Document Type : Research Paper


Academic Remember of Tabriz University


It is necessary to analyze the concept of brand to gain a proper framework. So, the aim of this study was to develop a branding model in Iran sport industry with an emphasis on the dynamic environment. This study was exploratory and qualitative. Data were collected by snowball sampling method and through in-depth interviews from 15 branding experts. Then, through a three-step coding according to paradigm approach, the final model was obtained. The paradigmatic model showed the causal conditions required for the formation and branding in the sports industry, the contextual condition that caused the importance of branding in recent decades, as well as the mediating condition which facilitated and/or accelerated branding in sports industry. Also, the necessary branding process and strategies (actions and interactions) were explored and brand loyalty was introduced as an outcome.


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