Key Sustainability Drivers of Persepolis Club Brand
Purpose: Today, the strength of a brand is the first word in marketing and attracting customers because if a brand has desirable features, the consumer will be encouraged to purchase that brand and, more significantly, stay loyal. This research aimed to identify key sustainability drivers of the Per...
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| Format: | Article |
| Language: | English |
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Alzahra University
2024-06-01
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| Series: | Sports Business Journal |
| Subjects: | |
| Online Access: | https://sbj.alzahra.ac.ir/article_7891_03f197f820586b3fa481e0482285a765.pdf |
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| _version_ | 1850140682079961088 |
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| author | Zahra Rajaeizadeh Ali Asghar Doroudian Masoume Shahbazi Shiva Azadfada |
| author_facet | Zahra Rajaeizadeh Ali Asghar Doroudian Masoume Shahbazi Shiva Azadfada |
| author_sort | Zahra Rajaeizadeh |
| collection | DOAJ |
| description | Purpose: Today, the strength of a brand is the first word in marketing and attracting customers because if a brand has desirable features, the consumer will be encouraged to purchase that brand and, more significantly, stay loyal. This research aimed to identify key sustainability drivers of the Persepolis Club brand.Methodology: This research is explanatory in terms of the applied goal-setting strategy, and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in sports marketing, marketing officials of Persepolis Club, and league organizations. The selection of these people was purposeful, and the number was 15. To identify the issues affecting the future of the brand sustainability of Persepolis Club, a literature review and interviews with experts were used. Based on that, 15 final components related to the future of crucial sustainability drivers of the Persepolis brand were identified.Findings: Based on the research findings, four variables, such as "improving brand equity, marketing activities, economic dimension, and social responsibility," are among the key sustainability drivers of the Persepolis Club brand in the future. Moreover, they were highly uncertain.Originality: Accordingly, utilizing them in future planning and determining possible scenarios is necessary. Regarding the identified scenarios, it should be stated that the scenario of the flourishing potential of the Persepolis club brand can be the best case for the sustainability of the Persepolis club brand in the future, which is an important finding of this research. |
| format | Article |
| id | doaj-art-c7907004e2b24c89837bd47bfff9ce27 |
| institution | OA Journals |
| issn | 2783-543X 2783-4174 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Alzahra University |
| record_format | Article |
| series | Sports Business Journal |
| spelling | doaj-art-c7907004e2b24c89837bd47bfff9ce272025-08-20T02:29:43ZengAlzahra UniversitySports Business Journal2783-543X2783-41742024-06-014211913910.22051/sbj.2024.45126.11217891Key Sustainability Drivers of Persepolis Club BrandZahra Rajaeizadeh0Ali Asghar Doroudian1Masoume Shahbazi2Shiva Azadfada3PhD Student, Department of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.Associate Professor,Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran.Assistant Professor, Sports Science Department, Shahid Rajaee Teacher Training University, Tehran, Iran.Assistant Professor, Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran.Purpose: Today, the strength of a brand is the first word in marketing and attracting customers because if a brand has desirable features, the consumer will be encouraged to purchase that brand and, more significantly, stay loyal. This research aimed to identify key sustainability drivers of the Persepolis Club brand.Methodology: This research is explanatory in terms of the applied goal-setting strategy, and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in sports marketing, marketing officials of Persepolis Club, and league organizations. The selection of these people was purposeful, and the number was 15. To identify the issues affecting the future of the brand sustainability of Persepolis Club, a literature review and interviews with experts were used. Based on that, 15 final components related to the future of crucial sustainability drivers of the Persepolis brand were identified.Findings: Based on the research findings, four variables, such as "improving brand equity, marketing activities, economic dimension, and social responsibility," are among the key sustainability drivers of the Persepolis Club brand in the future. Moreover, they were highly uncertain.Originality: Accordingly, utilizing them in future planning and determining possible scenarios is necessary. Regarding the identified scenarios, it should be stated that the scenario of the flourishing potential of the Persepolis club brand can be the best case for the sustainability of the Persepolis club brand in the future, which is an important finding of this research.https://sbj.alzahra.ac.ir/article_7891_03f197f820586b3fa481e0482285a765.pdfbrand developmentbrand sustainabilityfuture studysport clubs |
| spellingShingle | Zahra Rajaeizadeh Ali Asghar Doroudian Masoume Shahbazi Shiva Azadfada Key Sustainability Drivers of Persepolis Club Brand Sports Business Journal brand development brand sustainability future study sport clubs |
| title | Key Sustainability Drivers of Persepolis Club Brand |
| title_full | Key Sustainability Drivers of Persepolis Club Brand |
| title_fullStr | Key Sustainability Drivers of Persepolis Club Brand |
| title_full_unstemmed | Key Sustainability Drivers of Persepolis Club Brand |
| title_short | Key Sustainability Drivers of Persepolis Club Brand |
| title_sort | key sustainability drivers of persepolis club brand |
| topic | brand development brand sustainability future study sport clubs |
| url | https://sbj.alzahra.ac.ir/article_7891_03f197f820586b3fa481e0482285a765.pdf |
| work_keys_str_mv | AT zahrarajaeizadeh keysustainabilitydriversofpersepolisclubbrand AT aliasghardoroudian keysustainabilitydriversofpersepolisclubbrand AT masoumeshahbazi keysustainabilitydriversofpersepolisclubbrand AT shivaazadfada keysustainabilitydriversofpersepolisclubbrand |