IDENTIFICATION AND PRIORITIZATION OF DIMENSIONS OF BRAND ASSOCIATION IN SPORT LEAGUES

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SADEGHI BOURUJERDI SAEED; YOUSEFI BAHRAM; AGHAEI ROGHAYYEH

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2016 | Volume:3 | Issue:11 Page(s): 57-70

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Title

IDENTIFICATION AND PRIORITIZATION OF DIMENSIONS OF BRAND ASSOCIATION IN SPORT LEAGUES "CASE STUDY: FOOTBALL PREMIER LEAGUE"

Author(s)

SADEGHI BOURUJERDI SAEED | YOUSEFI BAHRAM | AGHAEI ROGHAYYEH | Issue Writer Certificate

Keywords

ATTRIBUTES OF BRAND ASSOCIATION

BENEFITS OF BRAND ASSOCIATION

BRAND ASSOCIATION

EXPERT CHOSE SOFTWARE

FOOTBALL PREMIER LEAGUE

MIXED METHOD

Abstract

The aim of this study was to identify and prioritize the dimensions of the BRAND ASSOCIATION in FOOTBALL PREMIER LEAGUE. The research method was mixed (qualitative- quantitative) and the statistical population consisted of sport management experts.11 subjects were selected by purposive and snowball sampling methods. Data were collected through semi-structured interviews. In qualitative phase, main concepts and categories were obtained by content analysis. Data coding was continued to axial coding phase and finally 12 main categories were obtained. In the quantitative phase, the obtained codes were prioritized using Analytical Hierarchy Process (AHP) and Expert Choice software. The results showed that in the dimension of ' benefits', ' excitement' (relative weight=0.308) and in the dimension of ' attributes', ' star player' (relative weight=0.274) achieved most importance. Other factors were next priorities according to their criteria. Results showed that the identified BRAND ASSOCIATIONs affected the attractiveness of the league. An emphasis on positive associations provided more desirability for the spectators which affected their more attendance.

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APA: Copy

SADEGHI BOURUJERDI, SAEED, YOUSEFI, BAHRAM, & AGHAEI, ROGHAYYEH. (2016). IDENTIFICATION AND PRIORITIZATION OF DIMENSIONS OF BRAND ASSOCIATION IN SPORT LEAGUES "CASE STUDY: FOOTBALL PREMIER LEAGUE". NEW TRENDS IN SPORT MANAGEMENT, 3(11 ), 57-70. SID. https://sid.ir/paper/266776/en

Vancouver: Copy

SADEGHI BOURUJERDI SAEED, YOUSEFI BAHRAM, AGHAEI ROGHAYYEH. IDENTIFICATION AND PRIORITIZATION OF DIMENSIONS OF BRAND ASSOCIATION IN SPORT LEAGUES "CASE STUDY: FOOTBALL PREMIER LEAGUE". NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2016;3(11 ):57-70. Available from: https://sid.ir/paper/266776/en

IEEE: Copy

SAEED SADEGHI BOURUJERDI, BAHRAM YOUSEFI, and ROGHAYYEH AGHAEI, “IDENTIFICATION AND PRIORITIZATION OF DIMENSIONS OF BRAND ASSOCIATION IN SPORT LEAGUES "CASE STUDY: FOOTBALL PREMIER LEAGUE",” NEW TRENDS IN SPORT MANAGEMENT, vol. 3, no. 11 , pp. 57–70, 2016, [Online]. Available: https://sid.ir/paper/266776/en

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