جستجوی مقالات مرتبط با کلیدواژه "brand positioning" در نشریات گروه "تربیت بدنی"

According to the importance of brand positioning in the sustainable development of sport brands, the aim of the current study was to study the partial role of SERVQUAL dimensions on the brand positioning of Persepolis and Esteghlal football teams. This field study was a descriptive-correlative research and a practical one. The research population included all the fans of Persepolis and Esteghlal football teams. Based on Cochran's formula, 394 football fans were selected through random sampling in Azadi stadium. Data collection was conducted by using Brand Positioning Questionnaire developed by Omidikia (2012) and Service quality Questionnaire developed by Miri (2019). The reliability of the tools was confirmed based on Cronbach's alpha, and the validity of the research tools were confirmed by conducting face validity, content validity as well as construct validity. The findings of the research by applying structural equation modeling demonstrated that the SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance and Empathy) had a positive and significant effect on the brand positioning of the Persepolis and Esteghlal football teams. According to the research findings, focusing on improving the SERVQUAL and its dimensions is critical for sustainable development of Persepolis and Esteghlal brands that can ultimately leads to the brand positioning and brand consolidation in the mind and heart of football fans.

To achieve financial success, brands need to meet customer needs to differentiate themselves positively from other brands and play a role in the market. Brand positioning allows the brand to meet these criteria. The main purpose of this study is to set Brand Positioning in Iran Football Professional League. The study instrument is interview. The findings show 199 effective elements in setting strategies in Iran Football Professional League. These elements are categorized into 23 concepts and sub-categories as follows:Structural prerequisites, Strategic management prerequisites, Commercial prerequisites, macro external prerequisites, Brand personality, Club symbols, Emotional aspect, Event aspect, fans’ strategies, Marketing information strategies, Marketing management strategies, Empowerment strategies, Executive management strategies, League background, Fans’ background, Market background, Club’s organizational background, Supportive background, Macro background, Political-Legal factors, Economic factors, Social factors, Technological factors. Eventually, the study model was developed by 6 main ideas such as: Causal prerequisites, Axial Phenomenon (brand position), Strategies, Background Factors, Interfering Factors and Consequences. According to the study result, some executive strategies are suggested than can pave the way for clubs’ managers to develop their clubs and brand positioning.

It is necessary to analyze the concept of brand to gain a proper framework. So, the aim of this study was to develop a branding model in Iran sport industry with an emphasis on the dynamic environment. This study was exploratory and qualitative. Data were collected by snowball sampling method and through in-depth interviews from 15 branding experts. Then, through a three-step coding according to paradigm approach, the final model was obtained. The paradigmatic model showed the causal conditions required for the formation and branding in the sports industry, the contextual condition that caused the importance of branding in recent decades, as well as the mediating condition which facilitated and/or accelerated branding in sports industry. Also, the necessary branding process and strategies (actions and interactions) were explored and brand loyalty was introduced as an outcome.