sardar mohammadi; ferhad haideri
Abstract
Objective: The purpose of this study was to investigate the anti-brand community in professional Football in Iran by studying Esteghlal and Persepolis teams Fans in social networks.Methodology: The research method was qualitative (Grounded Theory). The population consisted of sports marketing experts ...
Read More
Objective: The purpose of this study was to investigate the anti-brand community in professional Football in Iran by studying Esteghlal and Persepolis teams Fans in social networks.Methodology: The research method was qualitative (Grounded Theory). The population consisted of sports marketing experts and professors and social media managers and fans. The statistical sample was selected based on theoretical saturation (17 subjects and 63 documents) by purposive and accessible method. In-depth interviews were used for data collection and three coding steps were used for data analysis using Maxqda software.Results: The main perspectives of analyzing the anti-brand behavior of Esteghlal and Persepolis Fans included four approaches of behavior, causes, strategy and outcome that formed a structural model. The results showed that anti-brand behaviors included both positive and negative behaviors. Causes of behavior involving cultural-social, sport, individual, and structural dimensions; coping strategies include two marketing and branding and training and culturalization approaches and possible consequences include both behavioral-cultural and commercial and managerial perspectives.Conclusion: According to the findings, it can be said that the anti-brand behavior of Fans of the country's top Teams in social media has a variety of different types and causes that had different consequences. Therefore, it requires a variety of diverse and appropriate strategies and solutions.
Mohsen Vahdani; Mehrdad Moharramzadeh; Mirhassan SeyedAmeri
Volume 5, Issue 2 , January 2017, , Pages 1-16
Abstract
Objective: The purpose of this study was to analyze the effective factors of job burnout and coping strategies in personnel of youth & sport general offices. Methodology: 348 personnel of youth and sport general offices of seven provinces were randomly selected and completed three instruments including ...
Read More
Objective: The purpose of this study was to analyze the effective factors of job burnout and coping strategies in personnel of youth & sport general offices. Methodology: 348 personnel of youth and sport general offices of seven provinces were randomly selected and completed three instruments including the questionnaires of Job Burnout (MBI, Maslach and Jackson, 1981), Sources of Job Burnout , and Coping Strategies of Job Burnout. MBI contained three dimensions with 22 items. Both of the questionnaires of Sources of job burnout and Coping Strategies included 48 items. Reliability of the questionnaires was high; Cronbach's alpha value for MBI, Sources of Job Burnout , and Coping Strategies of Job Burnout were 0.78, 0.85, and 0.89 respectively. Data were analyzed with one-sample Kolmogorov-Smirnov , ANOVA test and factor analysis test at the significance level of P≤0.05. Results: The results indicated that there was not a significant difference between job burnout levels of personnel of youth and sport general offices in variant provinces. Also, the results showed that the personal, organizational and social factors were identified as job burnout sources. Conclusion: Managers of sport organizations can provide a good organizational climate, work support, delegation of authority, social and friendly relationships to cope the personnel's job burnout.
