Quantitative Modeling of Factors Affecting the Branding of Personality Traits of Sports Volunteers in Iranian University Sports Events

Brand is one of the most important intangible assets that has been recently noticed. A brand is like a floating iceberg; you can only see a small part of it floating above the surface of the water, which represents the things that have been associated with the brand over time; but the important parts that indicate the strength of the brand are out of sight and underwater. The purpose of this study was to model the factors affecting the branding of personality traits of sports volunteers in Iranian university sports events.

The research is applied in terms of purpose, descriptive-analytical in terms of goal method, and mixed exploratory research (quantitative and qualitative) in terms of implementation method.The interview process continued until the data reached theoretical saturation, with 15 interviews with experts, including sports event organizers, people who have volunteered at university sports events, and professors with personal branding experience.The statistical community consisted of qualitative experts, including organizers of sporting events, professionals who have volunteered and been promoted to academic sporting events, and professors who have worked in the field of personal branding. The statistical population in a small part included all people who had a history of volunteering in sports and the organizers and officials of sports event committees. The available sampling method was selected and 216 questionnaires were distributed electronically. PLS software was used to evaluate the fit of the path-structural model.

The results of the research model showed that causal conditions, background conditions, and intervening conditions had a positive and significant effect on personality branding of sports volunteers that the share of background conditions with a standard effect coefficient of 0.487 was higher than other factors.

By implementing the swimming strategies from the present study, we can see an increase in self-confidence and promotion of the position of sports volunteers, as well as improvement and efficiency in holding and managing sports events.