| Identifying strategies to promote the personal brand value of Iranian elite athletes |
| Paper ID : 1487-SSRC-13TH |
| Authors |
|
sohrab hemati *1, Hossein Zareian2, Meysam Shiravand3 1کارشناسی ارشد؛ دانشگاه خوارزمی تهران؛ ایران 2استادیار گروه مدیریت ورزشی؛ پژوهشگاه تربیت بدنی و علوم ورزشی 3کارشناسی ارشد؛ مدیریت بازاریابی در ورزش؛ دانشگاه خوارزمی تهران؛ ایران |
| Abstract |
| Attributing the personality traits of individuals and their expertise to brands is an issue that can play a role in enhancing the personal brand value of elite athletes in competitive business environments. With such a background; The aim of this study was to identify strategies to promote the personal brand value of Iranian elite athletes. Research in terms of descriptive research; The practical purpose and method of implementation is qualitative. Statistical population in the present study; Elite and medal-winning athletes in the national and international arena, as well as coaches and managers of sports organizations and experts. Twenty people were selected by snowball method as the sample size. The data collection tools of this research were semi-structured interviews and library studies and review of existing scientific articles and documents in relation to the purpose of the research. Logical induction method was used to analyze the data during three stages of open, axial and selective coding. The results indicate that a total of 36 independent initial marks were generated in the extracted codes. These signs were then classified into 13 signs due to their multiplicity, which was based on conceptual and semantic similarity. As a result, sub-symptoms were classified into 4 main component categories. Finally after the interviews; Review of scientific articles and documents in this field, the most important strategies and components to promote the personal brand of Iranian elite athletes were identified, which among the most important strategies and components can be mentioned as follows: cultural components; Social Responsibility; Expertise, individual competencies. Conclusion: Having a valuable personal brand can make a person successful in the community and work environment. Because always human beings with moral and behavioral characteristics of good and socially desirable can leave a positive and lasting impact in the minds and as a result succeed in organizational management and leadership processes. |
| Keywords |
| solutions; brand value; Personal brand; Elite athletes. |
| Status: Abstract Accepted (Poster Presentation) |
