Design a Model for the Development of Brand Equity in Sports Businesses Through Gamification

Document Type : Research Paper

Authors

1 Ph.D Student, Department of Sport Management, Farabi Campus, University of Tehran, Qom, Iran.

2 Associate professor, Department of Sport Management , Research Institute of Physical Education and Sports Sciences, Tehran, Iran

Abstract

The purpose of recent study is 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. The model presented in this research can be used as a practical model to develop the brand value of sports businesses.

Keywords

Main Subjects

References

Acar, A. (2007). Testing the Effects of Incidental Advertising Exposure in Online Gaming Environment. Journal of Interactive Advertising, 8(1), 45-56. https://doi.org/10.1080/15252019.2007.10722136
Ahonen, A. (2019). Entrepreneurial growth in elite team sport SME’s in Finland. Journal of Entrepreneurship and Public Policy, 8(1), 22-39. DOI: 10.1108/JEPP-03-2019-102
Azizabadi Farahani, F., Bitraf, M., & Minaei Bidgoli, B. (2017). Investigating strategies for developing cultural education through computer games with an emphasis on gamification. Iranian Cultural Research Quarterly, 11(1), 151-182. (in Persian)
Bagheri, M., & Talimi, R. (2021). The effect of gamification on students' learning and memorization of environmental concepts. Scientific Quarterly of Environmental Education and Sustainable Development, 9(3), 23-32. doi: 10.30473/ee.2021.55399.2273. (in persian)
Bittner, J. V., & Schipper, J. (2014). Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31, 391-400. DOI:10.1108/JCM-04-2014-0945
Brunello, A. (2018). Brand equity in sports industry. International Journal of Communication Research, 8(1), 25-30.
Bunchball, I. (2010). Bunchball’s Gamification White Paper.
Clemes, M. D., Gan, C., & Zhang, D. (2010). Customer switching behaviour in the Chinese retail banking industry. International Journal of Bank Marketing, 28(7), 519–546. https://doi.org/10.1108/02652321011085185
Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology, 13(1), 3–21. https://doi.org/10.1007/bf00988593
Cordero-Brito, S., & Mena, J. (2018). Gamification in the Social Environment. Proceedings of the Sixth International Conference on Technological Ecosystems for Enhancing Multiculturality, 640–643. https://doi.org/10.1145/3284179.3284286
Cortsen, K. (2013). Annika Sörenstam – a hybrid personal sports brand. Sport, Business and Management: An International Journal, 3(1), 37–62. https://doi.org/10.1108/20426781311316898
Dargahi, P., & Mir-Ahadi, S. (2009). Marketing standard, new products. Tehran: Rasa Publications. (In Persian)
Eberts, D. (2014). Neolocalism and the branding and marketing of place by Canadian microbreweries. In The geography of beer (pp. 189-199): Springer.
Farahani, A., & Bayat, F. (2007). Examining the career expectations of physical education students from Employment and career future in khorasan Razavi province, Rooyesh Journal, 5(19), 33-40. (In persian) Doi: 10.22059/JSM.2015.55159
Feiz, D. & Shaabani, A. (2018). Investigating the Impact of Social Media Marketing Activities as Growth Hacking Strategy on Behavioral intention and Oral Promotion of Customers. New Marketing Research Journal, 8(4), 45-68. (In Persian) Doi: 10.22108/NMRJ.2018.105418.1335
Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193–207. https://doi.org/10.1016/j.bushor.2011.01.001
Fredrik, W. (2015). Market Opportunity Discovery for Early-Stage Startups.
Ghorbani, M. H.,  & Safari Jafarloo, H. R.  (2021). A Model for Development of Sport Careers in Iran. New Trends in Sport Management, 8(31), 55-72.
Giroux, M., Pons, F., & Maltese, L. (2017). The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams. International Journal of Sports Marketing and Sponsorship, 18(2), 180–195. https://doi.org/10.1108/ijsms-05-2017-092
Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value. International Journal of Contemporary Hospitality Management, 29(1), 551–570. https://doi.org/10.1108/ijchm-06-2015-0300
Helmzade, M., Bahramzadeh, M. & Golchin, F. (2021). The concept of gamification and its application in business and types of marketing. New Research in Entrepreneurship Management and Business Development, 2(1), 881-899. (In Persian)
Honary, H., Ghafouri, F., & Sarkohi, P. (2019). The impact of gamification training on strategic thinking of sports managers. Journal of Sports Management, 11(1), 175-194. (In Persian)  https://doi.org/10.22059/jsm.2017.222487.1748
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133. https://doi.org/10.1016/j.chb.2018.06.037 
Huotari, K., & Hamari, J. (2011). Gamification from the perspective of service marketing. Paper presented at the Proc. CHI 2011 Workshop Gamification.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific journal of marketing and logistics, 33(1), 53-72.  https://doi.org/10.1108/apjml-07-2019-0453 
Lin, C. H., Shih, H. Y., & Sher, P. J. (2007). Integrating technology readiness into technology acceptance: The TRAM model. Psychology and Marketing, 24(7), 641-657.  https://doi.org/10.1002/mar.20177 
Masuodi Amin, Z., & Jafari, A. (2017). Gamification as one of the new advertising methods for the toy industry. (In persian).
Parastesh, Mona. (2019). Clustering of insurance customers based on data mining techniques for use in gamification techniques. Iranian Journal of Insurance Research (IJIR), 9(4), 125-161. (In persian) https://doi.org/10.22056/ijir.2020.04.04
Perić, M., Vitezić, V., & Badurina, J. Đ. (2019). Business models for active outdoor sport event tourism experiences. Tourism Management Perspectives, 32, 100561. https://doi.org/10.1016/j.tmp.2019.100561 
Ramezannejad, R.,    Ashkani, A.,  Goharrostami, (2019). Designing the Model of Sports path And Career Transition In professional wrestlers. Applied Research in Sport Management, 7(4), 21-36. (In persian) 10.30473/ARSM.2019.36621.2556
Ratten, V. (2019). Understanding the emergence of sport entrepreneurship: policy considerations and agenda setting. Journal of Entrepreneurship and Public Policy, 8(1), 1-4. https://doi.org/10.1108/jepp-03-2019-114 
Ruschman Jr, D. C. (2020). The branding of Jesuit higher education: branding, marketing, and collaboration at four Jesuit universities in the United States. The University of Alabama.
Simoes, C., & Dibb, S. (2001). Rethinking the brand concept: new brand orientation. Corporate Communications: An International Journal, 6(4), 217-224. https://doi.org/10.1108/13563280110409854 
Soleimani, N., Fathi vajargah, K., Hosseini, M., & Haghani, M. (2021). A qualitative Meta-Synthesis Study on Challenges of Applying Gamified Organizational Training and Development (GOTD). MEO. 9(2), 65-95. (In persian) http://journalieaa.ir/article-1-174-en.html
Xi, N., & Hamari, J. (2019). The relationship between gamification, brand engagement and brand equity. In Proceedings of the 52nd Hawaii International Conference on System Sciences. https://doi.org/10.24251/hicss.2019.099 
Yang Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.  https://doi.org/10.1016/j.chb.2017.03.066 
Yang, J., Zhang, M., & Zou, Z. (2015). The Effect of In-Game Advertising in SNS on Brand Equity. Journal of Service Science and Management. 8(1), 107-114. https://doi.org/10.4236/jssm.2015.81013 
Zhou, F., Mou, J., Su, Q., & Wu, Y. C. J. (2020). How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54, 102012.  https://doi.org/10.1016/j.jretconser.2019.102012 

Files

History

  • Receive Date: 05 January 2023
  • Revise Date: 12 September 2023
  • Accept Date: 24 August 2024

Share

How to cite

Statistics