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Presentation of the Development Model of Branding of Clubs in the Premier Football League of Isfahan Province | ||
| Archives in Sport Management and Leadership | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 04 خرداد 1402 | ||
| نوع مقاله: Original | ||
| شناسه دیجیتال (DOI): 10.22108/jhs.2023.137651.1025 | ||
| نویسنده | ||
| Maryam Karimian* | ||
| Department of sport management, Faculty of Sport Sciences, University of Isfahan | ||
| چکیده | ||
| The purpose of this research is to present a branding model for the clubs in the premier football league of Isfahan province. The method of this research was descriptive and causal, which was carried out by survey method. The statistical sample is determined after estimating the statistical population using Cochran's formula. The study area of this research is the premier league clubs of Isfahan province. The statistical population of the research includes all the professors (doctoral students) who have an opinion in the field of sports marketing and branding, and the managers and experts of the premier football league clubs in the studied area, the number of 384 people was considered. Sample; Sampling was done randomly. Based on this, 384 questionnaires were distributed, of which 316 questionnaires were completely referred (return rate: 81%). The results of the second-order factor analysis showed that there is agreement between the experimental data and the conceptual model of the research. Therefore, the model of factors affecting the development of branding of the Premier League clubs of Isfahan province was confirmed in the form of 4 factors including performance (11 indicators), brand image and value (10 indicators), fan satisfaction (12 indicators) and service delivery (3 indicators). . Finally, based on the results of the Friedman test in ranking the factors, team performance was identified as the most important factor. Therefore, to develop the club's brand, football club managers must adopt strategies to improve the club's performance. | ||
| کلیدواژه‌ها | ||
| branding؛ Premier League clubs؛ brand image and value؛ Isfahan province | ||
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آمار تعداد مشاهده مقاله: 3 |
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