Designing of Personal Brand Competency Model for Professional Sports Coaches

The purpose of this study was to design a Personal Brand Competencies Model for Professional Sports Coaches in Iran. The method of research is qualitative and based on grounded theory. Semi-structured interviews were used for data collection and Data analysis was performed using Strauss and Corbin Paradigm model. The method of sampling was theoretical and with the use of purposeful techniques (judgments) and snowball (chains). Based on this, 23 interviews were performed with sports instructors, sport managers, sports psychologists and sports sociologists. Data analysis was done using grounded theory (Strauss and Corbin method) in tree step: open, axial and selective coding. 24 categories and 243 concepts were identified and extracted from open coding and axial coding process. The results of the analysis of the data obtained from the interviews during the open, axial and selective coding process led to the establishment of the Data – foundation theory on the personal brand competencies of the professional sports coaches of Iran. The professional competencies of coaches, the internal and external factors shaping the behavior of coaches as the basic concepts of achieving the model of competencies of the personal brand of professional sports coaches of Iran have been mentioned