Branding and Sale of Sportswear in Iran: ‎Based on Grounded Theory

Document Type : Qualitative Research

Authors
Azam Norallah 1
Mohammad Ehsani 2
Rasool Norouzi Seyed Hosseini 3
1 Department Of Sport Management, Faculty Of Physical Education And Sport Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
2 Professor In Sport Management, Physical Education Department, Humanities Faculty, Tarbiat Modares University, Tehran,Iran
3 Assistant Professor In Sport Management, Physical Education Department, Humanities Faculty, Tarbiat Modares University,Tehran, Iran
Abstract
The history of branding in Iran dates back to a few decades and its importance has recently been recognized by businessmen. The present study aims to add to the scientific aspect of branding, clarify the issue of branding, identify its principles and provide guidance for those making decisions in branding issues. Hence, the objective of this study is to provide a model for branding sporting sportswear in Iran. In the category of basic and data-based researches, this research is of mixed nature. This kind of study includes predetermined and emergent methods, open-ended and closed-ended questions, various forms of data, content and statistical analysis, and the final conclusions are based on the findings obtained from both qualitative and quantitative approaches. The present study was done using the exploratory tool compilation plan and based on it; the qualitative aspect of the research was done. Purposeful sampling and snowball sampling technique were used to perform in-depth interviews. A total of 15 interviews were conducted with experts. In fact, the sampling continued up to the step that the research reached to an adequate theoretical saturation. Based on the results, branding and sale of sportswear were classified into seven and eight levels, respectively. The findings include value creation, customer perception, online sales, accessibility, online payment conditions, displaying other customers' views and monitoring the sales. The research results also revealed all levels of recognizing the customer needs, competitors' activities, sportswear-related services, facilities, identification and pristine advertising that should be taken into consideration to brand Iranian sportswear.

