Designing a Co- Branding Model for Sports in Iran | ||
| نشریه مدیریت ورزشی | ||
| Article 16, Volume 15, Issue 2, July 2023, Pages 278-262 PDF (603.94 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.22059/jsm.2022.339242.2910 | ||
| Authors | ||
| Sardar Mohammadi* 1; Hossein Abdolmaleki2; Siros Ghehremanio1 | ||
| 1Department of Sport Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Kurdistan, Iran | ||
| 2Department of Sport Management, Clinical Care and Health Promotion Research Center, Islamic Azad University, Karaj Branch, Karaj, Iran | ||
| Abstract | ||
| Introduction: The aim of this research was to design a common branding model for sports in Iran. The research method was qualitative and data-driven theory building. The study population included university faculty members, experts, reputable brand sellers who were selected based on their sufficient lived experience as individuals. Methods: The sampling method was purposive and accessible, and the sample size continued until theoretical saturation was reached (3+23). Data collection was done through semi-structured interviews. The data was analyzed using a three-stage coding technique (open, axial, selective). The NVivo 10 qualitative data analysis software was used for organizing the interview texts and analysis. Results: The findings were extracted based on the 6C model (context, background, intervention conditions, strategy, consequences). Signaling theory provides a direction for evaluating sports commercial transactions among consumer decision-making processes. Conclusion: The results showed that brand fit, advertising, and media role are determining factors that lead to customer attraction. It is worth noting that the text is about sports marketing, so the translation should be done with this in mind | ||
| Keywords | ||
| Co- Branding; Qualitative Analysis; Sport Advertising; Sport | ||
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