نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه الزهرا
2 دانشگاه تربیت مدرس
چکیده
حمایت مالی و مسئولیت اجتماعی دو بخش مهم و تاثیرگذار در دنیای ورزش است. به‌طوری‌که انجام فعالیت‌های مسئولیت اجتماعی نشان‌دهنده اهمیت جامعه و رخدادهای آن برای حامیان و حمایت‌شونده‌ها است. هدف از انجام این تحقیق، مطالعۀ پیشبرد اهداف مسئولیت اجتماعی شرکتی مبتنی بر پرتفوی حامیان مالی ورزشی بود که برای انجام آن از روش کیفی و نوع مرور نظام‌مند با رویکرد داده‌بنیاد استفاده شد. از 62 سند شناسایی شده 356 کدباز، 59 مفهوم و 11 مقوله شناسایی شدند. نتایج نشان داد، برای دستیابی به نتایج مطلوب مبتنی بر پرتفوی حامی شامل«دستیابی به ارتباطات» و «انتقال ویژگی‌های مختلف » لازم است معیارهای انتخاب شامل «تناسب»، «شخصیت حامی»، «مدیریت»، «اندازه پرتفوی حامی» باشند. همچنین، لازم است حامیان مالی در فرآیند انتخاب ابتدا به تعیین اهداف پرداخته و سپس انتخاب را بر اساس معیارهای مربوطه انجام دهند. علاوه‌براین، پیشبرد مسئولیت اجتماعی در برنامه‌های حمایت مالی طی سه مرحله «برنامه‌ریزی»، «اجرا و توسعه» و «ارزیابی» صورت می‌گیرد. نتایج فعالیت‌های مسئولیت اجتماعی شامل«تاثیرگذاری آن بر سازمان»، «تاثیرگذاری بر تصویر حامی» و «تاثیرگذار بر رفتار و نگرش مصرف‌کننده» هستند. رعایت اصول انتخاب حمایت‌شونده و مدنظر قراردادن ویژگی‌ها و مشخصات پرتفوی حامی کمک می‌کند تا طراحی برنامه‌های مسئولیت اجتماعی و اجرای آن‌ها، به‌طور موفقیت‌آمیزی صورت گرفته و منجر به افزایش اثربخشی و سهولت در دستیابی به اهداف حمایت مالی، ارائه و تقویت تصویر مثبت از حامی به مصرف کننده و افزایش ارزش تجاری شرکت حامی و حمایت‌شونده گردد.
کلیدواژه‌ها
عنوان مقاله [English]
Study of Promoting corporate Social Responsibility Goals based on portfolio of Sports Sponsors
نویسندگان [English]
- Fatemeh Vaziri 1
- zhaleh memari 1
- abbas rezai pandari 2
1 Alzahra University,
2 tarbiat modares university
چکیده [English]
This study aimed to explore corporate social responsibility goals based on the portfolio of sports sponsors and the support, which was done by using qualitative method and systematic review with grounded theory. In the 62 identified documents, we achieved 356 open codes, 59 concepts, and 11 categories. The results showed that to achieve the desired results based on the sponsor portfolio, including "achieve communication" and "transfer of different and required features", it is necessary to select criteria including "fit", "sponsors personality", "management", "sponsor portfolio size". Also, sponsors need to set goals in the selection process and select according to the relevant criteria. The promotion of social responsibility in sponsorship programs takes place in three stages: "planning", "implementation and development", and "evaluation". The results of social responsibility activities include "impact on the organization", "impact on the Sponsors image", and "effects on consumer behavior and attitudes". The right sponsor selection, the features of the sponsorship portfolio consideration, and the design and implementation of social responsibility programs are the factors that facilitate the effectiveness and achievement of sponsorship goals. The providing and strengthening a positive image of the sponsor to the consumer and increase the commercial value of the sponsor and sponsored company.
کلیدواژه‌ها [English]
- Sponsor's image
- Customer behavior
- Sponsor's Portfolio
- Systematic Review
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