توسعه مدل عوامل درون سازمانی مؤثر برجذب حامیان مالی در ورزش قهرمانی
محورهای موضوعی : 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
کلید واژه: عوامل درون سازمانی, خراسان شمالی, حامیان مالی, ورزش قهرمانی,
چکیده مقاله :
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.
The purpose of this paper was to develop a model of effective inter-organizational factors for attracting sponsors in championship sport in North Khorasan province. The statistical population consisted of all sports heads, sponsors managers, athletes and coaches, managers of sports organizations with 150 individuals who were selected as sample and completed a five-point Liker questionnaire using qualitative analysis results. They came and answered. Its face and content validity by experts and the reliability of the qualitative data by Delphi method and the reliability of quantitative data in a baseline study among 30 sport managers and sponsors using Cronbach's alpha. Descriptive and inferential statistics were used for data analysis using SPSS 23 and SPSS 3 software. Results were analyzed in two parts: structural model and model utility. The results were analyzed in two parts: structural model and model utility. The findings of the study showed that the experimental data collected in this study support the existing theoretical model and the relevant factors were able to predict a good percentage of the main variable behavior. Investigation of factor path coefficient showed that management factor with beta coefficient of 0.358 and information system factor with beta coefficient of 0.126 had the highest and least importance respectively in predicting main variable behavior or attracting sponsors in championship sport. Overall, it is recommended to use theoretical research model to attract sponsors in provincial championship sport.
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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.
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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).
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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).
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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).
