رابطه مسئولیت اجتماعی تیم ملی با وجهه و هویت تیم ملی فوتبال ایران
محورهای موضوعی : علوم ورزش
سجاد نعمت زاده
1
(دانش آموخته کارشناسی ارشد مدیریت ورزشی دانشگاه خوارزمی)
حمید رودباری
2
(دانشجوی دکتری مدیریت ورزشی دانشگاه خوارزمی)
مرجان صفاری
3
(استادیار مدیریت ورزشی دانشگاه تربیت مدرس)
ایوب سنگ سفیدی
4
(دانشجوی دکتری مدیریت ورزشی دانشگاه آزاد آسلامی بروجرد)
کلید واژه: مسئولیت اجتماعی, وجهه, هویت و تیم ملی فوتبال,
چکیده مقاله :
هدف: هدف پژوهش حاضر تعیین رابطه مسئولیت اجتماعی با وجهه و هویت تیم ملی ایران بودروش‌شناسی: روش تحقیق توصیفی به روش همبستگی می‌باشد که با توجه به نرمال بودن داده-ها از روش رگرسیون گام به گام استفاده گردید. جامعه آماری تحقیق حاضر مسئولین فدراسیون فوتبال، سازمان لیگ، معاونت حرفه‌ای و قهرمانی وزارت ورزش و رسانه‌های مکتوب و مجازی حوزه‌ی ورزش انتخاب شد. نمونه آماری تحقیق حاضر 77 نفر بودند که به روش نمونه‌گیری در دسترس انتخاب شد.یافته‌ها: یافته‌های پژوهش نشان می دهد مولفه‌های اخلاقی، قانونی و اقتصادی بیشترین رابطه را با وجهه تیم ملی دارند و رابطه کمتری را با هویت تیم دارد از بین مولفه‌های مسئولیت اجتماعی به ترتیب مسئولیت اخلاقی، اقتصادی و قانونی بیشترین رابطه را با وجهه‌ی تیم ملی دارند. در گام اول مسئولیت اخلاقی 72 درصد از واریانس وجهه تیم ملی را تبیین می‌‌کند. در گام دوم مسئولیت اخلاقی و اقتصادی درمجموع 83 درصد از واریانس وجهه تیم ملی را تبیین کردند. در گام سوم مسئولیت اخلاقی، اقتصادی و قانونی درمجموع 84 درصد از واریانس وجهه تیم ملی را تبیین کردند. همچنین مولفه‌های مسئولیت اجتماعی با هویت رابطه پیش بینی کننده ای یافت نشد.نتیجه‌گیری: مسئولین فدراسیون فوتبال به منظور تقویت وجهه و هویت تیم ملی با بهره گیری از مسئولیت اجتماعی می‌توانند اولویت اقدامات خود را به ترتیب به مولفه‌های اخلاقی، اقتصادی و قانونی اختصاص دهند.
The aim of this study was to determine the relationship between social responsibility image and the identity of the national team of Iran. The research method is descriptive and correlation of data with respect to the normal regression was used. Statistic population was selected from the president of football federations, league organization, the deputy of professional and championship of the ministry of sports and actual and virtual media in the field of sports. A sample of 77 subject were selected by available sampling . The research tool was a questionnaire and Cheng-Wook (2012) social responsibility questionnaires, Winters & Graf team image questionnaire (1996) and Gunner & Swanson team identity questionnaire (2002) were used. Results showed that the components of the ethical, legal and economic relationship with the most prestige of the national team and team identity is less than the social responsibility component of the moral, economic and legal relationship in the most prestige-in national team. The first step is a moral responsibility to explain 72% of the variance image of the national team. In the second step, moral and economic responsibility for a total of 83% of the variance explained the image of the national team and in the third step, moral, economic and legal responsibility explain total of 84% of the image of the National team variances. . As well as social responsibility component with a predictive relationship was found identity in this context. Football Association to strengthen the image and identity of the survival advantage of social responsibility could be in the order of priority measures to ethics, economic, legal allocate Federation in this field can also fundamental in terms of social responsibility activities.
منابع
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-Eeezadi, B.; Deilami, H.(2015). The survey of factors influencing orientation of clients to attend sport events". journal of sport management and motor behavior; vol 11;No 21; pp37-48
-Grohs, R. (2016). Drivers of brand image improvement in sports-event sponsorship. International Journal of Advertising, 35(3), 391-420.
- Lins, K. V., Servaes, H., & Tamayo, A. (2017). Social capital, trust, and firm performance: The value of corporate social responsibility during the financial crisis. The Journal of Finance, 72(4), 1785-1824.
-Kolyperas, D. (2012). Corporate and social responsibility in professional football club organization (degree of Doctor of Philosophy). Stirling school of sports
- LeBlanc, G., & Nguyen, N. (1995). Cues Used by Customers Evaluating Corporate Image in Service Firms. International Journal of Service Industry Management, (2), 44-56.
-Levermore, R. (2010). CSR for development through sport: Examining its potential and limitations. Third World Quarterly, ) 31(, 223-241.
- Lewis, S. (2003). Reputation and corporate responsibility. Journal of CommunicationManagement, 7(4), 356-365.
