| Popis: |
The issue of branding is very new in Iran and businessmen have recently recognized its importance. The present study aims to add to the scientific aspect of branding, clarify the issue of branding, identify its principles and provide guidance for those who is making decisions in branding issues. Hence, the objective of this study is to provide a model for branding Iranian sporting sportswear. The research has exploratory nature. It was conducted to expand the current knowledge on branding sporting sportswear. In terms of searching the data, this study also has qualitative nature and uses grounded data theory strategy. A constructivist approach in the grounded data theory, provided by Charms (2006), was used in order to provide a systematic and schematic model of results derived from coded data. Purposeful sampling and snowball sampling technique were used to perform in-depth interviews. A total of 15 interviews were performed with experts. In fact, the sampling continued up to the step that the research reached to theoretical saturation and adequate. Based on the research results, branding sportswear was classified into seven levels and the sale of the sporting sportswear was classified into eight levels. The research results also revealed all levels of recognizing the customer needs, knowledge of competitors' activities, sportswear-related services, facilities, identification and pristine advertising should be taken into consideration to brand Iranian sportswear. |
