تدوین مدل هم آفرینی ارزش برند در فوتبال
محورهای موضوعی : علوم ورزشبهادر حقیقی 1 , حسین عیدی 2 , کیوان شعبانی مقدم 3
1 - دانشجوی دکتری ،گروه تربیت بدنی و علوم ورزشی ،واحدبروجرد، دانشگاه آزاد اسلامی، بروجرد،ایران
2 - استادیار مدیریت ورزشی، دانشگاه رازی، کرمانشاه
3 - استادیار مدیریت ورزشی ،دانشگاه رازی کرمانشاه
کلید واژه: فوتبال, برند, هوادار, هم آفرینی ارزش,
چکیده مقاله :
هدف: در خدمات ورزشی عمل تحویل ارزش به خلق مشترک ارزش تغییر یافته است و هواداران هستند که در حقیقت در هم آفرینی ارزش برند نقش دارند. بر همین اساس تحقیق حاضر به تدوین مدل هم آفرینی ارزش برند در فوتبال پرداخت.روش‌ها: گردآوری داده‌های پژوهش به روش آمیخته بود . در بخش کیفی روش پژوهش، از نوع تحلیل استقرایی بود. جامعه آماری در بخش کیفی خبرگان این حوزه بودند. به صورت نمونه گیری گلوله برفی با 17 نفر مصاحبه انجام شد و اشباع نظری حاصل شد. در بخش کمی جامعه آماری پژوهش کلیه هواداران سه بازی پرسپولیس- استقلال، ذوب آهن- استقلال، تراکتورسازی- پرسپولیس بودند که با توجه به سوالات پرسشنامه 385پرسشنامه صحیح مورد تجزیه و تحلیل قرار گرفت. پرسشنامه بکار رفته در این پژوهش محقق ساخته بود. روایی صوری پرسشنامه با استفاده از نظر خبرگان و روایی محتوایی با انجام آزمون تحلیل عاملی اکتشافی و تاییدی تایید شد.یافته‌ها: بر اساس نتایج حاصل از مصاحبه در بخش پیش نیازها 9 مفهوم، در بخش هم آفرینی ارزش 5 مفهوم و در بخش پیامد ها نیز 5 مفهوم نهایی به دست آمد. در بخش کمی نیز اثر پیشایندهای درون سازمانی هم آفرینی ارزش برند هوادار بر هم افرینی ارزش مورد تایید قرار گرفت..نتیجه‌گیری: با توجه به نتایج پژوهش باید به صورت فرایندمدار پیشایندهای درون سازمانی هم آفرینی ارزش برند را توسعه داد تا با ایجاد انگیزه در هم آفرینی ارزش برند هوادار به ارزش های اقتصادی و اجتماعی در فوتبال کشور دست یافت.
In sporting services, the practice of delivering value to a shared value creature has changed and advocates are involved in brand value creation. Accordingly, the present study developed a brand value Co-Creation model in football. Mixed method was used to collect data and the population in the qualitative part was the experts in this field. Snowball sampling was conducted with 19 individuals and theoretical saturation was obtained. Based on the results of the interview, 9 concepts were found in the prerequisites section, 5 concepts in the co-creation section, and 5 in the outcomes section. A questionnaire was developed based on the qualitative part of the research. In the exploratory factor analysis, 8 antecedents of value creation and 5 dimensions of proponents of affirmative value were confirmed by eliminating low factor loadings. Furthermore, the effect of pro-value co-creation antecedents on value co-creation has been confirmed. In conclusion, it is necessary to develop a value proposition in the process of creating a brand equivalence to achieve economic and social values at the same time.
References
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- Alvarez, C. & Fournier, S. (2016). Consumer’s relationship with brands. Current Opinion in Psychology, 10, 129-135.
- Apostolopoulou, A. (2002). Brand Extensions by US Professional Sport Teams: Motivations and Keys to Success. Sport Marketing Quarterly, 11(4).
- Ballantyne, D. (2004). Dialogue and its role in the development of relationship specific knowledge. Journal of Business & Industrial Marketing.
- Bhalla, G. (2011), Collaboration and Co-creation: Springer Science
- Carvalho, M., Scheerder, J., Boen, F. & Sarmento J. P. What brings people into the soccer stadium? (Part 2) The case of Portugal from a marketing perspective (Sport Policy & Management 19). Leuven: KU Leuven/Policy in Sport & Physical Activity Research Group.2014.
- Chan, K. W., & Li, S. Y. (2010). Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity. Journal of Business Research, 63, 1033–1040.
- Chanavat, N. (2017). French football, foreign investors: global sports as country branding. Journal of Business Strategy, 38(6), 3-10.
- Fierro, J.C,. Pérez , L., & Grott, E. (2017). Towards a co-creation framework in the retail banking services industry: Do demographics influence?. Journal of Retailing and Consumer Services , 34 , 219–228.
- Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation.
- Gummesson, E., & Mele, C. (2010). Marketing as value co-creation through network interaction and resource integration. Journal of Business Market Management, 4(4), 181-198.
- Healy, J. C., & McDonagh, P. (2013). Consumer roles in brand culture and value co-creation in virtual communities. Journal of Business Research, 66(9), 1528-1540.
- Hewer, P., Gannon, M., & Cordina, R. (2017). Discordant fandom and global football brands:‘Let the people sing’. Journal of Consumer Culture, 17(3), 600-619.
- Hollebeek, L., Chen, T. (2014). Exploring positively versus negatively-valenced brand engagement: a conceptual model, Journal of Product & Brand Management, 23(1), 62-74.
Journal of the Academy of Marketing Science, 41, 133–150.
- Kim, K. A., & Byon, K. K. (2018a). A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction. Sport Management Review, 21, 582–595.
- Kim, K., Byon, K. K., & Baek, W. (2019). Customer-to-customer value co-creation and co-destruction in sporting events. The Service Industries Journal, 1-23.
- Kim, K., Byon, K. K., & Baek, W. (2020). Customer-to-customer value co-creation and co-destruction in sporting events. The Service Industries Journal, 40(9-10), 633-655.
- Kolyperas, D., & Sparks, L. (2018). Exploring value co-creation in Fan Fests: the role of fans. Journal of Strategic Marketing, 26(1), 71-84.
- Kolyperas, D., Anagnostopoulos, C., Chadwick, S., & Sparks, L. (2016). Applying a communicating vessels framework to CSR value co-creation: Empirical evidence from professional team sport organizations. Journal of Sport Management, 30(6), 702-719.
- Kolyperas, D., Maglaras, G., & Sparks, L. (2019). Sport fans’ roles in value co-creation. European Sport Management Quarterly, 19(2), 201-220.
- Kozinets, R. V., & Handelman, J. M. (2004). Adversaries of consumption: Consumer movements, activism, and ideology. Journal of consumer research, 31(3), 691-704.
- McDonald, H., & Karg, A. J. (2014). Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior. Sport Management Review, 17(3), 292-309.
- Naha, S., & Hassan, D. (2018). Introduction: Ethical concerns in sport governance.721-723.
- Parent, M. M., Eskerud, L., & Hanstad, D. V. (2012). Brand creation in international recurring sports events. Sport management review, 15(2), 145-159.
- Pinho N., Beirão, G., Patrício, L., Fisk, R. P. (2014), "Understanding value co-creation in complex services with many actors", Journal of Service Management, Vol. 25, Issue 4, 470-493.
- Pushpam, K. (2015). Market for Ecosystem Services, Published by the International Institute for Sustainable Development.
- Ramaswamy, V., & Gouillart, F. (2010). The power of co-creation: Build it with them to boost growth. Productivity, and Profits, Gouillart, Francis.
- Richelieu A, Desbordes M. (2013). Sports teams and equipment manufacturers going international: The strategic leverage of co-branding. Sport, Business and Management: An International Journal. Mar 15;3(1):63-77.
