Designing a brand orientation model from the customer perspective (sports goods brand)

Document Type : Original Article

Authors

1 Assistant Professor of Business Management, Payame Noor University, Tehran, Iran

2 Ph.D. of Sports Management, Tabriz University, Tabriz, Iran

3 Assistant Professor of Business Management, Payame Noor university, Tehran, Iran

Abstract

Purpose: In the dynamic and emotional sporting goods industry, branding is not just a choice, it’s a necessity. A strong brand is not just your name or logo; it’s an intangible asset that creates trust, loyalty, and value, ultimately ensuring the long-term success of your business.The present study was conducted with the aim of developing a brand orientation model of customers for professional volleyball products.
Method: The present research method was qualitative and used an interpretative phenomenological approach. The statistical population included customers of sports products of domestic brands Merozh and Yousef Jameh from the cities of Tehran and Urmia. They were selected based on a purposive sample of 20 citizens who had purchased from two renowned domestic brands in the past until information saturation was reached. The data was collected through semi-structured interviews.
Results: To check the reliability and objectivity of the information, the opinions of researchers outside the research community were also consulted, and the acceptability of the data was checked through peer review and corroboration. Smith & Shinebourne's phenomenological method of analysis was used to analyze the data.
Conclusion: A total of 56 subthemes, 13 sub-themes and 6 major themes were extracted and categorized. The main themes included brand desirability, brand power, personal and social factors, economic factors, cultural factors and other related factors such as technology and advertising. The results of this study show how sports brands can use these factors to build lasting relationships with their customers.

Keywords

References

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Research in Sport Management and Marketing
Volume 7, Issue 1
2026
Pages 105-121

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