Qualitative model of sports branding development with meta-synthesis approach and CIPP model

Document Type : Original Article

Authors

1 Lecture of payameenoor uni of Kerman

2 Assistant Professor, Department of Sports Management, Shahid Bahonar University, Kerman

Abstract

Abstract
The sports industry has become globalized rapidly, its territory has conquered all parts of the world, and its importance in the economy is not hidden from anyone, the expansion of branding and attention to it is one of the consequences of the globalization of sports. The purpose of branding is to create a favorable situation for the organization's brand through its various stakeholders. This has caused brand strategies to have a special place in the organization's macro strategy. Considering the benefits that branding creates for organizations and consumers, this issue has been highly considered by marketers. Branding is a very practical strategy to differentiate in the service and production industries and in today's world, companies and organizations are not only seeking to compete for the market of products and services but also making a lot of effort to align the mental perceptions of customers with They do it themselves. For centuries, the science of branding has been considered a tool to differentiate one manufacturer's products from other manufacturers. Today, many organizations have come to believe that one of their most valuable assets is their product and service brands. In today's complex and challenging world, all of us, whether as individuals or as business managers, are faced with more and more options and less time to make decisions and choices. Based on this, the ability of brands in simplifying customers' decisions, reducing risk, and defining their expectations is very valuable. According to the definition of the American Marketing Association, the key to branding is the ability to choose a name, logo, symbol, packaging design, or other features that distinguish a product or service from other competitors. The science of branding is faced with the weakness of definition and conceptualization, and this problem makes the definition of branding more complicated. A review of studies conducted in the field of brand development shows that branding includes certain implicit concepts in addition to conventional and obvious meanings. The change in income generation of clubs, increasing income, and strengthening the relationship with fans, clubs, and sports organizations has led them to look for new sources of more profitability, one of these ways is the development of sports branding. The purpose of this research is to present a qualitative model of the development of sports branding with a meta-synthesis technique of various meta-study methods and the CIPP model. In this research, by applying a systematic and meta-synthesis approach, the results and findings of previous researchers have been analyzed, and by performing the seven steps of the Sandlovski and Barroso method and the CIPP model, the factors affecting the development of sports branding have been categorized. The CIPP model uses four types of evaluation (context, input, process, and output). These four types of evaluation can be used for decision-making and answering or decision-making and answering. Based on the coding of the data with the CIPP pattern, 4 main components, 10 concepts, and 51 codes have been extracted. The critical evaluation method is used to measure the quality control of the present study. Branding is an important and unique feature for any type of investment in today's business environment, which can provide the basis for the growth of the economic cycle and an exciting competitive environment. It is suggested that to face the threats of the globalization of sports, a coordinated and innovative strategy and approach should always be taken into account in the direction of brand development. A number of these strategies and approaches include a variety of brand development models, business network development, exploitation of commercial advantages, etc., and it should always be noted that the process of branding development is a long-term process. It is clear that if it is done correctly and with principles, it will bring a very surprising result in profitability and as a result economic development. The brand expansion makes a new product quickly recognized and accepted by consumers. Success in the development of branding while developing export markets also adds to the international prestige of countries. Based on the output of the model obtained from this research, it can be concluded that sports managers and marketers consider the development of sports branding as one of their main goals and make more efforts to expand it.

Keywords

Main Subjects

References

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Sports Marketing Studies
Volume 4, Issue 1
May 2023
Pages 91-106

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