Identifying effective factors on the promotion of brand value co-creation in Iran's premier league football clubs ( Grounded theory approach)

Document Type : Original Article

Authors

1 azad university

2 Assistant Professor of Sport Management, Razi University

3 faculty member of Razi university, Kermanshah, Iran

Abstract

Considering the importance of sports and its transformation into a dynamic industry and the role of sports clubs, especially football, in this industry, promoting the brand value of clubs is one of the most important issues of every sports club. So the aim of this study was Identifying effective factors on the promotion of brand value co-creation in Iran's premier league football clubs ( Grounded theory approach). This reseach was applied in terms of its purpose and was qualitative in terms of type of data use. This research conducted by grounded theory approach. The statistical population consisted of experts in this field, and theoretical saturation was achieved through snowball sampling through interviews with 18 people, and then the data were analyzed by the Strauss and Corbin method. According to the paradigmatic model: causal factors (five concepts), contextual factors (two concepts) intervening factors (three concepts) consequences (four concepts) and strategies (six concepts) As effective factor in promoting of brand value co-creation in Premier League clubs were identified.
According to the results of the research, it is suggested that the board of directors of the premier football league clubs, paying attention to the identified causal, contextual and intervening factors, and do stratigies such as improving fan satisfaction, improving loyalty, improving service quality, upgrading infrastructure, perform cultural work and pay more attention to the press and social media in order to improve the brand value of their clubs.

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