Document Type : Research Paper
Authors
1 Phd, Sport Marketing Management, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
2 Professor, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
3 Associate Professor, Faculty of Manegement, University of Tehran, Tehran, Iran
Abstract
The purpose of this study was to provide an appropriate model for developing the brand equity of the Iranian Football League. Given this purpose, the present research is an exploratory inquiry into the orientation of a fundamental research that uses the strategy of the grounded theory with a classical (emergent) approach. To collect data, 24 in-depth interviews with participants of research conducted. Participants were selected theoretically through a judicious and targeted sampling method. Analysis of data was conducted during three stages of open, selective and theoretical coding. Ultimately the final model of research formed as a triplex model, including institutions, prerequisites and the specialty of branding the league. According to the results of the research, as long as there are major and structural prerequisites, the branding of the Premier League will not be fruitful; The interaction and interaction between the sovereign institutions, the media and the football institutions will determine the extent to which these requirements are met, among which the role of sovereign institutions is very high. Therefore, the organization of the Iranian Football League has been looking to facilitate and fulfill these requirements, in addition to focusing on the branding activities of the league, along with other football institutions, especially the Football Federation. Also, it is imperative for the league organization to prioritize objectives and determine the desirable position for the brand, and to follow a principled and scientific process in branding activities in order to benefit from the desired outcomes of a credible brand.
Keywords
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