Utilizing Archetype for Determination of Iran Football Pro League Brand Personality
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Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Branding is an applicable strategy to be distinctive in different product and service industries. Nowadays companies and organization besides competing to get product and services market are trying to make customers mental perception close to theirs (product, brand, company). In this regard, one of the concepts in branding that helps organizations to this goal is brand personality which is known as a factor for analyzing costumers responds to the brand or products beneath the brand. So, the aim of this research is determination of Iran’s football league organization brand personality using archetypes. To this extend, 14 subjective deep interviews conducted with experts and managers of football league organizationtill getting theoretical saturation. Research findings coding with content analyses approach and 191 codes was found affecting perception of brand personality. These codes categorized in 7 concepts including management and planning, human resources, organizational nature, personal manager attributes, communications, environment effects and clubs’ effects. Eventually, current brand personality of football league organization was found to be “everyone” and suitable brand personality of football league organization was “keeper”. According to the findings, operational alternatives was suggested to show the way due reach the best organization’s brand personality.
Language:
Persian
Published:
Journal of Sport Management Review, Volume:11 Issue: 54, 2019
Pages:
171 to 190
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