Designing Neuromarketing Model in Sport of Iran

The study is to design neuromarketing model in sport of Iran. This study is applied based on research entity; qualitative based on methodology; inductive based on research approach; interpretive based on paradigm, grounded theory based on research strategy, and data collection, including the study of theoretical foundations and interview. Twenty-one semi-structured interviews were conducted until saturation was reached. Acceptability, transfer and approval were used to assess validity and retest method (91/11%) was used to assess reliability. The data analysis was through three coding levels including open coding, axial coding and selective coding. The results showed that 362 final codes were re-extracted and in the axial coding stage, 67 codes in six sub-categories including adherence to new marketing methods, unconscious cognition, customer relationship management, use of various sciences in the market, productivity in production and improvement of business operations in casual conditions. In axial coding, there were 47 codes including six subcomponents; 41 codes including six subcomponents in limiting conditions; 27 codes including six subcomponents in facilitating conditions; 77 codes including eight subcomponents strategy conditions, and 103 outcome codes in ten. The designed model is expected to be used by managers of sports organizations, heads of federations, managers of sports venues and events, managers and marketers of manufacturers of sports products.