Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League
سال انتشار: 1401
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 123
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شناسه ملی سند علمی:
JR_RSMM-3-3_004
تاریخ نمایه سازی: 7 آبان 1401
چکیده مقاله:
Purpose: This research aimed to identify the influential factors on the brand value creation of Iran's Super League volleyball clubs.Methods: This research was conducted by adopting a qualitative approach based on the thematic analysis method. The thematic analysis method was implemented using written sources (printed and electronic) and interviews with sports experts. For this purpose, ۴۳ articles were analyzed. Also, ۱۵ semi-structured interviews were conducted with managers and coaches of Super League volleyball clubs, officials of the volleyball federation, and university faculty members (sports management) who were selected by purposive sampling.Results: The data pieces related to the research topic were analyzed in three stages, and the result was ۱۱۴ basic themes, ۲۴ organizing themes, and seven inclusive themes. The global themes included the special brand equity, competitive environment, club brand communication, club reputation, club assets, branding, and social responsibility.Conclusion: The results of this article show that value creation involves all sectors of a sports club and it requires the coordination of executive, financial, marketing, and technical managers to be able to create value for different stakeholders with different needs simultaneously.
کلیدواژه ها:
نویسندگان
Helen Hoseini
Ph.D. Student of Sports Management, Shahrood University of Technology, Shahrood, Iran
Hassan Bahrololoum
Associate Professor Sport Management, Shahrood University of Technology, Shahrood, Iran,
Reza Andam
Associate Professor Sports Management, Shahrood University of Technology, Shahrood, Iran
Hadi Bagheri
Assistant Professor of Sports Management, Shahrood University of Technology, Shahrood, Iran
Aliakbar Hasani
Associate Professor of Sports Management, Shahrood University of Technology, Shahrood, Iran