Volume 13, Issue 25 (9-2023)
JRSM 2023, 13(25): 109-133 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
brakhas H, Seifpanahi Shabani J, Ziya M. Designing a Model to Promote the Brand Position Of the Sports Club Industry in Iran. JRSM 2023; 13 (25) :109-133
URL: http://jrsm.khu.ac.ir/article-1-3125-en.html
URL: http://jrsm.khu.ac.ir/article-1-3125-en.html
1- University of Guilan
2- University of Zanjan , Seifpanahi.j@znu.ac.ir
2- University of Zanjan , Seifpanahi.j@znu.ac.ir
Abstract: (2464 Views)
The purpose of this study was to provide a model for promoting the brand position in the country's sports club industry. The research method was qualitative with a systematic exploratory approach (content analysis). Participants consisted of two sections of human resources (club managers and coaches, sports marketing experts) and information resources (relevant and credible scientific, library and media) Participants in sufficient numbers, purposefully and based on saturation Theoretical was done (27 people and 39 documents). The research tools included semi-structured exploratory interviews along with a systematic library study. The validity of the instrument was evaluated and confirmed based on the scientific competence of the sample, the content validity of the experts and the agreement between the coding correctors. To analyze the findings, a multi-stage conceptual coding method (open, selective and thematic) with a system analysis approach was used. The final conceptual framework consisted of 121 components, 26 dimensions, 9 perspectives and 3 levels identified. Levels and perspectives, respectively, affect-effectiveness between their sub-variables, including the underlying level (structural, managerial and capacity perspectives of the club), the strategic level (marketing perspectives, brand strength, branding and innovation) and the functional level (functional perspectives and Brand values). Based on the research findings, it can be said that brand promotion in club management is a systematic process in which the marketing system should achieve the targeted values based on knowing the contexts and adopting appropriate strategies. It is suggested to the clubs that in order to promote the brand, they should not be satisfied with only a few occasional measures with short-term effect, but also define their branding project based on a scientific framework such as the model presented in this research.
Type of Study: Research |
Subject:
sport management
Received: 2021/05/6 | Accepted: 2021/12/12 | ePublished ahead of print: 2021/12/12 | Published: 2023/09/11
Received: 2021/05/6 | Accepted: 2021/12/12 | ePublished ahead of print: 2021/12/12 | Published: 2023/09/11
References
1. 1. Sajjadi S. N., Rajabi, H., Abedlati M., Tarighi R. Investigating the factors affecting the brand equity of Persepolis Club in Tehran. New Approaches in Sports Management, 2013; 1 (3), 43-52. [in Persian]
2. Naghshzan Khajouie, R., Salimi, M., Nazari, R. Providing a Conceptual Model for Sporting Events in Iran. Jounal of Marketing Management, 2020; 15(47), 51-67. [in Persian]
3. Saeedi, H,. Talebpour, M., Gholamian, J. Investigating the effective factors on promoting the brand equity of sports clubs in the country with a futures research approach, Master Thesis, Sanabad Golbahar Higher Education Institute, 2020. [in Persian]
4. Lorenzi, m.Radicchi, e.Zagnoli, p."The challenge of understanding sports brand equity: The case of Calcio Padova Spa". The 20th Conference of the European Association for Sport Management (EASM).Marketing in and through Sport, 18-21 September 2012, Aalborg, Denmark.66-67.
