Sport Management Journal

Modeling the Brand Identity of Citizenship Sports in Iran

Document Type : Research Paper

Authors

Ehsan Hassannezhad Shandiz 1
Mohammad Reza Esmaeilzadeh Ghandehari 1
Seyyed morteza Azim zadeh 2

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 of Mashhad, Iran

https://doi.org/10.22059/jsm.2021.314450.2630
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

Brand Identity
Citizenship Sports
Iran
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Sport Management Journal
Volume 15, Issue 3
Autumn 2023
Pages 231-214

  • Receive Date 30 November 2020
  • Revise Date 18 September 2021
  • Accept Date 28 September 2021

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