Sport Management Studies

Determining Iran's national sport mascot traits

Document Type : Research Paper

Authors

mehdy rasooli 1
hossein zareian 1
Mohsen Smaeili 1
Ali Reghbati 2

1 Assistant Professor of Sports Management, Institute of Physical Education, Tehran, Iran

2 Assistant Professor of Sports Management, Ministry of Sports and Youth, Tehran, Iran

https://doi.org/10.22089/smrj.2020.8914.3033
Abstract
The aim of this study was determining Iran's national sport mascot traits. To this extend and to get deep analysis, qualitative method of focus group was used. In this regard, experts who were aware of the subject elected as statistic group. Statistic sample was included of 7 member of Iran's mascot workgroup in sport and youth ministry which were come from two institution of sport sciences research institute of Iran and ministry of sport and youth. To get the study objectives six sessions of focus group hold and data which was gathered from general call and intergroup interviews analyzed through qualitative content analyze. Results indicate that traits of Iran's national sport mascot include two main parts: appearance traits and personality traits. Appearance traits have two subgroup of physical and coverage. Also, personality traits include seven parts of social attribute, sport attribute, pahlevani attribute, sport skills, faith attribute, national attitude and individual behavior. All of these traits make an ID for Iran's sport mascot which is essential for art experts to draw it.

Keywords

Mascot
sport branding
sport character
national symbol

Subjects

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Sport Management Studies
Volume 13, Issue 65
July and August 2021
Pages 109-130

  • Receive Date 13 May 2020
  • Revise Date 15 August 2020
  • Accept Date 02 September 2020

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