Farhad Farzan Moghadam, Rasool Norouzi Seyed Hossini, Mina Mostahfezian,
Volume 100, Issue 100 (10-2020)
To remain competitive in the sports industry, enhancing brand equity has become a vital issue for private sports clubs. Therefore, understanding the causal relations determining factors for enhancing the brand equity of private sports clubs are of great importance. The research method employed in this study is a mixed (quCausaltative and quantitative) approach. The quCausaltative part follows the grounded theory approach, while the quantitative part involves interpretive structural modeling. The participants in this research were marketing and sports marketing professionals and experts. Purposive sampling was used, resulting in a sample size of 15 individuals. The data collection instrument for the quCausaltative part was semi-structured interviews, and for the quantitative part, a 10×10 matrix was used.The quCausaltative data analysis was conducted through three stages of open, selective, and theoretical coding, while the quantitative data analysis involved interpretive structural modeling and MICMAC analysis. The findings revealed 10 main factors related to enhancing the brand equity of private sports clubs.
