Tendency to Sports, Personality and Popularity of Athletes with Sport Brands in Iranian Sport Clubs

The present study was designed and conducted to investigate the relationship between sports orientation, personality and popularity of athletes with sport brands in Iranian sports clubs. The method of the present study was descriptive-analytical and was a causal method based on structural equation modeling. According to the research topic, the study population is the consumers of sports clubs, which includes all customers of sports clubs in Tehran (athletes), both men and women, who go to the club to perform sports activities and obtain a sports insurance card. Data collection tools in the present study included a researcher-made questionnaire. The statistical method used in the present study included the structural equation method. SPSS and AMOS software were used to analyze the data of the present study. The results of the present study showed that the tendency to sports, personality and popularity of athletes have a significant effect on sports brand in Iranian sports clubs. In other words, improving the attitude towards sports, personality and popularity of athletes can provide a basis for improving the sports brand of sports clubs.