نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، پژوهشگاه علوم ورزشی
2 کارشناسی‌ارشد مدیریت ورزشی، پژوهشگاه علوم ورزشی
چکیده
امروزه ساخت برندی قدرتمند، هدف بسیاری از صنایع و سازمانها و به‌ویژه سازمانهای خدماتی است. این پژوهش نیز با هدف تعیین شخصیت برند پژوهشگاه علوم ورزشی با استفاده از کهن‌الگوها انجام شد. روش پژوهش از نوع کیفی، از نظر هدف، کاربردی و از لحاظ اجرا، میدانی بود. همة صاحب‌نظرانی جامعة آماری پژوهش را تشکیل دادند که با پژوهشگاه علوم ورزشی آشنایی کافی داشتند. کل نمونة پژوهش 51 نفر بودند که شامل گروه‌هایی به این شرح بود: 18 نفراز اعضای هیئت‌علمی پژوهشگاه، 13 نفر از کارکنان پژوهشگاه، پنج نفر از دانشجویان و 15 نفر از اعضای هیئت‌علمی سایر دانشگاه‌ها که در گروه‌های پژوهشگاه سابقة عضویت داشتند. گردآوری داده‌ها از طریق مصاحبه‌های نیمه‌ساختاریافته انجام شد. نمونه‌گیری به‌صورت هدفمند صورت پذیرفت و پس از انجام 51 مصاحبه از مصاحبه‌شوندگان مدنظر، با استفاده از روش تحلیل محتوا داده‌های گردآوری‌شده بررسی شد. در مرحلة اول تحلیل، 138 نشان به‌دست آمد. نشان‌های مرحلة اول در مرحلة دوم کدگذاری در نُه مؤلفة امکانات فیزیکی، نوآوری، منابع مالی، منابع انسانی، فضای دیجیتال، روابط عمومی، ماهیت سازمانی، عوامل خارج از سازمانی و مدیریتی، به‌تفکیک تعداد تکرار دسته‌بندی شدند. سپس، براساس نزدیکی و تطبیق بیشتر، هریک از مؤلفه‌ها به سه مقولة تقسیم شدند: 1- «تجربه»، «رفتار» و «ماهیت سازمانی»، 2- «در کنترل»، «خارج از کنترل» و 3- نقش «مستقیم» و «غیر مستقیم». همچنین، کهن‌الگوی در حال حاضر این سازمان «جستجوگر» بود و کهن‌الگوی مطلوب و شایسته برای این سازمان «آفرینشگر» بود. شناسایی شخصیت برند ادارک‌شدة کنونی و شخصیت برند مطلوب می‌تواند به ترسیم چشم‌انداز پژوهشگاه کمک کند. همچنین، برای دستیابی به این چشم‌انداز و به‌منظور تدوین راهبردهای لازم، منابع ادارک شخصیت برند می‌تواند به‌عنوان راهنما باشد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Determination of Sport Sciences Institute' Brand Personality Through Architypes
نویسندگان [English]
- Mehdy Rasooli 1
- Ameneh Bayat 2
1 Assistant Professor of Sport Management, Sport Sciences Research Institute
2 M.Sc. of Sport Management, Sport Sciences Research Institute
چکیده [English]
Nowadays it’s the aim of many organizations and industries, especially service base organizations, to build a strong brand. The aim of this study was to determine the sport sciences institute's brand personality through architypes. The study method was qualitative and applying. It was a grounded study base on implementation. The statistic population of the study was includes all experts who were aware of sport sciences institute and its affairs. The study samples were 51 people. This group was consist of 18 faculty member, 13 SSRI staff, 5 students and 15 faculty members of other universities who were a scientific group member of SSRI. Data was gathered through semi structural interviews objectively. Interviews were analyzed with content analysis method. In the first level of coding 138 codes was found and in the second level 9 concepts designed which included physical resources, innovation, financial resources, human resources, digital environment, public relation, organization identity, external factors and management. Eventually, these 9 concepts affect brand personality through3 categories of 1. Experience, attribute and organization identity, 2. In control and out of control, 3. Direct and indirect. Also, current brand personality of sport sciences institute was found to be “seeker” and suitable brand personality of football league organization was “creator”. Identifying now and suitable brand personality helps developing future visions of the organization. Also, sources of brand personality perceptions can help developing marketing strategies.
کلیدواژه‌ها [English]
- Brand Personality
- Architypes
- Brand Associations
- Branding
- Sport Sciences Institute
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