zahra bozorgzadeh; Abolfazl Farahani; farideh ashrafganjouei; Ali Mohammad Safania; mohsen bagherianfarahabadi
Abstract
purpose of this study was to identify the factors affecting brand narcissism in the Iranian sports industry.A qualitative research method based on a descriptive-survey strategy based on the Charmes-based data theory. The statistical population of the study consisted of all sports marketing experts and ...
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purpose of this study was to identify the factors affecting brand narcissism in the Iranian sports industry.A qualitative research method based on a descriptive-survey strategy based on the Charmes-based data theory. The statistical population of the study consisted of all sports marketing experts and sports management experts as well as experts in marketing and brand awareness. Twelve individuals were selected for in-depth interviews using targeted and snowball techniques. Descriptive statistical techniques (frequency percentage, hearing formula) and hidden content analysis techniques in the form of phenomenological strategy (open and axial coding) by MAXQDA18 software were used for data analysis.Based on the results, 11 main categories include brand belonging (personal experience, brand fascination, brand loyalty, respect), social factors, brand identity, brand attitude (brand reputation, brand image), celebrities, sponsors , Advertising included (commercial advertising, verbal advertising), brand reputation included (integration with sports, brand nature), ethical and behavioral characteristics included (consumer behavior, biological characteristics, personality traits), brand differentiation with other competitors and agents Media were identified as influencing factors on brand narcissism.Considering these variables will lead to more sales and profit generation companies and more loyal customers, and this reflects the nature of brand narcissism dynamics for strategic vision development.
Ameneh Nikouei; Mohammadreza esmaili shazandi; farideh ashrafganjouei
Abstract
The main purpose of this study was to identify the effective factors of sports entrepreneurship in Iran. The type of research was fundamental and qualitative. The statistical population consisted of 16 different experts. Sampling was performed using purposive sampling method. To collect data in this ...
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The main purpose of this study was to identify the effective factors of sports entrepreneurship in Iran. The type of research was fundamental and qualitative. The statistical population consisted of 16 different experts. Sampling was performed using purposive sampling method. To collect data in this study, theoretical foundations were used first and because the topics were not enough, semi-structured interviews were used. In this study, qualitative analysis approaches including open, axial and selective coding were used to analyze the research findings. The results of open coding indicated that 110 initial codes were obtained from the analysis of interviews and documents. The results of axial coding showed that 15 categories were obtained from this coding. Finally, the findings of selective coding included 4 concepts (inhibitory factors, facilitating factors, developmental factors and consequences). The results of the codings showed that the sports entrepreneurship program in Iran is based on various factors. Therefore, when the mechanism of action of these factors is properly identified and diagnosed, we can see the growth and development of sports entrepreneurship program in Iran. Considering these cases, a bright future can be imagined for the sports entrepreneurship program in Iran. Since, from the experts' point of view, the lack of communication between universities and production and industrial centers is considered as one of the important factors. It is suggested that the necessary measures be taken to establish a favorable relationship between the university and industry through the proper education of students in accordance with the needs of industry.
Maedeh Shafizadeh; Abolfazl Farahani; Farideh Ashrafganjouei; alimohamad safania; Mohsen Bagherian Farahabadi
Abstract
Designing ambush marketing model in Islamic Republic of Iran Football Premier LeagueNowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing ...
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Designing ambush marketing model in Islamic Republic of Iran Football Premier LeagueNowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing through financial support has resulted in emergence of a new marketing strategy called ambush marketing. Events such as Football Premier League competitions is an ideal condition for special marketing activities such as ambush marketing, a strategy in marketing knowledge which pays attention to the efforts of business competitors to enhance its position. Present research has been compiled with the objective of designing ambush marketing model in Football Premier League of Islamic Republic of Iran. Qualitative research method is considered a post-modern research method according to descriptive survey strategy. Research statistical population includes all sport marketing experts who were selected for interview using purposive and snowball sampling methods. 15 experts in the field of sport management and marketing are regarded as the sample volume. Reliability and validity of research was confirmed by related experts. In order to analyze gathered data, descriptive (frequency percentage, Shannon formula) and hidden content analysis techniques were applied in the format of phenomenological strategy using MAXQDA18software. Findings indicate economic and financial, social, media, management, legal, ambush marketing tactics and strategies including motivational and ethical factors are factors influencing ambush marketing. Sponsors and organizers of event disapprove ambush marketing and believe that effective standards should be established to prevent its prevalence.
