The Design of a Sports Marketing Model for Iranian Women’s Professional Sport
نویسندگان
چکیده
The purpose of this study was to design and develop a model for Iranian women's professional sports. This adopted qualitative approach with the grounded theory data analysis. A semi-structured interview used collect data. 14 sports managers sport’s marketing experts in Iran, aged between 28 69, were interviewed. MAXQDA pro 12.3 software three stages open, axial, selective coding. 296 open codes 49 general concepts identified which classified into main categories. Finally, findings 9 factors as categories research “marketing hegemony sports” central phenomenon. It is necessary note relevant causal, context, intervening conditions when applying proposed strategies research, action reaction mentioned factors. Additionally, socio-cultural Iran existence beliefs ideas governments religious leaders' thoughts should be taken account model.
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ژورنال
عنوان ژورنال: International journal of social science and human research
سال: 2023
ISSN: ['2644-0695', '2644-0679']
DOI: https://doi.org/10.47191/ijsshr/v6-i2-57