Sport Management Studies

Designing Branding Model of Iran Basketball Premier League

Document Type : Research Paper

Authors

zohre rezaei 1
Seyed Nasrollah Sajjadi 2
Ali Reza Elahi 3
mehdy rasooli 4

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

https://doi.org/10.22089/smrj.2018.6333.2293
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

Branding
Basketball Premier League
Grounded Theory
Model

Subjects

  1. Aaker, D.A., & Sthatler, E. (2000). Brand leadership. New York Free Press Business.
  2. Sajjadi, S.N., Tarighi R., Abedlati M. (2017). Prioritizing the Factors Affecting Brand Equity of Popular Football Clubs in Iran. Ann Appl Sport Sci. 5 (3), 87-93.
  3. Al-Salih, R., & Hartman, G. (2013). The case Allsvenskan’–Brand building within smaller teams. Management Review, 38(2), 102-120.
  4. Alvani, M., Azar, A., & DanaeiFar, H. (2011). The qualitative research method in management: the comprehensive approach. Tehran: Eshraghi Publication. (in Persian).
  5. Baltas, G. (2003). A combined segmentation and demand model for store brands, European Journal of Marketing, 37(10), 1499-1513.
  6. Blumrodt, J. (2014). Enhancing football brands’ brand equity. Journal of Applied Business Research (JABR), 30(5), 1551-1558.
  7. Corbin, J., & Strasuss, A. (2008). Basics of qualitative research: Techniques and procedures for developing grounded theory. London: SAGE Publications Inc.
  8. De Mel, S., & Boccardo, A. (2014). Social interactions as brand benefits: A sport marketing approach. World Journal of Social Sciences, 4(2), 30-46.
  9. Elahi, A. (2008). Obstacles and strategies of economic development for Iran football industry (Unpublished doctpral dissertation). University of Tehran, Tehran. (in Persian).
  10. Elahi, A., Khabiri, M., & Abrishami, H. (2009). Barriers to the development of revenues from sponsorship in iran football industry. Journal of Sport Management, 1(1), 189-202.‌ (in Persian).
  11. Emadi, M., Hosaini H., Ghahraman Tabrizi, K., & MohammadKhani, F. (2014). Study of factors affecting on attracting of customer's satisfaction from iran' s sport stores based on kano satisfaction model. Resaerch in Motor Behavior and Sport Management, 4(8), 119-133. (in Persian).
  12. Gladen, J. M. (2002). Developing and understonding of of brand associationin team sport. Journal of Sport Management, 16, 54-81.
  13. Gladden, J. M., & Milne, G. R. (1999). Examining the importance of brand equity in professional sports. Sport Marketing Quarterly, 8, 21-25.
  14. JafarPisheh, Kh. (2016). Secrets of naming and applying the keys to building brand management. Isfahan: Amokhteh Publication. (in Persian).
  15. Jalali Farahani, M. (2013). The influence of selected marketing mix elements on brand equity in sport service. Applied Research of Sport Management and Biology, 2(6), 11-20.
  16. Liljande, V., Polsa, P., & Van Riel, A. (2009). Modeling consumer responses to an apparel store brand: Store image as a risk reducer. Journal of Retailing and Consumer Service, 16(4), 281-290.
  17. Lloyd, S., & Barber, M. (2016). The contribution of contract theory to brand strategy. In Looking forward, looking back: Drawing on the past to shape the future of marketing (pp. 854-864). Cham: Springer.‏
  18. Manouchehri, J. (2021). The consequences of endorser’s doping scandal in sport marketing. Sport Management Studies, 13(66), 17-54. (in Persian).
  19. Memari, Z., Khabiri, M., Hamidi, M., KazemNezhad, A., & Yadolahi, J. (2008). Mix marketing modeling in sports industry. Harekat Journal, 35, 47-69. (in Persian).
  20. Moharamzadeh, M., & Akbari, R. (2013). Brand loyalty of customers and strengthen the relationship between professional football and volleyball league sports in Iran. Journal of Mangement System, 1(4), 71-78. (in Persian).
  21. Naghshzan Khajouie, R., Salimi, M., & Nazari, R. (2021). Presenting a structural model for Iranian sports events brands. Sport Management Studies, 13(67), 140-169. (in Persian).
  22. Rachel, G., Musa, P., Megan, M. K. (2011). Utilizing brand audit to develop University brand. Paper presented at the ASSBBS Annual Conference, 964-997.
  23. Rasekh, N., Zareian, H., Ghasemi, H., & Rezaie, Z. (2019). Championship sports for iranian women: Challenges, opportunities and solutions. New Approaches in Exercise Physiology, 1(1), 99-116. (in Persian).
  24. Rasoli, M. (2014). Determination of brand position in Sport Science Research Institute of Iran and provide ways to improve it. Sport Science Research Institute of Iran. Resaerch project. (In Persian).
  25. Rasooli, M., Elahi, A., & Saatchian, V. (2013). Power distribution in Iran and Europe football pro league using economic indices. Sport Management Studies Journal. 17(1), 175-91. (in Persian).
  26. Rezaei, Z., Sajjadi, S. N., Elahi, A., & Rasooli, M. (2019). Identifying the internal factors and challenges in branding of Iran Basketball League. Annals of Applied Sport Science. 2019, 7(2), 31-39. (in Persian).
  27. Schneider, K. C., & Bristow, D. N. (2007). Correlates of brand loyalty in the service sector: The case of a “new” team. Marketing Management Journal, 17(2), 56-66.
  28. Soltan Hosaini, M., NasrEsfahani, D., & Javani, V. (2013). Determine the importance rate of brand loyalty among fans of Premier League football teams in terms of their demographic characteristics. Journal of Sport Management, 5(18), 33-49.
  29. Tilman, B., & Lijmbach, )2012(. Exploring the reasons why consumers follow a sports brand on social media and the impact this has on brand commitment. Erasmus University Rotterdam.
  30. Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to boy domestic products in a developing country setting, testing moderating effects. Journal of Consumer Marketing, 21(6), 391-400.
  31. Wood, L. M. (2004). Dimensions of brand purchasing behavior: Consumer in the 18-24 age groups. Journal of Consumer Behavior, 4(1), 9-24.
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

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us