Volume 13, Issue 25 (9-2023)
JRSM 2023, 13(25): 109-133 |
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brakhas H, Seifpanahi Shabani J, Ziya M. Designing a Model to Promote the Brand Position Of the Sports Club Industry in Iran. JRSM 2023; 13 (25) :109-133
URL: http://jrsm.khu.ac.ir/article-1-3125-en.html
URL: http://jrsm.khu.ac.ir/article-1-3125-en.html
1- University of Guilan
2- University of Zanjan ,Seifpanahi.j@znu.ac.ir
2- University of Zanjan ,
Abstract: (3945 Views)
The purpose of this study was to provide a model for promoting the brand position in the country's sports club industry. The research method was qualitative with a systematic exploratory approach (content analysis). Participants consisted of two sections of human resources (club managers and coaches, sports marketing experts) and information resources (relevant and credible scientific, library and media) Participants in sufficient numbers, purposefully and based on saturation Theoretical was done (27 people and 39 documents). The research tools included semi-structured exploratory interviews along with a systematic library study. The validity of the instrument was evaluated and confirmed based on the scientific competence of the sample, the content validity of the experts and the agreement between the coding correctors. To analyze the findings, a multi-stage conceptual coding method (open, selective and thematic) with a system analysis approach was used. The final conceptual framework consisted of 121 components, 26 dimensions, 9 perspectives and 3 levels identified. Levels and perspectives, respectively, affect-effectiveness between their sub-variables, including the underlying level (structural, managerial and capacity perspectives of the club), the strategic level (marketing perspectives, brand strength, branding and innovation) and the functional level (functional perspectives and Brand values). Based on the research findings, it can be said that brand promotion in club management is a systematic process in which the marketing system should achieve the targeted values based on knowing the contexts and adopting appropriate strategies. It is suggested to the clubs that in order to promote the brand, they should not be satisfied with only a few occasional measures with short-term effect, but also define their branding project based on a scientific framework such as the model presented in this research.
Type of Study: Research |
Subject:
sport management
Received: 2021/05/6 | Accepted: 2021/12/12 | ePublished ahead of print: 2021/12/12 | Published: 2023/09/11
Received: 2021/05/6 | Accepted: 2021/12/12 | ePublished ahead of print: 2021/12/12 | Published: 2023/09/11
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