توسعه مدل عوامل درون سازمانی مؤثر برجذب حامیان مالی در ورزش قهرمانی
الموضوعات : مدیریت بازاریابی
هادی باقری
1
,
باقر مرسل
2
,
علی فهیمی نژاد
3
1 - دانشجوی دکتری مدیریت ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران
2 - استادیار، گروه مدیریت ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران
3 - استادیار، گروه مدیریت ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران
الکلمات المفتاحية: عوامل درون سازمانی, خراسان شمالی, حامیان مالی, ورزش قهرمانی,
ملخص المقالة :
هدف این مقاله توسعه مدل عوامل درون سازمانی مؤثر برجذب حامیان مالی در ورزش قهرمانی بود که در استان خراسان شمالی انجام گرفت. جامعه آماری کلیه رؤسای هیأت‌های ورزشی، مدیران شرکت‌های حامی، ورزشکاران و مربیان برجسته، مدیران سازمان‌های ورزشی به تعداد 150 نفر بودند که بصورت تمام شمار جهت نمونه انتخاب شدند و به پرسش‌نامه پنج ارزشی لیکرت محقق ساخته که با استفاده از نتایج تحلیل کیفی بدست آمد پاسخ دادند. روایی صوری و محتوایی آن به وسیله متخصصان و پایایی داده‌های کیفی از روش دلفی و پایایی داده‌های کمی در مطالعه مقدماتی بین 30 نفر از مدیران ورزشی و حامیان مالی و با استفاده از آلفای کرونباخ 82/. محاسبه شد. جهت تجزیه و تحلیل داده‌ها از آمار توصیفی و آمار استنباطی با استفاده از نرم‌افزارهای اس پی اس اس نسخه 23 و اسمارت پی ال اس نسخه 3 استفاده شد و نتایج در دو بخش؛ مدل ساختاری و مطلوبیت مدل تحلیل شد. یافته‌های تحقیق نشان داد، داده‌های تجربی جمع‌آوری شده در این مطالعه از مدل نظری موجود حمایت می‌کند و عوامل مربوطه توانستند درصد مناسبی از رفتار متغیر اصلی را پیش‌بینی کنند. بررسی ضریب مسیر عامل‌ها نشان داد، عامل مدیریت با ضریب بتا 0/358 و عامل سیستم اطلاعات با ضریب بتا 0/126 به ترتیب بیشترین و کمترین اهیمت را در پیش‌بینی رفتار متغیر اصلی یا جذب حامیان مالی در ورزش قهرمانی دارند. در مجموع با توجه به یافته‌ها، استفاده از مدل نظری تحقیق به منظور جذب حامیان مالی در ورزش قهرمانی استان توصیه می‌شود.
Afroozeh, M.S., Mozafari, S.A., Aghaii, N. & Safari, M. (2016). “Identifying Domains and Factors Affecting Social Responsibility of Iranian Professional Football Clubs”, Second Quarterly Journal of Sport Management and Development, Vol. 5(2), PP. 69-89. (Persian).
Arabi, M., (2006). “Strategic Planning Handbook, Farang Publications”, Fifth Edition. Tehran. PP. 26-48. (Persian).
Alexander, N., (2009). “Defining brand values through sponsorship”, International Journal of Retail & Distribution Management, Vol. 37(4) PP. 346-357.
Alipour, M., (2014). “Explaining the Factors and Infrastructure Affecting Capital Attraction in Fars Province Sport”, MSc Thesis, Islamic Azad University, Central Tehran Branch, Faculty of Physical Education and Sport Sciences, PP. 58-79. (Persian).
Babatunde, Olu' Asagba. (2008). “Perceived Impediments to Effective Sports Sponsorship in Nigeria”, International Journal of African &African American Studies, Vol. 7(1), PP. 67-72.
Boshoff, C. & Gerber, C. (2008). “Sponsorship Recall and Recognition: The Case of the 2007 Cricket World Cup”, South African Journal of Management, Vol. 39(2), PP. 1-18.
Choi Andrew, J. (2010). “The impact of ethnic diversity on the ladies professionalgolf association: A case study of Anheuser-Busch and its sponsorship objectivesand strategies”, Sport Marketing Quarterly, Vol. 19(1), PP. 51-57.
