@article{MAKHILLRJAS202015110225,
    title = {Presentation of Brand Equity Management Pattern of Zob Ahan Isfahan Cultural and Sport
Club},
    journal = {Research Journal of Applied Sciences},
    volume = {15},
    number = {1},
    pages = {36-44},
    year = {2020},
    issn = {1815-932x},
    doi = {rjasci.2020.36.44},
    url = {https://makhillpublications.co/view-article.php?issn=1815-932x&doi=rjasci.2020.36.44},
    author = {Khodayar,Mohammad and},
    keywords = {Brand,brand equity,club,pattern,management},
    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.}
    }