................................................................................

-1-459 ......................................................................................................

-2-4 59 .................................................................................

-3-462 ...............................................................................

-4-4 66................................................................................

-5-4 67 .............................................................................

1-5-467 ...................................................................................... :

2-5-469 ..................................................................................... :

-5-4 72 ...................................................................

-1-576 ......................................................................................................

-2-5 76 ............................................................................................

-3-579 .....................................................................................

 -1-3-579 ....................................

-2-3-5 80 ...........................................................

1-2-3-581 ............................................................................................ 1

2-2-3-586 ............................................................................................. 2

-4-5 92 .................................................................................................

96..

103..1

106...2

107...... 3

108 ........................................................................................................4

110...

1-247....
2-248 ....................................................

-1-353 ............................................................

-2-355
-1-4 59 ...................................................................

2-4 60 ......................................................................

-3-4 61 ..............................................

-4-4 62 .................................................................

5-4 63 .................................................................

 -6-4 65 ...................................................

-7-4 66........................................................................

-8-466.............................................................................

9-4 67 .....................................

10-467 .......................

11-468 ..................................

12-4 68 ........................

13-469 ..................................

14-4 69 ....................................

15-469 ..................................

16-470 ...........................

17-470 ...................................

18-471 .................................

19-471...
20-472

21-472..

1-2 21..
2-234.....

3-235 .....

4-236......
5-249.......
1-460.....


 2-460......
3-461.....
6-4 74.......

 2 :/

-3-3
.

(.)1

)2009( 1

..

(.)2

()2012

( .)3

)2009(2

.3

( .)4

(.)5

1
Kotler & keller
2
goldsmit
3
Shepherd
 3 :/

(.)6

(.)7)1991( 4

( .)8

-2-3

()1993.

.-

:.

(.)9

.(.)10

..

( .)11

4
Aaker
 4 :/

. "

"

(.)13,12

( .)14

(.)15)2010( 5

(.)5

5
Carter
 5 :/

(. )15)2013( 6()1993

(.)17,16

...

( .)20-18,5

6
Aria, Jae Ko & Kaplanidou
 6 :/

" ".

( .)21 ,16 ,7

-3-1

( .)13

(.)22

( .)23 )2006( 7

""8( .)24

7
Rein, Kotler & Shields
8
Elusive Fan
 7 :/

(.)12

.-

( .)25

( .)12

6/3312008.

/.

35 ( . )26 2013 9

10

1046

. 11

27 12

25 .

13109( .)27

9
forbies
10
Tiger woods
11
LeBron James
12
Phil Mickelson
13 Cristiano Ronaldo & Lionel Messi
 8 :/

. 14IMG

( .)28

( .)31-29,17

. ()24

( .)32()2006

(.)30

( .)32

14
International management group
 9 :/

(,5

.)34,33,15

- 4-3

-3-4-3

-2-4-3

-1-2-4-1

-2-2-4-1

-3-2-4-1

-4-2-4-1

-5-2-4-1

-6-2-4-1

-7-2-4-1

-8-2-4-1

-9-2-4-1

-10-2-4-1

-11-2-4-1

-12-2-4-1

 10 :/

-5-3

-1-5-1.

-1-1-5-1 .

-2-1-5-1 .

-3-1-5-1 .

-4-1-5-1 .

-2-5-1 .

-1-2-5-1 .

-2-2-5-1 .

-3-2-5-1 .

-4-2-5-1 .

-5-2-5-1 .

-6-3

-3-6-3

1393-1392 .

-2-6-3

-7-3

-3-7-3

()
 11 :/

(.)36)2008( 15

( .)37

-2-7-3

)1990(16

(.)3817

( )1985 (

)(.)39)1984(18

( .)40

-1-7-3

()2010

( .)5

-8-3

-3-8-3 (120:)

-2-8-3 (2142:)

15
Kapferer
16
Dobni & Zinkhan
17
Dichter
18
Bullmore
 12 :/

-1-8-3 (15:)

-4-8-3 ( 6 10 :)

( 11 15 :) -5-8-3

-6-8-3 ( 16 20:)

( 21 25 :) -7-8-3

-8-8-3 ( 26 28:)

-9-8-3 ( 29 33:)

( 34 38 :) -31-8-3

-33-8-3 ( 39 42 :)

.


 15 :/

-3-2

-2-2

( brander).

(.)36

18.

( .)41

-1-2

19":

".

/.

19
Scot bedury
 16 :/

( : /

) . : ( ) .

)....

( .)42

()

(.)36()2008

(.)37.

()

(.)43()2008( .)37

(.)1

 17 :/

(.)44

( .)1

. .

(.)45

( .)46

"

(.)7()1991

( .)47

198020.

1988

(.)48

()

20
brand equity
 18 :/

( .)47)1999( 21

( .)42

(.)49

""(.)44

-4-2

""

(.)50 -

- 1:

-2 .

( )

21
Duane E. knapp
 19 :/

(.)51

( .)52

)2006(22

()44()2008

..

(.)36()1990

( .)38

()1973()1983

( )1984

22 Kotler & pfoertsch

 20 :/

.()1985

()(.)43

( )2008

( .)53

(.)54

(.)45,16()2013:

( :

: )

()( .)55

 21 :/

-1-2 1993
 22 :/

-5-2

()1993.

( .)17

()2008

(.)45)2001(23

( .)56

.-

(.)58,57

.()1993

( .)17

-3-5-2

23
Moreau, Lehmann & markman
 23 :/

( .)9

-1::

-2

-3 :

( .)48

-2-5-2

(.)48

( .)9
 24 :/

,.

.-

.(

) .

 25 :/

:(

)(

) .

:.-

(.)9

.:

( .)48

:.

 26 :/

( .)9

(.)48()2013

( .)55

-6-2

-3-6-2

( .)43

-2-6-2

).()2008

 27 :/

( .)43

7-2

. .

(.)59

()1999.

( .)60

-8-2

.
 28 :/

24

( .)61

)1997(25"

" ( .)20()2005

(.)4

( .)62

()2010

(.)5

24
Tiger woods
25
Tom Peters
 29 :/

..

( .)62

-3-8-2

. " "

..

(.)63

(.)13,12

( .)14

( .)12

(.)25

( .)12
 30 :/

( .)20

. .

( .)32

(.)65,64

(.)67,66,25

 31 :/

( .)34

)2005( 26

.:

.(

( .)68

2002

2005

()

( .)70 ,69

(.)71

( .)62

26
Braunstein & Zhang
 32 :/

)2004( 27})2006( 28

( .)73,72

-2-8-2

..

10 .

