Qualitative model of sports branding development with meta-synthesis approach and CIPP model

The change in income generation of clubs, increasing income and strengthening the relationship with fans, clubs and sports organizations has led them to look for new sources of more profitability, one of these ways is the development of sports branding. The purpose of this research is to present a qualitative model of the development of sports branding with a meta- synthesis technique of various meta-study methods and CIPP model.

In this research, by applying a systematic and meta- synthesis approach, the results and findings of previous researchers have been analyzed, and by performing the seven steps of the Sandlovski and Barroso method and the CIPP model, the factors affecting the development of sports branding have been categorized. .

Based on the coding of the data with the CIPP pattern, 4 main components, 10 concepts and 51 codes have been extracted. The critical evaluation method is used to measure the quality control of the present study.

Brand expansion makes a new product quickly recognized and accepted by consumers. Success in the development of branding while developing export markets also adds to the international prestige of countriesBased on the output of the model obtained from this research, it can be concluded that sports managers and marketers consider the development of sports branding as one of their main goals and make more efforts to expand it.