Ehsani, M., Aboodarda, Z. & Eghbali, M., (2008). “Investigation of the Sponsors' Causes of Isfahan Women's Professional Sport”, Motion Science and Sport, Vol. 2(12). PP. 111-120. (Persian).
Ehsani, M., Ramezani Nejad, R., Askarian, F. & Azadan, M., (2014). “Comparison of Experts' Viewpoints on Barriers to Attracting Sponsors in Iranian Professional Football”, Journal of Sport Management and Development, Vol. 3(2), PP. 19-31. (Persian).
Elahi, A. R. (2009). “Investigating the Barriers and Strategies for Economic Development of the Football Industry in Iran”, Doctoral dissertation, Faculty of Physical Education and Sport Sciences, University of Tehran. (Persian).
Fallahi, A. (2010). “The Effective Process of Financial Support to the Iranian Football Premier League and Model Presentation”, Thesis, Tarbiat Modares University, Faculty of Humanities. (Persian).
Ghiami Rad, A. & Moharramzadeh, M. (2008). “Evaluation of Marketing Marketing Strategies for Promotion and Development of Sports Fields in Iran, Motion - spring, Issue 1, (Persian).
Hadiizadeh Pir Bazari, Z. (2013). “Deterrent Factors of Attracting Sponsors in Taekwondo Sports of Guilan Province from the Perspectives of Sports Coaches and Managers, Islamic Azad University, Central Tehran Branch, Faculty of Physical Education and Sport Sciences. PP. 44-58 (Persian).
Hyun Baek, T. & Whitthill king, K. (2011). “Exploring the Consequences of Brand Credibility in Services”, Journal of Service Marketing. Vol. 25(4), PP. 260-272.
Jamaat, kh. (2016). “Barriers to Financial Support for Sports in Kaveh Industrial City Companies”, Journal of Sport Management and Motor Behavior Research, Vol. 12(23), PP. 53-64. (Persian).
Mirzaei, A. (2014). “Analysis of Factors Affecting Sponsorship Attraction in Khuzestan and Fars Provinces”, MSc Thesis, Shahid Chamran University of Ahvaz, Faculty of Physical Education and Sport Sciences. PP. 66-89. (Persian).
Rashidzadeh, H., Lotfi Nejad, F., Hojati, A. & Vahidi, H. (2015). “Evaluation of Sponsor Decision Making Criteria by Hierarchical Analysis Approach”, Two Quarterly Journal of Sport and Development Management, Vol. 4(1), PP. 103-118. (Persian).
Silas, M. (2011). “The Management of Sport Sponsorship: A Case Study, Unpublished thesis, Gordon Institute of Business Science”, University of Pretoria.
Shaabani, A. & Bahrami, A. (2018). “A Study of Income Resources and Sports Industry in Markazi Province”, Journal: Strategic Studies of Sport and Youth, Vol. 38. PP. 89-100. (Persian).
Torabi, T., Victim, M., Bagheri, M. & Tarighi, S. (2015). “New methods of financing football clubs in developed countries and their comparative study with developing countries (special case: Professional football clubs of Iranian and British Premier League)”, Journal of Investment Knowledge, Vol. 4(13), PP. 217-231. (Persian).
Tanvir, A. & Mariam, S. (2012). “Impact of Sports Sponsorship on Brand Image and Purchase Intention”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 4(2). PP. 659-667.
Tripodi, J. (2001). “Sponsorship-a confirmed weapon in the promotional armoury”, International Journal of Sports Marketing & Sponsorship, Vol. 3(1), PP. 95-116.
Sotiriadou, K. & Shilbury, D. (2016). “Australian Elite Athlete Development: An Organisational Perspective”, Sport Management Review, Vol. 12, PP. 137-148.
Čustonja, Z. & Škorić, S. (2011). “Winning medals at the Olympic Games – Does CROATIA Have Any Chance?”, Kinesiology, Vol. 43(1), PP. 107-114.
Saaty, T.L. (2008). “Who won the 2008 Olympics? A multicriteria decision of measuring intangibles”, Doctoral Dissertation, University of Pittsburgh, PP. 1-85.
