Document Type : Original Article
Authors
1
PhD,Sports Management Group, Islamic Azad University, Khorasgan Branch, Isfahan, Iran
2
PhD student, Sports Management Department, Isfahan Islamic Azad University (Khorasgan), Isfahan, Iran
3
PhD, Sports Management Group,Isfahan University,Isfahan,Iran
10.22034/sms.2024.141316.1355
Abstract
The aim of this study was to design a conceptual model to counteract brand decline in professional sports clubs in Iran. This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based on theoretical saturation, 15 in-depth interviews were conducted. The data collection tool was a semi-structured interview designed to extract detailed and rich information. To evaluate the quality and reliability of the data, the criteria of credibility, transferability, confirmability, and dependability were employed. Data analysis was performed through three stages of coding (open, selective, and theoretical), resulting in 70 initial codes categorized into 16 key concepts. These concepts were ultimately organized into four main categories: brand decline (including reduced value, profitability, market coverage, and brand credibility among customers), internal problems of clubs (such as inefficient management, failure to adapt to market changes, customer alienation, and lack of innovation), external challenges faced by clubs (such as the impact of government policies, financial constraints, and intense competition from foreign brands), and counterstrategies (such as changing marketing strategies, promoting the brand, brand revitalization, and improving customer experience). The findings indicate that brand decline in professional sports clubs in Iran is a multifaceted phenomenon rooted in the interplay between internal and external factors. Addressing this issue requires comprehensive and multidimensional strategies.
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