1- Tehran University
2- Tehran University , horajabi@ut.ac.ir
2- Tehran University , horajabi@ut.ac.ir
Abstract: (3100 Views)
Abstract: The purpose of this research was to identify the effective factors of personal branding for individual sport athletes The rearch method based on approche was qualatitive. The statistical population of the research was outstanding athletes (Olympic, world, Asian and international champions) and experts of sport marketing, 16 of them were selected as statistical sample using the purposeful sampling method. The data collection tool was in-depth and semi-structured interviews, which were carried out using the Charms and Glazer’s approach (2006) until reaching theoretical saturation. Data analysis was carried out in MAXQDA 2020 software. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, managerial factors, economic conditions, individual personality characteristics, social responsibilities, social skills), were counted as effective indicators on personal branding in individual sport athletes. Results showed that in order to improve personal brands of athletes as much as possible, they should pay more attention to environmental factors, especially mass media, and if possible, manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.
Keywords: Sport Marketing, Personal Branding, Athlete Branding, Brand Strategy, Professional Athletes
Type of Study: Research |
Subject:
sport management
Received: 2023/05/29 | Accepted: 2023/12/10 | ePublished ahead of print: 2023/12/10
Received: 2023/05/29 | Accepted: 2023/12/10 | ePublished ahead of print: 2023/12/10
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
