Presenting a Model of the Factors Influencing the Formation of Personal Branding among Iraqi Coaches
Keywords:
Personal brand, coach, professional sports, IraqAbstract
The aim of this study is to develop a model of the factors influencing the formation of personal branding among Iraqi coaches. This research is applied in terms of its objective, descriptive-survey in terms of data collection method, and qualitative in terms of research typology. Thematic analysis strategy was employed for data analysis. The statistical population of this research consisted of professors and experts in the fields of sports marketing and branding, as well as professional sports coaches in Iraq. Purposeful sampling was used in this study, whereby 16 university specialists in the fields of sports management and marketing, along with professional coaches from Iraq, were selected through purposive sampling using the snowball technique. The results obtained from the analysis of the conducted interviews revealed that 93 initial codes were extracted from 16 interviews, from which 20 preliminary themes emerged. Ultimately, these themes were categorized into six final themes: environmental factors (political-economic conditions), expertise, coach’s performance and skills (coaching experience, lifestyle outside the field of sports, promotion, behavioral approach of the coach, and coach’s personality). This model can serve as a practical framework not only for Iraqi coaches but also for coaches in similar contexts to plan and manage their personal branding effectively. Furthermore, from the perspective of sports policy-making, the findings of this study can assist sports and educational institutions in providing the necessary infrastructure for nurturing coaches with stronger and more influential personal brands.
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