文章基本信息

标题：Presentation of Brand Equity Management Pattern of Zob Ahan Isfahan Cultural and Sport Club
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作者：Khodayar Momeni ; Mohammad Ehsani ; Vagihe Javani 等
期刊名称：Research Journal of Applied Sciences
印刷版ISSN：1815-932X
电子版ISSN：1993-6079
出版年度：2020
卷号：15
期号：1
页码：36-44
DOI：10.36478/rjasci.2020.36.44
语种：English
出版社：Medwell Journals
摘要：The aim of this study is to present a model ofbrand equity of Zob Ahan Isfahan club. This is an appliedresearch in which the grounded theory was used in orderto analytical study of effective issues and indicators in theprocess of brand equity of Zob Ahan Isfahan Club. In thisresearch, brand equity was investigated throughinterviews with experts of brand management anddirectors of Zob Ahan club. In this regard, 18 interviewswere carried out by snowball sampling and based on thetheoretical adequacy of study and several effectiveindications in the brand equity of Zob Ahan club wereidentified through a process of open coding. Threeconcepts of organizational structure, marketing andaudiences were clustered. Finally, these categories werepresented as management pattern of brand equity of ZobAhan club.
关键词：Brand;brand equity;club;pattern;management