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Hoseini, Helen, Bahrololoum, Hassan, Andam, Reza, Bagheri, Hadi, Hasani, Aliakbar. (1401). Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League. سامانه مدیریت نشریات علمی, 3(3), 47-60. doi: 10.22098/rsmm.2022.1790
Helen Hoseini; Hassan Bahrololoum; Reza Andam; Hadi Bagheri; Aliakbar Hasani. "Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League". سامانه مدیریت نشریات علمی, 3, 3, 1401, 47-60. doi: 10.22098/rsmm.2022.1790
Hoseini, Helen, Bahrololoum, Hassan, Andam, Reza, Bagheri, Hadi, Hasani, Aliakbar. (1401). 'Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League', سامانه مدیریت نشریات علمی, 3(3), pp. 47-60. doi: 10.22098/rsmm.2022.1790
Hoseini, Helen, Bahrololoum, Hassan, Andam, Reza, Bagheri, Hadi, Hasani, Aliakbar. Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League. سامانه مدیریت نشریات علمی, 1401; 3(3): 47-60. doi: 10.22098/rsmm.2022.1790

Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League

Research in Sport Management and Marketing
مقاله 4، دوره 3، شماره 3، مهر 2022، صفحه 47-60    اصل مقاله (424.92 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2022.1790
نویسندگان
Helen Hoseini1؛ Hassan Bahrololoum* 2؛ Reza Andam3؛ Hadi Bagheri4؛ Aliakbar Hasani5
1Ph.D. Student of Sports Management, Shahrood University of Technology, Shahrood, Iran
2Associate Professor Sport Management, Shahrood University of Technology, Shahrood, Iran,
3Associate Professor Sports Management, Shahrood University of Technology, Shahrood, Iran
4Assistant Professor of Sports Management, Shahrood University of Technology, Shahrood, Iran
5Associate Professor of Sports Management, Shahrood University of Technology, Shahrood, Iran
چکیده
Purpose: This research aimed to identify the influential factors on the brand value creation of Iran's Super League volleyball clubs.
Methods: This research was conducted by adopting a qualitative approach based on the thematic analysis method. The thematic analysis method was implemented using written sources (printed and electronic) and interviews with sports experts. For this purpose, 43 articles were analyzed. Also, 15 semi-structured interviews were conducted with managers and coaches of Super League volleyball clubs, officials of the volleyball federation, and university faculty members (sports management) who were selected by purposive sampling.
Results: The data pieces related to the research topic were analyzed in three stages, and the result was 114 basic themes, 24 organizing themes, and seven inclusive themes. The global themes included the special brand equity, competitive environment, club brand communication, club reputation, club assets, branding, and social responsibility.
Conclusion: The results of this article show that value creation involves all sectors of a sports club and it requires the coordination of executive, financial, marketing, and technical managers to be able to create value for different stakeholders with different needs simultaneously.
کلیدواژه‌ها
Branding؛ Sports clubs؛ Stakeholders؛ Theme analysis؛ Value creation
مراجع
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