Zahra Moradi Sarkarabad; ALI MOHAMMAD safanya; seyed salahadin naghshbandi; Alimohammad amirtash; ali ZAREI
Abstract
Brand resonance is an indicator that determines the relationship between the customer and the brand and also the number of emotions that customers establish in their minds with the brand or the degree of harmony and harmony that they feel between themselves and the brand. Therefore, the study is to identify ...
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Brand resonance is an indicator that determines the relationship between the customer and the brand and also the number of emotions that customers establish in their minds with the brand or the degree of harmony and harmony that they feel between themselves and the brand. Therefore, the study is to identify the factors affecting the brand of the Iranian Football Premier League. The method of this research is qualitative with Glaser approach and exploratory type. 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 was 14 based on the theoretical saturation index. The interview measurement tool was open and analyzed based on three stages of open, axial and selective coding.
Based on data analysis of 73 basic concepts, 13 main categories were identified. The results of this research can make the league known, attract more capital, better and better teams want to participate in the league, the presence of stronger foreign players, higher media desire, more loyal fans and finally earn higher income for the league and The Football Federation will.
