Presenting a model of factors affecting the brand identity of karate sports in Iran

Document Type : Original Article

Authors
Mohammad Ali Bakshi 1
mohammad Keshtidar 2
Kazem Cheragh Birjandi 3
Hossein Peymanizad 1
1 Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran
2 Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
3 Department of Physical Education and Sport Sciences, Bir.C., Islamic Azad University, Birjand, Iran
10.22034/ntsmj.2025.2057617.1196
Abstract
Introduction: The purpose of the current research was to provide a model of factors influencing the brand identity of karate sports in Iran.

Method: This research was in the category of applied research, and its implementation method was exploratory-survey. Also, qualitative statistical method was used in this research. The statistical population of this research included; senior sports managers, university professors with marketing, brand and sports management expertise, as well as scientific and practical expertise of these individuals in the field of karate, coaches, veterans, referees, club managers and karate athletes (at least 5 years in the scientific field and with a national medal in karate) at the national level. The sampling method in the section was purposeful. Sampling was carried out until theoretical saturation and a total of 16 interviews were conducted. The interviews were entered in the form of a file in the input of the MAXQDA qualitative analysis software version 11; Finally, the data analysis method was carried out using grounded theory (Rockward Glaser) and a model of factors affecting the brand identity of karate in Iran was drawn.

Results: The results showed; In the coding stage, 60 codes were identified, in the axial coding stage, 10 codes were identified, and in the theoretical coding stage, 3 codes were identified. One of the factors affecting the brand identity of karate in Iran was cultural factors; this group of factors included concepts such as essence, symbol, norm, and human resources. The results showed that one of the factors affecting the brand identity of karate in Iran was interaction factors; this group of factors included concepts such as; technical, imagery, and media factors. The results showed that one of the factors affecting the brand identity of karate in Iran was reputation factors; this group of factors included concepts such as; internal branding, performance, and national and international communications.

Conclusion: The results of the present study showed that the brand identity of karate in Iran is influenced by three main categories of cultural, interactional, and reputational factors. Cultural factors, emphasizing moral and historical values, present karate as part of the national identity of Iranians. Interactional factors, focusing on technical, imaging, and media aspects, add to the dynamism and attractiveness of this sport. Also, reputational factors, through domestic branding, sports performance, and international communications, establish Iranian karate as a reputable and influential sport at the global level.
Keywords
Brand identity
Karate
Branding
Sports club
Marketing
بزرگ‌زاده، زهرا، فراهانی، ابوالفضل، اشرف گنجویی، فریده، صفانیا، علی محمد و باقریان فرح‌آبادی، محسن . (1401). ارائه الگوی پارادایمی عوامل مؤثر بر خودشیفتگی برند در صنعت ورزش. پژوهش‌های کاربردی در مدیریت ورزشی، 11(1)، 107-119. 10.30473/arsm.2022.8707
حسن‌نژاد شاندیز، احسان، اسماعیل‌زاده قندهاری، محمدرضا و عظیم‌زاده، سیدمرتضی. (1402). طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران. مدیریت ورزشی، 15(3)، 231-214. 10.22059/jsm.2021.314450.2630
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