The Sociocultural Brand Image Model of Iranian Athletes: A Lifestyle Modeling Approach
Subject Areas : Sociological studies of sports
ّForough Naghavi
1
,
farshad tojari
2
*
,
Ali Zarei
3
1 - Department of Sport Management, Faculty of Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Sport Management, Faculty of Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Sport Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Brand image, Iranian athletes, lifestyle, cultural identity, dimensional analysis,
Abstract :
Objective: Athletes, as social and cultural icons, exert significant influence on societal values and lifestyles. However, the lack of a comprehensive model to describe the various dimensions of the sociocultural brand image of Iranian athletes represents a gap in the literature. This study aims to address this gap by developing a sociocultural brand image model for Iranian athletes.
Methodology: This qualitative study employed grounded theory methodology. Data were collected through semi-structured interviews with 35 participants, including national athletes, fans, sports club managers, and PhD students. Snowball sampling was used to select participants, and data analysis was conducted using Schatzman’s dimensional analysis framework.
Results: The proposed model comprises four main axes (individual image, social image, cultural image, and athletic image) and four key dimensions (knowledge, emotions, awareness, and action). These dimensions explain the interactions between audiences and athletes’ brand images. The knowledge dimension focuses on awareness of athletes’ athletic achievements. The emotional dimension strengthens emotional connections and national pride. The awareness dimension highlights the cultural identity of athletes and its influence on society. The action dimension promotes positive behaviors and healthy lifestyles among audiences.
Conclusion: The proposed model provides a localized framework for analyzing the sociocultural brand image of Iranian athletes, offering insights into their impact across various domains. It can assist policymakers in developing targeted strategies to strengthen national identity and promote healthy lifestyles. Additionally, participatory programs involving athletes and local communities are recommended to foster constructive interaction and ensure sustainable influence.
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