Mehdi Rasooli; Alireza Elahi; Mohsen Esmaeili
Abstract
Objective: Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).Methodology: This is a qualitative study and basic research by method which ...
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Objective: Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).Methodology: This is a qualitative study and basic research by method which ran through grounded theory method and qualitative interviews with experts. Interviews analyzed through qualitative coding (open, axial and selective).Results: Findings exposed 60 labels in open coding which categorized in 8 concepts. These concepts were culture, economic, top authorities, media, technology, opponents, customers and others.Conclusion: Eventually promoted model of Iran's football club brand management developed. The alternatives suggested according to the findings which club managers can use to promote club's brand.
Bahzad Izadi; Mohammad Ehsani; Hashem Koozechian; Farshad Tojari
Volume 4, Issue 2 , June 2015, , Pages 57-70
Abstract
Objective: The purpose of this research was to investigate management role on improving fan relationship quality in Iranian premier Football league. Methodology: The research was a developmental research considering the purpose and a mixed research considering the nature of data. The statistical population was ...
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Objective: The purpose of this research was to investigate management role on improving fan relationship quality in Iranian premier Football league. Methodology: The research was a developmental research considering the purpose and a mixed research considering the nature of data. The statistical population was consisted of football fans which were older than sixteen years. 527 questionnaires were selected as study sample from 674 gathered questionnaires based on the research definition of fan which tells a fan should attend above 8 games of their favorite team in a season. Descriptive and inferential statistics including Kolmogroff- Smirnoff, Pearson correlation, and structural equation models (SEM) were used to analyze the data. Results: The results showed that fan relationship management factors have positive and significant effect on relationship quality. They also proved that service quality (0.405) and knowledge management (0.536) have a direct and positive significant effect on relationship quality. Conclusion: According to results, organizational support can improve relationship quality through service quality and knowledge management.
