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Title

BRAND DEVELOPMENT STRATEGIES FOR FOOLAD KHOUZESTAN FOOTBALL CLUB

Pages

 Start Page 33 | End Page 46

Abstract

 The aim of this study was to offer strategies to develop brand for Foolad Khouzestan football club. The population consisted of all senior managers of this club (N=15). Due to the limited number of population, all of them were considered as the sample and the census sampling method was applied. A researcher-made questionnaire was used to collect the data. The validity of the questionnaire was confirmed by 10 sport management professors and using Cronbach's alpha, the reliability was determined to be 0. 85. The Friedman and Binomial tests were used to analyze the data. The questionnaire consisted of 53 items of strengths, weaknesses, opportunities, and threats of brand in Foolad Khouzestan football club. Strengths, weaknesses, opportunities, and threats were analyzed, evaluation matrix of internal and external factors of brand in Foolad Khouzestan football club was created and it was determined that the brand of Foolad Khouzestan football club was in SO position; this is the best position for an organization and it should use growth and development strategy.

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