- Rosca, V. (2013). Systemic relationship marketing: Co-creating sports brand equity with fans and other stakeholders. Review of International Comparative Management, 14(3), 490–499.
- Roska, V. (2013). Systemic relationship marketing: co-creating sports brand equity with fans and other stakeholders. Revista de Management Compart International, 14(3), 490-499.
- Shank, M.D. (2006). Sport Marketing: A strategic perspective. Upper Saddle River, NJ: Prentice Hall.
Skålén, P., Pace, S., Cova, B. (2015), "Firm-brand community value cocreation as alignment of practices", European Journal of Marketing, Vol. 49, Issue: 3/4, 596-620.
- Stieler, M., Weismann, F., & Germelmann, C. C. (2014). Co-destruction of value by spectators: the case of silent protests. European Sport Management Quarterly, 14(1), 72-86.
- Terekli, S., & Çobanoğlu, H. O. (2018). Developing Economic Values in Football: Example of Turkish Football Federation. Open Access Library Journal, 5(2), 1-14.
- Tomlinson, A. (2014). The supreme leader sails on: Leadership, ethics and governance in FIFA. Sport in Society, 17(9), 1155-1169.
- Tsiotsou, R. (2012). Developing a scale for measuring the personality of sport teams. Journal of Services Marketing, 26(4), 238-252.
- Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36, 1–10. doi:10.1007/s11747-007-0069-6.
- Wong, H.Y. and Merrilees, B. (2008)," Multiple roles for branding in international marketing" International Marketing Review,Vol. 24 No. 4, pp. 384-408.
- Zagnoli, P., & Radicchi, E. (2010). The football fan community as a determinant stakeholder in value co-creation. Physical Culture and Sport. Studies and Research, 50(1), 79-99.
_||_References:
- Abeza, G., O’Reilly, N., Finch, D., Séguin, B., & Nadeau, J. (2020). The role of social media in the co-creation of value in relationship marketing: a multi-domain study. Journal of Strategic Marketing, 28(6), 472-493.
- Alvarez, C. & Fournier, S. (2016). Consumer’s relationship with brands. Current Opinion in Psychology, 10, 129-135.
- Apostolopoulou, A. (2002). Brand Extensions by US Professional Sport Teams: Motivations and Keys to Success. Sport Marketing Quarterly, 11(4).
- Ballantyne, D. (2004). Dialogue and its role in the development of relationship specific knowledge. Journal of Business & Industrial Marketing.
- Bhalla, G. (2011), Collaboration and Co-creation: Springer Science
- Carvalho, M., Scheerder, J., Boen, F. & Sarmento J. P. What brings people into the soccer stadium? (Part 2) The case of Portugal from a marketing perspective (Sport Policy & Management 19). Leuven: KU Leuven/Policy in Sport & Physical Activity Research Group.2014.
- Chan, K. W., & Li, S. Y. (2010). Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity. Journal of Business Research, 63, 1033–1040.
- Chanavat, N. (2017). French football, foreign investors: global sports as country branding. Journal of Business Strategy, 38(6), 3-10.
- Fierro, J.C,. Pérez , L., & Grott, E. (2017). Towards a co-creation framework in the retail banking services industry: Do demographics influence?. Journal of Retailing and Consumer Services , 34 , 219–228.
- Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation.
- Gummesson, E., & Mele, C. (2010). Marketing as value co-creation through network interaction and resource integration. Journal of Business Market Management, 4(4), 181-198.
- Healy, J. C., & McDonagh, P. (2013). Consumer roles in brand culture and value co-creation in virtual communities. Journal of Business Research, 66(9), 1528-1540.
- Hewer, P., Gannon, M., & Cordina, R. (2017). Discordant fandom and global football brands:‘Let the people sing’. Journal of Consumer Culture, 17(3), 600-619.
- Hollebeek, L., Chen, T. (2014). Exploring positively versus negatively-valenced brand engagement: a conceptual model, Journal of Product & Brand Management, 23(1), 62-74.
Journal of the Academy of Marketing Science, 41, 133–150.