-Lii, Y. S., & Lee, M. (2011). Doing Right Leads To Doing Well: When The Type Of CSR And Reputation Interact To Affect Consumer Evaluations Of The Firm. Journal Of Business Ethics, 1-13.13
- Lindgreen, A., & Swaen, V. (2010). Corporate Social Responsibility. International Journal of Management Reviews, 12, 1-7. http://dx.doi.org/10.1111/j.1468-2370.2009.00277.x
- Maignan, I. & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument concepts, evidence and research directions, European Journal of Marketing,
-Litchfield, R. C., Karakitapoğlu‐Aygün, Z., Gumusluoglu, L., Carter, M., & Hirst, G. (2018). When Team Identity Helps Innovation and When It Hurts: Team Identity and Its Relationship to Team and Cross‐Team Innovative Behavior. Journal of Product Innovation Management, 35(3), 350-366.
- McGowan, R., & Mahon, J. (2009). Corporate social responsibility in professional sports: An analysis of the NBA, NFL, and MLB. Academy of Business Disciplines Journal,1(1), 45-8212
- Moir, L. (2001). What do we mean by corporate social responsibility? Corporate Governance, (1-2), 16-22. Herstein, R., Mitki, Y., & Jaffe, E. D. 2008). Communicating a New Corporate Image During Privatization: the Case of El Al Airlines. Corporate Communications: an International Journal, (4), 380-393.
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- Oliver, R. L., & Bearden, W. O. (1983). The role of involvement in satisfaction processes.Advances in Consumer Research, 10(1), 250-255.
- Oxford Handbook of Corporate Social Responsibility (83-112). New York: Oxford University Press.
- Pina, J. M., Martinez, E., De Chernatony, L., & Drury, S. (2006). The Effect of Service Brand Extensions on Corporate Image. An Empirical Model. European Journal of Marketing, (1/2), 174-197.
- Rodrigues, P., Real, E., Vitorino, F., & Cantista, I. (2011). The importance of corporate social responsibility in the brand image. In Proceedings of the 10th InternationalMarketing Trends Congress, Paris, January (pp. 21-23).
-Salarzehi, H.; Estaanesti, S. (2009). Investigation of Theological and philanthropic perspective of leader's social responsibility
-Smith A and Westerbeek H (2007) Sport as a vehicle for deploying corporate social responsibility, Journal of Corporate Citizenship 25: 43-54
- Spitzeck, H. T. (2009). The Development of Governance Structures for Corporate Responsibility. Corporate Governance, (9), 495-505.
-Van der Heyden, C., & van der Rijt, G. (2004). Societal Marketing and Philantrophy in Dutch Companies. Journal of Nonprofit and Public Sector Marketing, 1 (12), 23-36.
- Visser, W. (2006). Revisiting Carroll„s CSR Pyramid. An African Perspective. WayneVisser.com. Available from internet: http://waynevisser.com/chapter_wvisser_ africa_csr_pyramid.pdf
- Walker, M., & Kent, A. (2009). Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry. Journal of Sport Management, 23(6), 743-769. Retrieved from SPORTDiscus with Full Text database.
-Wann D L, Raney A, Bryant J (2006). The causes and consequences of sport team identification. Handbook of sports and media 331-52.14
-Wann, D. L. (1997). "The Psychology of Sport Fans and Sport Spectators". In D. L. Wann (Ed), Sport Psychology. NJ: Prentice Hall, Upper Saddle River,USA, pp: 325-347.
- Wann, D. L., and Pierce, S. (2003). "Measuring Sport Team Identification and Commitment:
- Wear, H., Hills, S., Heere, B., & Walker, M. (2018). Communal brand associations as drivers of team identity and consumer behavior. Journal of Global Sport Management, 3(3), 302-320.
-Worcester, R. (2009). Reflections on Corporate Reputations. Management Decision, (4), 573-589.
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References
- Adebayo Maruf, A. (2013). Corporate social responsibility and corporate image. Transnational Journal of Science and Technology, 29-49.
- Ahearne, M., C. B. Bhattacharya, et al. (2005). "Antecedents And Consequences Of Customer-Company Identification: Expanding The Role Of Relationship Marketing." Journal Of Applied Psychology 90(3): 574.
- Ailawadi, K. L., Luan, Y. J., Neslin, S. A., & Taylor, G. A. (2001). The Impact of Retailers‟ Corporate Social Responsibility on Price Fairness Perceptions and Loyalty. Institut d„economie industrielle. Available from internet: http://idei.fr/doc/conf/inra/2011/ailawadi %20kusum.pdf
-Chattananon, A., Lawley, M., Trimetsoontorn, J., Supparerkchaisakul, N., & Leelayouthayothin, L. (2007). Building Corporate Image Through Societal Marketing Programs. Society and Business Review, (3), 230-253. http://dx.doi.org/ 10.1108/17465680710825442
- Dagiliene, L. (2010). The Research of Corporate Social Responsibility Disclosures in Annual Reports. Inzinerine Ekonomika – Engineering Economics (2), 197-2046.