( .)41

( .)74 -

( .)75 )2009( 29

.90

27
Fournier & Herman
28
Thomson
29
Hunter
 33 :/

( .)76

( .)41

.-

(.)30

( .)2-2

 34 :/

-2-2
 35 :/

-9-2

(1991)1993(

)2006(2008) 2007

(1989)1991()1982(.)21

()1993

()2009()2013(.)34,32,17

()1993

()2009

( .)3-2

-3-2()2009
2009
 36 :/

()2013(

() (

( .)4-2

-4-2()2013
2009 -3-9-2

(.)15

(.)77

()1993 .
 37 :/

-3-3-9-2

( .)78

(.)79

(.)80

( .)16

-2-3-9-2

.)1990( 30

//(.)81

)2012(31

(.)21

(.)68

30
Ohanian
31
Sassenberg et al
 38 :/

( .)83,82,66

-3-1-9-2

. ( )2013

(.)16 1989 1988.

( .)77

-4-3-9-2

)1998(32

(.)8(.)84

)2008(33

( .)85

-2-9-2

(.)64

32
Gladden et al
33
Bauer, Stokburger-Sauer & Exler
 39 :/

(.)16

( )77

(.)16

( )1993 .

-3-2-9-2

.(.)86,21

.)1990(

(.)81()2013

( .)16

-2-2-9-2

 40 :/

(.)16)2013(34

(.)77

( .)19 -

(.)8735

()2007)2009( 36

(.)66

(.)43

( .)86

-1-2-9-2

34
Andrews & Jackson
35
Bailey
36
Edwards and La Ferle
 41 :/

.-

( .)21

(.)88,80,67

( .)34

-4-2-9-2

(.)34()2004

(.)73

.)2006(

( .)72

-5-2-9-2

.

(.)89

 42 :/

( .)90

( .)92,91

-31-2

-3-31-2

)1392(

( .)93

()1389
 43 :/

(.)94 ()1392

( .)95

()2013.

()

0/81( .)52

-2-31-2

)2010(37

37
Burmann & Schade
 44 :/

( .)96

)2011( 38

( .)97

)2005( 39

(.)98)2009(40-

/.

() ( )

( .)99 )2012( 41

( .)83

38
Kuosmanen
39
dimed & joulyana
40
Simmers, Martinez & Haytko
41
Hsu
 45 :/

()2013.

(.)15

()2005

..

(.)68

)2007(42:

( .)64

)2010( 43

(.)100()2012

( .)21

42 Chio & Rifon

43
Xiaohua & Songling
 46 :/

)2010( 44 .

(.)86)2013( 45

46

( .)5

)2011( 47 48

(.)87

44
Hermansen
45
Cortsen
Annika Srenstam 462008
.
47
Parmentier
Victoria adams48.
 47 :/

()2005( .)70

49 2013

( .)34

. 1-2

-1-2

)1990( 1

()2005 2

()2005 3
.
: )2007( 4

()2009 5

Akiko arai49

 48 :/

()2011 6

)2012( 7



()2013 8




( )2013 9


-33-2

(.)2013

. 2-2

2-2

)Sportsmanship (Aria et al., 2013

)Expertise (Ohanian,1990
)Athletic expertise (Braunstein & Zhang, 2005
)Competence (Choi & Rifon, 2007
)Skill (Aria,2009
)Athletic expertise (Arai, 2013
)Excitement (Choi & Rifon, 2007
)Team play characteristics (Ross et al., 2006
)Competition style (Aria et al., 2013
)Success (Gladden & Funk, 2001
)Career result (hemansen, 2012
)Winning record (humphery, 2012
 49 :/

)Physical Attractiveness (humphery, 2012

)Body fit (Aria et al., 2013

)Likeable Personality(Braunstein & Zhang, 2005
)Storytelling (Hermansen, 2012
)Life story (Aria, 2013
)Trustworthiness (Ohanian,1990
Professional trustworthiness (Braunstein & Zhang,
)2005
)Trustworthiness (Sassenberg, 2012
)Relationship effort (Arai, 2013
)Relationship with fans (Arai,2009
)Sociability (Choi & Rifon, 2007
)Social interaction (Ross et al., 2006
)Social Responsibility(Vassileva, 2009

5-2

5-2
( )2013

 50 :/

. 2-2

5-2 .

 52 :/

-3-1

-2-1

- .

-1-1

93-92.

1083 .

-4-1

PASS111

...308

.10

1
power analysis & sample size
 53 :/

-5-1

.5.

-1-3

58 203
125 447
46 163
52 180
27 90
308 1083

-6-1

2-2 .

..

30

3 .13
 54 :/

8.

2-2

)2010( .

()1985 3().

3.

3 6.42

9 3 5

7;7;1 .

-3-6-1

552

42.

AMOS21. .

-2-6-1

30

 55 :/

2-3 :

-2-3

0/89 0/88 5

0/84 0/82 5

0/91
0/81 0/79 5

0/81 0/81 5
0/93 0/805 0/80 5

0/82 0/79 3
0/92 0/89 0/85 5
0/73 0/68 5
0/92 0/89 4

0/7

4( .)5-4

-7-1

SPSS19

AMOS21 .

.
 56 :/

23 .4

()

. (

) 9.

().

() .

8-1

(:)

( : )

()()

-9-3

-
.

2
Higher-order
3
Order- second
4

.
.
 57 :/

-
.

-9-3
.

( )1993

:/ 59

-3-4

AMOS21 SPSS19.

-2-4

1-4 .

17 49 4422

26 .

-1-4

24/6 24/6 76 21-17
69/4 44/8 138 26-22
88/2 18/8 58 31-27
91/7 3/5 11 36-32
96/2 4/2 13 41-37
96/8 0/ 6 2 46-42
97/1 0/3 1 49-47
97/1 299
2/9 9
100 308

:/ 60

44/8

24/6

18/8

3/5 4/2
0/6 2/9
0/3
17-21 22-26 27-31
32-36 37-41 42-46
47-49
-1-4

50

3 .

2-4

10/1 31
50/6 156
36/4 112
2/9 9

50/6

36/4

10/1

2/9

-2-4

3-418/5

.
:/ 61

53/2

46/8 .

3-4

17/5 54
9/1 28
18/5 57
2/ 6 8
14/3 44
6/5 20
5/2 16
9/4 29
1/3 4
2/9 9
7/8 24
3/ 6 11
1/3 4
53/2 164
46/8 144

1/3
3/6
7/8
2/9
1/3
9/4
5/2
6/5
14/3
2/6
18/5
9/1
17/5

3-4
:/ 62

4-49.

