Presenting a World-Class Management Communication Model (WCM) with Mixed Elements of Service Marketing and Brand Equity in a Professional Sports Club in Iraq

Salim Alsoudani, Mortaza; Mohammadi, Forough

doi:10.48301/jmes.2025.496563.1089

Presenting a World-Class Management Communication Model (WCM) with Mixed Elements of Service Marketing and Brand Equity in a Professional Sports Club in Iraq

Document Type : Original Article

Authors

mortaza salim alsoudani ¹

forough mohammadi ²

¹ Master's Degree in Sports Management, Islamic Azad University, Khorasgan Branch, Isfahan

² 2. Department of Sports Management, ST.C., Islamic Azad University, Tehran, Iran.

10.48301/jmes.2025.496563.1089

Abstract

The purpose of this research was to develop a communication model of the mixed elements of service marketing and brand equity with world class management (WCM) in a professional sports club in Iraq. The current research is practical in terms of its purpose, and the research method is a correlational field-library method. The tools of this research were the standard questionnaire of the mixed marketing elements questionnaire (2021) by Siripipatthanakul & Puttharak, the special value questionnaire (2021) by Niazi et al, and the world-class management questionnaire by Mohammadi et al. (2018). The statistical population of this research includes all the administrative experts of the sports clubs of the southern and central cities in Iraq in 2022 in the number of 320 people, and the final sample based on the morgan table and simple random cluster sampling method was 170 people. In order to test the hypotheses, structural equation modeling was used using smartPLS and SPSS22 software. Based on the obtained results, the value of the statistic (t) in all three paths is greater than 1.96, which means that there is a significant relationship between the marketing mix elements on brand equity and world class management in Iraqi sports clubs at the 95% confidence level and 0.05 error level. Therefore, it is suggested that by following a new method of providing services in an Iraqi sports club, relying on world-class management, the club can be led to significant development and growth.

Keywords

elements

mix marketing service

brand equity

world class management (WCM)

Iraqi sports industry