جستجوی مقالات مرتبط با کلیدواژه « توسعه برند » در نشریات گروه « تربیت بدنی »

The purpose of this study was to provide a model for promoting the brand position in the country's sports club industry. The research method was qualitative with a systematic exploratory approach (content analysis). Participants consisted of two sections of human resources (club managers and coaches, sports marketing experts) and information resources (relevant and credible scientific, library and media) Participants in sufficient numbers, purposefully and based on saturation Theoretical was done (27 people and 39 documents). The research tools included semi-structured exploratory interviews along with a systematic library study. The validity of the instrument was evaluated and confirmed based on the scientific competence of the sample, the content validity of the experts and the agreement between the coding correctors. To analyze the findings, a multi-stage conceptual coding method (open, selective and thematic) with a system analysis approach was used. The final conceptual framework consisted of 121 components, 26 dimensions, 9 perspectives and 3 levels identified. Levels and perspectives, respectively, affect-effectiveness between their sub-variables, including the underlying level (structural, managerial and capacity perspectives of the club), the strategic level (marketing perspectives, brand strength, branding and innovation) and the functional level (functional perspectives and Brand values). Based on the research findings, it can be said that brand promotion in club management is a systematic process in which the marketing system should achieve the targeted values based on knowing the contexts and adopting appropriate strategies. It is suggested to the clubs that in order to promote the brand, they should not be satisfied with only a few occasional measures with short-term effect, but also define their branding project based on a scientific framework such as the model presented in this research.

The purpose of this study was to analyze the factors affecting the development of sports apparel brands. This research was conducted by exploratory mixed method in two parts: qualitative and quantitative. Collection instrument in qualitative were in-depth and semi-structured interviews with experts based on the results of which the questionnaires were prepared and used in the quantitative section. The validity of the questionnaire was confirmed by seven sports marketing experts. The reliability of the questionnaire was obtained by Cronbach's alpha coefficient of 0.96. The statistical population consisted of professors and faculty members of physical education colleges and physical education students (masters and PhDs). The sample size was determined based on unlimited community formula and by simple random sampling, questionnaires were distributed among 376 people electronically. Finally, the collected data were analyzed by SPSS 22 and PLS 2 software and the research model was extracted and validated. The results showed that diversity and innovation in production, strategic planning, target market selection, ranking of apparel and design tailored to market demand in vertical development and application of up-to-date technology in product development also have an impact on horizontal development of domestic sports apparel brand. According to the research model, it can be said that the internal factor of the company, the external factor of the company, the factors related to the governing bodies, the legal role and the state support role had the most influence on the development of domestic sports brands.

The study is to provide a model for the development of the Iranian clothing brand based on the data theory of the foundation. The statistical population was marketing managers, domestic apparel manufacturers and university marketing professors. For this purpose, after studying literature, semi-structured and in-depth qualitative interviews with Theoretical Sampling method were conducted. Interviews continued to reach the theoretical saturation stage and identifying all factors‌ (n=12)‌. The data were analyzed using NViVo 10 software. During the three stages‌ (open, axial and selective coding) , 359 codes were extracted. By comparing and categorizing similar codes, 221 concepts, 60 open codes and 6 axial code categories were obtained. The results showed that variety and innovation in product production, strategic planning, target market selection, sportswear design and design in accordance with market demand for vertical development, and the use of day-to-day technology in the production of products is also influential in the horizontal development of the Iranian clothing brand. In this regard, the government can also help the development of the Iranian clothing brand by providing financial support, paying low interest rates, enforcing supportive laws, amending tax and insurance laws, and preventing the entry of sports clothing into the country.

The aim of this study was to design a model of the effect of advertisement on brand development in Persepolis club with an emphasis on the mediating role of brand personality. The current study was descriptive and correlation in terms of data collection and application in terms of aims which was conducted as a field study. The statistical population included the whole spectators of one of Persepolis football games who bought the tickets and attended the stadium. 350 spectators were selected by convenience sampling method. The required data were collected with a questionnaire. To designing the items of the questionnaire, studies on advertisement, brand personality and brand development were reviewed. After some consulting meetings were held, the items were checked by research group and the experts’ viewpoints were collected, the questionnaire was designed. Content and construct validity were used to measure the validity of the items. Content validity was determined and approved by a group of academic experts. Construct validity was conducted using exploratory factor analysis and confirmatory factor analysis so that KMO was more than 0.80. Also, the reliability of items was approved by Cronbach’s alpha coefficient. Structural equation modeling was used to analyze the data. The results showed that advertisement had the impact factor (0.51) on brand development and (0.55) on brand personality. Also, the impact factor of brand personality on brand development was (0.59). Finally, given the findings resulted from this model, managers and marketers of sport clubs are recommended to discover those factors influencing brand personality and to pay attention to advertising techniques for brand development.

Due to daily development of sport industry and its profitability for many counties in the world, branding and brand development to enter new sections and markets is a common strategy for many big sport teams in the world. The aim of this study was to examine sport brand development, its presence in different markets and arenas and its effect on brand equity. Persepolis brand was selected which is a popular brand in Iran. Tehran city was selected from different cities as the statistical sample by cluster sampling method. 384 subjects were selected as the statistical sample using Morgan Table. For data collection, a questionnaire with 50 items (5 demographic items and 45 items to measure the article variables) was used. The reliability and validity of questionnaire were assessed by Cronbach’ alpha and logical validity. The conceptual model of the study was examined by structural equation modeling. The results showed that sport brand development had positive and direct effects on brand equity, perceived quality, brand awareness, brand loyalty and brand association.