5. Ghobadi, A., Bushehri Shetab, S. N., Khatibi, A. Explaining the model of effective factors in the development of domestic sportswear brands, PhD thesis, Shahid Chamran University of Ahvaz, Faculty of Physical Education and Sports Sciences, 2019. [in Persian]
6. Abdi Panbeh Choleh, L., Azimzadeh, S. M., Marefati, A. Investigating the role of word-of-mouth advertising in promoting the special value of the tourism destination brand (Case study: Chalidreh recreational-sports tourism complex). Master Thesis, Sanabad Golbahar Higher Education Institute, 2018. [in Persian]
7. Farahani, A., Alidoust Ghahfarrokhi, E., Derakhshande Ghahferrokhi, S. An Investigation of Problems in Private Sport Clubs in Shahr-e-kord City. Journal of Sport Management, 2015; 7(1), 53-67. [in Persian]
8. Schade, M., Piehler, R., & Burmann, C. Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs. Journal of Brand Management, 2014; 21(7), 650-663. [DOI:10.1057/bm.2014.36]
9. Dechawatanapaisal, D. Employee retention: the effects of internal branding and brand attitudes in sales organizations. Personnel Review, 2018. [DOI:10.1108/PR-06-2017-0193]
10. Musazadeh, A., Imanzadeh, M., Malai, M. Identifying and presenting scientific solutions to promote the brand value of sports companies, Master Thesis, Islamic Azad University, Ardabil Branch, 2017. [in Persian]
11. Mirzaee, M., Mohammadkazemi, R., Khademi, M. The Effect of Sport Brand Development on Brand Equity (Case Study: Persepolis Brand). Journal of Sport Management, 2017; 9(3), 531-548. [in Persian]
12. Hossein Gholizadeh, M., Pourmahdi, A., Dadfar, A. Investigating the effect of moral marketing and social responsibility on market performance with intermediary brand value, master thesis, Awli novin Institute, 2020. [in Persian]
13. Behzadnia, P., Sanoubar, N., Hosseini, S., Fazlzadeh, K. CSR actions of companies in the corona crisis and brand equity: the role of brand credibility and emotional attachment. Journal of International Business Administration, 2020; 3(continuous 10), 53-71. [in Persian]
14. Peyghani, K., Mahmodian, Y,. Jalilian, H.M. Effectiveness of social responsibility activities in brand promotion in the banking industry (studyed by Tejarat Bank) Kermanshah province, 2019. [in Persian]
15. Hosseinzadeh, M., Baktash, F. Studying the Effect of Mixed Experiential Marketing on Brand Equity and Brand Image (Case Study: Royal Mattress Brand). Journal of Business Management, 2018; 10(2), 303-324. [in Persian]
16. Nazari, R., Haddadi, S. The Effect of Service Quality on Customer Satisfaction and Loyalty and Promoting the Strategic Position of the Brand of Private Clubs: Modeling. New Approaches in Sports Management, 2017; 5 (17), 45-56. [in Persian]
17. Rezaei, F. Investigating internal branding and brand upgrades in organizations, The fifth international economy, management, accounting with value creation approach, Shiraz, 2017. [in Persian]
18. Mohammad shafiee, M., Rahmatabadi, Y., soleymanzadeh, O. The impact of social networks marketing communication on brand equity, relationship equity and customer responses. Consumer Behavior Studies Journal, 2019; 6(1), 105-124. [in Persian]
19. Moradi Hazari, R,. Sadeghi Boroujerdi, S., Fardy, S. The effect of Iranian sports brand credibility on perceptual variables and consumer behavioral tendencies (Case study: Daei, Nahangi and Majid sports brands), Pars Modir, 2017; 6 (12), 65-74. [in Persian]
20. Feiz D, Kohyari Haghighat A, Kohyari Haghighat K. The Role of Quality Improvement of Services in Promoting Brand Performance in Tehran Hospitals . payavard, 2017; 11 (1) :53-65. [in Persian]
21. Fathian, R., Elahi, A., Akbari, H. The empirical study of the effect advertising by celebrities in promoting the brand equity of sport goods. SportManagement, 2020; 12(1), 161-180. [in Persian]
