Developing Iranian Sports Coaches’ Personal Brand

Document Type : Research Paper

Authors

Department of Sport Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

Abstract

The purpose of the present study was to design a model for developing the personal brand of Iranian sports coaches. The research population in the qualitative section was comprised of professors, experts, and experts in the field of sports marketing and branding along with the professional coaches of Iran. Moreover, the research sample of the quantitative section was made of 253 coaches, managers, athletes, fans, media, and economic and marketing activists, especially in the field of branding. In the qualitative section, article reviews and deep and semi-structured interviews were used for data collection. The findings of the qualitative section were compiled in the form of 78 concepts, 22 categories, and 6 dimensions, and indicated that personality, coach’s behavioral approach, communication, market approach, coach’s expertise, performance, and skill, and macro levels are the most important factors influencing the development of Iranian sports coaches’ personal brand. Therefore, coaches, managers, and sports marketers of Iran can rely on these factors and the model of this research to provide the necessary platform for the development of Iranian sports coaches’ personal brand and increase their income and credibility.

Keywords

Main Subjects


Article Title [فارسی]

توسعه برندشخصی مربیان ورزشی ایران

Authors [فارسی]

  • لیلا مرتضائی
  • مرتضی دوستی
  • سید محمد حسین رضوی
  • سعید تابش
دکتری، گروه مدیرت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
Abstract [فارسی]

هدف از پژوهش حاضر طراحی مدل توسعه برند شخصی مربیان ورزشی ایران بود. جامعه پژوهش در بخش کیفی اساتید، خبرگان و صاحبنظران سطح کشور در زمینه بازاریابی و برندسازی ورزشی و چند تن از مربیان حرفه ای ورزشی کشور و در بخش کمی 253 نفر از مربیان، مدیران، ورزشکاران، هواداران، اهالی رسانه و فعالان اقتصادی و بازاریابی بویژه در زمینه برندسازی بود. در بخش کیفی برای گردآوری داده­ها، از بررسی مقالات و مصاحبه عمیق و نیمه ساختاریافته استفاده شد. یافته­های بخش کیفی در قالب 78 مفهوم، 22 مقوله و 6 بعد تدوین گردید؛ و نشان داد «شخصیت»، «رویکرد رفتاری مربی»، «ارتباطات»، «رویکرد بازارپسند»، «تخصص، عملکرد و مهارت مربی» و «سطوح کلان» مهمترین عوامل موثر بر توسعه برند شخصی مربیان ورزشی کشور هستند. بنابراین مربیان، مدیران و بازاریابان ورزشی کشور می­توانند با تکیه بر این عوامل و مدل این پژوهش، بستر لازم برای توسعه برند شخصی مربیان ورزشی ایران را فراهم آورند و به افزایش درآمد و اعتبار مربیان کمک کنند.

Keywords [فارسی]

  • برند شخصی
  • مربیان ورزشی
  • توسعه
  • شخصیت
  • مهارت
Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106.
Bendisch, F., Larsen, G., & Trueman, M. (2013). Fame and fortune: A conceptual model of CEO brands. European Journal of Marketing, 47(3/4), 596-614.
Brems, C., Temmerman, M., Graham, T., & Broersma, M. (2017). Personal branding on Twitter: How employed and freelance journalists stage themselves on social media. Digital Journalism, 5(4), 443-459.
Carlson, B. D., & Donavan, D. T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27(3), 193-206.
Chen, C.-P. (2013). Exploring personal branding on YouTube. Journal of Internet Commerce, 12(4), 332-347.
Chen, H.-M., & Chung, H.-M. (2017). A scale for CEO personal brand measurement. South African Journal of Business Management, 48(2), 23-32.
Dumont, G., & Ots, M. (2020). Social dynamics and stakeholder relationships in personal branding. Journal of Business Research, 106, 118-128.
Eagar, T., & Dann, S. (2016). Classifying the narrated# selfie: Genre typing human-branding activity. European Journal of Marketing, 50(9/10), 1857-1835.
Ekhlasi, A., Talebi, K., & Alipour, S. (2015). Identifying the process of personal branding for entrepreneurs. Asian Journal of Research in Marketing, 4(1), 100-111.
Erdoğmuş, N., & Esen, E. (2018). Constructing the CEO personal brand: The case of four pioneering CEOs in Turkey. Corporate Reputation Review, 21(2), 37-49.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9(2238), 1-17.
Hasaan, A., Biscaia, R., & Ross, S. (2019). Understanding athlete brand life cycle. Sport in Society, 24(2), 181-205.
Hasaan, A., Kerem, K., Biscaia, R., & Agyemang, K. J. (2016). Understanding the implications of athlete brand among fans. Technics Technologies Education Management, 11(1), 68-81.
Ilicic, J., & Webster, C. M. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research: An International Journal, 18(2), 164-187.
Jackson-Brown, C. (2020). Borrowing brands to create a brand: The commercial mediation of paralympic athletes. Communication & Sport, 2167479519896542.
Johnson, K. M. (2017). The importance of personal branding in social media: Educating students to create and manage their personal brand. International Journal of Education and Social Science, 4(1), 21-27.
Karaduman, I. (2013). The effect of social media on personal branding efforts of top level executives. Procedia-Social and Behavioral Sciences, 99, 465-473.
Khedher, M. (2014). Personal branding phenomenon. International journal of Information, Business and Management, 6(2), 34-40.
Khedher, M. (2019). Conceptualizing and researching personal branding effects on the employability. Journal of Brand Management, 26(2), 99-109.
Kucharska, W. (2017). Consumer social network brand identification and personal branding: How do social network users choose among brand sites? Cogent Business & Management, 4(1), 1-19.
Kucharska, W., & Mikołajczak, P. (2018). Personal branding of artists and art-designers: Necessity or desire? Journal of Product & Brand Management, 27(3), 1-27.
Lee, J. W., & Cavanaugh, T. (2016). Building your brand: The integration of infographic resume as student self-analysis tools and self-branding resources. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 61-68.
Luca, F.-A., Ioan, C. A., & Sasu, C. (2015). The importance of the professional personal brand: The doctors’ personal brand. Procedia Economics and Finance, 20, 350-357.
Parmentier, M.-A., & Fischer, E. (2012). How athletes build their brands. International Journal of Sport Management and Marketing, 11(1-2), 106-124.
Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: A “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1). 155-174.
Sassenberg, A.-M., Verreynne, M.-L., & Johnson Morgan, M. (2012). A sport celebrity brand image: A conceptual model. International Journal of Organisational Behaviour, 17(2), 108-121.
Thompson-Whiteside, H., Turnbull, S., & Howe-Walsh, L. (2018). Developing an authentic personal brand using impression management behaviours. Qualitative Market Research: An International Journal, 21(2), 166-181.
Wetsch, L. R. (2012). A personal branding assignment using social media. Journal of Advertising Education, 16(1), 30-36.
Zhou, F., Mou, J., Su, Q., & Wu, Y. C. J. (2020). How does consumers’ perception of sports stars’ personal brand promote consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54(102012), 1-10.