Sport Management Studies

آینده‌نگری برندهای ورزشی ایران در افق 1410 با تأکید بر برندهای سازمانی و شرکتی

Document Type : Research Paper

Authors

masuomeh safari 1
korosh veisi 2
Samira Aliabadi 2
Mohsen Smaeili 3

1 Ph.D student sport management, department of physical education, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

2 Assistant professor of sport management, department of physical education, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

3 Assistant professor of sport management, Research Institute of Physical Education and Sports Sciences, Iran.

https://doi.org/10.22089/smrj.2023.13262.3718
Abstract
The purpose of this study was to predict Iranian sports brands on the horizon of 2031 with an emphasis on organizational and corporate brands. This research was in terms of combined methodology (qualitative and quantitative) and its design was simultaneous. In the qualitative part, the research strategy was environmental scanning and in the quantitative part, futures research was the method of interaction analysis. The statistical population of this study was experts and reviewing resources that were purposefully selected and based on theoretical saturation and secondary sources, 25 sports brand experts including university professors, manufacturers, and brand activists were interviewed. In parallel, 11 documents related to sports brands with prospective content were used. Data collection tools were semi-structured interviews and checklists in the qualitative section and questionnaires in the quantitative section. For data analysis in the resource review section, the systematic method, the interview analysis section, the coding method, and in the future section, the structural analysis method with the help of MICMAC software have been used. The findings showed that the future of Iranian sports brands on the horizon of 2031 is affected by 26 factors, but 5 factors of joint branding, market competition, brand investment, electronic brands, and digital technology are the drivers that shape the future of sports brands. They change.

Keywords

Foresight
strategic planning
sports brands
corporate and organizational brands
uncertainty
  1. Asadnia, A., CheshmehSohrabi, M., Shabani, A., Asemi, A., & Demneh, M. T. (2022). Future of information retrieval systems and the role of library and information science experts in their development. Journal of Librarianship and Information Science, 8(5), 1-14.
  2. Bouchet, P., Hillairet, D., & Bodet, G. (2013). Sport brands. New York: Routledge.
  3. Bridgewater, S. (2010). Football brands. Basingstoke: Palgrave Macmillan.
  4. Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 5(43), 101-110.
  5. Gohari, M., Azar, A., & Moshabki, A. (2016). Futurology: Presenting a picture of the future of the organization using a scenario planning approach (Case study: Statistics Center of Iran). Iranian Management Sciences, 10(38), 36-65. (in Persian).
  6. Golob, U., Davies, M. A., Kernstock, J., & Powell, S. M. (2020). Trending topics plus future challenges and opportunities in brand management. Journal of Brand Management, 27(2), 123-129.
  7. (2021). Best global brands 2021, the ranking of the 100 most valuable global brands. Available at: https://interbrand.com/best-global-brands.
  8. Lee, M., Maeng, L. S., Lee, D. H., & Jun, C. S. (2019). The impact of sport brand extension on brand loyalty. International Journal of Human Movement Science, 13(1), 51-63.
  9. Mehdi Biraghdar, A., & Haghighi, M. (2020). Designing a brand reputation development model based on corporate social responsibility with a futures research approach in the Iranian banking industry. Future Quarterly Management Research, 30(119), 51-77. (in Persian).
  10. Mousa, M., Sági, J., & Zéman, Z. (2021). Brand and firm value: Evidence from Arab emerging markets. Economics, 9(1), 1-13.
  11. Qi, Y., Chai, Y., & Jiang, Y. (2021). Threshold effect of government subsidy, corporate social responsibility and brand value using the data of China’s top 500 most valuable brands. Plos One, 16(5), 1-15.
  12. Ramírez, S. A. O., Veloutsou, C., & Morgan-Thomas, A. (2019). I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product & Brand Management. 28(11), 1-44.
  13. Rezaighadi, M., & Rafie, H. (2022). Investigating future applications of research in public policy. Sepehr Siyasat, 8(27), 85-102. (in Persian).
  14. Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 1-20.
  15. Sawyer, S., & Carmel, E. (2022). The multi-dimensional space of the futures of work. Information Technology & People, 1(10), 1-20.
  16. Silva, M. (2015). A systematic review of Foresight in Project Management literature. Procedia Computer Science, 64, 792-799.
  17. Swart, K., Milla, A. C., & Mataruna-Dos-Santos, L. J. (2021). From the desert to the city: How is Dubai branding itself through sustainable sport events?. Worldwide Hospitality and Tourism Themes, 13(1), 34-48.
  18. Saidi, H. (2021). Investigating the effective factors on promoting the brand equity of the country's sports clubs with a futures research approach (Unpublished master's thesis). Sanabad Golbahar Higher Education Institute. (in Persian).
  19. Shafeiha, S., Salah Ardestani, A., & Afshar Kazmi, M. A. (2020). Predicting the future trend of brand investment management with a dynamic model of brand equity (Alborz Insurance Company). Journal of Commerce, (91), 125-152. (in Persian).
  20. Shafeiha, S., Salah Ardestani, A., Afshar Kazmi, M. A., & Mirabi, V. (2018). Designing a brand equity model and predicting future trends in Alborz Insurance Company using the system dynamics approach. The Future of Management Research, (109), 75-89. (in Persian).

Wider, S., von Wallpach, S., & Mühlbacher, H. (2018), Brand management: Unveiling the delusion of control, European Management Journal, 36(3), 301-305.

Sport Management Studies
Volume 15, Issue 78
May and June 2023
Pages 359-386

  • Receive Date 30 July 2022
  • Revise Date 19 November 2022
  • Accept Date 18 January 2023

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us