22. Jafari, Z., Khodadadi, M. R. Investigating the impact of personal brands of sports celebrities on the perceived value of brand and brand love, postgraduate thesis, Azerbaijani Wheel Education Institute, Department of Sport Sciences, 2020. [in Persian]
23. Elami, F., Ghorbani, L,. Yaramadi, J. The Effect of Coastal Volleyball Value in Different Sunni Categories on the Loyalty Loyalty of Love Brand, Master's Thesis, Message University of Hormozgan Province, Bandar Abbas payame noor, 2020. [in Persian]
24. Mohammadi, A., Rezaei Sufi, M., Mohammadi, N. (2020). Identifying the factors affecting the development of brand equity of Iranian football referees and presenting a model, Master Thesis, Payame Noor University of Guilan, Payame Noor Center, Rasht, 2020. [in Persian]
25. Mehrpour, M., Keshtidar, M., Marefati, A. A. Explaining the strategies for developing the Razavi sports brand from the perspective of experts, Master Thesis, Sanabad Golbahar Higher Education Institute, 2020. [in Persian]
26. Zakipourzadeh, A., Hosseini, S. E., Boroumand, M. R. Designing a model for promoting the special value of domestic sports brands, Master Thesis, Shahid Beheshti University, Faculty of Physical Education and Sports Sciences, 2018. [in Persian]
27. Nazari, R., Bankdarchian, Narges; Safikhani, Goli. Presenting a model of the effect of brand leveraging, brand reputation on customer reuse and promoting the strategic position of sports clubs. Journal of Sports Science, 2019; 11 (35), 28-43. [in Persian]
28. Malekzadeh, S., Nave Ebrahim, A., Abdollahi, B., Zamahini, M. Designing and explaining the educational brand promotion model of Payame Noor University, PhD thesis, Kharazmi University, International Campus, 2019. [in Persian]
29. Kalashi, M., Jami Alahmadi, A., Yamini Firouz, M., Ebrahimi Poor, H. Assessing the Effects of Sports Brand on Brand Preference at the Time of Purchase (Case Study: Fans of Mazandaran Kaleh Volleyball Team). Sport Management Studies, 2019; 10(52), 203-228. [in Persian]
30. Ebrahimi Khangha, S., Hematinejad, M.H., Benar, N. The Impact of Social Responsibility on Customer Behavior with Intermediary Green Marketing and Brand Special Value in Rasht Sports Clubs, Masters Thesis, University of Guilan, Faculty of Physical Education and Sport Sciences, 2018. [in Persian]
31. Nazari, R., Ghavami, F. The effect of brand credibility on brand alliance strategy in order to improve the strategic position of the brand: A case study of Sepahan Isfahan Club. Journal of Applied Research in Sports Management, 2017; 6 (1), 61-71. [in Persian]
32. Dehghanpouri, H., Abdavi, F., Eskandarnegad, M. A Study of the Effect of Sports Brand Advertising on Customers' Electroencephalographic Changes in Neuromarketing. Journal of Sport Management, 2016; 8(3), 389-405. [in Persian]
33. Tinson J, Sinclair G, Gordon R. How value is disrupted in football fandom, and how fans respond. European Sport Management Quarterly. 2021 Jan 9:1-8. [DOI:10.1080/16184742.2020.1871394]
34. Gaber HR, Elsamadicy A, Wright LT. Do instagram fan pages develop consumer-brand relationships? Evidence from the telecommunications industry. Cogent Business & Management. 2021 Jan 1;8(1):1884344. [DOI:10.1080/23311975.2021.1884344]
35. Barreda AA, Nusair K, Wang Y, Okumus F, Bilgihan A. The impact of social media activities on brand image and emotional attachment. Journal of hospitality and tourism technology. 2020 Jan 13. [DOI:10.1108/JHTT-02-2018-0016]
36. Li LL. Research on brand development of Central Public-interest Enterprises. InE3S Web of Conferences 2021 (Vol. 235, p. 01017). EDP Sciences. [DOI:10.1051/e3sconf/202123501017]
37. Kádeková Z, Savov R, Košičiarová I, Valaskova K. CSR Activities and their impact on brand value in food enterprises in Slovakia based on foreign participation. Sustainability. 2020 Jan;12(12):4856. [DOI:10.3390/su12124856]
38. Stegmann P. Digital transformation in sport: The disruptive potential of digitalization for sport management research, 2020.
