Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League

Document Type : Original Article

Authors

1 Ph.D. Student of Sports Management, Shahrood University of Technology, Shahrood, Iran

2 Associate Professor Sport Management, Shahrood University of Technology, Shahrood, Iran,

3 Associate Professor Sports Management, Shahrood University of Technology, Shahrood, Iran

4 Assistant Professor of Sports Management, Shahrood University of Technology, Shahrood, Iran

5 Associate Professor of Sports Management, Shahrood University of Technology, Shahrood, Iran

10.22098/rsmm.2022.1790

Abstract

Purpose: This research aimed to identify the influential factors on the brand value creation of Iran's Super League volleyball clubs.
Methods: This research was conducted by adopting a qualitative approach based on the thematic analysis method. The thematic analysis method was implemented using written sources (printed and electronic) and interviews with sports experts. For this purpose, 43 articles were analyzed. Also, 15 semi-structured interviews were conducted with managers and coaches of Super League volleyball clubs, officials of the volleyball federation, and university faculty members (sports management) who were selected by purposive sampling.
Results: The data pieces related to the research topic were analyzed in three stages, and the result was 114 basic themes, 24 organizing themes, and seven inclusive themes. The global themes included the special brand equity, competitive environment, club brand communication, club reputation, club assets, branding, and social responsibility.
Conclusion: The results of this article show that value creation involves all sectors of a sports club and it requires the coordination of executive, financial, marketing, and technical managers to be able to create value for different stakeholders with different needs simultaneously.