6/389 4/325

-4-4

1/029 5/928 7 1
0/757 6/389 7 2/2
0/888 6/004 7 2/ 6
0/852 6/210 7 2/ 6
1/140 5/629 7 1/2
1/574 4/325 7 1
1/219 5/619 7 1
1/132 5/062 7 1
1/492 4/995 7 1

-1-4

)CFA(1.

. 8

3.5-4( .)101

3.-1.

1
Confirmatory factor analysis
2
Convergent validity
3
Discriminant validity
:/ 63

0/5 0/7-2 .

)AVE( 4 0/5 .5

5-4 .

5-4

sig
( )AVE

0/000 0/83 -1/23 1/34 1

0/000 0/86 -1/48 2/61 2

0/650 0/847 0/000 0/87 -1/35 1/73 3

0/000 0/74 -1/20 1/28 4
0/000 0/72 -1/03 0/63 5
0/000 0/77 -2/50 7/97 6
0/000 0/73 -1/94 4/74 7
0/534 0/863 0/000 0/77 -1/60 2/01 8
0/000 0/71 -1/81 3/43 9
0/000 0/67 -1/43 1/58 10
0/000 0/68 -0/97 0/37 11
0/000 0/49 -1/09 0/81 12
0/496 0/769 0/000 0/73 -1/28 1/57 13
0/000 0/78 -1/38 1/61 14
0/000 0/80 -1/15 1/09 15
0/000 0/71 -1/85 3/80 16
0/000 0/71 -1/62 2/51 17
0/477
0/784 0/000 0/67 -2/38 6/74 18

0/000 0/72 -1/48 2/29 19
0/000 0/64 -1/23 1/31 20
0/000 0/83 -0/78 -0/28 21
0/479 0/000 0/88 -0/67 -0/60 22
0/694
0/000 0/76 -1/14 0/68 23
0/000 0/37 -2/25 6/11 24

4
Average variance extracted

5
=n
=i
 :/ 64

0/000 0/47 -1/55 3/15 25

0/637 0/000 0/67 -0/56 -0/71 26

0/604 0/000 0/85 -0/21 -0/94 27

0/000 0/86 -0/17 -0/78 28
0/636 0/000 0/81 -1/02 0/67 29
0/000 0/90 -1/02 0/59 30
0/804 0/000 0/84 -1/05 0/63 31
0/000 0/74 -1/33 1/39 32
0/000 0/68 -1/28 1/33 33
0/000 0/25 -1/57 2/86 34
0/000 0/38 -1/50 2/39 35
0/400 0/556 0/000 0/81 -0/60 -0/48 36
0/000 0/89 -0/50 -0/70 37
0/000 0/59 0/10 -1/04 38
0/000 0/87 -0/52 -0/57 39
0/749 0/000 0/92 -0/64 -0/29 40
0/813
0/000 0/90 -0/65 -0/25 41
0/000 0/77 -0/72 -0/08 42

5-46

6.

5-4

. 5 4 10 6 1211

1918252433323534

42.

7-4 .

.
:/ 65

)2011(

()0/85(.)101 6

0/7.

.7 .

-6-4
9 8 7 6 5 4 3 2 1

1
1 0/46
1 0/79 0/52
1 0/64 0/64 0/32
1 0/29 0/33 0/09 0/34
1 0/49 0/18 0/21 -0/02 0/22
1 0/45 0/45 0/31 0/51 0/32 0/59
1 0/33 0/58 0/57 0/24 0/17 0/00 0/25
1 0/60 0/40 0/48 0/39 0/21 0/1 -0/03 0/25

)6-4(.

220/85.

-7-4

6
Construct Reliability
( )
7
( ) ( )
=i
=
:/ 66

1/72 2/80 CMIN/DF
0/05 0/08 RMSEA
0/86 0/68 AGFI
0/96 0/82 CFI

7-4

. .

-4-4

-8-4

Asymp. Sig

0/125 1/177

0/066 1/306

0/276 0/995

0/117 1/192

0/390 0/902

0/436 0/935

0/058 1/331

0/553 0/796

0/695 0/710

-5-4
:/ 67

3-5-4

:H0 .

:H1 .

.9-4

(.);0/01

9-4
8
p
- - 0/11 0/73

3-3-5-4 3-3

:H0 .

:H1 .

10-4

(.);0/01 .

10-4
p
- - - 0/52
0/001 20/51 0/05 0/87 1

8.

. .
.
.
.
.
:/ 68

- - - 0/93 2
0/001 17/31 0/05 0/79 3

2-3-5-4 2-3

:H0.

:H1.

11-4

(.);0/01 .

11-4
p
0/001 6/97 0/18 0/86
- - - 0/75 2
0/001 9/87 0/1 0/75 3
0/001 9/39 0/08 0/69 4

1-3-5-4 1-3

:H0.

:H1 .

12-4

(.);0/01 .

12-4
p
0/001 6/03 0/14 0/91
0/001 12/07 0/08 0/73 3
0/001 12/37 0/07 0/77 4
- - - 0/83 5

4-3-5-4 4-3
:/ 69

:H0.

:H1 .

13-4

(.);0/01 .

13-4
p
0/001 4/84 0/12 0/66
0/001 9/86 0/12 0/81 1
0/001 9/50 0/1 0/71 2
- - - 0/68 4

2-5-4
:H0.

:H1 .

14-4

(.);0/01 .

14-4
p
- - 0/14 0/37

3-2-5-4 3-2

:H0.

:H1 .

15-4

(.);0/01 .

15-4
p
:/ 70

0/001 5/73 0/28 0/68

- - - 0/82 1
0/001 16/97 0/07 0/91 2
0/001 14/83 0/06 0/77 3

2-2-5-4 2-2

:H0 .

:H1 .

16-4

(.);0/01 .

16-4
p
0/001 5/59 0/32 0/74
0/001 12/25 0/07 0/67 1
- - - 0/84 2
0/001 15/66 0/06 0/86 3

2-2-5-4 1-2

:H0.

:H1 .

17-4

(.);0/01 .

17-4
p
0/001 7/53 0/21 0/53
0/001 19/36 0/05 0/82 1
- - - 0/94 2
0/001 19/67 0/04 0/82 3
:/ 71

2-2-5-4 4-2

:H0.

:H1 .

18-4

(.);0/01 .

18-4
p
0/001 5/09 0/31 0/78
- - - 0/81 3
0/001 14/66 0/07 0/91 4
0/001 10/17 0/07 0/58 5

2-2-5-4 5-2

:H0.

:H1 .

19-4

(.);0/01 .

