Document Type : Research Paper
Authors
1 1. Ph.D Candidate on Sport Management, Department of Physical Education and Sports Science, Najafabad Branch, Islamic Azad University, Najafabad, Iran
2 Associate professor on sport management, Sport Medicine Research Center, Najafabad Branch, Islamic Azad University, Najafabad, Iran
3 Professor on sport management Ferdowsi University of Mashhad
4 Assistant Professor, Sport Medicine Research Center, Najafabad Branch, Islamic Azad University, Najafabad, Iran
Abstract
This study aimed to to Present a personal branding model for Iranian elite female athletes. The research was conducted in a qualitative grounded theory with the Strauss and Corbin. Semi-structured interviews were used to collect the data.The data was collected through 17 interviews with female Olympic athletes, Asian Games, managers, professors and experts who somehow had clear records in the field of women's professional sports and its branding and based on theoretical saturation criteria. The collected data were analyzed using open, axial and selective coding and the final model was extracted. From a total of 98 conceptual codes and 20 categories, the model of research was developed based on the axial phenomenon, causal conditions, necessary contexts and contexts, intervening variables, strategies and consequences of the personal brand of Iranian elite female athletes. The results of the findings indicate that personality, cultural intelligence, visibility and social intelligence can become the basis of the personal brand of Iranian elite female athletes by providing lifestyle platforms, sports background and social responsibility. In this regard, by supporting women's sports, self-promotion, ethical performance and benefiting from a coherent image of communication, we can expect consequences such as building a commercial identity, progressing the career path, strengthening motivation and vitality, being a role model and popular in society. Therefore, athletes, managers and sports marketers can create a market of customers and fans by paying more attention to these factors and earn stable income, and maintain reputation, popularity and self-esteem.
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