en مديريت ورزشی و شاخه‌های وابسته بدان Sport Management and its related branches مقاله اصیل Original Article <div style="text-align: justify;"><strong>Background.</strong> 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.<br> <strong>Objectives.</strong> The present study seeks to explain the conceptual model of factors affecting the brand identity of handball.<br> <strong>Methods.</strong> 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.<br> <strong>Results.</strong> 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, &quot;performance&quot; of handball with a score of 0.88, and having macro goals and media relations with a score of 0.86.<br> <strong>Conclusions.</strong> 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.</div> Brand Identity,Urban Brand,Handball,Conceptual Model, 0 0 http://aassjournal.com/browse.php?a_code=A-11-932-1&slc_lang=en&sid=1 Maryam Balali balali.maryam@yahoo.com 10031947532846007737 10031947532846007737 No Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran Seyyed Morteza Azimzadeh mortezaazimzade@um.ac.ir 10031947532846007738 10031947532846007738 Yes Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran Mohammad Keshtidar keshtidar@um.ac.ir 10031947532846007739 10031947532846007739 No Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran Brenda Pitts drbrendapitts@gmail.com 10031947532846007740 10031947532846007740 No Department of Sport Management, Georgia State University, Georgia, USA