Designing the Model of Brand Globalization of the Iranian Football Pro-League
Paper ID : 1160-12THCONG
1Ph.D in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
2Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
3Nasrolah Sajjadi, Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
Globalisation is one of the hottest issues in contemporary society and many corporations have adopted global marketing approaches to their brand strategies. The main objective of this research was to design the model of brand globalization of the Iranian football pro-league. In order to achieve the goal, qualitative study was used by conducting in-depth interviews with the experts of this subject. The interviews were conducted using snowballing technique and ultimately 20 people (18 Iranian people and 2 foreigners) were interviewed. Finally, the data obtained from the interviews were analyzed by grounded theory method through three stages open, axial, and selective coding. At the open coding stage, the results of the identified codes were replaced the six main categories in the axial coding paradigm. These included: causal conditions, contextual conditions, intervening conditions, pivotal phenomenon, strategies (actions/interactions) and outcomes. In the Causal Conditions section, 85 codes were distinguished which were considered in 49 general concepts. In the following, by further reviewing the concepts and their combination with each other, 22 final categories affecting the brand globalization of the football pro-league have been identified, which included in five major areas. In terms of the contextual conditions influencing the brand globalization of the Iranian Football Pro- League, 110 codes were distinguished which were classified into 64 general concepts. Then, by further examining the concepts obtained and finding the introductory relationships between the concepts, 32 final categories were identified, which were classified into five major domains. In addition, the findings related to intervening conditions in this study included 5 main domains and 31 categories. Also, the identified strategies have been presented in five areas that cover the internal and external challenges of brand globalization of the Iranian Football Pro- League. These areas were: eco-political, managerial, legal, techno-marketing and socio-cultural. Finally, the identified outcomes of the strategies included political, economical, legal, structural and socio-cultural development. Based on the research findings regarding the positive outcomes for the brand globalization of the Iranian Football Pro- League, it is suggested that football managers as well as practitioners provide the necessary background for moving on the path of globalization.