The Sepahan Club Brand Strategic Position Promotion Model by MAXQDA Method

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MIRZAIE MOHAMMAD; NAZARI RASOOL; Tabesh Saeid

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2020 | Volume:7 | Issue:27 Page(s): 33-46

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Title

The Sepahan Club Brand Strategic Position Promotion Model by MAXQDA Method

Author(s)

MIRZAIE MOHAMMAD | NAZARI RASOOL | Tabesh Saeid | Issue Writer Certificate

Keywords

Branding

grounded theory

MAXQDA11

Sepahan

strategic position

Abstract

The present study aimed at offering an applied model of the promotion of Sepahan Club brand strategic position by MAXQDA method that was conducted through proposing grounded theory. The participants included 14 marketing experts and sport management university professors as well as the current and former managers of Sepahan Club who were selected for in-depth and semi-structured interviews by a combination of theoretical sampling and snowball methods. The interviews continued until theoretical saturation. Open, axial and selective encodings were employed to analyze the data by The MAXQDA11software which is used to analyze qualitative data in qualitative research. The results indicated that 481 conceptual codes with 127 indicators in the format of the following aspects (causal factors (3), contextual factors (2), central topics (5), strategies (6), intervening conditions (2) and outcomes (3)) were extracted. Integration of the topics based on their interrelationships of the promotion of Sepahan Club brand strategic position forms a paradigmatic model that results in a brand equity elevation pattern. Strategies like institutionalization of Sepahan Club strategic management, strategic plans of Steel Complex and Ministry of Industry as the high-level documents as well as the absorption of financial resources will result in outcomes such as sustainable revenue and creation of Sepahan Club brand equity.

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APA: Copy

MIRZAIE, MOHAMMAD, NAZARI, RASOOL, & Tabesh, Saeid. (2020). The Sepahan Club Brand Strategic Position Promotion Model by MAXQDA Method. NEW TRENDS IN SPORT MANAGEMENT, 7(27 ), 33-46. SID. https://sid.ir/paper/382971/en

Vancouver: Copy

MIRZAIE MOHAMMAD, NAZARI RASOOL, Tabesh Saeid. The Sepahan Club Brand Strategic Position Promotion Model by MAXQDA Method. NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2020;7(27 ):33-46. Available from: https://sid.ir/paper/382971/en

IEEE: Copy

MOHAMMAD MIRZAIE, RASOOL NAZARI, and Saeid Tabesh, “The Sepahan Club Brand Strategic Position Promotion Model by MAXQDA Method,” NEW TRENDS IN SPORT MANAGEMENT, vol. 7, no. 27 , pp. 33–46, 2020, [Online]. Available: https://sid.ir/paper/382971/en

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