Utilizing Archetype for Determination of Iran Football Pro League Brand Personality

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GHODSI P.; ELAHI A.R.; RASOOLI M.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: SPORT MANAGEMENT REVIEW Year:2019 | Volume:11 | Issue:54 Page(s): 171-190

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Information Journal Paper

Title

Utilizing Archetype for Determination of Iran Football Pro League Brand Personality

Author(s)

GHODSI P. | ELAHI A.R. | RASOOLI M. | Issue Writer Certificate

Keywords

BrandingQ1

Brand IdentityQ1

Brand AssociationsQ1

Brand PersonalityQ1

ArchetypesQ1

Abstract

Branding is an applicable strategy to be distinctive in different product and service industries. Nowadays companies and organization besides competing to get product and services market are trying to make customers mental perception close to theirs (product, brand, company). In this regard, one of the concepts in Branding that helps organizations to this goal is Brand Personality which is known as a factor for analyzing costumers responds to the brand or products beneath the brand. So, the aim of this research is determination of Iran’ s football league organization Brand Personality using Archetypes. To this extend, 14 subjective deep interviews conducted with experts and managers of football league organization till getting theoretical saturation. Research findings coding with content analyses approach and 191 codes was found affecting perception of Brand Personality. These codes categorized in 7 concepts including management and planning, human resources, organizational nature, personal manager attributes, communications, environment effects and clubs’ effects. Eventually, current Brand Personality of football league organization was found to be “ everyone” and suitable Brand Personality of football league organization was “ keeper” . According to the findings, operational alternatives was suggested to show the way due reach the best organization’ s Brand Personality.

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APA: Copy

GHODSI, P., ELAHI, A.R., & RASOOLI, M.. (2019). Utilizing Archetype for Determination of Iran Football Pro League Brand Personality. SPORT MANAGEMENT REVIEW, 11(54 ), 171-190. SID. https://sid.ir/paper/234355/en

Vancouver: Copy

GHODSI P., ELAHI A.R., RASOOLI M.. Utilizing Archetype for Determination of Iran Football Pro League Brand Personality. SPORT MANAGEMENT REVIEW[Internet]. 2019;11(54 ):171-190. Available from: https://sid.ir/paper/234355/en

IEEE: Copy

P. GHODSI, A.R. ELAHI, and M. RASOOLI, “Utilizing Archetype for Determination of Iran Football Pro League Brand Personality,” SPORT MANAGEMENT REVIEW, vol. 11, no. 54 , pp. 171–190, 2019, [Online]. Available: https://sid.ir/paper/234355/en

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