نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری مدیریت ورزشی دانشگاه آزاد اسلامی واحد اصفهان (خوراسگان)
2 دانشیار گروه مدیریت ورزشی دانشکدۀ علوم ورزشی واحد اصفهان (خوراسگان) دانشگاه آزاد اسلامی، ا صفهان، ایران
3 استادیار گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه مازندران
عنوان مقاله [English]
Brand building is the ultimate goal of the sport organizations and it is the duty of the sport managers to achieve this goal. The present study seeks to offer an applied model regarding of strategic perspectives of Sepahan Club’s brand building based on brand equity that has been carried out through proposing a data-based theory. The The sample population were 14 marketing experts and sports management university professors as well as the current and former managers of Sepahan Club who were selected based on a combination of theoretical sampling and snow ball methods to be subjected to deep and exploratory interviews. The interviews were continued till reaching theoretical saturation. The confirmation and verification of the findings were carried out through making use of knowledgeable individuals and various written resources, result transferability and the maximal and non-repetitive extraction data. Open, pivotal and selective encoding was employed to analyze the data. The study results indicated that there were identified and extracted 750 conceptual codes with 167 indicators and 37 main topics within the format of the following six-fold aspects: causal factors (4), background factors (4), central topics (10), strategies (9), intervening conditions (3) and outcomes (7) Integration of the topics based on their interrelationships, revolving around the enhancement of Sepahan Club Brand’s strategic position, form a paradigmatic model that is taken as a brand equity elevation pattern. Strategies like institutionalization of Sepahan Club Strategic Management and strategic management of steel complex and the ministry of industry programs as the high-level documents as well as the absorption of financial resources will be followed by outcomes like sustainable income and the creation of Sepahan Club’s brand equity.