نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی‌ارشد مدیریت ورزشی، گروه تربیت‌بدنی، واحد خوی، دانشگاه آزاد اسلامی، خوی، ایران
2 استادیار مدیریت ورزشی، گروه تربیت‌بدنی، واحد خوی، دانشگاه آزاد اسلامی، خوی، ایران
چکیده
پژوهش حاضر با هدف فراتحلیل عوامل و موانع مؤثر بر حمایت از ورزش انجام شد. روش پژوهش از نوع فراتحلیل بود. جامعۀ آماری همۀ منابع علمی گزارش‌شده در زمینۀ بررسی عوامل مؤثر بر حمایت از سرمایه‌گذاری در ورزش در بازۀ زمانی 1385 تا 1399 بود. تعداد 10 پژوهش که ملاک‌های ورود به فراتحلیل را داشتند، به‌عنوان نمونۀ پژوهش انتخاب شدند. شصت‌وهشت عامل از پژوهش‌های نمونۀ مطالعۀ حاضر استخراج شدند. سپس در هشت طبقۀ عمده شامل عوامل رسانه، فروش-مشتری-رقابت، اقتصادی، اجتماعی-فرهنگی، مدیریتی، تبلیغاتی، ساختاری و سایر عوامل دسته‌بندی شدند و در فرایند فراتحلیل وارد شدند. شاخص D کوهن به‌عنوان شاخص اندازۀ اثر تعیین شد. برای بررسی وجود سوگیری انتشار از روش نمودار قیفی و آزمون ایمن از خطای اروین استـفاده شد و نتیـجۀ هر دو روش نشان‌دهندۀ نبود سـوگیری انتشار بود. نتـیجۀ آزمون Q کوکران (001/0 >p ، 67 = df، 62 /1024 = Q) و مجذور I (46/93) نشان‌دهندۀ وجود ناهمگنی در اندازۀ اثر پژوهش‌ها بود؛ به همین دلیل، اندازۀ اثر ترکیبی برمبنای مدل اثرات تصادفی ملاک قرار گرفت که برابر با 89/0 بود و طبق طبقه‌بندی کوهن، اندازۀ اثر بزرگ محسوب می‌شود. همچنین با توجه به ناهمگنی موجود، محاسبۀ اندازه اثر براساس زیرگروه‌ها انجام شد و به‌ترتیب، عوامل مدیریتی (25/1) و عوامل اقتصادی (03/1) دارای بیشترین اندازۀ اثر بودند. مدیران ورزشی باید با توسعۀ پوشش رسانه‌ای و امکانات مناسب تبلیغاتی، در راستای رفع موانع جذب حامیان مالی ورزشی اقدام کنند تا حامیان با اطمینان بیشتری در صنعت ورزش سرمایه‌گذاری کنند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Meta-Analysis of Studies of Factors and Barriers Affecting Sports Support in Iran
نویسندگان [English]
- vahid akmali 1
- Mohammad Nasiri 2
1 Ms in Sport Management, Department of Physical Education, Khoy Branch, Islamic Azad University, Khoy, Iran
2 Assistant Professor in Sport Management, Department of Physical Education, Khoy Branch, Islamic Azad University, Khoy, Iran
چکیده [English]
The aim of this study was to meta-analyze the factors and barriers affecting sports support. The research method was meta-analysis. The statistical population included all scientific sources reported in the field of effective factors in supporting investment in sports in the period 2006 to 2020. From the statistical population, 10 studies that met the criteria for entering the meta-analysis were selected as a research sample through the census method. A total of 68 factors were extracted from the sample research and classified into eight main categories of media, sales-customer-competition, economic, socio-cultural, managerial, advertising, structural and other factors and entered the meta-analysis process. Cohen D index was designated as the effect size index. Orwin's funnel diagram and safe test were used to investigate the presence of diffusion bias and the result of both methods showed no diffusion bias. The results of Cochran's Q test (Q = 1024.62, df = 67, p <0.001) and I squared (93.46) showed the existence of heterogeneity in the size of the research effect which was equal to 0.89 and according to Cohen's classification, it is a large effect size. In addition, due to the existing heterogeneity, the effect size was calculated based on subgroups and managerial factors (1.25) and economic factors (1.03) had the highest effect size, respectively. Sports managers should develop media coverage and appropriate advertising facilities in order to remove barriers to attracting sponsors of sports so that sponsors invest more confidently in the sports industry.
کلیدواژه‌ها [English]
- Meta-Analysis Study
- Obstacles to Attracting
- Sport Sponsorship
- Sport Industry
- Apostolopoulou, A., & Papadimitriou, D. (2004). Welcome home: Motivations and objectives of the 2004 Grand National Olympic sponsor. Sport Marketing Quarterly, 13, 180-192.
