Quantitative content analysis of brand-related research trends in the Iranian sports industry

To conduct this research, the electronic version available in 15 sports scientific-research journals during the years (1387) to (1397) was collected and 115 articles were reviewed. The method used in the research was content analysis. Descriptive statistics (tables and graphs) were used to analyze the data by Excel software. The results showed; Brand equity and related sub-categories, including brand loyalty and associations, account for 40.87% of all articles. On the other hand, identity and one of its main subsets, namely brand personality, with 17% of other popular research related to the brand is considered. Also, personal brand or its newness is relatively good compared to other areas of the brand with 9% of articles published. Finally, the dominant method in brand research in sports is the quantitative method with an approximate share of 78%. The number of 115 articles in 10 years does not show an acceptable quantity. It is something that should be on the agenda.