Document Type : Research Paper
Authors
1 Ph.D. in Sport Management, Sport Science Research Institute, Tehran, Iran
2 Professor in Sport Management, University of Tehran, Tehran, Iran
3 Associate Professor in Sport Management, Kharazmi University, Tehran, Iran
4 Assistant professor in Sport Management, Sport Science Research Institute, Tehran, Iran
Abstract
The purpose of present study was to design a branding model for Iran basketball premier league. This study is practical in terms of purpose, whichuses a field method to collect data. The population consisted of experts in brand and basketball as well. Based on snowball sampling method and goal-oriented sampling to achieve theoretical saturation, 19 individuals were remained as the samples of the study. The data-gathering tool in the present study included qualitative interviews, and grounded theory was used to analyze data. In the open source coding process, 247 badges were identified that were categorized in the first coding stage in terms of thematic and conceptual closeness in 27 classes. The results of the study showed that the there are seven factors for importance of branding in Iran basketball premier league including the basketball league of Iran, the philosophy and nature of basketball, the nature of sport, foreign forces, brand customers, communication and marketing. These factors were defined in three sections: internal factors, external factors and intermediary factors. Eventually, the final model for branding of Iran basketball premier league was presented.
Keywords
Main Subjects
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