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چکیده
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Nowadays, the issue of personal branding has become one of the most important and current topics in marketing that can play akey role in the business environment. The effects of personal branding on various aspects of service businesses have beenproven. Sports clubs as a service business are no exception to this rule. Therefore, the purpose of this study is to investigate therole of personal branding on the performance of sports businesses in Mazandaran province. The present study is a descriptivecorrelational study and the statistical population for this study is the owners of sports clubs in Mazandaran province. Thispopulation, a sample of 221 people was selected by stratified-relative sampling method and to collect research data, twoquestionnaires including personal branding questionnaire of Eskandari et al. (1397) and Holly et al.'s (2003) performancequestionnaire containing 27 questions were used. Took. The content validity of the questionnaire was checked by 10 supervisorsand consultants and the reliability was assessed and confirmed by cronbach's alpha coefficient whose value for eachquestionnaire was above 0.7. In order to analyze the data and test the hypotheses in the statistical section, due to the normality ofthe data, one-sample t-test and structural equation modeling using PLS3, SPSS16 and EXCEL software were used. Findingsshowed that the average status of personal branding (3/69) was significantly different from the hypothetical average of thecommunity and was higher than the average of the community. Also, performance (2/74) and dimensions of market performance(2/71) and financial (2/58) are significantly different from the average of the society and is lower than the average of the society.Customer performance (2/95) was also lower than average but there was no significant difference. The results also showed thatpersonal branding with a path coefficient of 0.30 affects the performance of sports businesses. Based on this, it is suggested thatthe owne
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