Designing a Dynamic Model of Brand Value-Creation for Sports Clubs

Hosseini, Helen; Bahrololoum, Hassan; Andam, Reza; Hasani, Aliakbar; Bagheri, Hadi

doi:10.24200/sci.2024.61947.7573

Designing a Dynamic Model of Brand Value-Creation for Sports Clubs

Document Type : Article

Authors

¹ Department of Physical Education and Sport Science, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran

² Department of Industrial Engineering, Faculty of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran

10.24200/sci.2024.61947.7573

Abstract

Purpose: The purpose of the current research is to design a holistic model for brand value-creation in sports clubs in Iran. The system dynamics approach has been chosen for the analysis of brand value creation due to the presence of various factors and complex interactions and feedback in time.
Design: An integrated dynamic model for brand value-creation of volleyball clubs is developed which incorporates brand equity, financial, physical, social, and human capital, competition environment, laws, social responsibility, brand communications, and club stakeholders including the federation, sponsors, shareholders, and fans variables. Determination of the system’s bounds, identification of variables, and evaluation of behavior and their inter-relationships variables were done based on the literature review and experts’ opinions. The proposed dynamic model was validated by using a set of strategies. The outcomes of ranking strategies are presented based on simulations and using hybrid multi-criteria decision-making analysis.
Findings: The obtained results indicate that human resources especially star players and active participation in online brand communities have had the most effect on the value-creation of the club’s brand.
Originality: This study is one of the first research that investigated the complex relationships between sports club brand value creation variables by using the system dynamics.

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