Saeed Kohansal; Farshad Emami; Vahid Shojaei
Abstract
The purpose of this study was to present a model for developing the organizational brand identity of the Veterans and Disabled Sports Federation. The present study had a qualitative approach based on the foundation data theory strategy. Data collection was in the form of in-depth interviews with 16 marketing ...
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The purpose of this study was to present a model for developing the organizational brand identity of the Veterans and Disabled Sports Federation. The present study had a qualitative approach based on the foundation data theory strategy. Data collection was in the form of in-depth interviews with 16 marketing experts and executives of the federation. Sampling was theoretical and the interviews continued to the point of theoretical saturation. Data analysis was performed by MAXQDA 18 software. The researcher extracted the concepts through a three-step coding process. Then, through category categorization and selective coding, he designed a model based on the Strauss and Corbin framework.findings:Qualitative findings showed that 89 initial propositions with a total frequency of 426 including management, strategic approach and communication network and organizational performance in the field of causal factors, hardware infrastructure, global environment, technology environment, political environment, socio-cultural environment and economic environment in The background conditions and categories of social institutions, organizational branding approach, competition and structure were counted in the intervention conditions section.Conclusion: Improving the level of satisfaction in the audience by creating an organizational reputation of the Veterans and Disabled Sports Federation is a gift that can be achieved through strategic analysis of various factors affecting the brand identity of the federation. Therefore, the managers of this federation and high-level organizations are suggested to develop the brand identity of this federation through the optimal management of each of the mentioned factors and also the optimal implementation of the developed strategies.
