نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه رازی
2 دانشجوی دکتری دانشگاه رازی
چکیده
هدف پژوهش حاضر ارائه الگوی برندسازی جمهوری اسلامی ایران از طریق موفقیتهای بین‌المللی ورزشکاران نخبه در رویدادهای ورزشی بین المللی بود که با رویکرد کیفی و روش نظریه داده بنیاد (استراوس و کوربین،1998) انجام گرفت. جامعة آماری پژوهش شامل خبرگان علمی و اجرایی (فدراسیون ها، مدیران، اساتید خبره و کارشناسان ورزشی) در زمینه مدیریت ورزشی و اساتید با تجربه حضور در رویدادهای بین‌المللی ورزشی بود که به روش نمونه‌گیری نظری هدفمند 15 نفر انتخاب و با آن‌ها مصاحبه و تا اشباع نظری ادامه یافت. روایی ابزار پژوهش (مصاحبه)، توسط مصاحبه‌شوندگان و اساتید خبره، بررسی و تایید گردید و برای سنجش پایایی از روش توافق درون موضوعی (74%) استفاده شد. از روش تحلیل تماتیک و نظریه داده بنیاد در سـه مرحله کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی انجام شد و در نهایت مدل کیفی پژوهش ارائه شد. یافته‌های پژوهش نشان داد که عوامل اثر گذار بر برندسازی کشور از طریق موفقیتهای بین المللی ورزشکاران نخبه شامل 18 مقوله اصلی، 41 مفهوم و 183 عامل یا کدباز بود. بر مبنای نتایج، پیشنهاد می‌شود که برای برند سازی کشور از طریق موفقیتهای ورزشکاران نخبه از نتایج این پژوهش استفاده گردد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Presenting the Islamic Republic of Iran Branding Pattern through International Success of Elite Athletes in Sporting Events
نویسندگان [English]
- Hossein Eydi 1
- leila soltanian 2
- zeinab rahmati asl 2
1 Razi University
2 PHD university
چکیده [English]
The purpose of this study was to branding the Islamic Republic of Iran through the international success of elite athletes in Sporting Events that performed through qualitative approach and foundation data theory method (Strauss and Corbin, 1998). The statistical population of the study included scientific and executive experts (federations, managers, professors and sports experts) in the field of sports management and experienced professors attending international sporting events that 15 people were selected by theoretical sampling method and interviewed. The validity of the research tool (interview) was reviewed and confirmed by interviewees and expert professors and intra-subject agreement method (0.74) also used to assess reliability. In order to analyze the data, thematic analysis and data theory foundation were used, which were done in three stages of open coding, axial coding and selective coding and then qualitative model of research was designed. The findings of the present study showed that Factors affecting the branding of the country through the international success of elite athletes include 18 main categories, 41 concepts and 183 open code. Based on the results, it is suggested that the results of this research be used to branding the country through the success of elite athletes.
کلیدواژه‌ها [English]
- National Pride
- Grounded Theory
- Elite Athletes
- Branding
- International Event
- Anna Gerke, Nicolas Chanavat, Maureen Benson-Rea (2014). How can Country-of-Origin image be leveraged to create global sporting goods brands? Sport Management Review, Elsevier, 2014, 17 (2), 174- 189.
- Azizi, M. (2013). Inter-organizational learning model of project management capabilities in joint construction industry projects. Ph.D. Thesis. Tarbiat Modares University. (Persian).
- Barbara Woods. (2009). Sports Psychology, translated by Fatah Mosayebi, Tehran: Bamdad Ketab Publications. (Persian).
- Brannagan, P.M. & Giulianotti, R. (2015). Soft power and soft disempowerment: Patar, global sport and football’s 2022 World Cup finals”, Leisure studies, Vol. 34(6), 703-719.
- De Bosscher, V., De Knop, P., Van Bottenburg, M., Shibli, S., & Bingham, J. (2009). Explaining international sporting success: An international comparison of elite sport systems and policies in six countries. Sport Management Review, 12(3): 113– 136.
- Dinnie, K (2015) Nation Branding Concepts, Issues, Practice, edition 2nd Edition. First Published Taylor & Francis Group, 26-30.
- Duncan, T., (2006). "Principles of Advertising & Integrated Marketing Communications,2nd Edition, New Delhi, TMH, 324-327.
- Eydi, H. Yousefi, B. (2016). SWOT of Hosting Mega Sport Events in Iran. Sport Management Studies, 8 (39), 171-88. (Persian)
- Farzadfar, M; Yousefi, B, Bahrami, S (2019) Social Consepuences of the Presence and Success of Muslim Veiled Womens in the International Sports Event: A Pualitative Study, 7 (4), 75-86. (Persian).
- Fasihmardanlo, N. M, Khorami, L (2014). Determining the effective components of technology in branding sports events in Iran, the third national student conference of sports sciences of Shahid Beheshti University, 65-70. (Persian (.
- Fizi, D., Mir Mohammadi, S M., Zarei, A, Izadkhah, M. M. (2017). National Export Brand Identity Iran and its promotion strategies. Management Tomorrow Journal, 16 (40) 101-196.(Persian).
- Glaser, B. G. (1992). Theoretical Sensitivity: Advances in the Methodology of Grounded Theory. 1st edition. The Sociology press. 164.