Keywords

Subjects

Ali, Muhammad, Noreen M. Din, Mehwish Jamil And Palwisha Ilyas. (2017). Comparative Analysis of Brand Performance and Financial Gains a Case Study of Nike, Adidas and Puma. International Journal of Humanities and Social Science Invention ISSN (Online): 2319 – 7722, ISSN (Print): 2319 – 7714 www.ijhssi.org ,Volume 6 Issue 1,January. 2017 , PP.17-25.
Chan Kara, Yu Leung Ng. Luk Edwin K. (2013). "Impact Of Celebrity Endorsement In Advertising On Brand Image Among Chinese Adolescents", Young Consumers, Vol.14 Iss:2, Pp.167-179.
Chattopadhyay, T Shivani, SH and Krishnan, M. Marketing Mix Elements Influencing Brand Equity and Brand Choice. Vikalpa. 2010, 35(3): 64-78.
Clare, K (2010). Strategic Brand Management (Translated by Atiyeh Bathaei), Tehran: Siteh Publications
Darke .P.R. and. Chung .C.M.Y.(2005). Effects of pricing and promotion on consumer perception: it depends on how you frame it, Journal of Retailing ,81 ,pp: 35–47.
Ebrahimi, SB, Ketabian, H, and Rahimi, H (2015). Identifying the criteria affecting the brand selection in consumer sportswear, Business Administration, 7 (2), 274-278.
Feyz, D, and Salahshoor, A (2010). Investigating the application of the golden ratio in products packaging and its effect on consumers' purchasing behavior, Business Administration Journal, 7 (6), 113-134.
Ghasemi, R, Kashkar, S, Ghasemi, H, Karghar, GA (2013), Identifying and comparing the causes of customers' willingness to purchase foreign sports sportswear from the perspective of producers, sellers and consumers. Applied Research in Sports Management, Volume 2, Issue 2, pp. 21-32.
Gholami Ghajari, H, Kalaneh Seyfari, M (2018). A Model of Selection of Sports Brands in Global Markets with an Integrated Approach, Second National Conference on Achievements in Sport Sciences and Health, Ahwaz Jondishapur University.
Haigh David. (2012). Football Brands 2012. Study Of Global Football Club Brands.
Harith, Z. T., Ting, C. H., & Zakaria, N. N. A. (2014). Coffee Packaging: Consumer Perception On Appearance, Branding And Pricing. International Food Research Journal, 21(3), 849-853.
Izadi,behzad & Hossein Deilami,2015Survey Factors affecting orientation of customers to participate in sporting events,Case Study: University students Shushtar, in the twenty first Number Journal of Sport Management and motor behavior Mazandaran.
Jafarpour, Mahmood And Beheshti Zavareh, Mohammad Reza,(2011), Effect Of Marketing Mix On Brand Value In The Retail Industry (Case Study Of Shahrvand Chain Stores),Barresi Haie Bazargani,No.49,Pp 20-35.
Jawaid Sameen (2013). "Impact Of Celebrity Endorsement On Teenager S Impulsive Buying Behavior". Interdisciplinary Journal Of Vontemporary Research In Business Copy Richt. 2013 Institute Of Interdisciplinary Business Research 1071.
Khodaparast Sarshekeh, S, Razavi, MH, Rezaei Sufi, M (2015). Examining the factors affecting athletes' preferences to foreign sports sportswear with an emphasis on sports marketing mix elements, abstracts of articles of the Second National Conference on Sporting Event Management (Green Event Management), Payam-e Noor University of Hamadan.
Kinuthia, L., Mburugu, K., Muthoni, H., & Mwihaki, M. (2012). Factors Influencing Brand Loyalty In Sportswear. Asian Journal Of Social Sciences And Humanities, 1(4), 223-231.
Lingling Liu, Petros Parganas, Simon Chadwick, Christos Anagnostopoulos. (2016). Sports Celebrity Endorsements Of Luxury Brands: The Case Of Chines Consumers. International Journal Of Sport Management Recreation & Tourism, Vol.25, P.45-68, 2016 © 2016 I.J.S.Ma.R.T. All Rights Reserved. Issn: 1791-874x.
Nezami, P. (2013) The Reviewing the Impact of Marketing Mix on Brand Equity (Case Study: ETKA Stores). Journal of Novel Applied Sciences Available online at www.jnasci.org. JNAS Journal-2013, 2(10): 517-521.
Onyas, W.K. And Ryan, A. (2017) ‘Exploring The Brand’s World-As-Assemblage: The Brand As A Market Shaping Device’, Journal Of Marketing Management 31(1–2): 141–66.
Pettijohn, C. E., Pettijohn, L. S., & Taylor, A. J. (2002). The Influence of Salesperson Skill, Motivation, and Training on the Practice of Customer-Oriented Selling. Psychology & Marketing, 19, 743-757.
Pillai, P., Soni, S., & Naude, M. (2015). Selected Factors As Determinants In The Purchase Choice Of Sporting Sportswear. Problems And Perspectives In Management, 13(3), 216-223.
Rentz, J. O., Shepherd, C. D., Tashchian, A., Dabholkar, P. A., & Ladd, R. T. (2002). A Measure of Selling Skill: Scale Development and Validation. Journal of Personal Selling & Sales Management, 22(1), 13-21.
Salar,j, (2006), Relationship between marketing mix and consumer behaviour. Tadbir, no 176, pp 59-64.
Sasongko, R. M. (2017). Product Attributes And Norms Roles In Forming Intentions To Buy Counterfeit Products. Jurnal Wawasan Manajemen, 5(3), 338-351.
Stafford ,K. (2015). "Determinants Of Service Quality And Statisfacation In The Auto Casualty Claims Process". Journal Of Service Marketing.
Taylor S. A., Celuch K., Goodwin, S. (2016)."The importance of brand equity to customer loyalty". Journal of Product & Brand Management, Vol. 13.
Tong, X. (2006).Creating brand equity in the Chinese clothing markets. Dissertation Presented to the Faculty of the Graduate School Of the Requirement for the Degree Doctor of Philosophy. University of Missouri, Columbia. December 2006.
Vamshikrishna ,Srungaramnarsimha, (2008), “Assessing Youth’s Buying Behaviour Towards Sport Shoes (A Case Study Of Nike), Master’s Degree Level Dissertation, University Of Halmstad.
Zahmat Doost, M, and Asadi, F, 2017, The Relationship between internal branding and service quality in East Azarbaijan sportswear manufacturing companies, Second International Conference on Applied Research in Physical Education, Sport Sciences and Championships, Tehran, Salehan University.
The International Journal of Humanities
Volume 27, Issue 3
Spring 2020
Pages 45-60