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-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