Document Type : Original Article
Authors
1 PhD. Graduated of Sports Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Tehran, Iran
2 Professor, Business Management Department, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
3 3. PhD. Graduated of Sports Management, Department of Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran
Abstract
The sportswear industry is increasingly competitive and dynamic, and brands face many challenges to attract and retain customers, including the emergence of competitors, changing customer preferences, and economic fluctuations. Therefore, the brand decline framework can be a valuable tool for sportswear brands to help them understand and predict future trends and make strategic decisions. The purpose of this research is to design a brand decline framework in the sportswear industry. The philosophy of this research is pragmatism, the method of the research is Quality and the strategy of the research is the Grounded theory. To determine the framework of brand decline, an interview was conducted with 15 experts in the field of brand management and prominent managers of the sportswear industry, Snowball sampling and theoretical saturation, as well as the credibility and trust of the interview protocol by Guba and Lincoln method Confirmed. The research findings indicate that the best solution according to the designed framework has 7 factors and 35 related components. The results of the research indicate that within the framework of brand decline, internal variables in the form of decreasing market share, decreasing brand awareness, decreasing brand loyalty, and weakness in management and dimensions related to the environment in the form of increased competition, lack of brand culturing, and Technology gaps play a key role in the sportswear industry. If the organization wants to prevent brand decline and stabilize or improve its brand position in the market, it should pay attention to these internal and environmental variables.
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