Factors and drivers affecting the revival of football club brands in Iran
Poster Presentation
Paper ID : 2178-SSRC
Authors
1دانشگاه تهران مرکزی
2دانشگاه آزاد اسلامی واحد تهران مرکز
Abstract
:Introduction
One of the most important goals of marketing (any One of the most important goals of marketing (any economic activity) is brand
recognition. In today's market, where introducing a new brand is expensive and risky, it is valuable to evaluate brands that are declining and to revive them. In today's market, brand revitalization is seen as a strategy that helps keep the brand alive and on top.Investment should be made. The revival of the brand in football clubs is dependent on the driving forces and underlying foundations. These factors are a special set of conditions that come together at a specific time and place to create a set of situations or issues that people respond to with their interactions. Therefore, the present research with an obvious purpose Factors and drivers effective in reviving the brands of football clubs were done.
:Methodology
In this research, first by field study of documents and books, the dimensions and components related to brand revival and its expansion among football fans were investigated, and then by using the qualitative method, the latent dimensions of the phenomenon under study and its theoretical model.
Actually the research is qualitative in nature and has been formed using data-foundation theory. This research was conducted through interviews with experts and professors in the field of football until the research reached theoretical saturation and sufficiency, and a .total of 12 interviews were conducted. And the data were analyzed using Max QDA software
:Results
The findings showed that the factors and drivers affecting the revival of football club brands include brand performance, non-visual factors, visual factors, investment, brand management system, brand culture, brand mental image and brand identity.
One of the most important goals of marketing (any One of the most important goals of marketing (any economic activity) is brand
recognition. In today's market, where introducing a new brand is expensive and risky, it is valuable to evaluate brands that are declining and to revive them. In today's market, brand revitalization is seen as a strategy that helps keep the brand alive and on top.Investment should be made. The revival of the brand in football clubs is dependent on the driving forces and underlying foundations. These factors are a special set of conditions that come together at a specific time and place to create a set of situations or issues that people respond to with their interactions. Therefore, the present research with an obvious purpose Factors and drivers effective in reviving the brands of football clubs were done.
:Methodology
In this research, first by field study of documents and books, the dimensions and components related to brand revival and its expansion among football fans were investigated, and then by using the qualitative method, the latent dimensions of the phenomenon under study and its theoretical model.
Actually the research is qualitative in nature and has been formed using data-foundation theory. This research was conducted through interviews with experts and professors in the field of football until the research reached theoretical saturation and sufficiency, and a .total of 12 interviews were conducted. And the data were analyzed using Max QDA software
:Results
The findings showed that the factors and drivers affecting the revival of football club brands include brand performance, non-visual factors, visual factors, investment, brand management system, brand culture, brand mental image and brand identity.
Keywords