Document Type : Research Paper
Authors
1 M.S. Sport Management, University of Tehran, Tehran: Iran.
2 Member of the scientific staff of the Physical Education Research Institute
Abstract
The purpose of this research was to design a model for the development of brand equity in sports businesses through gamification. This study is of qualitative sort that was conducted using Grounded Theory Methodology. The research population consisted of all sport professors, sport elites and sport researchers who had experience and background in the field of gamification, marketing and business, 15 of whom were selected by snowball sampling. The data gathering tool included semi-directed interviews that continued until theoretical saturation was achieved.
In the final research model, which was formed based on coding and data analysis, 4 main factors in the field of causal conditions(positioning and persistence in the customer's mind, brand development, attractiveness and differentiation) 4 main factors in the field of development Brand equity(designing applications and programs suitable for game development, creating a sense of confidence in the accuracy of prizes, appropriate financial and nonfinancial prizes, justice in awarding points and prizes) 4 factors in intervening factors(difficulty of designing gamification, Low internet speed, the emergence of a new business tax system, multiplicity of programs and applications) 5 existing fields(usability for all ages, increasing internet media, competition and rewards, low cost for customers, people's tendency to new technologies), Will have 3 positive consequences (increase brand equity, influence in the public mind, appropriate advertising efficiency) for sports businesses that seek to promote brand equity and influence the public mind and customers.
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