Providing a Branding Model for a Selection of Sports Products
الموضوعات :
Marjan Mirjalili
1
(Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Zahra Hajianzehae
2
(Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Ali Zarei
3
(Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Farideh Ashraf Ganjouei
4
(Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
الکلمات المفتاحية: Content Analysis, branding, sports products, foundational data theory,
ملخص المقالة :
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.
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