Structural Modeling of Factors Influencing the Development of Personal Branding among Sports Coaches in Iraq
Keywords:
coaching skill, coaching experience, lifestyle outside the sports field, promotion, coach’s behavioral approach, personality, personal brandingAbstract
The purpose of this study was to examine the structural model of factors influencing the development of personal branding among sports coaches in Iraq. The research employed a descriptive–correlational methodology and was conducted using a survey design, with structural equation modeling applied to test the hypotheses. The statistical population consisted of professional sports coaches in Iraq. The sample for this study was selected through convenience sampling, and a total of 360 participants constituted the final sample. To measure the structural factors influencing the development of personal branding among Iraqi sports coaches, a researcher-made questionnaire—designed based on interviews with experts—was utilized. Data analysis was conducted through structural equation modeling. The results indicated that variables such as environmental factors (political–economic conditions), expertise, coaching performance and skills, coaching experience, lifestyle outside the sports field, promotion, the coach’s behavioral approach, and the coach’s personality significantly influence the development of personal branding among sports coaches in Iraq. The development of a structural model of factors affecting the formation of personal branding among Iraqi sports coaches contributes to a deeper understanding of key determinants and provides precise guidance for enhancing coaches’ professional standing. Moreover, this model facilitates the design of targeted strategies to improve the image and increase the influence of coaches within the sport domain.
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Copyright (c) 2025 M.dheyaa M.ali Abdulhussein Altameemi (Author); Elham Moshkelgosha; Abd Ali Jaafar Mohammed Aldahhami, Rasool Nazari (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