- Asagba, B.O. (2008). Perceived impediments to effective sport sponsorship in Nigeria. International Journal of African & African American Studies, 1(1), 67-72.
- Azadan, M., Askarian, F., & Ramezani Nejad, R. (2012). Examining the solutions of attracting sponsors in the Iran's professional football. Sport Management Studies, 4(13), 123-136. (in Persian).
- Askarian, F., & Azadan, M. (2013). Barriers to attract sponsors in professional football in Iran. Movement Science and Sport Management Research, 2(4), 59-69. (in Persian).
- Benar, N., Ramezaninegad, R., Khabiri, M., Kazemnegad, A., & Molkakhlagh, E. (2012). The survey of sport sponsorship objectives in Iran Super Leagues. Journal of Sport Management, 4(4), 161-176. (in Persian).
- Berkes, P. (2008). Macro-level factors affecting sport sponsorship decision-making process at Hungarian soccer clubs and soccer sponsor companies (Unpublished doctoral dissertation). Semmelweis University, Budapest.
- Bennett, G., & Lachowetz, T. (2004). Marketing to lifestyles: Action sport and generation. Sport Marketing Quarterly, 13, 239-243.
- Bloxsome, E. L., Voges, K. E., & Pope, N. K. L. (2010). Sport sponsorship: Appeal and risks. Research Journal of Social Science & Management, 1(8), 133-145.
- Crompton, J. (2004). Conceptualization and alternate operationalizations of the
measurement of sponsorship effectiveness in Sport. The Journal of the Leisure Studies Association, 23(3), 267-281.
- Davis, H. A., & Hilbert, J. Z. (2013). Sports marketing: Creating long term value. Massachusetts, USA: Edward Elgar Publishing Limited.
- Dean, D. (2002). Associating the corporation with a charitable event through sponsorship: Marketing the effects on corporate community relation. Journal of Advertising, 31(4), 77-87.
- Dobson, S., & Goddard, J. (2001). The economics of football (1st). United Kingdom, Cambridge University Press.
- Doherty, A., & Murray, M. (2007). The strategic sponsorship process in a non-profit sport organization. Sport Marketing Quarterly, 16(1), 49-55.
- Ehsani, M., Abodarda, Z., & Eghbali, M. (2009). Investigating the reasons for sponsors' lack of support for women's professional sports in Isfahan. Motor Science and Sports, 6(12), 111-120. (in Persian).
- Elahi, A. (2009). Examining the barriers and solutions for economic development in the football industry (Unpublished doctoral dissertation). Tehran University, Tehran. (in Persian).
- Elahi, A., Sajadi, N., Khabiri, M., & Abrishami, H. (2010). Barriers in the development of absorbing revenue from sponsorship in Football industry of Islamic Republic of Iran. Sport Management Journal, 1(1), 189-202. (in Persian).
- Fan, Y. (2002). Event sponsorship in China. Corporate Communications: An International Journal, 7(2), 110-116.
- GiKoo, Y. (2004). Sport sponsorship match-up effect on consumer based brand equity: An application of the schematic information process (Unpublished doctoral dissertation). Florida State University, Tallahassee, USA.
- Gwinner, K. P., & Eaton, J. (2013). Building brand image through event sponsorship: The role of image transfer. International Journal of Advertising, (28), 47-57.
- Gorbanizadeh, V., & Nangir, T. (2014). Meta-analytical application guide with CMA 2 software. Tehran: Jameshenasan Publication. (in Persian).
- Hematinazhad, M. A., Banar, N., & Moradisharaf, H. A. (2017). Factor analyzing the motivators of Sport Sponsorship in Hamadan Province. Applied Research of Sport Management, 5(3), 77-89. (in Persian).
- Holmqvist, M. (2005). Sport sponsorship as a promotion tool (Bachelor's thesis). Lulea University of Technology, Sweden.
- Hooman, H. A. (2013). A practical guide to meta-analysis in scientific research. Tehran: SAMT. (in Persian).
- Huda, H. A. (2001). Investors opinions about sports marketing in Bahrain. The sport Journal, 4(4), 44-57.
- Ivarsson, C., & Johnson, M. (2004). Sport sponsorship as a promotional tool (Bachelor's thesis). Lulea University of Technology, Norrbotten, Sweden.
- Izadi, A. (2005). Description of the factors affecting the attraction of financial sponsors for Iranian professional football teams (Unpublished Master's thesis). Tarbiat Moallem University, Tehran. (in Persian).
- Jae, K. O. Y. (2008). The effect of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors products. International Journal of Sport Marketing and Sponsorship, 1, 79-94
- Jamaat, Kh. & Ehsani, M. (2011). Direct and indirect purpose of sport sponsorship in Iran. Research on Sports, 10, 57-72. (in Persian).
- Jobber, D. (1995). Principles and practice of marketing. Boston: McGraw-Hill.
