Identifying Factors Affecting the Brand Value Creation of Volleyball Clubs: A Study of the Iranian Super League

Purpose: This research aimed to identify the influential factors on the brand value creation of Iran's Super League volleyball clubs.Methods: This research was conducted by adopting a qualitative approach based on the thematic analysis method. The thematic analysis method was implemented using written sources (printed and electronic) and interviews with sports experts. For this purpose, ۴۳ articles were analyzed. Also, ۱۵ semi-structured interviews were conducted with managers and coaches of Super League volleyball clubs, officials of the volleyball federation, and university faculty members (sports management) who were selected by purposive sampling.Results: The data pieces related to the research topic were analyzed in three stages, and the result was ۱۱۴ basic themes, ۲۴ organizing themes, and seven inclusive themes. The global themes included the special brand equity, competitive environment, club brand communication, club reputation, club assets, branding, and social responsibility.Conclusion: The results of this article show that value creation involves all sectors of a sports club and it requires the coordination of executive, financial, marketing, and technical managers to be able to create value for different stakeholders with different needs simultaneously.

Keywords:

Branding , Sports Clubs , Stakeholders , Theme analysis , Value creation