Presenting the Branding Model of Iran's Sportswear Industry using Grounded Theory

The aim of this study was to present a branding model of Iranian sportswear industry using data-based theory.

The research method is qualitative with a systematic analysis approach. The statistical population included all senior managers of sports production companies, university professors in the field of sports management and marketing, and scientific documents and resources. A sufficient number of statistical samples based on theoretical saturation were available and purposefully selected (16 people and 24 documents). The research instruments included systematic library study and semi-structured interviews; the validity of the instrument was assessed using desirable qualitative validation methods (content validity). Coding and conceptual framing methods were used to analyze the findings.

Conceptual framework of sportswear brand in Iran in 14 general areas including brand capability, brand characteristics, brand competitive advantage, brand love, market developments, economic weakness, sportswear branding, brand reconstruction, social media branding, brand creativity and innovation is the rotation of the sports economy, promoting brand value, improving brand performance and brand loyalty.

The framework presented in this study creates an understanding of the dimensions of the sportswear brand based on its relationship with a set of different activities. Based on this framework, it is possible to make an objective assessment of the level of management activities in each sports production company and provide scientific information on the appropriate measures that sports organizations should take for branding.