Development And Validation Of Scale To Measure Internal Branding In Sport Federations.

The purpose of the present study was to develop and validate a scale to measure internal branding in sport federations. Therefore, the methodology of the present study, from the point of view of purpose, is applied and in terms of data gathering, it is a correlation type that is specifically based on structural equation modeling using Smart PLS 3 software. The population of this study consisted of all employees, managers of Iranian Sport Federations (1062 persons). And based on the Barclays index, the sample size(195) required for the research was considered. The instrument used in the study was a researcher-made questionnaire whose construct validity was confirmed by confirmatory factor analysis as well as its content and face validity by experts (n = 7) in the field of brand marketing and sports marketing management. The validity of the questionnaire was also assessed by the Composite reliability(0/97) and Cronbach's alpha(/0973). The findings of the present study suggest that training activities, group meetings, briefings, internal communications, and leadership and management activities are factors that influence the internal branding of sports federations, and it is recommended that appropriate oversight be exercised. Ensure that all stages of establishing an internal branding system are carried out continuously and effectively through the managers and heads of federations. Also, the main components of this tool can be used by sports managers to develop internal branding.