19-4
p
0/001 5/19 0/28 0/67
0/001 21/47 0/05 0/86 1
0/001 23/96 0/04 0/92 2
- - - 0/89 3

..9

(
:/ 72

) 2()

( .)1-2

-6-4

. 20-4

6-4

0/73 0/37

20-4

2/79 CMIN/DF
0/08 RMSEA
0/77 AGFI
0/88 CFI

()220-4

21-4

2/01 CMIN/DF
0/06 RMSEA
0/84 AGFI
0/94 CFI
:/ 73

21-4

6-4

0/73

0/37 .

0/91 .

0/78 .

:/ 74


:/ 76

-3-5

.:

-2-5

..

:/ 77

( .)71

()1991()1993()2008(.)47,37,17

()1993.

.
:/ 78

11.

42 308

. AMOS21 SPSS19

. 44 .
 :/ 79

18

.0/73

0/37.

. .

-1-5

-3-1-5

47-17 .

44/8() 26-22 ( .)1-4

50/6()(.)2-4

( 46/8)

( )53/2

.-

.
:/ 80

-2-1-5

3-2-1-5 3
0/73

(.)102,21,16

()55

(.)16

2009

(.)32)2013(62

62
Carlson & Donavan
:/ 81

(.)15()2010

(.)86

)2008( 63

)2013(

( .)103 ,77

3-3-2-1-5 3-3

0/52

0/94

( )2013 :

0/79

()2012

( .)21 ,16

63
Chadwick & Burton
:/ 82

( .)104

(.)18

2-3-2-1-52-3

0/86

(.)81 ,68 ,64 ,16 )1990(

.(.)81

:/ 83

(.)21)2013( 64

( .)102

)2013(-

( .)77

)2012( 65

.-

(.)105)0/77(

1-3-2-1-5 1-3

0/91

.()2006

(.)106

( )2013

64
Harimo & Laine
65
Pikas, Schied & Pikas
:/ 84

(.)16

0/83

.)2013(

1989198866.

(.)77

..

100

4-3-2-1-5 4-3

0/66.

)2013(

6690 .
:/ 85

(.)102

( .)103,77

(.)86

( .)103,77

0/81-

:/ 86

2-2-1-52
0/37

. )2008(

(.)103,77

(.)77

.()2013

(.)16

3-2-2-1-5 3-2

0/68

()98
:/ 87

()2013 .

(.)16)1990(

( .)81 ,

(.)21

( .)107

0/81

4422

26

1-2-2-1-5 2-2

0/74

()2013()2010
:/ 88

(.)86,16

()2013

(.)16

()2009

(.)87)2007(67)2009(68

(.)66

(.)43

(.)16

0/74

67
Bailey
68
Edwards and La Ferle
:/ 89

4-2-2-1-5 1-2

0/53

( .)21

(,21,5

.)23

(.)102)2012( 69

( .)108 )2003( 70

)2008( 71

( .)66

0/94

69
Chae, Seo & Lee
70
Priester and Petty
71
Siemens et al
:/ 90

5-2-2-1-5 4-2

0/78

.()2004

()1391

( .)109,73

)2013(72

(.)110)2012( 73

(.)71

72
Brown
73
Parmentier & Fischer
:/ 91

(.)4

0/91

4-2-2-1-5 5-2

0/67

(.)80

( .)112,111

. 74 2013 2012

(.)114,113

74
Blumrodt
:/ 92

0/92

5-5

3-5-5

...

--

:/ 93

:/ 94

2-5-5

... .

.
:/ 95

.

 97

1. Rahmaninai F, Fatemi SZ. A . Conceptual model relationship quality and brand image.
th
the 6 international brand conference ; 2012 February 16-17; Tehran, Iran; p. 176-162
(Persian)
2. Kotler P, Keller KL, Lu T. Marketing Management in china: Pearson; 2009.
3. Kotler P, Keller K. A Framework for Marketing Management. 5. Painos Edward Brother.
2012.
4. Saunders KM. A Case Study of Four Entrepreneurs on Their Quest to Achieve
Professional Success in the Age of the Personal Brand: University of North Carolina; 2012.
5. Cortsen K. Annika Srenstama hybrid personal sports brand. Sport, Business and
Management: An International Journal. 2013;3(1):37-62.
6. persuasivebrands. [2014/2/23]; Available from: http://www.persuasivebrands.com.
7. Storie J. Professional athletes, sports: The ultimate branding. Fort Worth Business
Press; 2008.
8. Gladden JM, Mime GR, Sutton WA. A Conceptual Framework for Assessing Brand
Equity in Division I College Athletics. Journal of Sport Management. 1998;12(1).
9. Khodadad Hoseni H, Rezvani M. Brand management (school, value setting and
National Brand). Culture Research Bureau.2013,P 341 (Persian)
10. Nathan Dp. An Examination of Star Players' Effects on the Branding Process of
Professional Sports Teams: Marshall University; 2012.
11. Mullin BJ, Hardy S, Sutton WA. Sport marketing. 3 ed: Human Kinetics; 2007.
12. Gilchrist p. Local heroes or global stars.2005.
13. Summers J, Johnson Morgan M. More than just the media: Considering the role of
public relations in the creation of sporting celebrity and the management of fan expectations.
Public Relations Review. 2008;34(2):176-82.
14. Gledhill C. Stardom: Industry of desire: Psychology Press; 1991.
15. Carlson BD, Donavan DT. Human Brands in Sport: Athlete Brand Personality and
Identification. Journal of Sport Management. 2013;27(3).
16. Arai A, Ko YJ, Kaplanidou K. Athlete brand image: scale development and model test.
European Sport Management Quarterly. 2013;13(4):383-403.
17. Keller KL. Conceptualizing, measuring, and managing customer-based brand equity.
The Journal of Marketing. 1993:1-22.
18. Tan L, Burman J. Effects of doping behaviour on brand image in Australian sport|
Macquarie University ResearchOnline. 2013.
19. Lohneiss A, Hill B. The impact of processing athlete transgressions on brand image and
purchase intent. European Sport Management Quarterly. 2013(ahead-of-print):1-23.
20. Jani B. PERSONAL BRANDING AND ITS IMPACT:A CASE STUDY OF LATE MR. KIRIT OZA-
INTERNATIONAL BASKET BALL PLAYER. Research Zone India. 2013;2(1):41-4.
21. Sassenberg A-M, Verreynne M-L, Johnson Morgan M. A sport celebrity brand image: a
conceptual model. International Journal of Organisational Behaviour. 2012;17(2):108-21.
22. Andrews D, Jackson S. Sports celebrities, public culture and private experience. Sports
stars: The cultural politics of sporting celebrity. 2001:1-20.
23. Tamminen KA, Holt NL, Neely KC. Exploring adversity and the potential for growth
among elite female athletes. Psychology of Sport and Exercise. 2013;14(1):28-36.
24. Rein IJ, Kotler P, Shields B. The elusive fan: Reinventing sports in a crowded
marketplace: McGraw-Hill Companies; 2006.
25. Ginman C. Athlete Endorsements and Brand Image: A Study of Consumer Attitudes
toward Nike in Light of the Brands Association with Tiger Woods. 2010.
26. IBIS W. Celebrity & Sports Agents in the US. 2009; Available from:
http://www.ibisworld.com/industry/retail.aspx?indid=1635&chid=1.
 98

