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شناسایی و رتبه‌بندی عوامل مؤثر بر برندسازی مشترک بین تولیدکنندگان تجهیزات ورزشی و باشگاه‌های فوتبال لیگ برتر ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

2 دانشجوی دکتری مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

چکیده

این پژوهش با هدف شناسایی و رتبه‌بندی عوامل مؤثر بر برندسازی مشترک در بین تولیدکنندگان تجهیزات ورزشی و باشگاه های فوتبال لیگ برتر ایران انجام شد. پژوهش حاضر از نوع مطالعات کیفی- کمّی بود. جامعة آماری خبرگان مدیریت بازاریابی ورزشی، مدیران باشگاه‌ها و مدیران شرکت‌های تولیدکنندة تجهیزات ورزشی بودند. شانزده نفر در این پژوهش مشارکت کردند و پنل دلفی پژوهش را تشکیل دادند. در این مطالعه برای شناسایی عوامل مؤثر بر برندسازی مشترک در بین باشگاه‌ها و تولیدکنندگان تجهیزات ورزشی، از روش دلفی فازی استفاده شد. بنا بر نظر پنل دلفی، عوامل شناسایی‌شده در قالب چهار عامل اصلی با 19 مؤلفه به شرح زیر دسته‌بندی شدند: مدیریت برند (تقویت ارزش برند، استفاده از دانش و تجربة برندهای شریک در حوزة مدیریت برند، جایگاه برند، هویت برند، ارزش ویژة برند و تصویر برند)، ارتباط بین شرکا (رضایتمندی، اعتماد متقابل، تعهد، منافع مشترک، قابلیت اطمینان به محصول و راهبردهای خلاق و نوآورانه)، عوامل بازاریابی (آمیختة بازاریابی، موقعیت بازار، مزیت رقابتی و ورود به بازارهای جدید داخلی) و عوامل حمایتی (قانون کپی‌رایت، قراردادها و رسانه‌های اجتماعی). به‌منظور اولویت‌بندی عوامل مؤثر بر برندسازی مشترک از روش تصمیم­گیری سلسله‌مراتبی و نرم‌افزار اکسپرت چویس استفاده شد؛ براین‌اساس از بین مؤلفه‌های پژوهش، بازاریابی با وزن نسبی 441/0 مهم‌ترین عامل تأثیرگذار بود و بعد از آن به‌ترتیب ارتباط بین شرکا (290/0)، مدیریت برند (152/0) و عوامل حمایتی (117/0) قرار داشتند. همچنین با توجه به نرخ سازگاری به‌دست‌آمده برابر با 05/0، اعتبار مناسب این اطلاعات تأیید شد؛ بنابراین می‌توان از نتایج این‌گونه استنباط کرد که برای راهبری آینده‌نگر باشگاه‌های فوتبال استفاده از موارد به‌دست‌آمده در این پژوهش می‌تواند راهگشا باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying and Ranking Factors Affecting Co- Branding between Manufacturers of Sports Equipment and Football Clubs of Iran Premier League

نویسندگان [English]

  • Hossein Abdolmaleki 1
  • Mehdi Babaei 2

1 Assistant Professor of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran

2 Ph.D. Student of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran

چکیده [English]

The purpose of this research was to identify and rank the factors influencing co- branding between Manufacturers of sports equipment and Football Clubs of Iran Pro League. The present study was a qualitative-quantitative research. The statistical population of this study consisted of sports marketing management experts, CEO of Football Clubs and CEO of manufacturers of sports equipment. Of these, 16 persons collaborated with the researcher and made the Delphi Research Panel. In this study, Fuzzy Delphi method was used to identify the factors affecting co-branding between clubs and sports equipment manufacturers. According to the Delphi Panel, the identified factors were categorized into 4 main factors with 19 components as follows: brand management (enhancing brand value, utilizing the knowledge and experience of partner brands in the area of brand management, brand positioning, brand identity, brand equity and brand image), relationship between partners (satisfaction, mutual trust, commitment, shared interests, reliability to creative and innovative product and strategies), marketing factors (marketing mix, market positioning, competitive advantage and entry into new domestic markets) and supportive factors (copyright law, contracts and social media). Hierarchical decision making (AHP) and Expert Choice software were used to prioritize the factors co- branding. Accordingly, among the components of the research, marketing with a relative weight of 0.441, is the most important influencing factor and after that, the relationship between partners (0.29), brand management (0.152) and support factors (0.172), respectively. Also, according to the obtained compatibility rate (0.05), the validity of this information has been confirmed. Therefore, it can be inferred from the results that the use of the results obtained in this research can be a way for future management of football clubs.

کلیدواژه‌ها [English]

  • Brand
  • Club
  • Sport Equipment
  • Football
  • AHP
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مطالعات مدیریت ورزشی
دوره 12، شماره 64
بهمن و اسفند 1399
صفحه 233-254
فایل ها
سابقه مقاله
  • تاریخ دریافت: 27 بهمن 1398
  • تاریخ بازنگری: 14 مرداد 1399
  • تاریخ پذیرش: 10 شهریور 1399
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