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Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee

Document Type : Original Article

Authors

1 Master's degree in Sports Management, Non-Profit Ivanki University, Tehran, Iran.

2 Assistant Professor of Physical Education Instruction, Farhangian University, Shahid Chamran Campus, Tehran, Iran.

3 Associate Professor in Sport Management, Department of Sport Sciences, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

Abstract

Purpose: Today, sports organizations have recognized the significance of their brand concerning their products and services. This study investigated the association between integrated marketing communications and brand prestige in the national olympic committee of Iran.
Methodology: The research utilized a descriptive-correlational approach, employing structural equation modeling as the research method. The participants comprised all the 140 managers and specialists affiliated with the national olympic committee. Questionnaires on integrated marketing communication from Lee and Park (2007) and brand prestige questionnaires from Beak et al. (2010) were employed to collect data. SPSS26 and AMOS24 software were used to analyze data.
Findings: The findings showed a significant positive relationship between integrated marketing communications and its influence on brand prestige. The path analysis results indicated that the effectiveness of individual communication in delivering a consistent message and creating a favorable impression, as well as strengthening communication with recent customers, had a considerable positive impact on the brand prestige of the national olympic committee. The coefficient of dimensions showed 33.6% of the total variance in brand prestige changes. The structural equation model results further indicated that integrated marketing communications had a significant positive effect on the brand prestige of the national olympic committee.
Originality: Sports organizations must employ diverse and innovative communication methods to nurture customer relationships in today's evolving landscape. A well-designed marketing communication program should assist organizations in achieving this objective by reinforcing customer engagement through practical communication activities.

Keywords

Main Subjects

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Sports Business Journal
Volume 4, Issue 1 - Serial Number 9
February 2024
Pages 13-29
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