Identifying individual factors affecting the formation of the personal brand of the players of the Premier Basketball League

The purpose of this research was to identify the individual factors influencing the formation of the personal brand of the players of the Premier League of Basketball. The current research is applied in terms of its purpose and is one of the exploratory and analytical researches in terms of its nature. The method of conducting this research is qualitative and based on the data-based strategy with Glazer's approach. Data collection was done in the field using background study and interviews with experts. The statistical population was made up of all experts related to personal branding of professional basketball athletes in Iran, including sports management experts, referees, professional athletes and basketball coaches, researchers in the field of personal branding, and media people.Non-random, purposeful and accessible sampling method was used for sampling, which lasted until theoretical saturation was reached. Theoretical saturation is achieved when the new data from the interview does not provide new theoretical insight for the researcher; 17 semi-structured interviews were conducted with elite people, and from the 14th interview onwards, the information received did not provide new theoretical insight for the researcher; But the interviews continued until the 17th interview to ensure theoretical saturation.