طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران

حسن نژاد شاندیز, احسان; اسماعیل زاده قندهاری, محمدرضا; عظیم زاده, سید مرتضی

doi:10.22059/jsm.2021.314450.2630

فهرست نشریات

فهرست نشریات دارای اعتبار وزارت علوم، تحقیقات و فناوری

فهرست مجلات علمی- پژوهشی دانشگاه تهران

نحوه ارسال مقاله برای مجله- ثبت نام در سامانه- فراموش کردن رمز عبور

تعداد نشریات	158
تعداد شماره‌ها	6,225
تعداد مقالات	67,685
تعداد مشاهده مقاله	114,916,166
تعداد دریافت فایل اصل مقاله	89,595,779

	طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران
نشریه مدیریت ورزشی
مقاله 12، دوره 15، شماره 3، آبان 1402، صفحه 231-214 اصل مقاله (438.94 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2021.314450.2630
نویسندگان
احسان حسن نژاد شاندیز¹؛ محمدرضا اسماعیل زاده قندهاری¹؛ سید مرتضی عظیم زاده²
¹گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
²گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه فردوسی مشهد، ایران
چکیده
مفهوم برند امروز خیلی بیشتر از خاستگاه اصلی اش عمومیت یافته و دیگر فقط منحصر به خدمات، کالاها و حتی شرکت ها نیست، بلکه پدیده جدیدی به نام برندسازی شخصی ظاهر شده است. برند شخصی توسعه یافته، منافع مادی و معنوی فراوانی را برای ورزشکاران حرفه ای به همراه دارد، از این رو شناسایی عوامل مؤثر بر هویت ورزش شهروندی در ایران ضروری است. هدف از این پژوهش بهره گیری از رویکرد نظریه داده بنیاد در جهت طراحی مدل مفهومی برند ورزش شهروندی در ایران است. پژوهش حاضر بر اساس اهداف پژوهش، از نوع اکتشافی، روش انجام آن توصیفی- تحلیلی و روش جمع آوری داده ها در آن بصورت میدانی بود. این پژوهش از نوع پژوهش های کیفی و با به کارگیری روش نظریه داده بنیاد انجام گرفت. در پژوهش حاضر، از مصاحبه های نیمه ساختار یافته به عنوان ابزار گردآوری داده ها استفاده شد و نمونه گیری با استفاده از روش گلوله برفی تا مرز اشباع انجام شد که در مجموع 20 نفر در مصاحبه شرکت کردند. بر اساس یافته ها، پس از انجام سه مرحله کدگذاری باز، کدگذاری انتخابی و کدگذاری نظری، عناصر اثر گذار بر هویت برند ورزش شهروندی مشخص شدند.
کلیدواژه‌ها
ابعاد هویت؛ برند ورزشی؛ مدل مفهومی؛ ورزشهای شهروندی؛ هویت برند
عنوان مقاله [English]
Modeling the Brand Identity of Citizenship Sports in Iran
نویسندگان [English]
Ehsan Hassannezhad Shandiz¹؛ Mohammad Reza Esmaeilzadeh Ghandehari¹؛ Seyyed morteza Azim zadeh²
¹Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran
²Department of Sport Management, Faculty of physical education and sport sciences. Ferdowsi University of Mashhad, Iran
چکیده [English]
Introduction: Today, the concept of brand has been publicized more than its origin. It is no longer restricted to services, goods, and companies and has developed into a new phenomenon called personal branding. A developed personal brand has many material and spiritual benefits for professional athletes and as such, it is necessary to identify the factors affecting the citizenship sports in Iran. Methods: This research aimed to design a conceptual model of brand identity of citizenship sport in Iran through the grounded theory approach. Based on the objectives of the research, the research type is explorative and done through a descriptive-analytic method. The data were collected by library and field research. This research is qualitative and based on the grounded theory, in which the data collection tools were semi-structured interviews, and snowball sampling leading to saturation was utilized. Results: A total of 20 individuals participated in the interview. Based on the findings, after three stages of open coding, selective coding, and theoretical coding, the factors affecting the brand identity of citizenship sports were determined. Conclusion: through the nature of branding, the possibility of progress and development can be provided and the ground for improving the state of citizen sports can be provided in a favorable way.
کلیدواژه‌ها [English]
Brand Identity, Citizenship Sports, Iran

