اکبر شیخ محمدی دیزجی

The present study was conducted with the aim of designing a model for the internationalization of the brand of Premier League volleyball clubs with a combined approach.

The present study was a survey in terms of applied purpose, research method, mixed exploratory type and survey data collection method.The research method in the qualitative part was qualitative analysis of the theme and in the quantitative part was structural equation modeling. The statistical population in the qualitative section included the faculty members of universities with the specialization of volleyball, sports directors and professors; These individuals were purposefully selected for qualitative interviews on the subject of research (19 interviews with 19 people and continued until theoretical saturation). The statistical population of the quantitative section is the same as the qualitative section group with more numbers. Out of 137 research samples, 116 correct questionnaires were analyzed. In order to analyze the data of the present study, coding in the qualitative part and structural equation method in the quantitative part were used.

In the qualitative part of the research, it was found that the categories were extracted in the form of 36 concept codes and 11 main categories. In the quantitative section, it was found that all 11 categories of research (volleyball position, fans, managers, planning, media, education, volleyball league, competitions, economics, manpower and socio-cultural factors) have a good fit.

Relevant managers are suggested to create the conditions for the internationalization of the brand of volleyball clubs in the country by creating well-written and strategic plans.

The brand of the club has a decisive role in the fate of the club and the factors influencing the creation and strengthening of the brand in the clubs of the Premier Volleyball League are numerous and the impact of each of these factors is different. The aim of the present study was to develop and psychometrics "Scale of Factors Affecting the Branding of Volleyball Premier League Clubs"

The research method was qualitative-quantitative (methodological). In the qualitative section, data were collected through semi-structured interviews with 19 sports experts from the volleyball league teams of Iranian cities and faculty members in the fields of sports management at universities. In the quantitative part, content validity was measured qualitatively by 15 faculty members in the fields of sports management in universities. The construct validity was measured by exploratory and confirmatory factor analysis in both a sample of 362 sports science faculty members, volleyball specialists and sports science students (by convenience sampling method). Reliability was calculated by internal consistency method by calculating Cronbach's alpha coefficient in a sample of 30 experts. Data analysis was performed in SPSS .26 and Amos. 24.

Developed scale items were derived from the qualitative section. In the quantitative part, the validity of the qualitative content was confirmed. The results of exploratory factor analysis showed 63 items and 10 subscales. Reliability was obtained by internal consistency method by calculating Cronbach's alpha coefficient for the whole scale of 0.95 and for the subscales from 0.91 to 0.75.

The "Scale of Factors Affecting the Branding of Volleyball Premier League Clubs" was developed with validity and reliability. Therefore, it is recommended to use it to measure the factors affecting the branding of volleyball premier league clubs.