ارائه مدل اهرم‌سازی برند باشگاه‌های حرفه‌ای فوتبال ایران با رویکرد نظریه داده بنیاد
محورهای موضوعی : مدیریت بازاریابینرگس بنکدارچیان 1 , رسول نظری 2 , ایمان باستانی 3
1 - دانشجوی دکتری مدیریت ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - دانشیار، گروه مدیریت ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
3 - استادیار، گروه اقتصاد، دانشگاه اصفهان، اصفهان، ایران
کلید واژه: اقتصاد ورزش, باشگاه‌های حرفه‌ای, تأمین مالی پایدار, اهرم‌سازی برند,
چکیده مقاله :
پژوهش حاضر با هدف ارائه مدل اهرم‌سازی برند باشگاه‌های حرفه‌ای فوتبال ایران با رویکرد تأمین مالی انجام گردید. این پژوهش دارای رویکرد کیفی بوده و از روش نظریه داده بنیاد به عنوان روش تحقیق استفاده شده است. روش گردآوری داده‌ها، مطالعه اسناد بالادستی و مصاحبه‌های عمیق و باز با 15 نفر از نخبگان آگاه از موضوع مورد بحث قرار گرفت. روش نمونه‌گیری پژوهش، روش نظری بود؛ نمونه‌گیری تا رسیدن مقوله‌ها به اشباع نظری ادامه یافت. ابزار پژوهش حاضر، مصاحبه‌های عمیق و اکتشافی بود. اعتبار یافته‌ها با روش‌های تطبیق توسط اعضا، بررسی همکار و مصاحبه‌های آزمایشی تعیین شد. برای تحلیل داده‌ها از روش مقایسه مداوم در طی سه مرحله کدگذاری باز، محوری و گزینشی استفاده گردید. یافته‌های حاکی از این است که فرآیند کدگذاری در قالب ابعاد 6 گانه مدل پارادایمی شامل: موجبات علی از جمله برند، مقوله‌های مرکزی اهرم‌سازی برند با رویکرد تأمین مالی پایدار، راهبردها مانند توسعه مدیریتی، ویژگی‌های زمینه‌ای چون مکانیزم‌های آموزش، شرایط مداخله‌گر مانند عوامل قانونی و حقوقی و پیامدها شامل: تأمین مالی پایدار شناسایی شدند. به طور کلی می‌توان اذعان نمود برای اهرم‌سازی برند به راهبردهایی چون توسعه مدیریتی و زیرساخت‌ها نیازمندیم، لذا پیشنهاد می‌گردد برای ارتقا و رشد دانش، نگرش، رفتار ، نقش مدیریت منابع انسانی و باشگاه داری حرفه‌ای به صورت تخصصی‌تر توجه گردد.
The purpose of this study was to present a brand leverage model for Iranian professional soccer clubs with a financing approach. This research has a qualitative approach and the data theory approach has been used as a research method. The sampling method was theoretical; the method of sampling was theoretical; sampling continued until the theoretical saturation was reached. The research tool was in-depth exploratory interviews. The data by continuous comparison method over three steps matching methods, peer review, and pilot interviews. Open, axial and selective coding was used to analyze the data. The findings indicate that the coding process in the six dimensions of paradigm model includes: causal including brand, central categories of brand leverage with sustainable financing approach, strategies such as managerial development, contextual features such as Training mechanisms, intervening conditions such as legal and legal factors and consequences, including: Sustainable financing were identified. Generally speaking, we need strategies such as managerial development and infrastructure to leverage the brand, so it is suggested to promote and enhance the knowledge, attitude, behavior, role of HRM and professional club management. To be more specialized
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Askariyan, F., Jafari, A. & Torabi Nahad, F. (2017). “Factors affecting the decision to buy consumers of sporting goods using the springs and Kendall model”, Journal of Sports Management and Motor Behavior, Vol. 13(25), PP. 55-70.
Azadi, R. Eidy, H. & Yousefi, B (2015). “Study the sources of income for football in the world and compare it with football clubs in Iran (identifying obstacles and providing solutions for it)”, Magazine Market Engineering Development, (TMBA). PP. 1-17.
Bodet, G., Chanavat, N. (2010). “Building global football brand equity: lessons from the Chinese market”, Asia Pacific Journal of Marketing and Logistics, Vol 22(1), PP. 55-66.
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Datta, H., Ailawadi, K.L. & Van Heerde, H.J. (2017). “How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?”, Journal of Marketing, Vol. 81(3), PP. 1-20.
Fereidouni, M. & Kalateh Seifri, M. (2017). “Providing a model of the impact of marketing efforts and brand equity on affiliate responses”, Practical research in sports management. Vol. 5(20), PP. 101-108.
