In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran

Document Type : Research Paper


1 Ph.D. Student in Department of Marketing Management and Sport media, Islamic Azad University, Tehran, Iran

2 Professor of Sport Management, Payame Noor University, Tehran, Iran

3 Associate Professor of Sport Management, Tehran Center, Islamic Azad University, Tehran, Iran

4 Professor of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran

5 Assistant Professor of Physical Education, Science and Research Branch, Islamic Azad University, Tehran, Iran


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.


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