Women-centric marketing: A model for pink branding in sports equipment

Document Type : Original Article

Authors

1 Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 PhD Student in Marketing, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

10.22034/sms.2025.142907.1460

Abstract

The purpose of this article is to present a paradigm model for pink marketing and branding in sports equipment. This research has a "qualitative approach" and uses the grounded theory method. Since the review of previous researches showed that no exactly similar research has been done in this field; Therefore, the application of this theory with the method of Strauss and Corbin (1990) is justified. Theorizing in 3 states is open coding, central coding and selective coding. causal factors include social freedom, becoming an influencer in social media and  women's spontaneity; Background factors include the launch of social media marketing campaigns and increasing the power of influence and purchase of women; Intervening factors include social norms and women's self-branding and strategic factors including pink product (fit with women's taste and taste), pink price (ethical prices), pink advertisement (focusing on emotions in advertising) and pink distribution (external and internal design). Finally, by using the strategic factors of pink branding in sports equipment, we will witness social and cultural identification, targeted marketing and high acceptance. while it's common to find a product in multiple colors, pink is specifically used in gender marketing to make products available in a single version for women, providing marketers with added value.

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