- Hadian, N, Karimi, A. H. (2020). The soft power of sport in the service of geopolitical goals Out-of-Puarterly Politics Geopolitics, 17(2), 183-202. (Persian. (
- He, L., Wang, R., & Jiang, M. (2020). Evaluating the effectiveness of China’s nation branding with data from social media. Global Media and China, 5 (1), 3-21.
- Javadipour, M. (2015). Challenges of Championship Sports Management in Iran. Institute of Physical Education and Sports Sciences, 7(30), 13-24. (Persian).
- Kim, S. (2007). International elite sport development in South Korea .Chronicle of Kinesiology & Physical Education n Higher Education, 18 (1), 54-56.
- Kim, W., Jun. H., Walker, M., & Drane, D. (2015). Evaluating the perceived social impacts of hosting large scale sport tourism events: Scale development and validation. The Journal of Tourism Management, 48(3), 21-32.
- Kim, J., & Lee, M. (2018). Nation branding or marketization? K-Classic and Korean classical musicians in an era of globalization. International Journal of Cultural Policy, 24(6), 756-772.
- Kobierecki, M. M., & Strożek, P (2017). Sport as a Factor of Nation Branding: A Quantitative Approach. The International Journal of the History of Sport, 34(7-8), 1-16.
- Kotler T.Philip (2007). Marketing Management, Pearson Learning Solutions; 1 edition. 123-129.
- Kvale, S., & Brinkmann, S. (2009). Interviews: Learning the craft of pualitative research interviewing: sage.
- Knott, B. Fyall, A. Jones, F (2017), Sport mega-events and nation branding: Unipue characteristics of the 2010 FIFA World Cup, South Africa, International Journal of Contemporary Hospitality Management 29(3), 900-923.
- Li, X. Feng J (2021) Nation branding through the lens of soccer: Using a sports nation branding framework to explore the case of China, European Journal of Cultural Studies. 2, 1-21.
- Mansoorian, Y. (2007). What is grounded theory and what does it do? Information Science Challenges Conference, Isfahan, University of Isfahan, 9-13. (Persian).
- Mousavi Rad, S, T. (2019). Identifying the factors of Iran's success in the Olympic Games, Applied Research in Sports Management Journal, 8(2), 1-17. (Persian).
- Naghshzan Khajouie, R. Salami, M. Nazari, R (2020). Providing Conceptual Model for Sporting Events in Iran. Management Marketing journal, 47 (1), 52-63. (Persian).
- Poor Kiani, M. Hamidi, M. Goodarzi, M. Khabiri, M. (2017). Analysis of the Effect of Championship and Professional Sports on Sports Development. Sports Management Studies, 9 (42), 55-72. (Persian).
- Sajjadi, S. N., Safari, H., Saatchian, V. Rasooli, S. M. (2012). Prioritization of Factors Affecting the Success of the Iranian Sports Caravan at Guangzhou Asian Games. Contemporary Research in Sports Management, 3 (5), 1-14. (Persian).
- Shariati Feyzabadi, M. Sajjadi, S. N., Kabiri. ,Alidoost Ghahfarkhi, E. (2015). Olympic Movement or Diplomatic Movement: The Role of Sport in the Development of International Relations of the World Community. Tehran, Tik Tak Publication, 132-138. (Persian).
- Shariati Feyzabadi, M., & Goodarzi, M. (2015). The Position of Sports Diplomacy in International Relations of the Islamic Republic of Iran, A Pualitative Approach Based on Content Analysis, 11(2), 127-95. (Persian).
- Pourshafiei, T, M., Hosseini E., DoostiM. Alizadeh F., (2016) The Evaluation of the marketing of Premier Football League of mazandaran. Sport Management and Motor Behavior Journal, 23 (1), 251-268. (Persian).
- Rookwood, J. Adeosun K (2021). Nation Branding and Public Diplomacy: Examining Japan’s 2019 Rugby World Cup and 2020(21) Olympic Games in the Midst of a Global Economic Downturn and the COVID-19 Pandemic, Journal of Global Sport Management, 10 (1)160-180.
- Stamm, H., & Lamprecht, M. (2001). Sydney 2000 the Best Games Ever? World Sport and Relationships of Structural Dependency in Proceedings, 1st World Congress of Sociology of Sport, Seoul, Korea, 129–36.
- Strauss, A., & Carbin, J. (2015). Basics of Pualitative Research: Technipues and Stages of Production of Grounded Theory. Translation by Ebrahim Afshar. Tehran, Nei Publications, 76-89. (Persian).
- Sudaryanto, S. (2015). Brand Leverage Strategy throughout Sport Championhip and Amusement: The Case of Banyuwangi Festival 2013.social and behavioaral sciences, 211, 1171-1178.
- Tamir, I., Yehiel (Hilik) L., & Yair, G. (2015). Sports: Faster, Higher, Stronger, and Public Relations. Human Affairs, 25(1), 93–109.
- Zabihi Jamkhaneh, M, Azar, A, Moezz, H, Moghimi, M (2019). Explaining a framework for branding in the Islamic Republic of Iran, Scientific Journal, Islamic Revolution Studies, Vol. 16, No. 57, 54-68.(Persian).
- Zargar, A (2015), "Sport and International Relations: Conceptual and Theoritical Aspects", Political Science Puarterly, Year 11, No: 31, summer, 7- 48. (Persian).
- Zhang, Y., Tsang, D., & Fuschi, D. L. (2020). Chinese multinationals on the New Silk Route: Managing political risk by branding the nation. Thunderbird International Business Review, 62 (3), 291-303.
)