Mohammad Kazemi, R., Thunderbird, F. & Khabiri, M. (2009). “Investigating the element of price of sports marketing mix in the Iranian professional soccer league and comparing the current situation with the South Korean and Japanese leagues”, Journal of Sport Sciences and Sport Sciences, College of Sport Sciences, University of Medical Sciences. Vol. 2(12), PP. 121-132. (Persian).
Rajabi, M., Sultan Hosseini, M., Razavi, M.H. & Hosseini, E. (2012). “The role of media and sports audiences in attracting private sector investment in championship sports”, Sports Management Studies, Vol. 4(13), PP. 93-105. (Persian).
Ghasemi, R., Javadi, P. & Turkfar, A. (2015). “Identification of Barriers to Iranian Sports Marketing from the Viewpoints of Sport Managers”, Sports Management, Volume 7(6), PP. 846-829. (Persian).
Michie, J. & Oughton, C. (2005). “The Corporate Governance of Professional Football Clubs in England”, Corporate Governance: An International Journal, Vol. 13(4), PP. 517-531.
Zareian, H., Kordi, M.R., Rajabi, H. & Rezaei, Z. (2017). “Performance Analysis of Iranian Sports Caravan at the 2016 Rio Olympics Sport Management Studies”, Sport Management Studies, Vol. 10(51), PP. 17-46. (Persian).
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Afroozeh, M.S., Mozafari, S.A., Aghaii, N. & Safari, M. (2016). “Identifying Domains and Factors Affecting Social Responsibility of Iranian Professional Football Clubs”, Second Quarterly Journal of Sport Management and Development, Vol. 5(2), PP. 69-89. (Persian).
Arabi, M., (2006). “Strategic Planning Handbook, Farang Publications”, Fifth Edition. Tehran. PP. 26-48. (Persian).
Alexander, N., (2009). “Defining brand values through sponsorship”, International Journal of Retail & Distribution Management, Vol. 37(4) PP. 346-357.
Alipour, M., (2014). “Explaining the Factors and Infrastructure Affecting Capital Attraction in Fars Province Sport”, MSc Thesis, Islamic Azad University, Central Tehran Branch, Faculty of Physical Education and Sport Sciences, PP. 58-79. (Persian).
Babatunde, Olu' Asagba. (2008). “Perceived Impediments to Effective Sports Sponsorship in Nigeria”, International Journal of African &African American Studies, Vol. 7(1), PP. 67-72.
Boshoff, C. & Gerber, C. (2008). “Sponsorship Recall and Recognition: The Case of the 2007 Cricket World Cup”, South African Journal of Management, Vol. 39(2), PP. 1-18.
Choi Andrew, J. (2010). “The impact of ethnic diversity on the ladies professionalgolf association: A case study of Anheuser-Busch and its sponsorship objectivesand strategies”, Sport Marketing Quarterly, Vol. 19(1), PP. 51-57.
Ehsani, M., Aboodarda, Z. & Eghbali, M., (2008). “Investigation of the Sponsors' Causes of Isfahan Women's Professional Sport”, Motion Science and Sport, Vol. 2(12). PP. 111-120. (Persian).
Ehsani, M., Ramezani Nejad, R., Askarian, F. & Azadan, M., (2014). “Comparison of Experts' Viewpoints on Barriers to Attracting Sponsors in Iranian Professional Football”, Journal of Sport Management and Development, Vol. 3(2), PP. 19-31. (Persian).
Elahi, A. R. (2009). “Investigating the Barriers and Strategies for Economic Development of the Football Industry in Iran”, Doctoral dissertation, Faculty of Physical Education and Sport Sciences, University of Tehran. (Persian).
Fallahi, A. (2010). “The Effective Process of Financial Support to the Iranian Football Premier League and Model Presentation”, Thesis, Tarbiat Modares University, Faculty of Humanities. (Persian).
Ghiami Rad, A. & Moharramzadeh, M. (2008). “Evaluation of Marketing Marketing Strategies for Promotion and Development of Sports Fields in Iran, Motion - spring, Issue 1, (Persian).