27. Staff A. Federer, Tiger Woods Are Most Financially Valuable Athletes. 2014 [cited 2014
2014/5/26]; Available from: http://m.atpworldtour.com/News/Tennis/2014/07/30/Forbes-
Magazine-Federer-Valuable-Athlete.aspx.
28. IMG. Client Management. 2010; Available from:
http://www.imgworld.com/sports/client_management/default.sps.
29. Berry LL. Cultivating service brand equity. Journal of the Academy of Marketing
Science. 2000;28(1):128-37.
30. Rein I, Kotler P, Shields B. A Sporting Chance at Branding. Brand Strategy. 2006:30-1.
31. Aaker DA. Building strong brands: Simon and Schuster; 2012.
32. Arai A, Ko YJ, Kang J. Branding Individual Athletes: Development of a Conceptual
Framework. North American Society for Sport Management; Columbia, South Carolina2009.
33. Carlson BD, Donavan DT. Concerning the Effect of Athlete Endorsements on Brand and
Team-Related Intentions. Sport Marketing Quarterly. 2008;17(3):154-62.
34. Arai A, Ko YJ, Ross S. Branding athletes: Exploration and conceptualization of athlete
brand image. Sport Management Review. 2014;17(2):97-106.
35. Matofi R. Global Competition for branding.Available from:
http://tablighcity.com/ advertisement/brand/branding-20/. (Persian)
36. Keller KL. Strategic brand management: Building, measuring and managing brand
equity. 3rd ed: UpperSaddleRiver,NJ:PrenticeHall.; 2008.
37. Kapferer J-N. The new strategic brand management: Kogan Page; 2008.
38. Dobni D, Zinkhan GM. In search of brand image: a foundation analysis. Advances in
consumer research. 1990;17(1):110-9.
39. Dichter E. What's in an image. Journal of Consumer Marketing. 1985;2(1):75-81.
40. Bullmore J. The brand and its image revisited. International Journal of Advertising.
1984;3(3):235-8.
41. Svensson F, Schfer J, Tarnovskaya V. Brands of athletes-The effect of brand
personality of athletes on consumers.
42. Haghighi M, Moosavi SA, Sadeghvaziri F. B2B Brand Management.1389 (Persian)
43. Cho E. Development of a brand image scale and the impact of lovemarks on brand
equity: Iowa State University; 2011.
44. Azizi S, Jamali S, Rezaie M. Surveying the relationship between brand equity and
brand-customer personality congruency.New Marketing Research. 2013; 2(4):63-81 (Persian)
45. Morris AL. Assessing brand image transfer in sponsorship: Stellenbosch: University of
Stellenbosch; 2010.
46. Alexandris K, Douka S, Papadopoulos P, Kaltsatou A. Testing the role of service quality
on the development of brand associations and brand loyalty. Managing service quality.
2008;18(3):239-54.
47. Aaker David A. Managing Brand Equity: Capitalizing on the Value of a Brand Name:
TheFree Press N.Y.; 1991.
48. Ahmadi P, Khoddami S. Brand Strategic Management. 2013. Tarbiat Modares
University Press.P 232. (Persian)
49. Anselmsson J, Anders NL. What successful branding looks like: a managerial
perspective. British Food Journal. 2013;115(11):1612-27.
50. Raggio RD, Leone RP. Chasing brand value: Fully leveraging brand equity to maximise
brand value. Journal of Brand Management. 2009;16(4):248-63.
51. Yasin NM, Noor MN, Mohamad O. Does image of country-of-origin matter to brand
equity? Journal of Product & brand management. 2007;16(1):38-48.
52. Ehsani M, Amiry M, Kozechian H. Brand Management Model in Sport Industry of Iran:
Professional Football League Case. International Journal of Research in Business and Social
Science (ISSN: 2147-4478). 2013;2(3):68-74.
 99

53. Konttinen J, Elbanna K. IDENTIFYING BRAND IMAGE: Case Revo Design *Bachelors+:
jamk university applied sciences; 2013.
54. Feldwick P. What is brand equity anyway, and how do you measure it? Journal of the
Market Research Society. 1996;38(2):85-104.
55. Keller KL. Strategic Brand Management-Building, Measuring, and Managing Brand
Equity, Global Edition, 4. Auflage, Harlow. 2013.
56. Moreau CP, Lehmann DR, Markman AB. Entrenched knowledge structures and
consumer response to new products. Journal of marketing research. 2001;38(1):14-29.
57. Rowley J. Eight questions for customer knowledge management in e-business. Journal
of knowledge management. 2002;6(5):500-11.
58. Goh SC. Managing effective knowledge transfer: an integrative framework and some
practice implications. Journal of knowledge management. 2002;6(1):23-30.
59. Malik ME, Naeem B, Munawar M. Brand Image: Past, Present and Future. Journal of
Basic and Applied Scientific Research. 2012;2(12).
60. Fichter C. Image effects: how brand images change consumers' product ratings
[Abhandlung zur Erlangung der Doktorwrde]: der Universitt Zrich; 2008.
61. Rampersad HK. Authentic personal branding: A new blueprint for building and aligning
a powerful leadership brand: IAP; 2009.
62. Shekari G, Shebalifar M. Personal branding. Tadbir. 1391;23(249):45-9. (Persian)
63. LEtang J. Public relations and sport in promotional culture. Public Relations Review.
2006;32(4):386-94.
64. CHOI S, Rifon NJ. Who is the celebrity in advertising? Understanding dimensions of
celebrity images. The journal of popular Culture. 2007;40(2):304-24.
65. Ahmed A, Mir FA, Farooq O. EFFECT OF CELEBRITY ENDORSEMENT ON
CUSTOMERSBUYING BEHAVIOR; A PERSPECTIVE FROM PAKISTAN. 2012.
66. Erfgen C. Impact of Celebrity Endorsement on Brand Image: A Communication Process
Perspective on 30 Years of Empirical Research. Institute of Marketing and Media Marketing
and Branding. 2011;4:P1-24.
67. Chan K, Ng YL, Luk EK, cartographers. Impact of celebrity endorsement in advertising
on brand image among Chinese adolescents2013.
68. Braunstein J, Zhang J. Dimensions of athletic star power associated with Generation Y
sports consumption. International Journal of Sports Marketing & Sponsorship. 2005;6(4):242-
67.
69. David M, Karl S. Be Your Own Brand: A Breakthrough Formula for Standing Out from
the Crowd. New York: Berrett-Koehler Publishers; 2002.
70. Rein I, Kotler P, Hamlin M, Stoller M. High visibility third edition: Transforming your
personal and professional brand. New York, NY: McGraw-Hill; 2005.
71. Parmentier MA, Fischer E. How athletes build their brands. International Journal of
Sport Management and Marketing. 2012;11(1):106-24.
72. Thomson M. Human brands: investigating antecedents to consumers' strong
attachments to celebrities. Journal of Marketing. 2006;70(3):104-19.
73. Fournier S, Herman K. Taking Stock in Martha Stewart. working paper, Tuck School of
Business, Dartmouth College, 2004.
74. Louie TA, Kulik RL, Jacobson R. When bad things happen to the endorsers of good
products. Marketing Letters. 2001;12(1):13-23.
75. McGhee T. The rise and rise of athlete brand endorsements. Journal of Brand Strategy.
2012;1(1):79-84.
76. Hunter E. Celebrity entrepreneurship and celebrity endorsement: Similarities,
differences and the effect of deeper engagement. 2009.
77. Andrews DL, Jackson SJ. Sport stars: The cultural politics of sporting celebrity:
Routledge; 2013.
 100