Keywords


  1. References

    1. Aaker, D. A. (2009). Managing brand equity: simon and schuster.
    2. Abbas, U., Islam, K. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of brand image on customer loyalty with the mediating role of customer satisfaction and brand awareness. International Journal of Marketing Research Innovation, 5(1), 1-15.
    3. Adamik, R., Ference, P., Zrakova, D. (2017). The impact of sponsorship on the reputation of the sports club. Conference: CER Comparative European research 2017. At: London.
    4. Afshari, R. (2017). The role of brand awareness and perceived quality on the willingness to buy again among customers of Refah chain stores in Ardabil province. Applied researches in management and accounting, 8, 127-124.
    5. Ali, B. J., & Anwar, G. (2021). Intellectual capital: A modern model to measure the value creation in a business. Ali, BJ, & Anwar, G.(2021). Intellectual capital: A modern model to measure the value creation in a business. International journal of Engineering, Business and Management, 5(2), 31-43.
    6. Alilou, P., Saeednia, H., & Badie Zadeh, A. (2018). Designing a Model to clarify Brand Value-creation Determinants in Iranian Textile Industry. Jounal of Marketing Management, 12(37), 31-45.
    7. Azimzadeh, S. M., Heydari, R., Darabi, M., & Shajiee, K. (2021). Quantitative content analysis of brand-related research trends in the Iranian sports industry. Sports Marketing Studies, 1(4), 52-22.
    8. Bardos, K. , Ertugrul, M., & Gao, L. S. (2020). Corporate social responsibility, product market perception, and firm value. Journal of Corporate Finance, 62, 101588.
    9. Braun, V., Clarke, V., & Weate, P. (2016). Using thematic analysis in sport and exercise In Routledge handbook of qualitative research in sport and exercise, 213-227.
    10. Bridgwater, S. (2010). Football Brands, Warwick Business School, University of Warwick, UK, Printed and Bound in Great Britain by CPI Antony Rowe, Chippenham and Eastbound ISBN. In: P.
    11. Carlsson, B. (2009). Insolvency and the domestic juridification of football in Sweden. Soccer & society, 10(3-4), 477-494.
    12. Deheshti, M., Mirza Zadeh, Z. S., & Alimohammadi, H. (2021). Identifying factors affecting the reputation of Iranian soccer clubs in terms of experts and supporters Using the Fuzzy Delphi method. Journal of Sport Management and Motor Behavior.
    13. Donner, H. (2021). A Model for Collaborative Value Creation. Available at SSRN 4018586.
    14. Ebadati, N., Sarukhani, B., & Farhangi, A. A. (2018). Value creation of brand community in social media with emphasis on the role of the suggestion system. Social and cultural strategy, 7(2), 261-280.
    15. Filizöz, B., & Fi┼čne, M. (2011). Corporate social responsibility: A study of striking corporate social responsibility practices in sport management. Procedia-Social and Behavioral Sciences, 24, 1405-1417.
    16. Galbreath, J. (2010). How does corporate social responsibility benefit firms? Evidence from Australia. European Business Review.
    17. Harjanto, H. C., Ellitan, L., & Muljani, N. (2021). The Influence of Brand Experience and Emotional Attacgment on Brand Trust and Brand Loyalty Church Mawar Sharon, West Surabaya. Rima-Research In Management and Accounting, 4(1), 24-36.
    18. Hassan, Z., & Nareeman, A. (2013). Impact of CSR practices on customer satisfaction and retention: an empirical study on foreign MNCs in Malaysia. Available at SSRN 2327243.
    19. Jabbaezade Kangarluei, S., Fatehi, S., & Motevaset, M. (2016). Ethical Ideology and Corporate Social Responsibility and Information Asymmetry. The Financial Accounting and Auditing Researches, 8(31).
    20. Javani, V. (2017). Paradigmatic Model of Branding in Sports Industry. Journal of Sport Management, 9(1), 175-189.
    21. Javani, V. (2018). The impact of internal branding in sports organizations: A case study research in fitness clubs. Sport Management and Development, 7(2), 102-112.
    22. Khan, H., Yasir, M., Shah, H. A., & Majid, A. (2021). Role of social capital and social value creation in augmenting sustainable performance of social enterprises: Moderating role of social innovation. Pakistan Journal of Commerce and Social Sciences (PJCSS), 15(1), 118-137.
    23. Kolyperas, D., Maglaras, G., & Sparks, L. (2019). Sport fans’ roles in value co-creation. European Sport Management Quarterly, 19(2), 201-220.
    24. Li, T., & Wei, H. (2018). Service branding: a perspective of value Co-creation orientation. Journal of Service Science and Management, 11(02), 256.
    25. Lincoln, Y. S., & Guba, E. G. (1986). But is it rigorous? Trustworthiness and authenticity in naturalistic evaluation. New directions for program evaluation, 1986(30), 73-84.
    26. Mahmoodin, A., Sadeghi Boroujerdi, S., & Mohammadi, S. (2017). The impact of the athletes’ brand image on the fans loyalty. Contemporary Studies On Sport Management, 7(13), 53-67.
    27. Martínez-López, F. J., Aguilar-Illescas, R., Molinillo, S., Anaya-Sánchez, R., Coca-Stefaniak, A., & Esteban-Millat, I. (2021). The role of online brand community engagement on the consumer–brand relationship. Sustainability, 13(7), 3679.
    28. Marzban Shirkharkolaei, Z., Marzban, A. (2014). An overview of the brand, its concepts and public relations in branding. International conference on economics, accounting, management and social sciences.
    29. Meek, S., Ogilvie, M., Lambert, C., & Ryan, M. M. (2019). Contextualising social capital in online brand communities. Journal of brand management, 26(4), 426-444.
    30. Memari, Z., Khabiri, M., Hamidi, M., Kazemnejad, A., & Yad, E. F. J. (2008). Modeling the Marketing Mix in Sport Industry of Iran.
    31. Mingione, M., Cristofaro, M., & Mondi, D. (2020). 'If I give you my emotion, what do I get?'Conceptualizing and measuring the co-created emotional value of the brand. Journal of Business Research, 109, 310-320.
    32. Mirjavadi, M., Saidnia, H. R., & Abedi, E. (2019). Model of brand value creation in Brand-oriented with an emphasis on service quality. Journal of Strategic Management Studies, 10(39), 121-151.
    33. Mirzaei, M., Khademi, M., & Mohamad Kazemi, R. (2017). The effect of sports brand development on the special value of the brand (case study: Persepolis brand). Sports management, 9 (3), 548-531.
    34. Montazeri, Z. S., Aghamoosa, R., Naami, A., & Fatemi, A. (2021). Designing a value creation model of service brand identity with an entrepreneurial approach in educational companies. Journal of Entrepreneurship Development, 13(4), 501-520.
    35. Morrow, S. (2013). Football club financial reporting: time for a new model? Sport, Business and Management: An International Journal.
    36. Nazari, R., & Mokhtari, M. (2019). The Model Elements of Professional Football Clubs are based on Customers Based Brand Equity. Sport Management and Development, 7(4), 106-117.
    37. Roshan, S. A., & Farzaneh Hassan Zadeh, Zh. (2013). The effect of social responsibility on the quality and consequences of the organizational relationship. Organizational behavior studies, 2(3), 109-136.
    38. Safari, Sh., Morshedi, H., & Shafeie, A. (2021). Investigating the role of brand personality on brand value creation (case study of Iran Insurance Company). Quarterly journal of new research approaches in management and accounting, 5 (57), 54-67.
    39. Sajjadi, S. N., Rajabi, H., Abed Lati, M., & Tarighi, R. (2016). Identifying Factors Affecting Brand Equity of Professional Football Teams The Case Study of Esteghlal Tehran Football Club. Sport Management Studies, 8(39), 87-102.
    40. Sajjadi, S. N., Tarighi, R., & Abedlati, M. (2017). Prioritizing the Factors Affecting Brand Equity of Popular Football Clubs in Iran. Annals of Applied Sport Science, 5(3), 87-93.
    41. Sandberg, E., Pal, R., & Hemilä, J. (2018). Exploring value creation and appropriation in the reverse clothing supply chain. The International Journal of Logistics Management.
    42. Schau, H. J., Muñiz Jr, A. M., & Arnould, E. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.
    43. Seifi Salmi, T., Benar, N., & Honari, H. (2019). Identifying value creation strategies in the brand communities of sport clubs based on the use of social media. Annals of Applied Sport Science, 7(2), 55-61.
    44. Seikkula-Leino, J. (2018). A review of entrepreneurship education in teacher education. Malaysian Journal of Learning and Instruction, 15(1), 105-148.
    45. Sepahvand, R. (2014). The role of investment in human resources, with emphasis on the value of the human capital. Management studies (improvement and transformation), 23(76), 117-140.
    46. Spender, J. (2018). Managing the engines of value-creation. Real-World Econ Rev, 83, 99-115.
    47. Szymoszowskyj, A., Winand, M., Kolyperas, D., & Sparks, L. (2016). Professional football clubs retail branding strategies. Sport, Business and Management: An International Journal.
    48. Walters, G., & Tacon, R. (2010). Corporate social responsibility in sport: Stakeholder management in the UK football industry. Journal of Management & Organization, 16(4), 566-586.
    49. Zhou, Z., Wang, R., & Zhan, G. (2021). Cultivating consumer subjective well-being through online brand communities: a multidimensional view of social capital. Journal of Product & Brand Management.
    50. Zrakova, D., Ference, P., & Kubina, M. (2018). Reputation in Field of Sport, Conference: QUAERE 2018. At: Hradec Králové, Czech Republic.