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Designing Iran's National Branding Model through the Sports Industry | ||
| Archives in Sport Management and Leadership | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 25 اردیبهشت 1402 | ||
| نوع مقاله: Original | ||
| شناسه دیجیتال (DOI): 10.22108/jhs.2023.137357.1020 | ||
| نویسنده | ||
| Mahboubeh Khodaparast* | ||
| Department of Sport Management, Faculty of Sport and Health Sciences, University of Tehran, Tehran, Iran. | ||
| چکیده | ||
| The main goal of the current research was to design a national branding model of Iran through the sports industry. This research was conducted using Grounded theory qualitative method. The statistical population of the research included specialists and experts familiar with the topic of branding, global marketing in sports and related issues, as well as those involved in the country's sports; who were selected using theoretical and snowball sampling methods and their number reached 18 people. The tool and method of data collection was an individual semi-structured interview. In order to analyze the data, Glazeri's approach was used, including three main steps of open coding, selective coding and theoretical coding. During the process of open and selective coding, a total of 134 concepts and 11 main categories were identified. The obtained categories were divided into 2 general dimensions "factors affecting national branding through the sports industry" (6 categories, 93 concepts) and "Consequences of national branding of Iran through the sports industry" (5 categories, 41 concepts). In the theoretical coding stage, the final research model was drawn. Knowing the factors affecting the national branding of the country and its wide consequences, aligning the attitude-behavior of the country's managers and sports and non-sports officials is necessary to move in this direction. | ||
| کلیدواژه‌ها | ||
| National branding؛ Grounded theory؛ Iran؛ Sports industry | ||
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آمار تعداد مشاهده مقاله: 5 |
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