Identifying and prioritizing branding challenges in physical education and sports sciences

Articles in Press

Document Type : Research Paper

Authors

1 M.A of Sport Management, University of Kurdistan, Sanandaj, Iran.

2 Professor Department of Physical Education and Sport Science, University of Kurdistan

3 Ph.D in Sport Management , University of Kurdistan

10.30473/arsm.2025.69627.3825

Abstract

the aim of the current research was to identify and prioritize branding challenges in the field of physical education and sports sciences in Iran. The method of the present research is mixed and of the sequential exploratory design type. In the qualitative phase, thematic analysis method and NVivo software were used, and in the quantitative phase, the hierarchical analysis method and Expert choice software were used. The participants in the qualitative stage included 12 specialists in the field of sports branding, and in the quantitative part, they included 8 of the same people. The findings showed the challenges of branding the field of physical education and sports science in 11 sub-themes in order of priority; Lack of appropriate criteria for acceptance (0.126), weakness of professors and students (0.110), lack of job security (0.106), lack of a place for physical education course in entrance exam (0.105), low knowledge of the community regarding the field (094) 0.0), lack of proper promotion (0.086), unreasonable acceptance (0.080), management weakness (0.078), low importance of physical education course (0.076), low awareness of society towards physical education course (074 0.0) and poor facilities and training (0.071) are categorized. The present research has identified a new insight and a coherent view of the challenges facing the branding platform of physical education and sports sciences and provided a strategic plan to managers and subordinate officials so that by formulating the necessary solutions and measures, they can reduce the number and extent of these challenges and conditions and facilitate the

Keywords

Main Subjects

Applied Research of Sport Management

Articles in Press, Accepted Manuscript
Available Online from 27 March 2025

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History

  • Receive Date: 09 November 2023
  • Revise Date: 31 December 2023
  • Accept Date: 27 March 2025

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