Sport Economics, Marketing and Tourism
Mehdi Salimi; Amir Hossein Labbaf
Abstract
Objective: The present study aimed to propose a comprehensive model of identity marketing in professional sports.Methodology: A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through ...
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Objective: The present study aimed to propose a comprehensive model of identity marketing in professional sports.Methodology: A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through semi-structured interviews with 17 university professors, experts, and sports marketing managers selected via theoretical sampling, and analyzed through open and selective coding. In the quantitative phase, the resulting model was validated and prioritized using the Analytic Hierarchy Process (AHP) and a researcher-made pairwise comparison questionnaire, with the participation of 12 experts in sports marketing selected through purposive and criterion-based sampling.Results: The qualitative findings led to the identification of 84 final concepts organized into several theoretical categories that explained the key dimensions of identity marketing from the participants’ perspectives. These categories included audience-brand identity formation, brand–audience interaction in the digital context, brand identity construction, and contextual enablers of identity marketing. The quantitative analyses confirmed and prioritized these categories in the final model, with audience-brand identity formation identified as the most significant factor in identity marketing in professional sports.Conclusion: The proposed model demonstrates that identity marketing in professional sports goes beyond traditional approaches and requires a deep understanding of the psychological, social, and symbolic connections between the brand and its audience. Focusing on strengthening audience identity, increasing digital engagement, and constructing a strong and coherent brand identity can lead to sustainable audience connections, greater loyalty, and active participation.
Sharam Shafiee; Mehdi Kohandel; Mehdi Montazerelay; Gholamreza Radinia
Volume 3, Issue 1 , April 2014, , Pages 83-98
Abstract
AbstractObjective: The purpose of the present study was to identify, prioritize, and weight performance evaluation indexes of sports clubs.Methodology: This research was carried out in two steps. In the first step, indexes and sub-indexes of performance evaluation were recognized through consulting literature ...
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AbstractObjective: The purpose of the present study was to identify, prioritize, and weight performance evaluation indexes of sports clubs.Methodology: This research was carried out in two steps. In the first step, indexes and sub-indexes of performance evaluation were recognized through consulting literature review and background of research, and 15 sport management experts and professors using Delphi process. In this step 6 indexes and 33 sub indexes were identified. In step two, relative weight and rank of each of indexes and sub indexes which were recognized in pervious step were analyzed in expert choice software with analytic hierarchy process (AHP) technique taking into consideration the views of 57 professors and club managers in Tehran.Results: Results showed that the most important indexes to evaluate the performance of the clubs in Tehran were human resources, financial resources, physical resources and equipment, environment, planning, organization and evaluation, technical affairs and sports, and the environment respectively. Also, most general sub-indexes were managerial stability, coaching stability, wages paid to players, coaches and staff, and quality of specialized staff club, set standards of performance evaluation respectively.Conclusion: Due to the importance of the most important indexes of the clubs in Tehran, according to sources at the club should be a priorit.Keywords: Analytic hierarchy process, Index, Performance evaluation, Sport clubs.
Mehdi Talebpour; Javad Khazaei Pool; Abdolhamid Shamsi; Misam Rohani
Volume 2, Issue 1 , April 2013, , Pages 41-53
Abstract
AbstractObjective: Purpose of the present study was to analyze and evaluate the online ticket sale barriers by using an analytic hierarchy process (AHP) in Iran’s premier football league.Methodology: This study was a descriptive-survey one. The research instrument was a researcher-developed questionnaire. ...
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AbstractObjective: Purpose of the present study was to analyze and evaluate the online ticket sale barriers by using an analytic hierarchy process (AHP) in Iran’s premier football league.Methodology: This study was a descriptive-survey one. The research instrument was a researcher-developed questionnaire. The validity of the questionnaire was approved by academic experts in the field of sports and Information Technology. The reliability as well as the inconsistency rate was evaluated and confirmed as 0.008. The statistical population of this study consisted of all experts in sports management, marketing management, information technology, football federation officials. Based on the judgment of non-probability sampling methods (expert opinion) 113 of them were selected as the statistical sample. In this study, at first, barriers for using technology to sell online tickets for league matches were identified and classified into four: financial, organizational, technical and behavioral barriers, and then the questionnaire was completed by respondents. For data analysis, Analytic hierarchy process (AHP) and Expert Choice11 software were used.Results: The results indicated that the main barriers for online ticket sales of premier football league matches were respectively, the technical (0.299), financial (0.260), organizational (0.221), and behavioral (0.220) barriers.Conclusion: Understanding of these barriers can help us have a better use of online ticket sale potential in premier football league matches.Keywords: Online ticket sale, Premier football league, Implementation barriers, Analytic hierarchy process.
