Presenting the branding model of the Iranian Volleyball Premier League through Grounded Theory

Subject Areas : Sport Sciences Quarterly

hamed maroufi ¹ , leila saffari ^{2 *} , مهدی نادری نسب ³ , عباس بی نیاز ⁴

1 - teacherphd Student in Sport Managment, Physical Education Group, Qazvin unit, Islamic Azad university, Qazvin-Ira
2 - Assistant Professor of Sport Managment, Physical Education Group, Qazvin unit, Islamic Azad university, Qazvin-Ira
3 - استادیار گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
4 - تربیت بدنی-دانشگاه ازاد -قزوین-ایران

Received: 2022-01-26 Accepted : 2024-10-11 Published : 2025-02-13

Keywords: Competition atmosphere, Infrastructure and facilities, Brand performance, Sports institutionalization.,

Abstract :

The aim of this study was to present the branding model of the Iranian Volleyball Premier League using data-based theory. The research method is qualitative with a systematic analysis approach. The statistical population included all senior managers of the volleyball federation, university professors in the field of sports management and marketing, and scientific documents and resources. Statistical samples were selected in a sufficient number based on theoretical saturation in a purposeful and accessible manner (15 people and 21 documents). The research instruments included systematic library study and semi-structured interviews and the validity of the instrument was assessed using desirable qualitative validation methods (content validity). Conceptual coding and framing method was used to analyze the findings. The conceptual framework of Iran Premier Volleyball League brand in the form of 14 general areas including competition atmosphere, innovation, Premier League volleyball brand capability, league organization marketing, league organization innovation, Premier League branding, budget, currency problems, information, market orientation, Services related to fans, competition brand performance, management and branding were framed. Therefore, based on the model relationships obtained from the research findings for branding the Iranian Volleyball League Organization, it is suggested that the classification obtained in this research be based on the management plans of the Volleyball League Organization and the relationships Drawn in the conceptual model and the order of placement between variables in practice pay attention