39. Aquinia A, Soliha E. The effect of brand equity dimensions on repurchase intention. Diponegoro International Journal of Business. 2020 Dec 31;3(2):97-103. [DOI:10.14710/dijb.3.2.2020.97-103]
40. Dilawar, Sadiq. The Impact of Brand Equity. Journal of Relationship Marketing, 2020; 1(17), 28-32.
41. Govind R, Garg N, Mittal V. Weather, Affect, and Preference for Hedonic Products: The Moderating Role of Gender. Journal of Marketing Research. 2020 Aug;57(4):717-38. [DOI:10.1177/0022243720925764]
42. Faseeh, A., Fayaz N. Brand Experience and Brand Equity. Vision: The Journal of Business Perspective, 2019; 10(23), 18-23.
43. Niculescu A, Dumitriu D, Purdescu C, Popescu MA. Enhancing Brand Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study on Top Ten Romanian Companies. TEM Journal. 2019 Feb 1;8(1):171.
44. Ma B, Cheng F, Bu J, Jiang J. Effects of brand alliance on brand equity. Journal of Contemporary Marketing Science. 2018 Sep 3. [DOI:10.1108/JCMARS-08-2018-0007]
45. Kasemsap K. The roles of corporate marketing strategies and brand management in the global retail industry. InDigital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications 2018 (pp. 294-325). IGI Global. [DOI:10.4018/978-1-5225-5187-4.ch016]
46. Kang C, Bennett G, Peachey JW. Five dimensions of brand personality traits in sport. Sport Management Review. 2016 Aug 1;19(4):441-53. [DOI:10.1016/j.smr.2016.01.004]
47. Bodet G, Séguin B. Team sports brand management. InManaging Sports Teams. 2021 (pp. 141-159). Springer, Cham. [DOI:10.1007/978-3-030-56495-7_8]
48. Aguiar Noury, A. Empirical Analysis of the European Football Industry: The Role of Sports Performance, Media Visibility, and Brand Value in Revenue Generation and Talent Compensation (Doctoral dissertation, Universitat Internacional de Catalunya(, 2020.
49. Jankovic M, Jaksic-Stojanovic A. Challenges of sports branding. Sport Mont. 2019;17(1):75-8. [DOI:10.26773/smj.190213]
50. RĂZVAN BM, CĂTĂLIN P. BRANDING IN SPORT. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy Series. 2018 Sep 1(5).
51. Wang MC, Tang YY. Examining the antecedents of sport team brand equity: A dual-identification perspective. Sport Management Review. 2018 Jun 1;21(3):293-306. [DOI:10.1016/j.smr.2017.07.010]
52. Tsordia C, Papadimitriou D, Parganas P. The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing. 2018 Jan 2;26(1):85-105. [DOI:10.1080/0965254X.2017.1374299]
53. Kunkel T, Doyle JP, Funk DC. Exploring sport brand development strategies to strengthen consumer involvement with the product-The case of the Australian A-League. Sport Management Review. 2014 Nov 1;17(4):470-83. [DOI:10.1016/j.smr.2014.01.004]
54. ISNA. The importance of compiling and implementing a comprehensive club system in Iran, 2017; https://www.isna.ir/news/96092212576/
55. Rasooli, M., Khabiri, M., Elahi, A., Aghaee, N. Internal factors and obstacles of brand management in Iran's pro league football clubs. Sport Management Studies, 2016; 8(35), 51-66. [in Persian]
56. Benesbordi, A., Khabiri, M., Jalali Farahani, M., Goodarzi, M. (2017). Modeling Factors Influencing Brand Extension in Professional Football Clubs. Journal of Sport Management, 9(3), 411-428. [in Persian]
57. Rasooli, M., Elahi, A., Esmaeili, M. (2019). Promoting the model of Iran's football pro-league brand management. Sport Management and Development, 8(2), 130-141. [in Persian]
58. Seyed Javadin, S. R., Shams, R. (2007). Factors determining the special value of sports shoes brand among young people. Journal of Executive Management, 7 (25), 73-96. [in Persian]
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
