Key Sustainability Drivers of Persepolis Club Brand

Rajaeizadeh, Zahra; Doroudian, Ali Asghar; Shahbazi, Masoume; Azadfada, Shiva

doi:10.22051/sbj.2024.45126.1121

Document Type : Research Paper

Authors

¹ PhD Student, Department of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

² Associate Professor,Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran.

³ Assistant Professor, Sports Science Department, Shahid Rajaee Teacher Training University, Tehran, Iran.

⁴ Assistant Professor, Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran.

https://doi.org/10.22051/sbj.2024.45126.1121

Abstract

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.

Keywords

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Sports Business Journal

Key Sustainability Drivers of Persepolis Club Brand

References

References

Volume 4, Issue 2 - Serial Number 10
June 2024
Pages 119-139

Key Sustainability Drivers of Persepolis Club Brand

References

References

Volume 4, Issue 2 - Serial Number 10June 2024Pages 119-139

Volume 4, Issue 2 - Serial Number 10
June 2024
Pages 119-139