Developing a brand identity model for Iranian volleyball athletes
Subject Areas : Sport Marketing
Yousef Ghazei Ardakani
1
,
Taybeh Zargar
2
,
Akbar Afarinesh Khaki
3
,
Reza Nikbakhsh
4
1 - PhD Student in Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Assistant Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Associate Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Volleyball, Marketing, branding, Brand Identity,
Abstract :
The aim of this study was to develop a brand identity model for Iranian volleyball athletes. The method of the present study was descriptive-correlation. The statistical population of this study was all experts in sports and volleyball management in the qualitative section and in the quantitative section all players were 14 teams in the Iranian Men's Volleyball Premier League (168 people) and 14 teams in the Iranian Women's Volleyball Premier League (96 people). The results of exploratory factor analysis test identified six factors: values, integrated communication, visual identity, human resources, goals and strategies, and service quality as dimensions of brand identity. Values refer to components that are considered valuable and respected by fans. Integrated communication is the ability to communicate with fans and other consumers in order to understand the clear image of the brand. Sports teams and cultural and sports clubs, as a business organization, must provide the basis for strengthening their visual identity through which they can increase the number of fans and the amount of revenue of the club. On the other hand, by improving the status of human resources as another dimension of club brand identity, the brand identity status and special benefits of its promotion can be increased and lead to clear goals for all club stakeholders, fan participation in planning, having short-term and long-term goals. The basis of the club's identity and ... to be worthy in the way of achieving brand identity.
