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1- Department of Sport Management, Faculty of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran
2- Department of Sport Management, Faculty of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran , mortezaazimzade@um.ac.ir
3- College of Business, Colorado State University, Colorado, USA
Abstract:   (560 Views)
Background: As a component of the sports industry, professional athletes are always faced with challenges, including injury, performance loss, etc. To overcome these problems, many famous athletes have turned to build their brands, as it enables them to create and maintain a market of customers and fans.
Objective: The purpose of this study was to use the Grounded theory approach to design a model of the micro factor affecting personal brand development for Professional athletes.
Method: The present study was an applied research with a descriptive-survey method, and a library-field data collection method. This research was a qualitative research and was carried out using the Grounded Theory method. In the present study, semi-structured interviews were used as data gathering tools. Sampling was done using judgmental sampling method and followed up to theoretical saturation, which included a total of 18 interviewees.
Results: Based on the findings, after three stages of open coding, selective coding, and theoretical coding, a total of 62 concepts, 11 categories, and 4 factors were obtained that showed "Athletechr('39')s Behaviors", "Athletechr('39')s Personality Traits", "Marketable Lifestyle" and "Athletic Performance" play an important role in developing the personal brand for professional athletes.
Conclusion: By identifying the factors affecting the personal brand of professional athletes, athletes, managers, and marketers can create and maintain a market for their customers and fans, achieve sustainable income and maintain reputation and popularity.
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APPLICABLE REMARKS
  • Based on this study, it is suggested to managers and athletes that if they want to influence others and especially those who are interested in sports, they can develop his/her personal brand with the set of factors presented in this model.
  • It is suggested that athletes have a strong presence in cultural, political and social activities and have clear ideas and positions on the new issues.
  • It is suggested that future research will present a model of personal brand development for other human resources in sport such as coaches, teachers, referees, and so on.
  • It is suggested that the research examines the barriers to athletes personal brand development and their personal brand injuries.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2020/01/19 | Accepted: 2020/04/7

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