Farahani, A., Qasemi, H., Honry, H. & Khodadadi, M.R. (2014). “Modeling Brand Equity Based on Fans of Iranian Football Clubs”, Applied Research in Sport Management, Vol. 3(3), PP. 51-64.
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Jaberi, A., Sultan Hosseini, M., Naderian Jahromi, M., Khazaie Pul, J. (2014). “A Model for Developing Brand Loyalty in Iranian Premier League Teams Using Structural Equation Modeling Method”, Journal of Sport Management,Vol. 6(3), PP. 475-492.
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Karbasipour, A. & Yardel, S. (2011). “Evaluating the specific value of the brand name and its effective factors from the consumer perspective (providing an analytical model). Management Quarterly, Vol. 8(21), PP. 14-29.
Kuzehchian, H., Khabiri, M., Ehsani, M. & Falahi, A. (2017). “A comprehensive model for the effectiveness of supporting the Iranian Premier League”, Sport Management Studies, Vol. 9(41), PP. 37-60.
Ministry of Economic Affairs & Finance. (2016). http://econo.mefa.ir/ Portal/ Home/ default. aspx.
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Morrow, S. (2004). “The new business of football”. MCMILAN Press LTD, first published, PP. 112.
Naderian, M. & Ghodusi, N. (2015). “Identifying bottlenecks in the private sector investment in the production of sports equipment”, Applied Research in Sport Management. Vol. 3(4), PP. 63-73.
Naghdi, Y., Kaghazian, S. & Afsharpey, A. (2013). “Analysis of Economic Factors Affecting the Income of Football Clubs (Selected Clubs of the World)”, Two Quarterly Journal of Development Economics and Planning. Vol. 2(1), PP. 21-43.
Nazari, R. & Mokhtari, M. (2018). “The Model Elements of Iranian Professional Football Clubs with financing approach”, Journal of Management and Development of Sport, Vol. 7(16).
Nazari, R., Qavami, F. (2018). “The Impact of Brand Credibility on Brand Alliance Strategy for Brand Strategic Position: A Case Study of Sepahan Esfahan Club”, Applied Research in Sport Management, Vol. 6(1), PP. 61-71.
Rasuli, M., Khabiri, M., Elahi, A. & Aghaei, N. (2016). “Factors and Challenges of the Brand Manager of the Football Clubs of Iran”, Sport Management Studies. Vol. 8(35), PP. 51-66.
Rahimi, I. & Sadat Aramoun, S. (2018). “Determining Human Brand Characteristics and Its Ethical Position in Sport from the Perspective of Iranian Athletes and Foreign”, Applied Research in Sport Management, Vol. 1(25), PP. 69-75.
Rasouli, M., Elahi, A. & Esmaili, M. (2020). “Developing a Brand Management Model for Iranian Premier League Clubs”, Sport Management & Development, Vol. 8, PP. 115-111.
Rezaei, Sh. Ehsani, M. kuzehchian, H. & Amiri, M. (2015). “Designing Effective Mechanisms of Commercialization of Iranian Football Clubs. Two research projects in sport management and motor behavior. Vol. 5(9), PP. 119-130
Rezai, Sh. (2017). “Designing a revenue model for the football clubs in Iran: With grounded theory approach”, Applied Research in Sports Management, Vol. 6(3), PP. 101-116.
Rezai, Sh. (2018). “Designing Effective Mechanisms for Commercialization of Iranian Football Clubs. Doctor of Sport Management”, Tarbiat Modarres University”, Vol. 1, PP. 189-206.
Rui, B., Ross, S., Yoshida, M., Correia, A., Rosado, A. & Joa, M. (2015). “Investigating the
Role of fan club membership on perceptions of team brand equity in football”, Sport Management Review, Vol. 19, PP. 157-170.
Sajjadi, S.N., Rajabi Noushabadi, H., Abedlati, M. & Tarrighi, R. (2016). “Identifying the factors affecting the brand value of professional football teams studied: Tehran Esteghlal Club”, Sport Management Studies (Research in Sport Sciences). Vol. 8(39), PP. 87-102.
Seif Panahi Shabani, J. & Hamidi, M. (2017). “Analysis and analysis of income generating methods of football clubs in Iran and the world”, Physiology Research. Management in Sport, Vol. 9(3), PP. 21-31.
Shafaeii, L., Memari, J. & Asghari Jafar Abadi, M. (2018). “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. Vol. 5(1), PP. 117-136.
Smith, A.C.T., Stavros, C., & Westberg, K. (2017). “Brand Fans”, Cham: Springer.
Sultan Hosseini, M., Razavi, S.M.J. & Salimi, M. (2017). “Identifying and prioritizing the Barriers to the Privatization of the Football Industry in Iran with Multi-criteria Analysis and Copyland”, Sport Management Studies. Vol. 41, PP. 17-36.
Sudaryanto, S. (2015). “Brand Leverage Strategy throughout Sport Chapionship and Amusement: The case of Banyuwangi festival 2013”, Vol. 211, PP. 1171-1178.
