ارائۀ مدل پارادایمی ارتقای جایگاه راهبردی برند باشگاه سپاهان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه آزاد اسلامی واحد اصفهان (خوراسگان)

2 دانشیار گروه مدیریت ورزشی دانشکدۀ علوم ورزشی واحد اصفهان (خوراسگان) دانشگاه آزاد اسلامی، ا صفهان، ایران

3 استادیار گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه مازندران

چکیده

 
برندسازی هدف عالی در سازمان‌های ورزشی است و دستیابی به این هدف از وظایف مدیران ورزشی است. پژوهش حاضر در پی ارائۀ مدلی کاربردی دربارۀ تدوین منظرهای راهبردی برندسازی باشگاه سپاهان براساس ارزش ویژۀ برند است که از طریق طرح نظریۀ داده‌بنیاد صورت گرفت. شرکت‌کنندگان شامل 14نفر از متخصصان بازاریابی و استادان دانشگاه در مدیریت ورزشی و مدیران حال حاضر و سابق باشگاه سپاهان بودند که به‌صورت ترکیبی از روش نمونه‌گیری نظری و گلوله‌برفی به‌منظور مصاحبۀ عمیق نیمه‌ساختارمند انتخاب شدند. مصاحبه‌ها تا زمان رسیدن به اشباع نظری ادامه یافت. اعتبار یافته‌ها از طریق استفاده از افراد آگاه و منابع مکتوب، انتقال‌پذیری نتایج پژوهش، استخراج حداکثری و غیرتکراری داده‌ها انجام گرفت. به‌منظور تجزیه‌وتحلیل داده‌ها از کدگذاری باز، محوری و انتخابی استفاده شد. نتایج نشان داد که تعداد 750 کد مفهومی با تعداد 167 مؤلفه و37 مقولۀ اصلی در قالب ابعاد شش‌گانه شامل عوامل علی (4)، عوامل زمینه‌ای (4)، مقولۀ مرکزی (10)، راهبردها (9)، شرایط مداخله‌گر (3)، پیامدها (7) استخراج شد. یکپارچه‌سازی مقوله‌ها بر مبنای روابط موجود بین آنها حول محور ارتقای جایگاه راهبردی برند باشگاه سپاهان، شکل‌دهندۀ مدل پارادایمی است که الگوی افزایش ارزش ویژۀ برند را منجر می‌شود. راهبردهایی مانند نهادینه‌سازی مدیریت راهبردی باشگاه سپاهان، برنامه‌های راهبردی مجتمع فولاد و وزارت صنایع به‌عنوان اسناد بالادستی، جذب منابع مالی، پیامدهایی همچون درآمد پایدار و ایجاد ارزش ویژۀ برند باشگاه سپاهان را در پی دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Paradigm Model for Promoting the Strategic Position of the Brand’s Sepahan Sport Club

نویسندگان [English]

  • mohammad mirzaie 1
  • Rasool Nazari 2
  • saeid Tabesh 3
1 azad isfahan univercity,phisical education department
2 Associate Professor of Sport Management School of Sport Sciences, Islamic Azad University, Isfahan branch
3 Assistant Professor, University of Mazandaran, Babolsar, Iran.
چکیده [English]

Brand building is the ultimate goal of the sport organizations and it is the duty of the sport managers to achieve this goal. The present study seeks to offer an applied model regarding of strategic perspectives of Sepahan Club’s brand building based on brand equity that has been carried out through proposing a data-based theory. The The sample population were 14 marketing experts and sports management university professors as well as the current and former managers of Sepahan Club who were selected based on a combination of theoretical sampling and snow ball methods to be subjected to deep and exploratory interviews. The interviews were continued till reaching theoretical saturation. The confirmation and verification of the findings were carried out through making use of knowledgeable individuals and various written resources, result transferability and the maximal and non-repetitive extraction data. Open, pivotal and selective encoding was employed to analyze the data. The study results indicated that there were identified and extracted 750 conceptual codes with 167 indicators and 37 main topics within the format of the following six-fold aspects: causal factors (4), background factors (4), central topics (10), strategies (9), intervening conditions (3) and outcomes (7)  Integration of the topics based on their interrelationships, revolving around the enhancement of Sepahan Club Brand’s strategic position, form a paradigmatic model that is taken as a brand equity elevation pattern. Strategies like institutionalization of Sepahan Club Strategic Management and strategic management of steel complex and the ministry of industry programs as the high-level documents as well as the absorption of financial resources will be followed by outcomes like sustainable income and the creation of Sepahan Club’s brand equity.

کلیدواژه‌ها [English]

  • Branding
  • Strategic perspectives
  • Sepahan
  • Grounded theory
  1.  