-Eeezadi, B.; Deilami, H. (2015). The survey of factors influencing orientation of clients to attend sport events". journal of sport management and motor behavior; vol 11; No 21; pp37-48
- Grohs, R. (2016). Drivers of brand image improvement in sports-event sponsorship. International Journal of Advertising, 35(3), 391-420.
- Kolyperas, D. (2012). Corporate and social responsibility in professional football club organization (degree of Doctor of Philosophy). Stirling school of sports
- Lins, K. V., Servaes, H., & Tamayo, A. (2017). Social capital, trust, and firm performance: The value of corporate social responsibility during the financial crisis. The Journal of Finance, 72(4), 1785-1824.
- LeBlanc, G., & Nguyen, N. (1995). Cues Used by Customers Evaluating Corporate Image in Service Firms. International Journal of Service Industry Management, (2), 44-56.
-Levermore, R. (2010). CSR for development through sport: Examining its potential and limitations. Third World Quarterly, ) 31(, 223-241.
-Lewis, S. (2003). Reputation and corporate responsibility. Journal of Communication Management, 7(4), 356-365.
- Lii, Y. S., & Lee, M. (2011). Doing Right Leads To Doing Well: When The Type Of CSR And Reputation Interact To Affect Consumer Evaluations Of The Firm. Journal Of Business Ethics, 1-13.13
-Lindgreen, A., & Swaen, V. (2010). Corporate Social Responsibility. International Journal of Management Reviews, 12, 1-7. http://dx.doi.org/10.1111/j.1468-2370.2009.00277.x
-Litchfield, R. C., Karakitapoğlu‐Aygün, Z., Gumusluoglu, L., Carter, M., & Hirst, G. (2018). When Team Identity Helps Innovation and When It Hurts: Team Identity and Its Relationship to Team and Cross‐Team Innovative Behavior. Journal of Product Innovation Management, 35(3), 350-366.
- Maignan, I. & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument concepts, evidence and research directions, European Journal of Marketing,
- McGowan, R., & Mahon, J. (2009). Corporate social responsibility in professional sports: An analysis of the NBA, NFL, and MLB. Academy of Business Disciplines Journal,1(1), 45-8212
- Moir, L. (2001). What do we mean by corporate social responsibility? Corporate Governance, (1-2), 16-22. Herstein, R., Mitki, Y., & Jaffe, E. D. 2008). Communicating a New Corporate Image During Privatization: The Case of El Al Airlines. Corporate Communications: An International Journal, (4), 380-393.
- Naghavi, R., Ishtiagh, M., Kanwal, N., Ali, M., & Inderyas, S. (2013). Impact of Corporate Social responsibility on Brand image in Different FMCGs of Pakistan. Interdisciplinary Journal of Contemporary Research in Business, vol 5.
- Oliver, R. L., & Bearden, W. O. (1983). The role of involvement in satisfaction processes.Advances in Consumer Research, 10(1), 250-255.
- Oxford Handbook of Corporate Social Responsibility (83-112). New York: Oxford University Press.
- Pina, J. M., Martinez, E., De Chernatony, L., & Drury, S. (2006). The Effect of Service Brand Extensions on Corporate Image. An Empirical Model. European Journal of Marketing, (1/2), 174-197.
- Rodrigues, P., Real, E., Vitorino, F., & Cantista, I. (2011). The importance of corporate social responsibility in the brand image. In Proceedings of the 10th InternationalMarketing Trends Congress, Paris, January (pp. 21-23).
-Salarzehi, H.; Estaanesti, S. (2009). Investigation of Theological and philanthropic perspective of leader's social responsibility
-Smith A and Westerbeek H (2007) Sport as a vehicle for deploying corporate social responsibility, Journal of Corporate Citizenship 25: 43-54
- Spitzeck, H. T. (2009). The Development of Governance Structures for Corporate Responsibility. Corporate Governance, (9), 495-505.
-Van der Heyden, C., & van der Rijt, G. (2004). Societal Marketing and Philantrophy in Dutch Companies. Journal of Nonprofit and Public Sector Marketing, 1 (12), 23-36.
- Visser, W. (2006). Revisiting Carroll„s CSR Pyramid. An African Perspective. WayneVisser.com. Available from internet: http://waynevisser.com/chapter_wvisser_ africa_csr_pyramid.pdf
- Walker, M., & Kent, A. (2009). Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry. Journal of Sport Management, 23(6), 743-769. Retrieved from SPORTDiscus with Full Text database.
-Wann D L, Raney A, Bryant J (2006). The causes and consequences of sport team identification. Handbook of sports and media 331-52.14
-Wann, D. L. (1997). "The Psychology of Sport Fans and Sport Spectators". In D. L. Wann (Ed), Sport Psychology. NJ: Prentice Hall, Upper Saddle River,USA, pp: 325-347.
- Wann, D. L., and Pierce, S. (2003). "Measuring Sport Team Identification and Commitment:
- Wear, H., Hills, S., Heere, B., & Walker, M. (2018). Communal brand associations as drivers of team identity and consumer behavior. Journal of Global Sport Management, 3(3), 302-320.
-Worcester, R. (2009). Reflections on Corporate Reputations. Management Decision, (4), 573-589.