Mehri Heydari; Meysam Rahimizadeh; Abbas Nazarian Madavani
Abstract
The present study aimed to identify the factors influencing the branding of Nowruz Games, specifically for women. The research was conducted within an interpretive paradigm, employing a qualitative approach and a thematic analysis research strategy. Participants included university professors specializing ...
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The present study aimed to identify the factors influencing the branding of Nowruz Games, specifically for women. The research was conducted within an interpretive paradigm, employing a qualitative approach and a thematic analysis research strategy. Participants included university professors specializing in sports and marketing management, and experts, and researchers in sports event management. Seventeen participants were selected through purposive sampling using the snowball technique and formed the expert panel for this study. Data were collected through in-depth and semi-structured interviews, and the open and axial coding processes were performed using MAXQDA software, version 2022. The hidden content analysis of the interviews revealed 213 initial propositions with a total frequency of 649 instances. Nine main themes were identified in order of importance: marketing strategies, cultural factors, technical and specialized factors, public relations and communication, event management, motivational factors, managerial factors, smart advertising, media, and the role of public and private sponsors. Women who perform well in these competitions can serve as an inspiration to other women in sports. Expanding the brand of these competitions will enhance the recognition of the abilities of Iranian female athletes. The Ministry of Sports can foster a more interactive culture by creating social platforms. Organizers of the Nowruz Games should consider the needs of women to provide an environment where they can actively participate and showcase their talents.
Mehdy Rasooli; Parastoo Ghodsi; Meysam Rahimi Zadeh; Ali Reghbati
Volume 20, Issue 52 , September 2021, , Pages 135-150
Abstract
The study is to develop a canvas business model for sport club’s mascot. For this purpose and to get deep analysis, qualitative method of focus group was used. In this regard, experts who were aware of the subject elected as statistic group. Statistic sample was included of 7 experts from ...
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The study is to develop a canvas business model for sport club’s mascot. For this purpose and to get deep analysis, qualitative method of focus group was used. In this regard, experts who were aware of the subject elected as statistic group. Statistic sample was included of 7 experts from Iran's mascot workgroup in Ministry of Sport and Youth which was included faculty members from sport sciences research institute of Iran and sport managers in Ministry of Sport and Youth. To develop business model canvas, 3 sessions were hold and results gotten as follow: 7 concepts were found in value proposition part. In costumer part 15 concepts (6 concepts in customer segment, 5 concepts in distribution channel, and 6 concepts in customer relationship) were found. 13 concepts were found in infrastructure management part (5 concepts in key resources, 2 concepts in key activities and 5 concepts in key partners). At last, 8 concepts were found in finance aspect (6 concepts in revenue stream, 3 concepts in cost structure). Sport club mangers can use the research results to identify the found rising, cost parts, potential customers and costumer values of mascot. Also, understanding the communication channels and the sort of the relation can help the club to engage its fans.