78. Ford DW, Jubenville CB, Phillips MB. The Effect of the Star Sportsmanship Education
Module on Parents Self-Perceived Sportsmanship Behaviors in Youth Sport. journal of Sport
Administration & Supervision. 2012;4(1):114-26.
79. Talebian niya H, Mozafari A, Mortezaie B. The Survey of Moral Conduct Development
Situation in Championship and Recommendation for its Development.Harkat. 2008;37:191-171
(Persian)
80. Miller F, Laczniak G. The ethics of celebrity-athlete endorsement: what happens when
a star steps out of bounds? Journal of advertising research. 2011.
81. Ohanian R. Construction and validation of a scale to measure celebrity endorsers'
perceived expertise, trustworthiness, and attractiveness. Journal of advertising. 1990;19(3):39-
52.
82. Sassenberg A-M, Verreynne M-L, editors. A sport celebrity image model: focusing
efforts to improve outcomes. Proceedings of the 2010 Australian and New Zealand Marketing
Academy Conference (ANZMAC 2010); 2010: Australian and New Zealand Marketing Academy
(ANZMAC).
83. Hsu C-H. Developing a Selection Model for the Sport Star Endorsers: Comparing
Sporting and Non-sporting Brand Advertisers: Shih Hsin University; 2012.
84. Richelieu A, Pons F. How successful is my sports brand? From managers vision to
fans perceptions: The case of the Montral Canadiens Hockey Club.
85. Bauer HH, Stokburger-Sauer NE, Exler S. Brand image and fan loyalty in professional
team sport: A Refined Model and Empirical Assessment. Journal of Sport Management.
2008;22(2).
86. Hermansen AM. the athlete brand, behind the scenes: Copenhagen 2010.
87. Parmentier M-A. When David Met Victoria Forging a Strong Family Brand. Family
Business Review. 2011;24(3):217-32.
88. Moore M, Keller C, Zemanek Jr J. The marketing revolution of Tim Tebow: A celebrity
endorsement case study. Innovative Marketing, 7 (1), 17-25. 2011.
89. Carter E. Athlete Social Responsibility (ASR): A Grounded Theory Inquiry into the Social
Consciousness of Elite Athletes [MASTERS OF ARTS]: Royal Roads University; 2009.
90. Azadnia. Social responsibility [cited 1393/3/3]; Available from:
http://zarinrayaneh.persianblog.ir/post/43/.
91. Werther Jr WB, Chandler D. Strategic corporate social responsibility as global brand
insurance. Business Horizons. 2005;48(4):317-24.
92. Vassileva B. Corporate social responsibilitycorporate branding relationship: an
empirical comparative study. Management & Marketing-Craiova. 2009(1):13-28.
93. Moharamzadeh M, Akbari R. Brand loyalty of customers and strengthen the
elationship between professional football and volleyball league sports in Iran. Applied
Research in Sport Management. 2013; 1(4):78-71 (Pearsian)
94. Soltan Hoseni M, Nasre Esfahani D, Javani V. Determine the relative contribution of
brand associations brand loyalty among fans of Major League Soccer. Journal of Sport
Management. 2012; 9:107-87 (Persian)

95. Sajadi SN, Khabiri M, Alizadeh A. The factors influencing fan's loyalty toward the most
popular teams brand in Iran's professional fooball league. Sport Management Review.
2013;18: 100-81 (Persian)
96. Burmann C, Schade M. The brand image of professional sport teams -an analysis of
relevant brand benefits and the relevance of brand personality. International Conference on
Brand Management; Lugano2010.
97. Kuosmanen N. Perceived Football Brand Image: Interpreted with brand model. 2011.
98. dimed c, joulyana s. Celebrity Endorsement - Hidden factors to success 2005.
 101

