Identifying Effective Strategies for the Brand Identity of Karate Sport

Subject Areas : Sport Sciences Quarterly

mohammad ali bakhshi ¹ , Mohammad Keshtidar ^{2 *} , kazem Cheraghbirjandi ³ , حسین پیمانی زاد ⁴

1 - Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran
2 - Professor of Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Iran
3 - Assistant Professor of Physical Education Department, Birjand Branch, Islamic Azad University, Birjand, Iran
4 - عضو هیئت علمی دانشگاه آزاد مشهد

Received: 2025-06-11 Accepted : 2025-09-07 Published : 2025-12-11

Keywords: Sports Branding, Mixed-Method Research, Brand Identity, Karate Sport,

Abstract :

Brand identity in sports plays a crucial role not only in attracting audiences, investors, and fans but also in distinguishing sports disciplines in a competitive environment. Karate, as one of Iran’s traditional and prestigious sports, despite the international achievements of its athletes, lacks a clear and unified identity in the field of sports branding. The absence of well-defined strategies for shaping the brand identity of this sport has led to fragmented messaging, reduced appeal among younger audiences, and underutilization of media potential. In this context, identifying effective strategies for strengthening the brand identity of Karate is an inevitable necessity for enhancing its position at both national and international levels.The main objective of this study is to identify the effective strategies influencing the brand identity of Karate sport in Iran. This research is applied in nature and was conducted using an exploratory–survey approach. Furthermore, due to the simultaneous use of qualitative and quantitative methods, it is categorized as a mixed-methods study. Data were collected using a researcher-made questionnaire designed to model the influencing factors on the brand identity of Karate in Iran. In the qualitative phase, the statistical population consisted of 15 experts in branding and Karate, including university professors, federation managers, national coaches, official referees, and researchers with relevant publications. Sampling was done through snowball technique, and data collection continued until theoretical saturation was achieved. Semi-structured interviews were conducted during the fall and winter of 2023, through in-person, phone, and online formats. In the quantitative phase, the population included active stakeholders in Iranian Karate such as club managers, coaches, referees, experienced athletes, and subject-matter experts. Convenience sampling was used, resulting in 185 valid responses. The research instrument was a matrix-based ISM questionnaire, developed based on qualitative findings. Content and face validity were confirmed by 8 university experts in sports management. Reliability was evaluated using Cronbach's alpha, with a result of 0.88 indicating high internal consistency. Qualitative data were analyzed through thematic analysis and open/axial coding. Quantitative analysis involved exploratory and confirmatory factor analysis as well as Interpretive Structural Modeling (ISM), performed using SPSS and Smart PLS software. In the proposed ISM model, the first level (highest level with the least influence) includes symbolic and identity-related components. The second level encompasses normative, internal branding, and technical factors, which mutually affect each other. The third level consists of brand imaging, national/international communication, and media activities. Finally, the fourth and most influential level includes human resources and performance-related factors. Overall, the model suggests that strengthening the brand identity of Karate requires a multi-dimensional and integrated approach, in which foundational strategies and operational elements are aligned to create a sustainable and successful brand.

References:

- نظری‌ترشیزی، ا.، میرزازاده، ز. س.، طالب‌پور، م.، و بنسبردی، ع. (۱۴۰۳). شناسایی و اولویت‌بندی مولفه‌های برندسازی ملی ورزشی ایران. مجله مدیریت و توسعه ورزش، ۱۳(۲)، ۱۰۸-۱۴۰.
- فرجی، م.، موسوی، س. ج.، و امامی، ف. (۱۴۰۳). طراحی مدل مطلوب برندسازی شخصی ورزشکاران حرفه‌ای در اینستاگرام و نقش آن در مهاجرت ورزشی. مجله مطالعات رسانه‌های نوین، ۱۰(۳۷)، ۳۷۵-۴۱۴.
- مصلحی، ل.، و سلیمی، م. (۱۴۰۳). برند‌سازی ورزشی؛ عنصر اساسی در جذب مخاطبین و اعتمادسازی ورزشی. فصلنامه فناوری اطلاعات و ورزش، ۱(۱)، صفحات نامشخص.
- دهقان، ح.، شریفی، ا.، و محمدی، ر. (۱۴۰۲). بررسی جامعه آماری هیئت کاراته کشور. فصلنامه مطالعات راهبردی ورزش و جوانان، ۲۲(۶۱)، ۷۵-۹۸.
- عبداللهی، ح.، و سجادی، س. (۱۳۹۵). برندسازی در ورزش: مبانی و کاربردها. تهران: انتشارات دانشگاهی.
- فتحی، س.، و داورپناه، ع. (۱۳۹۶). مدیریت برند در ورزش. تهران: انتشارات ورزشی.
- محسنی، م.، و غلامرضایی، د. (۱۳۹۸). رویکردهای نوین در بازاریابی ورزشی. تهران: نشر سمت.
- مرادی، ج.، و خدادادی، م. (۱۳۹۷). بازاریابی ورزشی: اصول، راهبردها و کاربردها. تهران: انتشارات علم و حرکت.
- مظلومی، م.، و کاوسی، م. ر. (۱۳۹۹). تحلیل عوامل مؤثر بر هویت برند باشگاه‌های ورزشی ایران. مجله مدیریت ورزشی، ۱۲(۳)، ۴۵-۶۲.

Kim, S., & Manoli, A. E. (2022). Building team brand equity through perceived CSR: The mediating role of dual identification. Journal of Strategic Marketing, 30(3), 281–295
Mühlbacher, H., Bertschy, M., & Desbordes, M. (2022). Brand identity dynamics–Reinforcement or destabilisation of a sport brand identity through the introduction of esports? Journal of Strategic Marketing, 30(4), 421–442
Serić, N., & Ljubica, J. (2018). Market research methods in the sport industry. Emerald Publishing Limited.
Wear, H., & Heere, B. (2020). Brand new: A longitudinal investigation of brand associations as drivers of team identity among fans of a new sport team. Journal of Sport Management, 34(5), 475–487
Zeren, D., Erkan, I., & Acikgoz, F. (2022). Sport marketing and social media strategies: A literature review and research agenda. In Sport marketing in a global environment (pp. 126–141). Routledge.