Developing a Model of Factors Affecting the Internal Branding of Non-Profit Physical Education Conservatories

The purpose of this study was to develop a model of factors affecting the internal branding of non-profit physical education colleges in Khorasan Razavi province. . The statistical population in the qualitative section included professors and experts in the field of branding and school sports. The sampling method in the qualitative section was purposeful, which reached theoretical saturation after the ninth interview. A small part of the statistical population of this study included all physical education experts of Khorasan Razavi General Directorate of Education and the departments of seven education districts of Mashhad and Tabadakan region, principals of vocational schools and physical education teachers and physical education teachers in Mashhad, which was analyzed on 277 questionnaires. The research tool was a semi-structured interview in the qualitative part of the interview and a researcher-made questionnaire in the quantitative part. The reliability and validity of the structure were evaluated and fitted by confirmatory factor analysis. In order to analyze the data, descriptive statistics were used to classify the data and test the research hypotheses. Confirmatory factor analysis models were used in Smart PLS software and the Friedman ranking test and heuristic factor analysis were used in SPSS software. Findings identified a total of 10 factors in the field of branding of non-profit physical education conservatory in Khorasan Razavi province. The findings of the Friedman ranking test showed that there is a significant difference between the components affecting the internal branding of non-profit sports schools in Khorasan Razavi province in terms of priority.