99. Simmers CS, Damron-Martinez D, Haytko DL. Examining the Effectiveness of Athlete
Celebrity Endorser Characteristics and Product Brand Type: The Endorser Sexpertise
Continuum. Journal of Sport Administration & Supervision. 2009;1(1).
100. Xiaohua H, Songling Y, editors. Research and Analysis on Operation Mode of a Personal
Brand of Chinese Sports Star. Management and Service Science (MASS), 2010 International
Conference on; 2010: IEEE.
101. Kline RB. Principles and practice of structural equation modeling: Guilford press; 2011.
102. Harimo A, Laine K. THE BRAND IMAGE OF ICE HOCKEY: Case: IIHF Ice Hockey World
Championships 2012. 2013.
103. Chadwick S, Burton N. From Beckham to RonaldoAssessing the nature of football
player brands. Journal of Sponsorship. 2008;1(4):307-17.
104. Agyemang KJ. Athlete brand revitalisation after a transgression. Journal of
Sponsorship. 2011;4(2):137-44.
105. Pikas B, Schied R, Pikas A. Assessing the Qualities of Athlete Endorsers: A Study of
Consumer Preferences for the 3 Qualities of Sports Endorsers Attractiveness, Trustworthiness,
Expertise. Journal of Marketing Development & Competitiveness. 2012;6(3).
106. Ross S. A Conceptual Framework for Understanding Spectator-Based Brand Equity.
Journal of Sport Management. 2006;20(1).
107. Patzer G. Ethics concerning physical attractiveness phenomenon: business strategy
versus research knowledge. Journal of Academic and Business Ethics. 2011;3:1-13.
108. Chae SW, Seo YW, Lee KC. Exploring human brands in online shopping: an eye-tracking
approach. Intelligent Information and Database Systems: Springer; 2012. p. 10-8.
101. Honari H, Ahmadi A, Moradi M. To Examine the Effective Factors of Informing, Social
Participation, Educational and Culture Making Roles of Sport Media in Athletic Sport
Development. Journal of sport managemement. 2012; 4(12):145-127 (Persian)
10. Brown J. The Impact of Social Media Use on Sports Fans Relationships with
Professional Athletes: An Analysis of Parasocial Relationships: ROCHESTER INSTITUTE OF
TECHNOLOGY; 2013.
111. Barnes A-J. Corporate Social Responsibility and Its Effects on Brand Trust: A Thesis
Submitted to Auckland University of Technology in Fulfilment of the Requirements for the
Degree of Master of Business, July 2011: AUT University; 2011.
112. Almohammad A. The Role of Brand Equity in the Effects of Corporate Social
Responsibility on Consumer Loyalty: Universiti Sains Malaysia; 2010.
113. Blumrodt J, Bryson D, Flanagan J. European football teams' CSR engagement impacts
on customer-based brand equity. Journal of Consumer Marketing. 2012;29(7):482-93.
114. Blumrodt J, Desbordes M, Bodin D. Professional football clubs and corporate social
responsibility. Sport, Business and Management: An International Journal. 2013;3(3):205-25


 103

PASS :3
1/8/2012 8:48:21 PM 1

Chi-Square Test Power Analysis

Numeric Results for Chi-Square Test
Power N W Chi-Square DF Alpha Beta
0.80006 2765 0.1000 27.6500 19 0.01000 0.19994
0.80006 2473 0.1000 24.7300 19 0.02000 0.19994
0.80018 2294 0.1000 22.9400 19 0.03000 0.19982
0.80021 2162 0.1000 21.6200 19 0.04000 0.19979
0.80012 2056 0.1000 20.5600 19 0.05000 0.19988
0.80002 1967 0.1000 19.6700 19 0.06000 0.19998
0.80021 1891 0.1000 18.9100 19 0.07000 0.19979
0.80020 1823 0.1000 18.2300 19 0.08000 0.19980
0.80026 1762 0.1000 17.6200 19 0.09000 0.19974
0.80021 1706 0.1000 17.0600 19 0.10000 0.19979
0.80074 692 0.2000 27.6800 19 0.01000 0.19926
0.80077 619 0.2000 24.7600 19 0.02000 0.19923
0.80067 574 0.2000 22.9600 19 0.03000 0.19933
0.80070 541 0.2000 21.6400 19 0.04000 0.19930
0.80012 514 0.2000 20.5600 19 0.05000 0.19988
0.80028 492 0.2000 19.6800 19 0.06000 0.19972
0.80047 473 0.2000 18.9200 19 0.07000 0.19953
0.80047 456 0.2000 18.2400 19 0.08000 0.19953
0.80078 441 0.2000 17.6400 19 0.09000 0.19922
0.80074 427 0.2000 17.0800 19 0.10000 0.19926
0.80165 308 0.3000 27.7200 19 0.01000 0.19835
0.80053 275 0.3000 24.7500 19 0.02000 0.19947
0.80042 255 0.3000 22.9500 19 0.03000 0.19958
0.80194 241 0.3000 21.6900 19 0.04000 0.19806
0.80137 229 0.3000 20.6100 19 0.05000 0.19863
0.80104 219 0.3000 19.7100 19 0.06000 0.19896
0.80228 211 0.3000 18.9900 19 0.07000 0.19772
0.80125 203 0.3000 18.2700 19 0.08000 0.19875
0.80078 196 0.3000 17.6400 19 0.09000 0.19922
0.80127 190 0.3000 17.1000 19 0.10000 0.19873
0.80074 173 0.4000 27.6800 19 0.01000 0.19926
0.80171 155 0.4000 24.8000 19 0.02000 0.19829
0.80260 144 0.4000 23.0400 19 0.03000 0.19740
0.80366 136 0.4000 21.7600 19 0.04000 0.19634
0.80213 129 0.4000 20.6400 19 0.05000 0.19787
0.80028 123 0.4000 19.6800 19 0.06000 0.19972
0.80356 119 0.4000 19.0400 19 0.07000 0.19644
0.80047 114 0.4000 18.2400 19 0.08000 0.19953
0.80393 111 0.4000 17.7600 19 0.09000 0.19607
0.80180 107 0.4000 17.1200 19 0.10000 0.19820
0.80233 111 0.5000 27.7500 19 0.01000 0.19767
0.80053 99 0.5000 24.7500 19 0.02000 0.19947
0.80163 92 0.5000 23.0000 19 0.03000 0.19837
0.80341 87 0.5000 21.7500 19 0.04000 0.19659
0.80486 83 0.5000 20.7500 19 0.05000 0.19514
0.80206 79 0.5000 19.7500 19 0.06000 0.19794
0.80253 76 0.5000 19.0000 19 0.07000 0.19747
0.80073 73 0.5000 18.2500 19 0.08000 0.19927
0.80367 71 0.5000 17.7500 19 0.09000 0.19633
0.80523 69 0.5000 17.2500 19 0.10000 0.19477
0.80165 77 0.6000 27.7200 19 0.01000 0.19835
0.80266 69 0.6000 24.8400 19 0.02000 0.19734
 104

