نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 استادیار گروه تربیت بدنی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study was to identify and validate strategies affecting the branding of the Iranian Football Premier League. The research method was mixed in terms of data collection which was qualitative-quantitative. The statistical population in the qualitative section included professors in the field of sports marketing, club officials and the league organization. Sampling method was used as non-probability sampling, with purposeful selection and with maximum variability or heterogeneity. The sample size in this study was 16 based on the theoretical saturation index. Also in the small part of the managers and staff of the sports club, PhD students in the field of sports marketing and finally the customers who are provided with sports services, which were equal to 360 people. The research tools included semi-structured interviews and a researcher-made questionnaire that was designed according to the extracted codes in the qualitative part. Qualitative part analysis was performed with Maxqda software and quantitative part analysis was performed with AMOS structural equation modeling software. The results related to the effective strategies on branding of the Iranian Football Premier League have been shown, which include 6 concepts and 44 codes have been identified and approved. Finally, the results of the model were confirmed in terms of validation. The results showed that legal solutions, appropriate management strategies, establishing proper communication and interactions, holding matches according to current world standards, strengthening the facilitators, brand fit and logo with the league formed the branding strategies of the Iranian Football Premier League.
کلیدواژهها [English]
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