Factors affecting brand narcissism in the sports industry
Subject Areas : Sport Sciences Quarterlyزهرا بزرگ زاده 1 , abolfazl farahani 2 , farideh ashraf ganjoei 3 , علی محمد صفانیا 4 , mohsen baqerian 5
1 -
2 - Professor, Department of Sports Management, Payame Noor University, Tehran, Iran
3 - Professor, Department of Sports Management, Tehran Azad University, Markaz
4 - گروه تربیت بدنی و علوم ورزشی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
5 - استادیار مدیریت ورزشی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
Keywords: Brand narcissism, consequences, dimensions, effective factors, sports industry,
Abstract :
Abstract The present study aims to identify the factors affecting brand narcissism in the Iranian sports industry. The method of qualitative research is based on the strategy of Charms and Glycerke, which is exploratory-development based on the goal. For this purpose, 14 experts and elites familiar with the field of sports marketing and brand were purposefully selected based on the theoretical approach for in-depth semi-structured interviews, which continued until the theoretical saturation stage. Descriptive statistical techniques and hidden content analysis technique in the form of phenomenological strategy (open and axial coding) by MAXQDA18 software were used to analyze the data. According to the results of 11 main categories of brand belonging (personal experience, brand fascination, brand loyalty, respect), social factors, brand identity, brand attitude (brand reputation, brand image), celebrities, sponsors, advertising included ( Commercial advertising, word of mouth), brand reputation (integration with sport, brand nature), ethical and behavioral characteristics including (consumer behavior, biological characteristics, personality traits), brand differentiation from other competitors and media factor as effective factors is identified. The category of moral and behavioral characteristics had the highest coefficient of importance and had 3 sub-categories with the coefficient of importance and frequency 54 and the main category of brand belonging with the coefficient of importance of Shenon 47 had the highest frequency. Based on the results, the extent of brand narcissism in the sports industry can be evaluated and measured based on the components identified in this study.