Sport Management Studies

Designing Branding Model of Iran Basketball Premier League

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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Sport Management Studies
Volume 13, Issue 70
January and February 2022
Pages 1-45

  • Receive Date 29 August 2018
  • Revise Date 06 October 2018
  • Accept Date 24 October 2018

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