Investigating Factors Affecting the Development of Iranian Football Brand using the gray fuzzy approach and the matrix of Boston Group consultants

Brand is one of the most important intangible assets of any organization; as such, the strategic analysis of the factors influencing brand development is vital in any organization including Iran’s Premier League. Accordingly, the present study aimed at investigating the factors affecting the development of the brand of the aforementioned football league based on the Matrix of Boston Group Consultants and the gray fuzzy approach.

The population of the study consisted of the faculty members in the field of sports marketing, and active football experts, as well as the executive managers of the football league and some other people who were aware of the subject (including football marketing and branding researchers). In the qualitative phase, 18 individuals were selected via the snowball sampling method and in the quantitative phase, 113 experts were selected as the statistical sample based on non-probability judgment (expert opinion). The qualitative data were analyzed using grounded theory and the quantitative data were analyzed through the fuzzy logic approach using Excel.

Via open coding in the qualitative phase, 178 badges that were effective on the brand's development were identified and were then categorized into 35 concepts and 10 categories through axial and selective coding, respectively. In addition, in the quantitative analysis using fuzzy gray relationships, the strategic situation of each of the dimensions and components of brand enhancement was examined and considered.

Due to the significance of the identified components and appropriate planning, it is recommended that the administrators promote the brand of the Iranian Premier League in accordance with the identified priorities.