    1. Arigil CP, Vittorio. Brand Equity in team sport: The FC Kobenhavn case study. 2011. 247-476. p.
    2. da Silva EC, Las Casas AL. Sport fans as consumers: An approach to sport marketing. British Journal of Marketing Studies. 2017;5(4):36-48.
    3. N Benar ME. The qualitative study of development Iranian spectators attracting and retaining in the Iran women's volleyball by Nvivo. Applied Research of Sport Management. 2016;4 (4 ):95-109.
    4. Billgren CH, Hans Approaching reality: Comparing stakeholder analysis and cultural theory in the context of natural resource management. In Land Use Policy 2008; 25 (4): 550–62.
    5. Salimi MSH, M. NaderianJahromy, M. Assessment of obstacles to the development of sports marketing. 2015;29(1):3-36.
    6. Pourshfi , M. Alizadeh, F. Assessment of the marketing mix Premier League football in Mazandaran (p7). Study sports management and motor behavior. 2016;1(26):23(1). 268-51.
    7. Strizhakova Y, Coulter, R. A., Price, L. The meanings of branded products: A cross-national scale development and meaning assessment. International Journal of Research in Marketing. 2008;25(2):82-93.
    8. Kunkel T, Funk DC, Lock D. The effect of league brand on the relationship between the team brand and behavioral intentions: A formative approach examining brand associations and brand relationships. Journal of Sport management. 2017;31(4):317-32.
    9. Nazari. R Ghavami, F. the effect of brand credit on brand alliance strategies in order to brand Strategic promotion: case study sepahan’s sport club. Applied research in sports management. 2017;6(21):63-73.
    10. Keller KL. Building customer-based brand equity: A blueprint for creating strong brands: Marketing Science Institute Cambridge, MA; 2001.
    11. Akin M. Measuring Spectator -Based Brand Equity In Turkish Professional Soccer Clubs MURAT AKIN2016.
    12. Mohammad Kazemi RO, Yavar. Sport entrepreneurship: an emerging approach to entrepreneurship and sport management. Two Quarterly Journal of Research in Sport Management and Motor Behavior. 2011; 9(2):86-69.
    13. Kennelly M, Toohey K. Strategic alliances in sport tourism: National sport organisations and sport tour operators. Sport Management Review. 2014;17(4):407-18.
    14. Mills I, Williams A. Understanding Brand Equity in Campus Recreational Sports: A Consumer-Based Perspective. Recreational Sports Journal. 2016;40(2):120-32.
    15. Keller KL, Lehmann DR. Brands and branding: Research findings and future priorities. Marketing science. 2006;25(6):740-59.
    16. Klouman H, Beljulji D. Branding in the lower level sport club setting: The case of Swedish division 1 ice hockey teams. 2012.
    17. Bijunaci IM, A. The impact of CBBE on the operational performance of FMCG companies In India. The international Journal of management. 2012;1(28):13-9.
    18. Baena V. Global marketing strategy in professional sports. Lessons from FC Bayern Munich2017. 1-15 p.
    19. Moshabaki. A EM, Vahdati. H & Khodadad. H.. Design of Brand Identity Model of Iran's Sports Industry (Case Study:Football League). Management Studies in Iran(Lecturer in Humanities). 2013;17(4):203-23
    20. Biscaia RR, S.Yoshida,M.Correia,A.Rosado, A.Maroko,J. Investigating the role of fan club membership on perceptions of team brand equity in football. Sport Management Review. 2016;1(19):157–70.
    21. Zhuowei H. Modeling customers- Based Brand Equity for multinational hotel brands. Journal of tourism management. 2015;1(46):431-43.
    22. Gladden JM, Funk DC. Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport management. 2002;16(1):54-81.
    23. Vrontis DS-A, A.& Papasolomou,I. New measure of brand equity status of a basketball club. Journal of Transnational Management. 2017;1(23):39-63.
    24. Bodet G, Chanavat N. Building global football brand equity: Lessons from the Chinese market. Asia Pacific Journal of Marketing and Logistics. 2010;22(1):55-66.
    25. Shafaeii LM, J.& Asghari Jafar Abadi, M.. The brand personality of the selected football teams of the Iranian Football League defines dimensions and presents a route model. Journal of Management and Sports Development. 2018;1(5):77-86.
    26. Pitney AP, J. Qualitative research in physical activity and the health professions. Canada: Human Kinetics. 2009;1(56):117-25.
    27. Strauss. A Corbein J. Basics Of Qualitative Research. Tehran. Institute for Humanities and Cultural Studies. Institute for Humanities and Cultural Studies. 2012;1(1):32-143.