Identifying and Modeling Factors Affecting Branding of Personality Traits of Volunteers in Sports Events

The purpose of this work was to identify and model the factors affecting the branding of the personality traits of the volunteers in the sports events. The approach of the present research work was qualitative, and in terms of purpose, it was a developmental research that was conducted using the grounded theory. The findings showed three factors as the causal conditions, five factors as the contextual conditions, and six factors as the intervening conditions for the branding personality traits of the sports volunteers in the Iranian sporting events. It is suggested that in order to brand the personality of the sports volunteers, great importance should be given to the behaviors of the volunteers, and efforts should be made to promote their individual and social behavior.