نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار و هیات علمی پژوهشگاه تربیت بدنی
2 دانشیار دانشگاه خوارزمی
3 استادیار پژوهشگاه تربیت بدنی
چکیده
هدف: هدف اصلی این پژوهش، شناسایی عوامل و چالشهای بیرونی مؤثر بر برند باشگاههای لیگ برتر فوتبال ایران و توسعه "مدل برندینگ باشگاه های فوتبال رسولی (2014)" میباشد.
روششناسی: پژوهش حاضر، کیفی از نوع تحقیقات بنیادی می باشد که با استفاده از روش تحقیق کیفی داده بنیان و با ابزار مصاحبه های عمیق با صاحبنظران انجام گرفت. تجزیه و تحلیل داده ها نیز با استفاده از کد گذاری های باز، محوری و انتخابی صورت گرفت.
یافتهها: یافتهها، بیانگر وجود 60 نشان مؤثر در برندینگ بیرونی باشگاههای فوتبال است. این نشانها در 8 مفهوم طبقهبندی شدهاند و شامل موارد زیر میباشند: فرهنگی، اقتصادی، بالادستی ها، رسانه، تکنولوژی، تصویر نامطلوب فوتبال کشور که با عنوان "سایرین" نام گذاری گردید، رقبا و بازار مشتری بود..
نتیجهگیری: درنهایت، مدل جدید و توسعه یافته برندینگ باشگاه های فوتبال ایران تدوین گردید. با توجه به یافتههای پژوهش، راهبردهای اجرایی ارانه گردید که میتواند راهگشای مدیران قوتبال درخصوص توسعۀ برند باشگاه، سازمان لیگ و در نهایت فوتبال کشور باشد.
کلیدواژهها
عنوان مقاله [English]
Promoting the model of Iran’s football pro-league brand management
نویسندگان [English]
- Mehdi Rasooli 1
- Alireza Elahi 2
- Mohsen Esmaeili 3
1 Assistant Professor, Sport Sciences research institute.
2 Associate Professor, Kharazmi University
3 Assistant Professor, Sport Sciences research institute.
چکیده [English]
Objective: Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).
Methodology: This is a qualitative study and basic research by method which ran through grounded theory method and qualitative interviews with experts. Interviews analyzed through qualitative coding (open, axial and selective).
Results: Findings exposed 60 labels in open coding which categorized in 8 concepts. These concepts were culture, economic, top authorities, media, technology, opponents, customers and others.
Conclusion: Eventually promoted model of Iran's football club brand management developed. The alternatives suggested according to the findings which club managers can use to promote club's brand.
کلیدواژهها [English]
- Brand Management
- Sport Marketing
- Football
- Sport club
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