Authors
1
Assistant Professor, Sport Sciences research institute.
2
Associate Professor, Kharazmi University
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Document Type : Research Paper
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 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.
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