مراجع
Abedi, Ehsan, Jamalo, Fatemeh (2016). "Investigation of factors affecting corporate brand identity and its effect on brand performance and employee satisfaction of Alborz Insurance" (case study: employees of Tehran province). Business Management, Volume 9, Number 3[In Persian]. https://jibm.ut.ac.ir/article_63845. Alireza, Jabari Nougabi, Mehdi (2017). "Explaining the effect of specific brand value, brand image and fan commitment on the international branding of the country's top football clubs". New Approaches in Sports Management, Volume 6, Number 21. [In Persian]. http://ntsmj.issma.ir/article-1-1118-en.html Ahmadifard, Kazem, Khanleri, Amir, Masoumi, Hamidreza (2017). "Investigating the relationship between brand identity, perceived value and brand satisfaction with purchase intention considering the mediating role of brand preference". Science and Engineering Elite Magazine, Volume 3, Number 6.[In Persian]. https://ijms.ut.ac.ir/article_32068_5aaac9f3fa1104af94dbbec8308d2adc.pdf Aaker, J. L. (2007).» Dimensions of brand personality«. Journal of Marketing Research, 34(3), 347-53 Bamert, T., & Wehrli, H. P. (2005). » Service quality as an important dimension of brand equity in Swiss services industries«. Managing Service Quality, 15(2), 132-141.‌ https://www.emerald.com/insight/content/doi/10.1108/09604520510585325/full/html Callejo, M. B., & Forcadell, F. A. (2016). Real Madrid Football Club:» A new model of business organization for sports clubs in Spain«. Global Business and Organizational Excellence, 26 (1), 51-64 https://onlinelibrary.wiley.com/doi/abs/10.1002/joe.20121 Coleman, J. S. (2011). » Positioning of Store Brands«. Marketing Science, 21(4), 378-397. https://www.jstor.org/stable/1558072 Chernatony, L. D., & Mc Donalds, M. (2006). » Creating powerful brands: in consumer, service and market « (2 ed.).British:Butterworth Heinemann. https://books.google.com/books/about/Creating_Powerful_Brands_in_Consumer_Ser.html?id=Vxr3eMlj9mkC Dehdashti Shahrokh, Zohra, Suleimanzadeh, Omid, Shah Mirzaei, Vahidreza (2016). "The effect of matching customer identity with the brand on the special value of the brand in hotel services". Tourism Management Studies Quarterly, Year 12, Number 40.[In Persian]. https://tms.atu.ac.ir/?lang=en Rajabzadeh, Reza, Talebpour, Mehdi, Haddadian,Essamri, A., McKechnie, S., & Winklhofer, H. (2018). » Co-creating corporate brand identity with online brand communities: A managerial perspective«. Journal of Business Research. doi:10.1016/j.jbusres.2018.07.015 Farquhar, P. H. (2009). »Managing brand equity«. Marketing research, 1(3), 24-33.‌Iglesias, O., Landgraf, P., Ind, N., Markovic, S., & Koporcic, N. (2019). »Corporate brand identity co-creation in business-to-business contexts«. Industrial Marketing Management. doi:10.1016/j.indmarman.2019.09.008 Fasangri, Javad, Bansbardi, Ali, Shushi Nasab, Parvin (2016). "Investigating the relationship between brand identity and team identity of fans in Iran's premier football league teams". New approaches in sports management, period 5, number 16.[In Persian]. Jabri, Akbar, Sajjadi, Nasrullah, Khabeiri, Mohammad, Jalali Farahani, Majid (2016). "Effects of brand identity components on fans' identification with the brand of Iran Premier Football League clubs". New approaches in sports management, period 5, number 17. [In Persian]. http://ntsmj.issma.ir/article-1-928-en.html Jioya, V. (2010). » Relationship of brand identity and image«. Engineering economics, 1 (51), 69-79.