Developing Brand Equity Model for Iran Football Pro-League

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NAZEMI ALI; EHSANI MOHAMMAD; Kuzechian Hashem; AMIRI MOJTABA

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Journal Paper

Paper Information

Journal: Sport Management Journal Year:2021 | Volume:12 | Issue:4 Page(s): 1015-1034

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Information Journal Paper

Title

Developing Brand Equity Model for Iran Football Pro-League

Author(s)

NAZEMI ALI | EHSANI MOHAMMAD | Kuzechian Hashem | AMIRI MOJTABA | Issue Writer Certificate

Keywords

Brand equityQ1

brandingQ1

classical grounded theoryQ1

football pro-leagueQ2

prerequisitesQ1

Abstract

The aim of this study was to provide an appropriate model to develop the Brand equity of the Iran football pro-league. The present study was exploratory in terms of objectives and fundamental in terms of orientation that used the strategy of the grounded theory with a classical (emergent) approach. To collect data, 24 in-depth and unstructured interviews with the sample (21 administrative managers, experts and researchers of football, marketing and branding) were used. Participants were selected theoretically through judgmental and purposive sampling methods until theoretical saturation. The data obtained from interviews and other sources were analyzed during three stages of open, selective and theoretical coding. Ultimately, the final model was formed as a triplex model including institutions, prerequisites and the special process of branding the league. According to the results of the study, as long as there are no major and structural prerequisites, the branding of the football pro-league will not be fruitful. The interaction and the countereffect of the sovereign institutions, the media and the football institutions will determine the extent to which these prerequisites are met; the role of sovereign institutions is very high among them. Therefore, the Organization of the Iran Football League should severely try to fulfill these requirements in addition to focusing on the special activities of league branding.

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APA: Copy

NAZEMI, ALI, EHSANI, MOHAMMAD, Kuzechian, Hashem, & AMIRI, MOJTABA. (2021). Developing Brand Equity Model for Iran Football Pro-League. SPORT MANAGEMENT (HARAKAT), 12(4 ), 1015-1034. SID. https://sid.ir/paper/409505/en

Vancouver: Copy

NAZEMI ALI, EHSANI MOHAMMAD, Kuzechian Hashem, AMIRI MOJTABA. Developing Brand Equity Model for Iran Football Pro-League. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;12(4 ):1015-1034. Available from: https://sid.ir/paper/409505/en

IEEE: Copy

ALI NAZEMI, MOHAMMAD EHSANI, Hashem Kuzechian, and MOJTABA AMIRI, “Developing Brand Equity Model for Iran Football Pro-League,” SPORT MANAGEMENT (HARAKAT), vol. 12, no. 4 , pp. 1015–1034, 2021, [Online]. Available: https://sid.ir/paper/409505/en

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