Document Type : Research Paper
Authors
1 PhD student in sports physiology, Rasht Branch, Islamic Azad University, Rasht, Iran.
2 Assistant Professor. Department of Physical Education, Rasht Branch, Islamic Azad University, Rasht, Iran.
Abstract
This research was conducted with the aim of designing the brand development model of the Khuzestan football team. For this purpose, 13 people were selected from the statistical population of university professors in the field of marketing management, sports management, football club managers of Khuzestan Football Club who had experiences, publications and scientific research works in the field of branding by snowball sampling method. Also, 250 people were randomly selected from among the spectators and supporters of Khuzestan Football Club from the crowd present at the stadium during the football match and participated in the research. Qualitative data collection tools were interviews and thematic analysis, and a researcher-made questionnaire was used to collect quantitative data. The obtained qualitative data were analyzed by thematic analysis and fuzzy Delphi method to identify the indicators of the brand development model of Foulad Club. After the design of the conceptual model, the small data were analyzed using structural equation modeling and the development model of the magnificent Khuzestan Steel brand was obtained. MAXQDA, SPSS and AMOS version 21 software were used for statistical analysis of data. The results showed that the development of the Khuzestan Steel Club brand can be tracked in 7 main areas of internal factors, external factors, fans, facilities/equipment, organization/management, coaches/technical, performance/results and with 44 indicators, and based on the results of path analysis of the equations A special model structure was designed for the development of the Khuzestan Steel Club brand
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