Designing a model for creating brand equity for private sports clubs (A qualitative approach)

Articles in Press

Document Type : Research Paper

Authors

1 Faculty of Sports Sciences, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran.

2 Associate professor, Department of physical education and sport sciences, Tarbiat Modares University

3 Sports Management, Sports Medicine Research Center, Najaf Abad Branch, Islamic Azad University, Najaf Abad, Iran

10.30473/arsm.2025.69855.3837

Abstract

The present study aimed to design a model for creating brand equity for private sports clubs using foundation data theory. This research is developmental in terms of purpose and in terms of collection method is in the category of qualitative research and was conducted using the grounded theory. Participants in this study were experts and experts in the field of sports marketing and marketing (key informants). For sampling, purposive sampling method was used and sampling continued until the theoretical saturation limit, based on 15 interviews were conducted. Semi-structured interviews were used to collect information and three overlapping processes of open coding, axial coding and Selective coding were used to analyze the data. In the open coding stage, 84 primary concepts, in the axial coding stage, considering the semantic similarity of the identified concepts, 24 secondary concepts and 11 sub-categories were identified and created and placed in the conditions, strategies and consequences of Strauss and Corbin systematic model. The results of this study can increase the awareness of managers of private sports clubs at the macro, medium and micro levels about creating brand equity.

Keywords

Main Subjects

Applied Research of Sport Management

Articles in Press, Accepted Manuscript
Available Online from 27 March 2025

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History

  • Receive Date: 02 December 2023
  • Revise Date: 21 December 2023
  • Accept Date: 27 March 2025

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