نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری تربیتبدنی و علوم ورزشی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 استاد گروه تربیتبدنی و علوم ورزشی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 استادیار دانشگاه آزاد اسلامی واحد علوم و تحقیقات
4 استاد تمام گروه تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
5 دانشیار گروه تربیتبدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
عنوان مقاله [English]
Brand resonance is an indicator that determines the relationship between the customer and the brand and also the amount of emotions that customers establish in their minds with the brand or the amount of harmony and harmony they feel between themselves and the brand. Therefore, the purpose of this study is to identify the factors affecting the brand of Iranian Premier Football League. The method of the present research is qualitative and exploratory. The statistical population included university professors in the field of sports marketing and managers of domestic sports brands. The field of study and having scientific writings related to the brand, having managerial positions and executive experiences in the field of sports brand were among the criteria for selecting the initial list of experts. Sampling method was used as non-probability sampling, with purposeful selection and with maximum variability or heterogeneity. The sample size in this study was 14 based on the theoretical saturation index. The interview measurement tool was open and was analyzed based on three stages of open, axial and selective coding. Based on the analysis of 73 basic concepts, 13 main categories were identified. The results of this research can lead to the recognition of this league, attracting more capital, the desire of better and quality teams to participate in the league, the presence of stronger foreign players, higher media desire, more loyal fans and finally earning higher income for the league and The Football Federation will.