The effect of Navad program on marketing mix in Iranian primary football league

Kalateh Seifari, Masoumeh; Mohammadi, Masoume

doi:10.30473/jsm.2020.52734.1410

Document Type : Research Paper

Authors

¹ Associate Professor in Sport Management, University of Mazandaran

² Ph.D. Student of Sport Management, University of Mazandaran

https://doi.org/10.30473/jsm.2020.52734.1410

Abstract

The aim of this study is to investigate the effect of Navad program on marketing mix in Iranian primary football league.This research is Exploratory and has a quality nature. In this study was used the Grounded Theory and Glazier approach. Documentary research population carried out in the field of research, coaches players and referees of Iranian primary football league as well as university professors. sampling was done purposive and people were under semi-structured interviews. then the data from 14 interviews were analyzed with using the Grounded Theory. In the axial coding phase the codes from interviews were became into 129 distinct codes after the clearance. By reviewing and comparing these codes, it was found that all of the codes can be divided into 60 concepts and 5 main category: in the way that the nature of football has 17 concepts, the League's capabilities has 19 concepts, the National Media Capacities has 10 concepts, the category of Navad program has 3 concepts and the category of powerful executive of program has 8 concepts. In addition to 3 concepts were identified as concepts in the category of popularity and acceptance of Navad program. Furthermore 5 categories were identified in consequences section. Finally The results show the promotion of marketing of Iranian football. The suggested model of research showed that a successful football history program will lead to the increase of primary league audience and will have material and spiritual benefits and will be an important step towards professional of Iranian football clubs.

Keywords

20.1001.1.23455578.1400.9.1.2.4

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Communication Management in Sport Media

The effect of Navad program on marketing mix in Iranian primary football league

References

References

Volume 9, Issue 1 - Serial Number 33
May 2021
Pages 31-46

The effect of Navad program on marketing mix in Iranian primary football league

References

References

Volume 9, Issue 1 - Serial Number 33May 2021Pages 31-46

Volume 9, Issue 1 - Serial Number 33
May 2021
Pages 31-46