Analysis of the Causal Relationships of Variables Affecting the Branding of Iran's Premier Volleyball League
Subject Areas : Innovation in Sports Management
Hamed Maroufi
1
,
leila saffari
2
,
Mehdi Naderinasab
3
,
abbas biniaz
4
1 - Ph. D. student, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Assistant Professor, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 - Assistant Professor, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
4 - Assistant Professor, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Keywords: Branding, Multi-criteria Decision Making, Secondary Analysis, Premier League of Volleyball, Causal Relationships,
Abstract :
Past researches show that sports branding in various fields, including sports leagues, is affected by various variables that do not play a role in the same way. In this research, while identifying these variables in relation to the branding of Iran's premier volleyball league, the relationships between them and how they play a role have been investigated. The method of this study is mixed (qualitative-quantitative). In the qualitative part, the research approach was literature review and in the quantitative part, multi-indicator decision making. In the qualitative part of the study unit, there were researches related to the research topic, and in the quantitative part, there were experts who were selected purposefully, respectively, 6 researches and 12 experts. The data collection tool was a checklist in the qualitative part and a matrix-like questionnaire with dimensions of 20x20 in the quantitative part. In order to evaluate the quality of the selected studies in the literature review, the observational studies quality evaluation checklist was used, and in the multi-indicator decision-making section, fuzzy Delphi was used in two rounds to screen the indicators. Data analysis was done using content analysis and DIMTEL technique. The findings showed that there are 20 effective variables on the branding of Iran's premier volleyball league, among which the brand management variable is simultaneously the most effective and the most effective variable, which has the most interaction with other variables. It was also found that brand value has the lowest influence, brand positioning has the lowest influence, and according to the classification obtained from the total of these 20 variables, 9 variables have a causal role and 11 variables have a causal role. This finding shows that the branding of Iran's Premier Volleyball League is a process subject to different authorities whose importance and priority are not the same, so they should not have the same weight in the planning and branding strategies of the Premier Volleyball League.
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