Presenting the Coolness Model of the Brand in the Sports Industry of Iran

Document Type : Original Article

Authors
Leila Moslehi 1
Mehdi Salimi 2
1 Ph.D. in Sport Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran
2 Associate Professor in Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran
10.22034/ntsmj.2023.721118
Abstract
Undoubtedly, the increase in brand attractiveness in the sports industry is influenced by various factors, which ultimately include unique characteristics of the brand. In order to create attractive brands, a new concept has been introduced in the sources and research background, which is called brand coolness; Considering the importance of brand attractiveness in the success of marketing efforts in the field of sports, the present research was conducted with the aim of designing a model of brand coolness in the sports industry of Iran. The research is practical in terms of purpose and mixed in terms of data collection. In the qualitative part, which was carried out using Glazeri's approach, the statistical community of the research was made up of prominent professors of the country in the field of sports marketing, as well as active sports managers in the field of branding, who were selected by purposeful sampling. 15 in-depth and semi-structured interviews were conducted and the data obtained from the interviews were analyzed in three stages of open, selective and theoretical coding, which finally resulted in 53 concepts, 11 sub-categories and 4 main categories respectively. Finally, second-order factor analysis was used to confirm the categories identified in the qualitative section. Based on the results, environmental factors, including factors related to consumer and cultural factors; organizational factors, including marketing strategy, human resources and macro-organizational policies; factors related to the product, including creativity and quality; And factors related to the brand, including emotional connection, cultural value connection, creativity and credibility were introduced. In order to produce cool sports brands, it is necessary for sports marketing experts to familiarize themselves with this concept and consider the coolness components of the brand in the country's sports industry, to provide specialized consulting services for the providers of sports products and services, which should be done through the policy of the sports organizations of the country.
Keywords
Branding
brand attractiveness
grounded theory
sport marketing

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