Developing Structural Interpretive Model of Factors Affecting Brand Identity of Handball in Iran

 The aim of this study was to develop the structural interpretive model of factors affecting brand identity of handball in Iran. It was an applied study in terms of objectives and a descriptive-analytical study conducted as a field. The statistical population consisted of experts in brand and sport management. 25 experts were selected as the sample by purposive sampling method. The required data were collected through a researcher-made questionnaire by an online survey. The face and content validity of the questionnaire was obtained through the experts. MATLAB software was used to analyze the data related to the structural interpretive model. The results showed that most of the indices were in the autonomous region based on the analysis of power of influence and dependency rate (MICMAC diagram). The results of factor ranking at eight levels showed that environment, economic, political, and social macro factors had the most power of influence and the indices of performance, communication and controllable factors had the highest coefficient of dependency. As well, the final model showed that the brand identity of handball in Iran is highly dependent on economic and political macro factors.