Sultan hosseint, M. Salimi, M. Salimi, M. Lotfi, M. (2015). “Prioritizing the social impacts and sport of the places of sport on the urban environment (Case study of Yazd city). Vol. 4(16), PP. 65-88.
Thilo, K., Jason, P., Doyle, D., Funk, C. (2014). “Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League”, Sport Management Review, Vol. 17(4), PP. 473-483.
Vrontis, D., Shuv-Ami, A. & Papasolomou, I. (2017). “New measure of brand equity status of a basketball club”, Journal of Transnational Management. Vol. 23(1), PP. 39-63.
Volkert, M. & Serror, M. (2020). “Nutritional and Health Aspects of Food in Western Europe”, Elsevier. PP. 239-247.
Hauke, W., Hattula, S., Hammerschmidt, M. & Heerde, H.V. (2018). “Building and leveraging sports brands: evidence from 50 years of German professional soccer”, Journal of the Academy of Marketing Science, Vol. 46(4), PP. 591-611.
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Aaker, D.A. (2010). “Building strong brands”, London: Simon and Schuster.
Askariyan, F., Jafari, A. & Torabi Nahad, F. (2017). “Factors affecting the decision to buy consumers of sporting goods using the springs and Kendall model”, Journal of Sports Management and Motor Behavior, Vol. 13(25), PP. 55-70.
Azadi, R. Eidy, H. & Yousefi, B (2015). “Study the sources of income for football in the world and compare it with football clubs in Iran (identifying obstacles and providing solutions for it)”, Magazine Market Engineering Development, (TMBA). PP. 1-17.
Bodet, G., Chanavat, N. (2010). “Building global football brand equity: lessons from the Chinese market”, Asia Pacific Journal of Marketing and Logistics, Vol 22(1), PP. 55-66.
Borkovsky, R.N., Goldfarb, A., Haviv, A.M. & Moorthy, H.S. (2017). “Measuring and understanding brand value in a dynamic model of brand management”, Marketing Science, Vol. 36(4), PP. 471-499.
Datta, H., Ailawadi, K.L. & Van Heerde, H.J. (2017). “How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?”, Journal of Marketing, Vol. 81(3), PP. 1-20.
Fereidouni, M. & Kalateh Seifri, M. (2017). “Providing a model of the impact of marketing efforts and brand equity on affiliate responses”, Practical research in sports management. Vol. 5(20), PP. 101-108.
Farahani, A., Qasemi, H., Honry, H. & Khodadadi, M.R. (2014). “Modeling Brand Equity Based on Fans of Iranian Football Clubs”, Applied Research in Sport Management, Vol. 3(3), PP. 51-64.
Ghahramanian, A.R. (2015). “Examining the dimensions of the sports economy. International Congress on Management”, Economics and Business Development.
Hartmann, W.R. & Klapper, D. (2017). “Super bowl ads”, Marketing Science, Vol. 37(1), PP. 78-96.
Hejazi, M.S. (2017). “Methods of financing and managing the funds of football clubs in developed countries and its comparative analysis with developing countries (special case: professional soccer clubs of the Premier League and United Kingdom). Annual Conference on New Smart Management Paradigms”, Release in Silvia.
Jaberi, A., Sultan Hosseini, M., Naderian Jahromi, M., Khazaie Pul, J. (2014). “A Model for Developing Brand Loyalty in Iranian Premier League Teams Using Structural Equation Modeling Method”, Journal of Sport Management,Vol. 6(3), PP. 475-492.
Jamaat, K. (2016). “Obstacles to sponsoring sports in Kaveh industrial city”, Research in sports management and motor behavior. Vol. 12(23), PP. 53-64.
Jushi, K., Arjun, V., Singar, K. & Akhilesh, B. (2019). “Smart Technologies”, Springer. PP. 221-232.
Karbasipour, A. & Yardel, S. (2011). “Evaluating the specific value of the brand name and its effective factors from the consumer perspective (providing an analytical model). Management Quarterly, Vol. 8(21), PP. 14-29.
Kuzehchian, H., Khabiri, M., Ehsani, M. & Falahi, A. (2017). “A comprehensive model for the effectiveness of supporting the Iranian Premier League”, Sport Management Studies, Vol. 9(41), PP. 37-60.
Ministry of Economic Affairs & Finance. (2016). http://econo.mefa.ir/ Portal/ Home/ default. aspx.
Moradi Chaleshtori, J., Moradi, M.R., Norouzian Qohfarhi, S. & Jafari, A. (2013). “The study of economic barriers affecting the attraction of foreign investment in the Islamic Republic of Iran football industry. Sports Management Journal. Vol. 5(2), PP. 129-147.
Morrow, S. (2004). “The new business of football”. MCMILAN Press LTD, first published, PP. 112.
