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The promotion model of Sepahan Club brand strategic position of MAXQDA method
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Mohammad Mirzaie   , Rasoul Nazari 1, Saeid Tabesh |
| 1- , nazarirasool@yahoo.com |
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Abstract: (2580 Views) |
The present study seeks to offer an applied The promotion model of Sepahan Club brand strategic position by MAXQDA11 software that has been carried out through proposing grounded theory.The study participant’s are14marketing experts and sports management university professors as well as the current and former managers of Sepahan Club who were selected based on a combination of theoretical sampling and snow ball methods to be subjected to deep and exploratory interviews.The interviews were continued till reaching theoretical saturation.The confirmation and verification of the findings were carried out through making use of knowledgeable individuals and various written resources, result transferability and the maximal and non-repetitive extraction data.Open, pivotal and selective encoding was employed to analyze the data. The MAXQDA11software is used to analyze qualitative data in qualitative research.The study results indicated that there were identified and extracted 481 conceptual codes with127 indicators and 21main topics within the format of the following six-fold aspects:causal factors(3),background factors(2),central topics(5),strategies(6), intervening conditions(2)and outcomes(3). Integration of the topics based on their interrelationships, revolving around the enhancement of Sepahan Club Brand’s strategic position, forms a paradigmatic model that is taken as a brand equity elevation pattern. Strategies like institutionalization of Sepahan Club Strategic Management and strategic management of steel complex and ministry of industries programs as the high-level documents as well as the absorption of financial resources will be followed by outcomes like sustainable income and creation of Sepahan Club’s brand equity.
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| Keywords: branding, Strategic position, Sepahan, grounded theory, MAXQDA11 |
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Full-Text [PDF 557 kb]
(1086 Downloads)
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Type of Study: Research |
Subject:
Special
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