0.80260 64 0.6000 23.0400 19 0.03000 0.19740

0.80850 61 0.6000 21.9600 19 0.04000 0.19150
8/2012 8:48:34 PM 2

Chi-Square Test Power Analysis

Numeric Results for Chi-Square Test
Power N W Chi-Square DF Alpha Beta
0.80806 58 0.6000 20.8800 19 0.05000 0.19194
0.80333 55 0.6000 19.8000 19 0.06000 0.19667
0.80458 53 0.6000 19.0800 19 0.07000 0.19542
0.80359 51 0.6000 18.3600 19 0.08000 0.19641
0.80078 49 0.6000 17.6400 19 0.09000 0.19922
0.80602 48 0.6000 17.2800 19 0.10000 0.19398
0.80637 57 0.7000 27.9300 19 0.01000 0.19363
0.80615 51 0.7000 24.9900 19 0.02000 0.19385
0.80236 47 0.7000 23.0300 19 0.03000 0.19764
0.81066 45 0.7000 22.0500 19 0.04000 0.18934
0.80062 42 0.7000 20.5800 19 0.05000 0.19938
0.81055 41 0.7000 20.0900 19 0.06000 0.18945
0.80534 39 0.7000 19.1100 19 0.07000 0.19466
0.81022 38 0.7000 18.6200 19 0.08000 0.18978
0.80078 36 0.7000 17.6400 19 0.09000 0.19922
0.80260 35 0.7000 17.1500 19 0.10000 0.19740
0.81143 44 0.8000 28.1600 19 0.01000 0.18857
0.80546 39 0.8000 24.9600 19 0.02000 0.19454
0.80260 36 0.8000 23.0400 19 0.03000 0.19740
0.80366 34 0.8000 21.7600 19 0.04000 0.19634
0.81386 33 0.8000 21.1200 19 0.05000 0.18614
0.80433 31 0.8000 19.8400 19 0.06000 0.19567
0.80761 30 0.8000 19.2000 19 0.07000 0.19239
0.80870 29 0.8000 18.5600 19 0.08000 0.19130
0.80807 28 0.8000 17.9200 19 0.09000 0.19193
0.80602 27 0.8000 17.2800 19 0.10000 0.19398
0.81555 35 0.9000 28.3500 19 0.01000 0.18445
0.80892 31 0.9000 25.1100 19 0.02000 0.19108
0.81322 29 0.9000 23.4900 19 0.03000 0.18678
0.80633 27 0.9000 21.8700 19 0.04000 0.19367
0.81243 26 0.9000 21.0600 19 0.05000 0.18757
0.81445 25 0.9000 20.2500 19 0.06000 0.18555
0.81358 24 0.9000 19.4400 19 0.07000 0.18642
0.81047 23 0.9000 18.6300 19 0.08000 0.18953
0.80549 22 0.9000 17.8200 19 0.09000 0.19451
0.81974 22 0.9000 17.8200 19 0.10000 0.18026
0.80792 28 1.0000 28.0000 19 0.01000 0.19208
0.80638 25 1.0000 25.0000 19 0.02000 0.19362
0.80163 23 1.0000 23.0000 19 0.03000 0.19837
0.80946 22 1.0000 22.0000 19 0.04000 0.19054
0.81098 21 1.0000 21.0000 19 0.05000 0.18902
0.80833 20 1.0000 20.0000 19 0.06000 0.19167
0.80253 19 1.0000 19.0000 19 0.07000 0.19747
0.81960 19 1.0000 19.0000 19 0.08000 0.18040
0.81012 18 1.0000 18.0000 19 0.09000 0.18988
0.82414 18 1.0000 18.0000 19 0.10000 0.17586

References
Cohen, Jacob. 1988. Statistical Power Analysis for the Behavioral Sciences, Lawrence Erlbaum
Associates,
Hillsdale, New Jersey.
 105

8/2012 8:48:37 PM 3

Chi-Square Test Power Analysis

Report Definitions
Power is the probability of rejecting a false null hypothesis. It should be close to one.
N is the size of the sample drawn from the population. To conserve resources, it should be
small.
W is the effect size--a measure of the magnitude of the Chi-Square that is to be detected.
DF is the degrees of freedom of the Chi-Square distribution.
Alpha is the probability of rejecting a true null hypothesis.
Beta is the probability of accepting a false null hypothesis.

Summary Statements
A sample size of 2765 achieves 80% power to detect an effect size (W) of 0.1000 using a 19
degrees of freedom Chi-Square Test with a significance level (alpha) of 0.01000.

Chart Section
 106

:2

(Source: Hair JF, Tatham RL, Anderson RE, Black W. Multivariate data analysis: Pearson Prentice Hall
Upper Saddle River, NJ; 2010.pp.657)
 107

:1

1/22 CMIN/DF 2/00 CMIN/DF

0/00 RMSEA 0/00 RMSEA

0/08 AGFI 0/80 AGFI

0/68 CFI 0/02 CFI

 108

: 4

"
".
..

..........:: ..........:
. .
() ()()
()()( )( )
()()()(
)()()

)
.

1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 () .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
 109

)
.

1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 ( .)
(
1 2 3 4 5 6 7
) .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .
1 2 3 4 5 6 7 .


Graduate Studies Dissertation Information
Ferdowsi University of Mashhad

Title of Dissertation: Desiging a model of professional athletes personal brand image

Author: Yaser Safar

Supervisor(s): Seyed Morteza Azimzadeh , PH.D
Advisor(s):Azar Kafashpor , PH.D

Faculty: Physical education Department: Specialization: sports management

& sports science
Approval Date: Defence Date:

M.Sc. Ph.D. Number of Pages:

Abstract:
Introduction: In recent years, understanding of the importance branding for various
industries, the sport industry, like other industries in order to achieve their goals is the use of
branding techniques. Personal branding for athletes is one of these techniques. The research is
the purpose desiging a model of professional athletes personal brand image.
Methods: The present research is the application of purpose, data collection practices and
practical research, descriptive and correlation. The study sample consisted of all male students
in physical education universities in the city of Mashhad in the second semester of the
academic year 92-93 (N=1083). To determine the sample size of the specialized software was
used to PASS. On this basis, the required sample size 308 people were estimated to be. The
questionnaire was distributed to a randomly cluster. In order to analyze the research data
technique Confirmatory factor analysis with the help of AMOS19 software was used.
Results: The results showed that, factors on and off field, both had a significant relationship
with the athletes brand image. Furthermore, it was found that the style of athletic competition
and sportsmanship, with the highest and lowest loadings 0/91 and 0/52 impact on the athletes
brand image. The model fit indices showed that the model data obtained from the conceptual
model is outlined.
Conclusion: Based on the findings of this study suggested, Athlete to create a positive image
of themselves in addition to the attention of factors on filed should also look for factors off
field. Also, personal brand should be based on their competitive advantage as the main goal of
branding is to create a distinction achieved.

Signature of Supervisor: Key Words:

1. brand image
2.personal branding
3. Professional athletes
Date: 4. confirmatory factor analysis


Ferdowsi University of Mashhad

Faculty of Physical Education & Sports Sciences

Designing a Model of Professional athletes personal brand image

By:

Yaser Safar

Supervisor:

Dr. Seyed Morteza Azimzadeh

Advisor:

Dr. Azar Kafashpor

A Thesis

Submitted in Partial Fulfillment of the Requirments for Degree of M.Sc. in

Physical education & Sport Sciences- Sport Manegement

Winter 2015