Naderian, M. & Ghodusi, N. (2015). “Identifying bottlenecks in the private sector investment in the production of sports equipment”, Applied Research in Sport Management. Vol. 3(4), PP. 63-73.
Naghdi, Y., Kaghazian, S. & Afsharpey, A. (2013). “Analysis of Economic Factors Affecting the Income of Football Clubs (Selected Clubs of the World)”, Two Quarterly Journal of Development Economics and Planning. Vol. 2(1), PP. 21-43.
Nazari, R. & Mokhtari, M. (2018). “The Model Elements of Iranian Professional Football Clubs with financing approach”, Journal of Management and Development of Sport, Vol. 7(16).
Nazari, R., Qavami, F. (2018). “The Impact of Brand Credibility on Brand Alliance Strategy for Brand Strategic Position: A Case Study of Sepahan Esfahan Club”, Applied Research in Sport Management, Vol. 6(1), PP. 61-71.
Rasuli, M., Khabiri, M., Elahi, A. & Aghaei, N. (2016). “Factors and Challenges of the Brand Manager of the Football Clubs of Iran”, Sport Management Studies. Vol. 8(35), PP. 51-66.
Rahimi, I. & Sadat Aramoun, S. (2018). “Determining Human Brand Characteristics and Its Ethical Position in Sport from the Perspective of Iranian Athletes and Foreign”, Applied Research in Sport Management, Vol. 1(25), PP. 69-75.
Rasouli, M., Elahi, A. & Esmaili, M. (2020). “Developing a Brand Management Model for Iranian Premier League Clubs”, Sport Management & Development, Vol. 8, PP. 115-111.
Rezaei, Sh. Ehsani, M. kuzehchian, H. & Amiri, M. (2015). “Designing Effective Mechanisms of Commercialization of Iranian Football Clubs. Two research projects in sport management and motor behavior. Vol. 5(9), PP. 119-130
Rezai, Sh. (2017). “Designing a revenue model for the football clubs in Iran: With grounded theory approach”, Applied Research in Sports Management, Vol. 6(3), PP. 101-116.
Rezai, Sh. (2018). “Designing Effective Mechanisms for Commercialization of Iranian Football Clubs. Doctor of Sport Management”, Tarbiat Modarres University”, Vol. 1, PP. 189-206.
Rui, B., Ross, S., Yoshida, M., Correia, A., Rosado, A. & Joa, M. (2015). “Investigating the
Role of fan club membership on perceptions of team brand equity in football”, Sport Management Review, Vol. 19, PP. 157-170.
Sajjadi, S.N., Rajabi Noushabadi, H., Abedlati, M. & Tarrighi, R. (2016). “Identifying the factors affecting the brand value of professional football teams studied: Tehran Esteghlal Club”, Sport Management Studies (Research in Sport Sciences). Vol. 8(39), PP. 87-102.
Seif Panahi Shabani, J. & Hamidi, M. (2017). “Analysis and analysis of income generating methods of football clubs in Iran and the world”, Physiology Research. Management in Sport, Vol. 9(3), PP. 21-31.
Shafaeii, L., Memari, J. & Asghari Jafar Abadi, M. (2018). “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. Vol. 5(1), PP. 117-136.
Smith, A.C.T., Stavros, C., & Westberg, K. (2017). “Brand Fans”, Cham: Springer.
Sultan Hosseini, M., Razavi, S.M.J. & Salimi, M. (2017). “Identifying and prioritizing the Barriers to the Privatization of the Football Industry in Iran with Multi-criteria Analysis and Copyland”, Sport Management Studies. Vol. 41, PP. 17-36.
Sudaryanto, S. (2015). “Brand Leverage Strategy throughout Sport Chapionship and Amusement: The case of Banyuwangi festival 2013”, Vol. 211, PP. 1171-1178.
Sultan hosseint, M. Salimi, M. Salimi, M. Lotfi, M. (2015). “Prioritizing the social impacts and sport of the places of sport on the urban environment (Case study of Yazd city). Vol. 4(16), PP. 65-88.
Thilo, K., Jason, P., Doyle, D., Funk, C. (2014). “Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League”, Sport Management Review, Vol. 17(4), PP. 473-483.
Vrontis, D., Shuv-Ami, A. & Papasolomou, I. (2017). “New measure of brand equity status of a basketball club”, Journal of Transnational Management. Vol. 23(1), PP. 39-63.
Volkert, M. & Serror, M. (2020). “Nutritional and Health Aspects of Food in Western Europe”, Elsevier. PP. 239-247.
Hauke, W., Hattula, S., Hammerschmidt, M. & Heerde, H.V. (2018). “Building and leveraging sports brands: evidence from 50 years of German professional soccer”, Journal of the Academy of Marketing Science, Vol. 46(4), PP. 591-611.
