نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، گروه علوم ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 استادیار مدیریت ورزشی، گروه علوم ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 دانشیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران
چکیده
شکل‌دهی و توسعه برندهای ورزشی فقط به کالا، تیم و لیگ ورزشی محدود نمی‌شود، بلکه در بین ورزشکاران حرفه‌ای نیز از جایگاه ویژه‌ای برخوردار است. بنابراین، پژوهش حاضر با هدف شناسایی مؤلفه‌های نقش آفرین در توسعه برند شخصی ورزشکاران حرفه‌ای انجام شد. این پژوهش از نوع اکتشافی و روش آن کیفی از نوع تحلیل محتوای عرفی بود. 24 مصاحبه‌ی نیمه ساختار یافته عمیق با متخصصان حوزه مدیریت و بازاریابی ورزشی، ورزشکاران مشهور و هواداران ورزشی که بر اساس نمونه‌گیری هدفمند انتخاب شده بودند، انجام شد. داده‌های جمع‌آوری شده با استفاده از کدگذاری باز و محوری تجزیه و تحلیل شدند. اعتبار کدگذاری‌ها نیز با بازبینی و کنترل صحت کدهای استخراج شده و کدگذاری مجدد مصاحبه‌ها توسط دو نفر متخصص همکار مورد تأیید قرار گرفت. بر اساس نتایج مؤلفه‌های نقش آفرین در توسعه برند شخصی ورزشکاران حرفه‌ای در هفت تم اصلی شامل نقش رسانه‌ها، نقش دولت و فدراسیون‌ها، ارتباطات و تعاملات، جایگاه اجتماعی، تیم و رشته ورزشی، شایستگی‌های فردی و صلاحیت-های حرفه‌ای و 25 مقوله متناظر با آن‌ها استخراج و تبیین شد. در ساخت و توسعه برند شخصی ورزشکاران مؤلفه‌های زیادی اثرگذارند که توجه به آن‌ها می‌تواند نقش بسزایی در درآمدزایی برای ورزشکاران، تیم‌های ورزشی و وفاداری هواداران داشته باشد. ورزشکاران حرفه‌ای می‌توانند با بهبود صلاحیت‌های فردی و حرفه‌ای، توجه به تعاملات درون سازمانی و برون سازمانی به مزیت رقابتی دست یابند که موجب تمایز برند آن‌ها در مقابل رقبا شود.
کلیدواژه‌ها
عنوان مقاله [English]
Identifying Effective Components in Professional Athletes’ Personal Branding
نویسندگان [English]
- Hamed Jafari 1
- jaffar barghi mogaddam 2
- mahdi bashiri 3
- mohammadrahim najafzadeh 2
1 PhD Student in Sports Management, Department of Sport Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
2 Assistant Professor of Sports Management, Department of Sport Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Associate Professor of Sports Management, Department of Sport Sciences, Azarbaijan Shahid Madani University, Tabriz, Iran
چکیده [English]
Building sports brands is not only related to sports products, teams, and leagues but also has a special place among professional athletes. Therefore, the present study aimed to identify the components that play a role in developing the personal brand of professional athletes. This research was exploratory, and its qualitative method was customary content analysis. Twenty-four semi-structured in-depth interviews were conducted with sports management and marketing professionals, well-known athletes, and sports fans who were selected based on purposive sampling. The collected data were analyzed via open and axial coding. The coding validity was also verified by reviewing and controlling the accuracy of the extracted codes and re-coding the interviews by two collaborating experts. Based on the results of role-playing components in the personal brand development of professional athletes in seven main themes including the role of media, the role of government and federations, communication and interaction, social status, team and sport, individual competencies and Professional competencies, and twenty-five corresponding categories were extracted and explained. Athletes have many components in the construction and development of a personal brand that attention to them can play a significant role in generating income for athletes, sports teams, and fan loyalty. Professional athletes can gain a competitive advantage by improving their individual and professional competencies, paying attention to internal and external interactions that differentiate their brand from competitors.
کلیدواژه‌ها [English]
- personal branding
- brand image
- sports brand development
- professional athletes
- brand management
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