Document Type : Original Article
Authors
1 department sport managment. university of isfahan
2 Master's Student in Sports Management, Department of Sports Management and Motor Behavior, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran.
3 PhD Student in Sports Management, Faculty of Sports Sciences, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran.
Abstract
This research has explored the themes related to the development of brand culture in sports organizations. The research method was qualitative, and the statistical community included university professors, managers, and sports marketing specialists in the city of Isfahan. Interviews continued until theoretical saturation was achieved, with a total of 10 interviews conducted, utilizing thematic analysis for data examination.
In this study, Creswell and Poth’s coding approach and the method proposed by Rao and Perry were used to assess the research’s validity and reliability. The findings indicate that the main themes include “determining values and unique managerial features,” “managing customer relations and interactions,” “employee participation in brand culture development,” “creating attractive and quality content,” “adaptability and flexibility in electronic development,” “creating a unique experience,” and “evaluation and adaptation.”
These themes can assist managers and experts in sports organizations in designing and executing effective branding strategies, paving the way for their success and sustainability in competitive markets. The overall conclusion of this research highlights that brand culture in sports organizations is not only crucial for attracting and retaining customers but also for strengthening employee morale, motivation, and retaining talents.
Organizations’ ability to create and establish this culture, focusing on identified key themes, can enhance brand performance and positively impact other organizational aspects, such as attracting new talents and market growth. This study emphasizes the necessity of continuously evaluating and adapting brand cultural strategies.
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