Hadiizadeh Pir Bazari, Z. (2013). “Deterrent Factors of Attracting Sponsors in Taekwondo Sports of Guilan Province from the Perspectives of Sports Coaches and Managers, Islamic Azad University, Central Tehran Branch, Faculty of Physical Education and Sport Sciences. PP. 44-58 (Persian).
Hyun Baek, T. & Whitthill king, K. (2011). “Exploring the Consequences of Brand Credibility in Services”, Journal of Service Marketing. Vol. 25(4), PP. 260-272.
Jamaat, kh. (2016). “Barriers to Financial Support for Sports in Kaveh Industrial City Companies”, Journal of Sport Management and Motor Behavior Research, Vol. 12(23), PP. 53-64. (Persian).
Mirzaei, A. (2014). “Analysis of Factors Affecting Sponsorship Attraction in Khuzestan and Fars Provinces”, MSc Thesis, Shahid Chamran University of Ahvaz, Faculty of Physical Education and Sport Sciences. PP. 66-89. (Persian).
Rashidzadeh, H., Lotfi Nejad, F., Hojati, A. & Vahidi, H. (2015). “Evaluation of Sponsor Decision Making Criteria by Hierarchical Analysis Approach”, Two Quarterly Journal of Sport and Development Management, Vol. 4(1), PP. 103-118. (Persian).
Silas, M. (2011). “The Management of Sport Sponsorship: A Case Study, Unpublished thesis, Gordon Institute of Business Science”, University of Pretoria.
Shaabani, A. & Bahrami, A. (2018). “A Study of Income Resources and Sports Industry in Markazi Province”, Journal: Strategic Studies of Sport and Youth, Vol. 38. PP. 89-100. (Persian).
Torabi, T., Victim, M., Bagheri, M. & Tarighi, S. (2015). “New methods of financing football clubs in developed countries and their comparative study with developing countries (special case: Professional football clubs of Iranian and British Premier League)”, Journal of Investment Knowledge, Vol. 4(13), PP. 217-231. (Persian).
Tanvir, A. & Mariam, S. (2012). “Impact of Sports Sponsorship on Brand Image and Purchase Intention”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 4(2). PP. 659-667.
Tripodi, J. (2001). “Sponsorship-a confirmed weapon in the promotional armoury”, International Journal of Sports Marketing & Sponsorship, Vol. 3(1), PP. 95-116.
Sotiriadou, K. & Shilbury, D. (2016). “Australian Elite Athlete Development: An Organisational Perspective”, Sport Management Review, Vol. 12, PP. 137-148.
Čustonja, Z. & Škorić, S. (2011). “Winning medals at the Olympic Games – Does CROATIA Have Any Chance?”, Kinesiology, Vol. 43(1), PP. 107-114.
Saaty, T.L. (2008). “Who won the 2008 Olympics? A multicriteria decision of measuring intangibles”, Doctoral Dissertation, University of Pittsburgh, PP. 1-85.
Mohammad Kazemi, R., Thunderbird, F. & Khabiri, M. (2009). “Investigating the element of price of sports marketing mix in the Iranian professional soccer league and comparing the current situation with the South Korean and Japanese leagues”, Journal of Sport Sciences and Sport Sciences, College of Sport Sciences, University of Medical Sciences. Vol. 2(12), PP. 121-132. (Persian).
Rajabi, M., Sultan Hosseini, M., Razavi, M.H. & Hosseini, E. (2012). “The role of media and sports audiences in attracting private sector investment in championship sports”, Sports Management Studies, Vol. 4(13), PP. 93-105. (Persian).
Ghasemi, R., Javadi, P. & Turkfar, A. (2015). “Identification of Barriers to Iranian Sports Marketing from the Viewpoints of Sport Managers”, Sports Management, Volume 7(6), PP. 846-829. (Persian).
Michie, J. & Oughton, C. (2005). “The Corporate Governance of Professional Football Clubs in England”, Corporate Governance: An International Journal, Vol. 13(4), PP. 517-531.
Zareian, H., Kordi, M.R., Rajabi, H. & Rezaei, Z. (2017). “Performance Analysis of Iranian Sports Caravan at the 2016 Rio Olympics Sport Management Studies”, Sport Management Studies, Vol. 10(51), PP. 17-46. (Persian).