- Kangm K. J., & Stotlar, D. (2011). An investigation of factors influencing decision making for participation in the Olympic partners sponsorship: A case study of Samsung. International Journal of Applied Sports Sciences, 23(1), 225-250.
- Khabiri M., & Elahi, A. (2006). Comparison of the situation of the professional football league clubs of the Islamic Republic of Iran according to the UEFA criteria and the selected clubs of Japan, South Korea, UAE and Turkey. Sport Management Studies, 8, 15-34. (in Persian).
- Keshock, C. M. (2004). The effects of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities (Doctoral dissertatiaon). Florida State University, Tallahassee, USA.
- Khosrowmanesh, R. (2011). Analysis of sports financial support management of Tehran based Clubs (Unpublished master's thesis). University of Tehran, Tehran. (in Persian).
- Kolah, A. (2003). Maximizing the value of sponsorship. Sport Business Group Limited Publication, 14(3), 136-142.
- Kotler, Ph. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. Hoboken, New Jersey, USA: John Wiley & Sons, Inc.
- Maxwell, H., & Lough, N. (2009). “Signage VS. No signage: An analysis of sponsorship recognition a women's college basketball. Sport Marketing Quarterly, 18, 188-198.
- Moradi Chaleshtari, J., Moradi, M. R., Noroozian Ghahfarokhi, S., & Jafari, A. (2013). The study of economic barriers influencing foreign investment attraction in I.R. Iran football industry. Journal of Sport Management, 5(2), 129-147. (in Persian).
- Moharramzadeh, M. (2006). Comparative study of procedures of collegiate sport marketing in Iran and Turkey. Journal of Research and Planning in Higher Education, 12(3), 93-108. (in Persian).
- Ramezaninejad, R., Benar, N., Khabiri, M, Kazemnejad, A., & Molkakhlagh, E. (2012). Investigation of effective factors in sport sponsorship decision making. Journal of Sport Management, 4(12), 107-126. (in Persian).
- Razavi, M. H. (2004). Analysis of privatization policy in the country's sports with emphasis on championship sports. Tehran: University of Tehran. (in Persian)
- Roy, D., & Cornwell, B. (2004). The effect of consumer knowledge on responses to event sponsorship. Psychology and Marketing, 21, 185-207.
- Robinson, M. (2013). Sports club management (R. Ramezani Nejad, A. Azadan, & M. Azadan, Trans). Tehran, Elm va Harakat Publishing. (in Persian).
- Salimi, M., Soltan Hosseini, M., & Naderian Jahromi, M. (2015). The evaluation of Iran’s sport marketing development obstacles. Sport Management Review, 7(29), 13-36. (in Persian).
- Shank, M. D. (2009). Sport marketing: A strategic perspective (4th). Upper Saddle River, NJ: Pearson Education.
- Seguin, B., Teed, K., & O'Reilly N. (2005). National sports organizations and sponsorship: An identification of best practices. International Journal of Sport Management and Marketing, 1(1/2), 69-92.
- Strelize, B. (2005). Relationships in sport sponsorship: A marketing perspective (Unpublished doctoral dissertation). Faculty of Management, University of Johannesburg, Johannesburg, South Africa.
- Seyyed Ameri, M. H., Moharramzadeh, M., Bashiri, M., & Hadi, H. (2009). Obstacles of attracting sponsorship in the sport industry of East Azarbaijan province. Journal of Productivity Management, 3(10), 164-174. (in Persian).
- Seyed Bagheri, S. M., & Sharifian Qahramani, E. (2017). Identify and prioritize barriers to private companies' financial support of championship sports. Journal of Research in Sports Management and Motor Behavior. 7(13), 55-66. (in Persian).
- Soltan Hoseini, M., Alidost Gahfarrokhi, E., Shabanibahar, G. H., & Rajabi. M. (2012). Investigation of attitudes of managers in private companies towards sport sponsorship as an advertising tool. Journal of sport Management, 4(12), 23-36. (in Persian).
- Van Heerden, Ch. (2005). Sport sponsorship in South Africa: Objectives should reach beyond media coverage and brand awareness. African Journal for Physical, Health Education, Recreation and Dance (AJPHERD), 11(3), 303-314.
- Van Heerden, Ch., & Du Plessis, P. J. (2003). The objectives set by South African sponsors for sport. Ecquid Novi: African Journalism Studies, 24(1), 20-36.
- Weight, E., Taylor, K., & Cuneen. J. (2010). Corporate motives for sport sponsorship at mid-major collegiate athletic departments. Journal of Issues in Intercollegiate Athletics, 3, 119-130.
- Zinger, J., & O'Reilly, N (2010). An examination of sports sponsorship from a small business perspective. International Journal of Sports Marketing and Sponsorship, 11(4), 283-301.
)