Document Type : Research Paper

Authors

1 Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran

2 Department of Sport Management, Faculty of physical education and sport sciences. Ferdowsi University. Mashhad, Iran

Abstract

Introduction: Today, the concept of brand has been publicized more than its origin. It is no longer restricted to services, goods, and companies and has developed into a new phenomenon called personal branding. A developed personal brand has many material and spiritual benefits for professional athletes and as such, it is necessary to identify the factors affecting the citizenship sports in Iran.
Methods: This research aimed to design a conceptual model of brand identity of citizenship sport in Iran through the grounded theory approach. Based on the objectives of the research, the research type is explorative and done through a descriptive-analytic method. The data were collected by library and field research. This research is qualitative and based on the grounded theory, in which the data collection tools were semi-structured interviews, and snowball sampling leading to saturation was utilized.
Results: A total of 20 individuals participated in the interview. Based on the findings, after three stages of open coding, selective coding, and theoretical coding, the factors affecting the brand identity of citizenship sports were determined.
Conclusion: through the nature of branding, the possibility of progress and development can be provided and the ground for improving the state of citizen sports can be provided in a favorable way.

Keywords

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