خلاصة:
Background. Brand personality as a part of brand identity plays an important role in communications; if a brand has no personality, it cannot introduce itself and stay in the mind of the customer. Customer understanding about a brand is far more important than what is expressed as brand reality. Thus, developing an appropriate personality for creating a compatible image of the brand in the customer’s mind will be an important factor. Therefore, organizations must develop appropriate primitive principles to establish a long relationship with customers.
Objective. This study was conducted to identify and introduce intervening and fundamental factors affecting the formation of brand personality of the Iran Football League.
Methods. Here, a qualitative research was conducted using a grounded research method. Data collection tools involved deep interviews with experts (23 individuals) selected by purposive and snowball sampling. Data analysis was performed using open encodings, axial, and selective methods.
Results. Based on the qualitative interviews, 33 signs were obtained for conditions influencing the formation of league brand personality (contextual factors and intervening conditions). Having analyzed these factors and summarized the findings based on the connection index and similarity with each other, and with the constant comparison, these signs were eventually reduced to five concepts or categories including product factors, factors unrelated to the product as well as the external and macro environment.
Conclusion. If brand personality is defined based on market research or people's tastes, adapting the whole system with the brand personality and present promises is a tedious task. On the other hand, the research method contributes to obtaining the same pattern for each product category or service. So in order to build a brand personality from the organization perspective, managers and planners should identify intervening conditions and contextual factors which can disrupt the strategies adopted (intervening factors). Alternatively, with appropriate contextualization, they can contribute to the development of these strategies and act toward these factors for the formation of the brand personality of the league
ملخص الجهاز:
Mediators of Development of Brand Personality in Iran Football League 1Fakhrossadat Tabatabaeian*, 2Mohammad Khabiri, 1Mehdi Rasooli 1Sport Management Department, Sport Sciences Research Institute of Iran, Tehran, Iran.
This study was conducted to identify and introduce intervening and fundamental factors affecting the formation of brand personality of the Iran Football league.
Based on the qualitative interviews, 33 signs were obtained for conditions influencing the formation of league brand personality (contextual factors and intervening conditions).
research from the viewpoint of the fans indicated that the dimensions of brand personality of the top league football teams form seven unique dimensions including perfection, stunning, distinctive, exciting, classic and successful (9).
Accordingly, the present study is the first research conducted fundamentally and profoundly to identify the factors contributing to the formation of "brand personality in the field of sport (Iran Football league) and the intervening factors in its formation.
Based on the qualitative interviews, 33 signs were obtained for the conditions (contextual factors and intervening conditions) affecting the formation of brand personality league.
The roles of derby games and strengthening city eams, order and stability in all things and all levels of activity (managers, quality of service, holding competitions, selling tickets of the tournaments, contracts signed with sponsors) (20) were identified as fundamental factors of brand personality of the ootball league.
CONCLUSION In this regard, the present research is the first study that has tried to identify intervening and contextual factors in achieving the personality, league, managers and planners, but had also some limitations.