Sport Branding Model by Strategic Thinking approach in Iran

Document Type : Research Paper

Authors

Academic remember of Tabriz Universty

Abstract

The essence of science is based on models that are inclusive, rather than fragmented data; because the data can explore, explain, or interpret in frame work. Thus, the lack of reliable models of branding in the sports industry has prompted researchers to try to develop branding model in the sports industry of Iran. The study aims to develop the branding model based on strategic thinking approach in the sports industry of Iran. This study is an exploratory that qualitative research method was used. For this purpose, the branding experts were answered through in-depth interviews. And snowball sampling was used to gather data-collection. By using grounded theory Data coded through three stages of coding and analysis. According the final frame work, 15 main categories at three levels; ethical, organizational and event extracted. This simple display-model of the sports industry's branding is to try to be the basic structure of the sports industry branding. According to finding, the present model can be identified and classified effective components of branding in the sports industry. Ultimately it can be used as basis of intellectual development of branding in the sports industry of Iran.

Keywords

Main Subjects

References

- اخلاصی، امیر (1391). اصول برندسازی. تهران: نشر علمی.
- امیری، مجتبی (1389). چگونه می‌توان مدیریت را اخلاق­گرا کرد؟. نشریه منابع انسانی. 2(10)، 8-12.
- جوانی، وجیهه (1391). تأثیر نام تجاری تیم‌های موفق بر میزان وفاداری هواداران در لیگ برتر فوتبال ایران. مجله پژوهش‌های کاربردی مدیریت و علوم زیستی در ورزش. (2) 89 -98.
- دانایی‌فرد، حسن و مظفری، زینب (1387). ارتقا روایی و پایـایی در پژوهش‌های کیفـی مـدیریتی: تـأملی بـر استراتژی‌های ممیزی پژوهشی. پژوهش‌های مدیریت، (1)1: 131-162.
- درون، گراسبرگ، لین و اوکیف، بو وارتلا، ا (1388). بـازنگری در ارتباطـات: مسـائل مربـوط بـه نگاره‌ها. تهران: دفتر مطالعات و توسعه رسانه­ها.
- دلشاد تهرانی، مصطفی (1389). چگونه می‌توان مدیریت را اخلاق­گرا کرد؟. نشریه منابع انسانی. 2(10) 5-7.
- روستا ، احمد (1392). مدیریت شناسه فراگیر، رویکردی نوین برای نیک‌نامی. ماهنامه گزیده مدیریت، شماره 140.
- زارﻋﻲ، اﺑﺮاﻫﻴﻢ و ﻗﻠﻲ. ﻫﺎ، ﻋﻠﻲ ﻣﺤﻤﺪ (1389). مدیریت و برنامه­ریزی استراتژیک. نشر پیام. تهران.
- سایر، آندزو (1388). روش در علوم اجتماعی: رویکردی رئالیستی. تهران: پژوهشگاه علوم انسانی و مطالعـات فرهنگی.
- شفیعی ، شهریار (۱۳۸۸). معرکه برند – تحلیل مفهوم شناختی مکاتب برند و بن‌مایه‌های فلسفی هر یک. مدیریت بازاریابی و تبلیغات، ( ۱۵) ۲۲ – ۲۷.
- شهامت زاده، مینا (1390). سنجش تفکر استراتژیک در مدیران شهرداری تهران. دانشکده مدیریت دانشگاه تهران. پایان‌نامه کارشناسی ارشد رشته مدیریت شهری.
- هومن، حیدرعلی (1389). راهنمای عملی پژوهش کیفی. تهران: سازمان مطالعه و تدوین کتب علوم انسانی دانشگاه‌ها.
-  Aaker, D. A. )2013(.Strategic Market Management. 10th Edition. John Wiley & Sons, Inc.
-  Anonymous.)2009(. Fan loyalty measured; a study by Dentsu Sports, A division of Dentsu, says there are four factors that help people decide team loyalties: Human factor (HF), Perceived Energy (PE), Performance and Engagement. Business Today.
-  Arai,A., Ko,Y. J., & Ross, S.)2013(. Branding athletes: Exploration and ceptualization of athlete brand image. Sport Management Review.
-  Ballouli, K., & Heere, B. )2014(. Sonic branding in sport: A model for communicating brand identity through musical fit. Sport Management Review.
-  Bhaskar, Roy, E. A. (1998). Critical Realism Essential Readings. (M. E. A. Archer, Ed.) (First., p. 756). London: Routledge.
-  Benito-Ostolaza, J. M., & Sanchis-Llopis, J. A. )2014(. Training strategic thinking: Experimental evidence. Journal of Business Research, 67(5), 785-789.
-  Brassington, F. and Pettitt, S. (2003), Principles of Marketing, 3rd ed., Prentice-Hall/Financial Times, Englewood Cliffs, NJ.
-  Chernatony Leslie de.)2010(. From Brand Vision to Brand Evaluation The Strategic Process of Growing and Strengthening Brands, 3th edition Elsevier/Butterworth-Heinemann.
-  Filo.K. and Funk, D.C. )2008(. Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness. International Journal Sport Management and Marketing, 3:39-54.
-  Gerke, A., Chanavat, N., & Benson-Rea, M. )2014(. How can Country-of-Origin image be leveraged to create global sporting goods brands? Sport Management Review, 17(2), 174-189.
-  Gladden, J.M. & Milne, G.R. )1999(. Examining the importance of brand equity in professional sport. Sport Marketing Quarterly, vol. 8, no. 1, pp. 21-29.
-  Hamel Gary.1996. Strategy as Revolution. Harvard Business Review. President and Fellows of Harvard College.
-  Hillestad, T. , Xie,CH. &Haugland, S.A.(2010).Innovative corporate social responsibility: the founder’s role in creating a trustworthy corporate brand through “green innovation: Journal of Product & Brand Management, 19(6) , 440–451.
-  Keller, K.L. )1993(. Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, vol. 57, no. 1, pp. 1-22.
-  Kotler, P. )2008(. The New Strategic Brand Managemen .London and Philadelphia, kogan-page.
-  Kunkel, T., Doyle, J. P., & Funk, D. C. )2014(. Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League. Sport Management Review.
-  Kvale Steinar. )1996(, Inter Views: An Introduction to Qualitative Research Interviewing. SAGE Publications, Esfand 24, 1374 AP - Business & Economics.
-  Moon, B.-J. )2013(. Antecedents and outcomes of strategic thinking. Journal of Business Research, 66(10), 1698-1708.
-  Pagani, M., & Otto, P. )2013(. Integrating strategic thinking and simulation in marketing strategy: Seeing the whole system. Journal of Business Research, 66(9), 1568-1575..
-  Pitts, B. G. )2007(. Sport Marketing in the New Millennium: Selected Papers from the Third Annual Conference of the Sport Marketing Association, Fitness Information Technology.
-  Rosenbaum-Elliott, Richard; Percy, Larry & Pervan, Simon, )2011(. Strategic Brand Management (2nd, 11) by Oxford University Press, Incorporated.
-  Ross, Stephen. Russell, kerith .Bang, )2008(. An Empirical assessment of spectator- based brand equity. Journal of sport management.
-  Scott, david and marlene Morrison. (2006). Key Ideas in Educational Research. New York, Continuum.
-  Shilbury David, Hans Westerbeek, Shayne Quick and Daniel Funk, (2009(. Strategic Sport Marketing. The third edition. Allen & Unwin.
-  Westberg, K., Stavros, C., & Wilson, B. )2011(. The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management. Industrial Marketing Management, 40(4), 603-611.

Files

Share

How to cite

Statistics