Authors : Khodayar Momeni, Mohammad Ehsani and Vagihe Javani
Abstract: The aim of this study is to present a model of brand equity of Zob Ahan Isfahan club. This is an applied research in which the grounded theory was used in order to analytical study of effective issues and indicators in the process of brand equity of Zob Ahan Isfahan Club. In this research, brand equity was investigated through interviews with experts of brand management and directors of Zob Ahan club. In this regard, 18 interviews were carried out by snowball sampling and based on the theoretical adequacy of study and several effective indications in the brand equity of Zob Ahan club were identified through a process of open coding. Three concepts of organizational structure, marketing and audiences were clustered. Finally, these categories were presented as management pattern of brand equity of Zob Ahan club.
Khodayar Momeni, Mohammad Ehsani and Vagihe Javani, 2020. Presentation of Brand Equity Management Pattern of Zob Ahan Isfahan Cultural and Sport Club. Research Journal of Applied Sciences, 15: 36-44.