Analyzing and Prioritizing Brand Extension Success Factors in Football Clubs from the Experts' Viewpoints

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Bansbardi Ali; KHABIRI MOHAMMAD; Moayed Neda

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2019 | Volume:6 | Issue:23 Page(s): 89-102

Download Full-Text

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Persian Verion

View:

1,120

Download:

Cites:

Information Journal Paper

Title

Analyzing and Prioritizing Brand Extension Success Factors in Football Clubs from the Experts' Viewpoints

Author(s)

Bansbardi Ali | KHABIRI MOHAMMAD | Moayed Neda | Issue Writer Certificate

Keywords

Brand

brand extension

marketing

rule

team identification

Abstract

The aim of this study was to analyze and prioritize the Brand extension success factors in football clubs from the experts' viewpoints. The method of the study was descriptive and analytical. The statistical population consisted of university professors with expertise in sport and Brand marketing, members of marketing committee of Football Federation and the managers of the football clubs. Sampling method was theoretical. Totally, respondents included 11 sport management professors, 3 business management professors, 4 club managers and 3 members of marketing committee if the Football Federation (n=21). Interview was used in factor identification phase and pairwise comparisons questionnaire was used in the prioritization phase. AHP method was used to prioritize factors. The results showed that according to the experts' viewpoints, Brand equity, rules, fans’ team identification and marketing actions were the success factors of Brand extension in football clubs. Brand equity factors that affected Brand extension of the clubs included factors associated with team (success, star player and head coach), organization (club history, league level and sponsor) and market (geographic area, media coverage and competition level). marketing actions included fitness, quality and proper promotion.

Cites

No record.

References

No record.

Cite

APA: Copy

Bansbardi, Ali, KHABIRI, MOHAMMAD, & Moayed, Neda. (2019). Analyzing and Prioritizing Brand Extension Success Factors in Football Clubs from the Experts' Viewpoints. NEW TRENDS IN SPORT MANAGEMENT, 6(23 ), 89-102. SID. https://sid.ir/paper/373358/en

Vancouver: Copy

Bansbardi Ali, KHABIRI MOHAMMAD, Moayed Neda. Analyzing and Prioritizing Brand Extension Success Factors in Football Clubs from the Experts' Viewpoints. NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2019;6(23 ):89-102. Available from: https://sid.ir/paper/373358/en

IEEE: Copy

Ali Bansbardi, MOHAMMAD KHABIRI, and Neda Moayed, “Analyzing and Prioritizing Brand Extension Success Factors in Football Clubs from the Experts' Viewpoints,” NEW TRENDS IN SPORT MANAGEMENT, vol. 6, no. 23 , pp. 89–102, 2019, [Online]. Available: https://sid.ir/paper/373358/en

Related Journal Papers