- Kim, K. A., & Byon, K. K. (2018a). A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction. Sport Management Review, 21, 582–595.
- Kim, K., Byon, K. K., & Baek, W. (2019). Customer-to-customer value co-creation and co-destruction in sporting events. The Service Industries Journal, 1-23.
- Kim, K., Byon, K. K., & Baek, W. (2020). Customer-to-customer value co-creation and co-destruction in sporting events. The Service Industries Journal, 40(9-10), 633-655.
- Kolyperas, D., & Sparks, L. (2018). Exploring value co-creation in Fan Fests: the role of fans. Journal of Strategic Marketing, 26(1), 71-84.
- Kolyperas, D., Anagnostopoulos, C., Chadwick, S., & Sparks, L. (2016). Applying a communicating vessels framework to CSR value co-creation: Empirical evidence from professional team sport organizations. Journal of Sport Management, 30(6), 702-719.
- Kolyperas, D., Maglaras, G., & Sparks, L. (2019). Sport fans’ roles in value co-creation. European Sport Management Quarterly, 19(2), 201-220.
- Kozinets, R. V., & Handelman, J. M. (2004). Adversaries of consumption: Consumer movements, activism, and ideology. Journal of consumer research, 31(3), 691-704.
- McDonald, H., & Karg, A. J. (2014). Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior. Sport Management Review, 17(3), 292-309.
- Naha, S., & Hassan, D. (2018). Introduction: Ethical concerns in sport governance.721-723.
- Parent, M. M., Eskerud, L., & Hanstad, D. V. (2012). Brand creation in international recurring sports events. Sport management review, 15(2), 145-159.
- Pinho N., Beirão, G., Patrício, L., Fisk, R. P. (2014), "Understanding value co-creation in complex services with many actors", Journal of Service Management, Vol. 25, Issue 4, 470-493.
- Pushpam, K. (2015). Market for Ecosystem Services, Published by the International Institute for Sustainable Development.
- Ramaswamy, V., & Gouillart, F. (2010). The power of co-creation: Build it with them to boost growth. Productivity, and Profits, Gouillart, Francis.
- Richelieu A, Desbordes M. (2013). Sports teams and equipment manufacturers going international: The strategic leverage of co-branding. Sport, Business and Management: An International Journal. Mar 15;3(1):63-77.
- Rosca, V. (2013). Systemic relationship marketing: Co-creating sports brand equity with fans and other stakeholders. Review of International Comparative Management, 14(3), 490–499.
- Roska, V. (2013). Systemic relationship marketing: co-creating sports brand equity with fans and other stakeholders. Revista de Management Compart International, 14(3), 490-499.
- Shank, M.D. (2006). Sport Marketing: A strategic perspective. Upper Saddle River, NJ: Prentice Hall.
Skålén, P., Pace, S., Cova, B. (2015), "Firm-brand community value cocreation as alignment of practices", European Journal of Marketing, Vol. 49, Issue: 3/4, 596-620.
- Stieler, M., Weismann, F., & Germelmann, C. C. (2014). Co-destruction of value by spectators: the case of silent protests. European Sport Management Quarterly, 14(1), 72-86.
- Terekli, S., & Çobanoğlu, H. O. (2018). Developing Economic Values in Football: Example of Turkish Football Federation. Open Access Library Journal, 5(2), 1-14.
- Tomlinson, A. (2014). The supreme leader sails on: Leadership, ethics and governance in FIFA. Sport in Society, 17(9), 1155-1169.
- Tsiotsou, R. (2012). Developing a scale for measuring the personality of sport teams. Journal of Services Marketing, 26(4), 238-252.
- Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36, 1–10. doi:10.1007/s11747-007-0069-6.
- Wong, H.Y. and Merrilees, B. (2008)," Multiple roles for branding in international marketing" International Marketing Review,Vol. 24 No. 4, pp. 384-408.
- Zagnoli, P., & Radicchi, E. (2010). The football fan community as a determinant stakeholder in value co-creation. Physical Culture and Sport. Studies and Research, 50(1), 79-99.
