year 8, Issue 2 (Summer 2020)                   Ann Appl Sport Sci 2020, 8(2): 0-0 | Back to browse issues page

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Balali M, Azimzadeh S M, Keshtidar M, Pitts B. Explaining the Conceptual Model of Factors Affecting the Brand Identity of Handball. Ann Appl Sport Sci 2020; 8 (2)
1- Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
2- Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran ,
3- Department of Sport Management, Georgia State University, Georgia, USA
Abstract:   (2758 Views)
Background. Brand identity is a dynamic phenomenon with both internal and external aspects and the principles of brand identity have become a topic of the day in the field of brand literature and marketing.
Objectives. The present study seeks to explain the conceptual model of factors affecting the brand identity of handball.
Methods. The present study was applied in terms of purpose and was of the descriptive-analytical type conducted as a field study. The statistical population included experts in the areas of brand, brand identity, urban branding, brand management, and sport management. For sampling, 60 individuals were selected among 200 experts through purposeful sampling and were invited to participate in fuzzy Delphi rounds. Eventually, 25 individuals entered the Delphi rounds as the final statistical sample. A semi-open researcher-made questionnaire was used for data collection.
Results. The results of implementing the two fuzzy Delphi rounds led to the consolidation of the conceptual model of internal and external factors affecting the brand identity of handball. These included humanware factors (managers, coaches, veterans, players, fans, volunteers, sponsors, citizens and citizen fans of handball) with a score of 0.89, "performance" of handball with a score of 0.88, and having macro goals and media relations with a score of 0.86.
Conclusions. The leading model can provide managers with a comprehensive guide to building and promoting the brand of handball. In this regard, the brand identity of handball depends on the development and promotion of human resources, club performance, and media relations more than any other factor.
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- Sports managers in the field of handball are advised to pay particular attention to the quantitative and qualitative promotion of all human factors. There is no doubt that great coaches, star players along with volunteers, loyal supporters and sponsors and utilizing the veterans' treasury can be effective in promoting the brand identity of Handball.
- The performance of the handball clubs can be monitored by citizens, in terms of technical performance, gaining club results, financial and even ethical performance. Therefore, in order to promote the brand identity of handball, all the three performance aspects needs to be considered.
- Nowadays, in order to be better seen and to strengthen its brand identity, every brand needs a close and continuous relationship with the media, and the brand identity of handball is no exception. Managers should consider broad and continuous ways of communicating with the media at the local, national and even international levels in their macro planning.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/06/15 | Accepted: 2019/08/29

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