Designing a Co- Branding Model for Sports in Iran

Mohammadi, Sardar; Abdolmaleki, Hossein; Ghehremanio, Siros

doi:10.22059/jsm.2022.339242.2910

Designing a Co- Branding Model for Sports in Iran

Document Type : Research Paper

Authors

Sardar Mohammadi ¹

Hossein Abdolmaleki ²

Siros Ghehremanio ¹

¹ Department of Sport Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Kurdistan, Iran

² Department of Sport Management, Clinical Care and Health Promotion Research Center, Islamic Azad University, Karaj Branch, Karaj, Iran

https://doi.org/10.22059/jsm.2022.339242.2910

Abstract

Introduction: The aim of this research was to design a common branding model for sports in Iran. The research method was qualitative and data-driven theory building. The study population included university faculty members, experts, reputable brand sellers who were selected based on their sufficient lived experience as individuals.
Methods: The sampling method was purposive and accessible, and the sample size continued until theoretical saturation was reached (3+23). Data collection was done through semi-structured interviews. The data was analyzed using a three-stage coding technique (open, axial, selective). The NVivo 10 qualitative data analysis software was used for organizing the interview texts and analysis.
Results: The findings were extracted based on the 6C model (context, background, intervention conditions, strategy, consequences). Signaling theory provides a direction for evaluating sports commercial transactions among consumer decision-making processes.
Conclusion: The results showed that brand fit, advertising, and media role are determining factors that lead to customer attraction. It is worth noting that the text is about sports marketing, so the translation should be done with this in mind

Keywords

Co- Branding

Qualitative Analysis

Sport Advertising

Sport

Abratt, R., & Motlana, P. (2002). Managing co-branding strategies: Global brands into local markets. Business Horizons, 45(5), 43-43.

Ahn, J., Kim, A., & Sung, Y. (2020). The effects of sensory fit on consumer evaluations of co-branding. International Journal of Advertising, 39(4), 486-503.

Ahn, S., Kim, H., & Forney, J. A. (2009). Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels. Journal of Retailing and Consumer Services, 16(6), 477-485.

Ambler, T. (2000). Persuasion, pride and prejudice: how ads work. International Journal of Advertising, 19(3), 299-315.

Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in human behavior, 50, 600-609.

Besharat, A. (2010). How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach. Industrial Marketing Management, 39(8), 1240-1249.

Besharat, A., & Langan, R. (2014). Towards the formation of consensus in the domain of co-branding: Current findings and future priorities. Journal of Brand Management, 21, 112-132.