نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکترای تخصصی مدیریت ورزشی، پژوهشگاه علوم ورزشی، تهران، ایران
2 استاد مدیریت ورزشی، دانشگاه تهران، تهران، ایران
3 دانشیار مدیریت ورزشی، دانشگاه خوارزمی، تهران، ایران
4 استادیار مدیریت ورزشی، پژوهشگاه علوم ورزشی، تهران، ایران
چکیده
پژوهش حاضر با هدف طراحی الگوی برندسازی لیگ برتر بسکتبال ایران انجام شد. این پژوهش به لحاظ هدف، کاربردی و از نوع پژوهش‌های میدانی بود که از نوع پژوهش‌های کیفی است. جامعۀ آماری پژوهش، خبرگان آگاه در حوزه برند و ورزش بسکتبال بودند که براساس روش نمونه‌گیری گلوله برفی و هدفمند تا حد رسیدن به اشباع نظری، 19 نفر به‌عنوان نمونه پژوهش مشخص شدند. ابزار گردآوری اطلاعات، مصاحبه‌های کیفی بود. به‌منظور گردآوری و تحلیل داده‌ها از روش گراندد تئوری استفاده شد. در فرایند کدگذاری باز مصاحبه‌های انجام‌گرفته، درمجموع 247 نشان شناسایی شد که در اولین مرحله کدگذاری با توجه به نزدیکی موضوعی و مفهومی در 27 طبقه دسته‌بندی شدند. نتایج پژوهش نشان داد که علل اهمیت برندسازی در لیگ برتر بسکتبال ایران هفت عامل بود که شامل لیگ بسکتبال ایران، فلسفه و ماهیت ورزش بسکتبال، ماهیت ورزش، نیروهای خارجی، مشتریان برند، ارتباطات و بازاریابی است. این عوامل در سه بخش عوامل داخلی، عوامل خارجی و عوامل واسطه تعریف شدند. در پایان پژوهش، مدل نهایی الگوی برندسازی لیگ برتر بسکتبال ایران ارائه شد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Designing Branding Model of Iran Basketball Premier League
نویسندگان [English]
- zohre rezaei 1
- Seyed Nasrollah Sajjadi 2
- Ali Reza Elahi 3
- mehdy rasooli 4
1 Ph.D. in Sport Management, Sport Science Research Institute, Tehran, Iran
2 Professor in Sport Management, University of Tehran, Tehran, Iran
3 Associate Professor in Sport Management, Kharazmi University, Tehran, Iran
4 Assistant professor in Sport Management, Sport Science Research Institute, Tehran, Iran
چکیده [English]
The purpose of present study was to design a branding model for Iran basketball premier league. This study is practical in terms of purpose, whichuses a field method to collect data. The population consisted of experts in brand and basketball as well. Based on snowball sampling method and goal-oriented sampling to achieve theoretical saturation, 19 individuals were remained as the samples of the study. The data-gathering tool in the present study included qualitative interviews, and grounded theory was used to analyze data. In the open source coding process, 247 badges were identified that were categorized in the first coding stage in terms of thematic and conceptual closeness in 27 classes. The results of the study showed that the there are seven factors for importance of branding in Iran basketball premier league including the basketball league of Iran, the philosophy and nature of basketball, the nature of sport, foreign forces, brand customers, communication and marketing. These factors were defined in three sections: internal factors, external factors and intermediary factors. Eventually, the final model for branding of Iran basketball premier league was presented.
کلیدواژه‌ها [English]
- Branding
- Basketball Premier League
- Grounded Theory
- Model
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