Providing a Branding Model for a Selection of Sports Products
Subject Areas : Fabric and Cloth HistoryMarjan Mirjalili 1 , Zahra Hajianzehae 2 , Ali Zarei 3 , Farideh Ashraf Ganjouei 4
1 - Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Content Analysis, branding, sports products, foundational data theory,
Abstract :
Despite the high capacity of sport products market and the considerable productive potential in Iran, activists have not achieved much success in this field. One of the main challenges of this industry is the weakness in branding and marketing products because there is no capital more efficient than a powerful name. In the first phase of this research, the indexes of several articles focusing on branding were obtained in authentic sources, and then the index extraction was completed through semi-structured interviews with branding and sports products experts. In the second phase, in order to investigate the appropriateness of the extracted indicators with the local conditions of the country and the field of Irani an sports brands, The Fuzzy Delphi method was used and a questionnaire was given to academic and industry experts to determine that the indicators are appropriate to the field. In the third phase, using the data-based method, a paradigm model for branding sports products was developed. This model has been evaluated by the structural equation modeling method with PLS approach. The data analysis revealed that the final model comprised a set of phenomenon-based indicators, intervening factors in branding, causal and influential factors, contextual factors, strategies and the consequences. In this study, several categories were achieved in the branding of sports products field, to which paying attention will culminate in the ultimate goal of branding.
[1] Abbaszadeh Hasan, Alem Tabriz Akbar, Iran Dost Mansour, Salvati Adel, branding to create consumer value in the country's banking system, two quarterly consumer studies, volume 6, number 1, pp. 193 to 211, spring and summer 2018.
[2] Aaker DA. (2017). Building Strong Brands, New York: The Free Press. 1996. Aliakbari E, Akbari M. Structural Interpretative Modeling of Factors Affecting Tehran Metropolis. Resititubility Space Planning and Design. 21(1): 56-60. (In Persian)
[3] Roosta A, Eyvaznezhad S, Bloorparsa M. (2018). Evaluating the Customer's Logical and Emotional Approach in the Brand Valuation Value. Journal of business management. 32: 31-49. (In Persian)
[4] Morgan NJ, Pritchard A, Piggott R. (2003). Destination branding and the role of the Stakeholders: The case of New Zealand. Journal of Vacation Marketing. 9(3): 285-299.
[5] Rajabzadeh R, Talebpour M, Haddadian A, Jabbari Noghabi M. (2018). The Effect of Brand Equity, Brand Image and Fan Commitment on International Branding of Iran Premier Football Clubs. New Trends in Sport Management. 21(6): 21-33. (Persian)
[6] Hoshiar Kamal, Yousefi Zeinab, Gholami Mian Saraei Samira, Sadri Maryam, investigation of the relationship between the structure of branding rules in sports goods and the level of customer satisfaction, Management Basics Studies in Sports, Year 1, Number 1, pp. 85-93, spring 2013.
[7] Javani Vajiheh, Ehsani Mohammad, Amiri Mojtabi, Koze Chian Hashem, branding model with strategic thinking approach in Iranian sports, contemporary researches in sports management, year 6, number 12, pp. 43-56, autumn and winter 2015.
[8] Javani W, Ehsani M, Amiri M, Kouzian Chian H. (2018). Sport Branding Model by Strategic Thinking approach in Iran. Sciences Research Journal Contemporary Studies on Sport Management. 6(12): 43-56. (Persian)
[9] Fasih Mardanloo Narges, Sajjadi Seyed Nasrallah, Gudarzi Mahmoud, Master's Thesis, Determining Factors Affecting Branding of Sports Events in Iran, University of Tehran, School of Physical Education and Sports Sciences, 2013.
[10] Ekhlasi A, Shafiie R, Ansari F. (2016). Introducing Indigenous Branding Model for Internet Retailers Using Qualitative Data Base Theory Method. Journal of New Marketing Research. 21(2): 167-188. (Persian)
[11] Mohammadi Yaqoob, Akbari Yazdi Hossein, Elahi Ali Reza, Master's Thesis, on identifying factors affecting internal branding of Iranian sports federations, Faculty of Physical Education and Sports Sciences - Department of Sports Management, Khwarazmi University, 2015.
[12] Crane FG. (2010). Marketing for Entrepreneurs: Concept and Application for New Venture. North America: Sage Publication, Inc.
[13] Bajadi D. (2019). Branding an industry? Journal of Brand Management. 26(5): 497–504.
Ballouli K, Bob H. (2015). Sonic branding in sport: A model for communicating brand identity through musical fit. Sport Management Review. 18: 321-330.
[14] Danaeifard H, Alvani SM, Azar A. (2004). Methodology of Qualitative Research in Management: A Comprehensive Approach. Tehran Saffar Publications. (Persian)
[15] Rezvani Mohammad Reza, Faraji Sobqbar Hassan Ali, Darban Astana Alireza, Karimi Seyedhadi, Analysis of the role of environmental quality factors and indicators effective in branding rural tourism destinations, Journal of Tourism Planning and Development, Year 6, Number 23, pp. 105-136, Winter 2016.
[16] Karimian Leila, Amirshahi Mirahmad, Haydarzadeh Kambiz, Ghafari Farhad, Branding model design in Iranian commercial insurance companies using a combined research approach, Consumer Studies Quarterly, volume 6, number 1, pp. 245-265, spring and summer 2018.
[17] Milena Parent and Benoit Séguin. (2008) Toward a Model of Brand Creation for International Large-Scale Sporting Events: The Impact of Leadership, Context, and Nature of the Event. Journal of Sport Management. 22: 526-549.
[18] Mousavi Seyed Jamaldin, Sephond Reza, Shariatnejad Ali, Explanation of the components of urban branding with an emphasis on the tourism industry (case study: Khorramabad city), Tourism and Development Scientific Research Quarterly, Year 6, Number 4, pp. 160-179, winter 2016.
[19] Amir Ekhlasi, Shafiei Reza, Ansari Fahima, Presenting a native branding model for online retail using the qualitative method of foundation data theory, Novin Marketing Research Quarterly, 6th year, number 2, serial number 21, 167-188, 2015 .
[20] Alizadeh Katayoun, Roshanai Hamed, the role of good governance in urban branding (case study: Shandiz), Journal of Geography and Urban Space Development, year 4, number 1, serial number 6, pp. 115-137, spring and summer 2016.
[21] Kamili Hadi, Hamidi Mohammadreza, Amin Bidakhti Ali Akbar, design and explanation of branding model of commercial centers in Iran, Perspective of Business Management, year 17, number 34, number 67, pp. 31-51, summer 2018.
[22] Mark AP. Davies. (2018). Using time in branding: reflections and orientations in an increasingly competitive world. Journal of Brand Management. 25: 93–100.