Designing the Brand Identity Model of Citizen Sport in Iran

Subject Areas :

Ehsan hassannezhad Shandiz ¹ ( PHD Student in Sport Management, Department of Physical Education And Sport Science, Mashhad Branch, Islamic Azad University, Mashhad, Iran. )
Mohammad Reza Esmaeilzadeh Ghandehari ² ( physical education department, Mashhad branch, Islamic Azad university, mashhad,Iran )
Seyyed morteza Azim zadeh ³ ( Assistant Professor in Sport Management, Department of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran )

Received: 2023-10-05 Accepted : 2024-08-28 Published : 2024-09-25

Keywords: Citizen Sports, Brand Identity, Iran,

Abstract :

Today, the concept of brand has become much more popular than its original origin and is no longer exclusive to services, goods and even companies, but a new phenomenon called personal branding has appeared. A developed personal brand brings many material and spiritual benefits for professional athletes, therefore it is necessary to identify the factors affecting the identity of citizen sports in Iran. The purpose of this research is to use the foundation's data theory approach to design a conceptual model of the citizen sports brand in Iran. Based on the objectives of the research, the current research was of an exploratory type, the method of conducting it was descriptive-analytical, and the method of data collection was library-field. This research is a mixed type of research and was conducted using the method of foundational data theory and structural equation model. Semi-structured interviews were used as a data collection tool and sampling was done using the snowball sampling method until the saturation limit, and a total of 20 people participated in the interview. Based on the findings, after performing three stages of open coding, selective coding and theoretical coding, the elements influencing the brand identity of citizen sports were identified. In the following, using the structural equation model, the brand identity model of citizen sport was identified. The findings showed that the components of citizenship sports include the configuration of citizenship sports, the character of citizenship sports, cultural dimensions, brand relationship, reflection, and self-concept. Also, the research model has a significant fit in the existing and desirable part. The total brand identity of citizen sports can have major effects on the development of individual and social factors in citizens and urban society, which can be extended to other fields outside of sports, and the concepts of citizen sports follow the development of active citizenship.

References:

احمدی فرد، کاظم، خانلری، امیر، معصومی، حمیدرضا (1396). "بررسی رابطه بین هویت برند، ارزش درک شده و رضایت برند با قصد خرید با در نظر گرفتن نقش واسطه ای ترجیح برند". مجله نخبگان علم و مهندسی، دوره 3، شماره 6، 44-54.
جابری، اکبر، سجادی، نصرالله، خبیری، محمد، جلالی فراهانی، مجید (1395). "تأثیر مولفه های هویت برند بر همذات پنداری هواداران با برند باشگاه های لیگ برتر فوتبال ایران". رویکردهای نوین در مدیریت ورزشی، دوره پنجم، شماره 17، 112-118.
جباری، علیرضا، نوقابی، مهدی (1396). "تبیین تاثیر ارزش برند خاص، تصویر برند و تعهد هواداران بر برندسازی بین المللی باشگاه های برتر فوتبال کشور". رویکردهای نوین در مدیریت ورزشی، دوره 6، شماره 21، 44-56.
دهدشتی شاهرخ، زهرا، سلیمان زاده، امید، شاه میرزایی، وحیدرضا (1395). "تأثیر تطبیق هویت مشتری با برند بر ارزش ویژه برند در خدمات هتل". فصلنامه مطالعات مدیریت گردشگری، سال دوازدهم، شماره 40، 51-59.
عابدی، احسان، جمالو، فاطمه (1395). «بررسی عوامل مؤثر بر هویت برند شرکتی و تأثیر آن بر عملکرد برند و رضایت کارکنان بیمه البرز» (مطالعه موردی: کارکنان استان تهران). مدیریت بازرگانی، دوره 9، شماره . 44-53.

Aaker, J. L. (2007).» Dimensions of brand personality«. Journal of Marketing Research, 34(3), 347-53
Bamert, T., & Wehrli, H. P. (2005). » Service quality as an important dimension of brand equity in Swiss services industries«. Managing Service Quality, 15(2), 132-141.‏
Callejo, M. B., & Forcadell, F. A. (2016). Real Madrid Football Club:» A new model of business organization for sports clubs in Spain«. Global Business and Organizational Excellence, 26 (1), 51-64
Chernatony, L. D., & Mc Donalds, M. (2006). » Creating powerful brands: in consumer, service and market « (2 ed.).British:Butterworth Heinemann.
Coleman, J. S. (2011). » Positioning of Store Brands«. Marketing Science, 21(4), 378-397.
Farquhar, P. H. (2009). »Managing brand equity«. Marketing research, 1(3), 24-33.‏
Iglesias, O., Landgraf, P., Ind, N., Markovic, S., & Koporcic, N. (2019). »Corporate brand identity co-creation in business-to-business contexts«. Industrial Marketing Management. doi:10.1016/j.indmarman.2019.09.008
Jioya, V. (2010). » Relationship of brand identity and image«. Engineering economics, 1 (51), 69-79.‏
Kalliopi,S., Shilbury, D and Christine, G. (2008). » Sport Development Systems, Policies and Pathways: An Introduction to the Special Issue«. Sport Management Review, Vol. 11, p. 217-223.
Kapferer, J. N. (2004). » Brand Confusion: Empirical Study of a Legal Concept«. Journal of Psychology and Marketing, 12(6), 551–569.
Keller, N. M. (2003). » Transfer of brand equity in brand extensions: The importance of brand loyalty«. Advances in Consumer Research, 30 (1), 72-9.
Loureiro, S. (2012). » Love and loyalty in car brands«: Segmentation using finite mixture partial least squares, challenges at the interface of data analysis, computer science, and optimization studies in classification, data analysis, and knowledge organization, Proceedings of the 34th Annual Conference of the Gesellschaft für Klassifikation e. V., Karlsruhe, July 21 - 23, 503-510.
Numerato, D. (2009). »The institutionalization of regional public sport in the Czech republic« . International journal of sport policy, 1(1).13-30.
Pyun, D. Y., Kwon, H. H., & Lee, C.-W. (2011). » The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students«. International Journal of Sports Marketing and Sponsorship, 13(1), 18–32. doi:10.1108/ijsms-13-01-2011-b003.
Rather, R, A (2017): » Investigating the impact of customer brand identification on hospitality brand loyalty: a social identity perspective«, Journal of Hospitality Marketing & Management, DOI: 10.1080/19368623.2018.1404539. https://www.tandfonline.com/doi/full/10.1080/19368623.2018.1404539.
Richelieu, A. (2018). »A sport-oriented place branding strategy for cities, regions and countries«. Sport, Business and Management: An International Journal.doi:10.1108/sbm-02-2018-0010. https://www.emerald.com/insight/content/doi/10.1108/SBM-02-2018-0010/full/html.
Schewe, G. (2016). » Imitation as a Strategic Option for External Acquisition of Technology«. Journal of Eng. Technol. Manage. 13; 55-82. https://www.sciencedirect.com/science/article/pii/0923474896000057.
Thomas J. Madden. (2006). »Brands matter: an empirical demonstration of the creation of shareholder value through branding«. Academy of Marketing Science Journal, 34 (2), 224-235. https://link.springer.com/article/10.1177/0092070305283356.
Wang, Y.-Y. Tang, (2018).» Examining the antecedents of sport team brand equity: A dualidentification perspective«, Sport Management Review, 25(6): 526-596.