نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد بازاریابی ورزشی، دانشگاه خوارزمی
2 دانشیار مدیریت ورزشی، دانشگاه خوارزمی
3 استادیار مدیریت ورزشی، پژوهشگاه علوم ورزشی
چکیده
برندسازی یک راهبرد بسیار کاربردی برای متمایزشدن در صنایع مختلف خدماتی و تولیدی است. در دنیای امروز، شرکت‌ها و سازمان‌ها علاوه‌بر رقابت برای به‌دست‌آوردن بازار محصولات و خدمات، در تلاش برای ایجاد همسویی ادراکات ذهنی مشتریان با خودشان (محصول، برند و شرکت) هستند؛ ازاین‌رو، یکی از مفاهیم موجود در برند که سازمان‌ها را در رسیدن به این هدف یاری می‌کند، شخصیت برند است که به‌عنوان عاملی برای تجزیه‌وتحلیل پاسخ مشتری به برند یا محصولات با نام آن برند شناخته می‌شود؛ براین‌اساس، هدف از انجام مقاله، تعیین شخصیت برند سازمان لیگ فوتبال ایران با استفاده از کهن‌الگوها بود. با استفاده از روش پژوهش کیفی ازنوع تحلیل محتوا، مصاحبه‌هایی عمیق با مدیران صف و ستاد و مشاوران این سازمان انجام شد. نمونه‌گیری به‌صورت هدفمند بود و درنهایت، 14 مصاحبة کیفی تا رسیدن به اشباع نظری انجام شد. یافته‌های پژوهش ازطریق روش تحلیل محتوا کدگذاری شد. یافته‌ها بیانگر 191 نشان مؤثر در ادراک شخصیت برند سازمان لیگ فوتبال بود. این نشان‌ها در هفت مفهوم طبقه‌بندی شدند که شامل مفاهیم مدیریت و برنامه‌ریزی سازمانی، منابع سازمانی، ماهیت سازمانی، ویژگی شخصی مدیر، ارتباطات، تأثیرات محیط و تأثیرات باشگاه‌ها بود. مفاهیم شناسایی‌شده در دو مقولة تجربیات و ارتباطات برند دسته‌بندی شدند. شخصیت برند کنونی سازمان لیگ، «هرکس» و شخصیت برند مطلوب آن، «نگهدارنده» تعیین شدند. با توجه به یافته‌های پژوهش امکان ارائة راهبردهای کلانی وجود دارد که راهگشای مدیران سازمان لیگ برای دستیابی به شخصیت برند مطلوب سازمان باشند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Utilizing Archetype for Determination of Iran Football Pro League Brand Personality
نویسندگان [English]
- Parastoo Ghodsi 1
- Ali Reza Elahi 2
- Mehdi Rasooli 3
1 M.Sc. of Sport Management, Kharazmi University
2 Associate Professor of Sport Management, Kharazmi University
3 Assistant Professor of Sport Management, Sport Sciences Research Institute
چکیده [English]
Branding is an applicable strategy to be distinctive in different product and service industries. Nowadays companies and organization besides competing to get product and services market are trying to make customers mental perception close to theirs (product, brand, company). In this regard, one of the concepts in branding that helps organizations to this goal is brand personality which is known as a factor for analyzing costumers responds to the brand or products beneath the brand. So, the aim of this research is determination of Iran’s football league organization brand personality using archetypes. To this extend, 14 subjective deep interviews conducted with experts and managers of football league organizationtill getting theoretical saturation. Research findings coding with content analyses approach and 191 codes was found affecting perception of brand personality. These codes categorized in 7 concepts including management and planning, human resources, organizational nature, personal manager attributes, communications, environment effects and clubs’ effects. Eventually, current brand personality of football league organization was found to be “everyone” and suitable brand personality of football league organization was “keeper”. According to the findings, operational alternatives was suggested to show the way due reach the best organization’s brand personality.
کلیدواژه‌ها [English]
- Branding
- Brand Identity
- Brand Associations
- Brand Personality
- Archetypes
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