‌ Kalliopi,S., Shilbury, D and Christine, G. (2008). » Sport Development Systems, Policies and Pathways: An Introduction to the Special Issue«. Sport Management Review, Vol. 11, p. 217-223 . https://www.sciencedirect.com/science/article/pii/S1441352308701104 Kapferer, J. N. (2004). » Brand Confusion: Empirical Study of a Legal Concept«.Journal of Psychology and Marketing, 12(6), 551–569. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.4220120607 Keller, N. M. (2003). » Transfer of brand equity in brand extensions: The importance of brand loyalty«. Advances in Consumer Research, 30 (1), 72-9. https://www.acrwebsite.org/volumes/8739/volumes/v30/na-30 Loureiro, S. (2012). » Love and loyalty in car brands«: Segmentation using finite mixture partial least squares, challenges at the interface of data analysis, computer science, and optimization studies in classification, data analysis, and knowledge organization, Proceedings of the 34th Annual Conference of the Gesellschaft für Klassifikation e. V., Karlsruhe, July 21 - 23, 503-10 . https://www.researchgate.net/publication/221649423_Love_and_Loyalty_in_Car_Brands_Segmentation_Using_Finite_Mixture_Partial_Least_Squares. Motamedin, M. Maddi, B. and Askarian, F. (2009). "Description of the factors of tendency or lack of tendency of Tabrizi citizens towards public sports". Research in sports medicine. Sh23.[In Persian]. https://www.tandfonline.com/journals/gspm20 Mozafari, A. Elahi, A. Qara, M. and Poursoltani, H. (2011). "Comprehensive System of Development of Championship Sports of the Islamic Republic of Iran. Research Plan", Research Institute of Physical Education and Sports Sciences.[In Persian]. Numerato, D. (2009). »The institutionalization of regional public sport in the Czech republic« . International journal of sport policy, 1(1).13-30. https://www.tandfonline.com/doi/full/10.1080/19406940802681236 Pyun, D. Y., Kwon, H. H., & Lee, C.-W. (2011). » The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students«. International Journal of Sports Marketing and Sponsorship, 13(1), 18–32. doi:10.1108/ijsms-13-01-2011-b003. The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students. Rather, R, A (2017): » Investigating the impact of customer brand identification on hospitality brand loyalty: a social identity perspective«, Journal of Hospitality Marketing & Management, DOI: 10.1080/19368623.2018.1404539. https://www.tandfonline.com/doi/full/10.1080/19368623.2018.1404539. Richelieu, A. (2018). »A sport-oriented place branding strategy for cities, regions and countries«. Sport, Business and Management: An International Journal.doi:10.1108/sbm-02-2018-0010. https://www.emerald.com/insight/content/doi/10.1108/SBM-02-2018-0010/full/html. Thomas J. Madden. (2006). »Brands matter: an empirical demonstration of the creation of shareholder value through branding«. Academy of Marketing Science Journal, 34 (2), 224-235. https://link.springer.com/article/10.1177/0092070305283356. Schewe, G. (2016). » Imitation as a Strategic Option for External Acquisition of Technology«. Journal of Eng. Technol. Manage. 13; 55-82. https://www.sciencedirect.com/science/article/pii/0923474896000057. Wang, Y.-Y. Tang, (2018).» Examining the antecedents of sport team brand equity: A dualidentification perspective«, Sport Management Review, http://dx.doi.org/ 10.1016/ j.smr.2017.07.010. https://www.sciencedirect.com/science/article/pii/S1441352317300694.
آمار تعداد مشاهده مقاله: 557 تعداد دریافت فایل اصل مقاله: 158

سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب

پیوندهای مفید

پیوندهای مفید

اخبار و اعلانات

آمار

طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران