Developing a model of interactions between society and brands based on socio-cultural theory
Introduction: Interactions between the society and the brand can play an essential role in society's attitude and behavior towards the brand. Aim: The purpose of this study was to developing a model of community interactions and sports brands of Premier League football clubs based on social-cu...
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| Format: | Article |
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Kurdistan University of Medical Scienses
2024-09-01
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| Series: | روانشناسی و روانپزشکی شناخت |
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| Online Access: | https://shenakht.muk.ac.ir/article-1-2096-en.html |
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| author | Vajiheh Javani Nosrati Saeideh Fatemeh Abdavi |
| author_facet | Vajiheh Javani Nosrati Saeideh Fatemeh Abdavi |
| author_sort | Vajiheh Javani |
| collection | DOAJ |
| description | Introduction: Interactions between the society and the brand can play an essential role in society's attitude and behavior towards the brand.
Aim: The purpose of this study was to developing a model of community interactions and sports brands of Premier League football clubs based on social-cultural theory.
Method: This research was applied in terms of purpose and of qualitative type with an exploratory nature. In this research, semi-structured interviews were conducted with 17 activists and professors and prominent football players who were selected in a judgmental and purposeful way using the snowball technique. Then, the interviews were categorized and analyzed using the theme coding method.
Results: The influencing factors of the society on the sports brand include cultural factors (platform, inhibition, support, sustainability culture, shopping culture, religious and ethnic) and social factors (social classes, demographic characteristics, community dynamics, social changes and social alignment) and the influencing factors of the sports brand on the society including silent cultural formation (modeling, political goals and brand culture), psychological-social factors (socialization, social unity and cohesion, respect for values and reduction of abnormality, support for the weaker sections of society and social welfare and vitality) and effective brand factors (brand authenticity, level of service, quality and price and level of sports event).
Conclusion: The society and football brands interact with each other in different ways, so it is suggested that relevant managers pay special attention to the effective factors identified in the current research in creating their sports brand |
| format | Article |
| id | doaj-art-0dd39e48a04349b8a44bdfae9727da0a |
| institution | OA Journals |
| issn | 2588-6657 2476-2962 |
| language | fas |
| publishDate | 2024-09-01 |
| publisher | Kurdistan University of Medical Scienses |
| record_format | Article |
| series | روانشناسی و روانپزشکی شناخت |
| spelling | doaj-art-0dd39e48a04349b8a44bdfae9727da0a2025-08-20T02:15:15ZfasKurdistan University of Medical Sciensesروانشناسی و روانپزشکی شناخت2588-66572476-29622024-09-0111410812210.32598/shenakht.11.4.108Developing a model of interactions between society and brands based on socio-cultural theoryVajiheh Javani0Nosrati Saeideh1Fatemeh Abdavi2Assistant Professor Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, IRAN PhD Student Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, IRAN Associate Professor, Sports Management Department, University of tabriz , Tabriz, Iran.Introduction: Interactions between the society and the brand can play an essential role in society's attitude and behavior towards the brand. Aim: The purpose of this study was to developing a model of community interactions and sports brands of Premier League football clubs based on social-cultural theory. Method: This research was applied in terms of purpose and of qualitative type with an exploratory nature. In this research, semi-structured interviews were conducted with 17 activists and professors and prominent football players who were selected in a judgmental and purposeful way using the snowball technique. Then, the interviews were categorized and analyzed using the theme coding method. Results: The influencing factors of the society on the sports brand include cultural factors (platform, inhibition, support, sustainability culture, shopping culture, religious and ethnic) and social factors (social classes, demographic characteristics, community dynamics, social changes and social alignment) and the influencing factors of the sports brand on the society including silent cultural formation (modeling, political goals and brand culture), psychological-social factors (socialization, social unity and cohesion, respect for values and reduction of abnormality, support for the weaker sections of society and social welfare and vitality) and effective brand factors (brand authenticity, level of service, quality and price and level of sports event). Conclusion: The society and football brands interact with each other in different ways, so it is suggested that relevant managers pay special attention to the effective factors identified in the current research in creating their sports brandhttps://shenakht.muk.ac.ir/article-1-2096-en.htmlacculturationsocial learningsocial interactionsociety |
| spellingShingle | Vajiheh Javani Nosrati Saeideh Fatemeh Abdavi Developing a model of interactions between society and brands based on socio-cultural theory روانشناسی و روانپزشکی شناخت acculturation social learning social interaction society |
| title | Developing a model of interactions between society and brands based on socio-cultural theory |
| title_full | Developing a model of interactions between society and brands based on socio-cultural theory |
| title_fullStr | Developing a model of interactions between society and brands based on socio-cultural theory |
| title_full_unstemmed | Developing a model of interactions between society and brands based on socio-cultural theory |
| title_short | Developing a model of interactions between society and brands based on socio-cultural theory |
| title_sort | developing a model of interactions between society and brands based on socio cultural theory |
| topic | acculturation social learning social interaction society |
| url | https://shenakht.muk.ac.ir/article-1-2096-en.html |
| work_keys_str_mv | AT vajihehjavani developingamodelofinteractionsbetweensocietyandbrandsbasedonsocioculturaltheory AT nosratisaeideh developingamodelofinteractionsbetweensocietyandbrandsbasedonsocioculturaltheory AT fatemehabdavi developingamodelofinteractionsbetweensocietyandbrandsbasedonsocioculturaltheory |