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ارائه مدل برندسازی شخصی بانوان ورزشکار نخبه ایرانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.

2 دانشیار مدیریت ورزشی، مرکز تحقیقات طب ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران

3 استاد مدیریت ورزشی، دانشگاه فردوسی مشهد، ایران

4 استادیار، مرکز تحقیقات طب ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران

چکیده

هدف این پژوهش ارائه مدل برندسازی شخصی بانوان ورزشکار نخبه ایرانی بود. روش تحقیق از نوع کیفی بود که با رویکرد نظریه داده بنیاد استراوس و کوربین انجام شد. روش جمع آوری اطلاعات با استفاده از مصاحبه های نیمه ساختاریافته بود. فرآیند مصاحبه ها با 17 نفر از بانوان ورزشکار المپیکی، بازی های آسیایی، مدیران و اساتید و صاحب نظرانی که به نحوی در زمینه ورزش حرفه ای بانوان و برندسازی آن سوابق روشنی داشتند با استفاده از روش نمونه‌گیری هدفمند و بر اساس معیار اشباع نظری انجام شد. داده‌های جمع‌آوری‌شده با استفاده از کدگذاری باز، محوری و انتخابی تجزیه‌وتحلیل شدند و مدل نهایی استخراج گردید. از مجموع 98 کد مفهومی و 20 مقوله، بر اساس پدیده محوری، شرایط علی، بسترها و زمینه‌های لازم، متغیرهای مداخله‌گر، راهبردها و پیامدهای برند شخصی بانوان ورزشکار نخبه ایرانی تدوین گردید. نتایج یافته‌ها بیانگر آن است که شخصیت، هوش فرهنگی، رویت پذیری و هوش اجتماعی با فراهم‌سازی بسترهای سبک زندگی، پیشینه ورزشی و مسئولیت اجتماعی می‌توانند زمینه‌ساز برند شخصی بانوان ورزشکار نخبه ایرانی شوند. در این راستا با حمایت از ورزش بانوان، خودترویجی، عملکرد اخلاقی و بهره مندی از تصویر منسجم ارتباطات می‌توان پیامدهایی همچون ساخت هویت تجاری، پیشرفت مسیر شغلی، تقویت انگیزه و نشاط، الگوبودن و محبوبیت در جامعه را انتظار داشت. لذا ورزشکاران، مدیران و بازاریابان ورزشی می توانند با توجه بیشتر به این عوامل، بازاری از مشتریان و هواداران را خلق کرده و به کسب درآمد پایدار، و حفظ شهرت، محبوبیت و عزت نفس بپردازند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Presenting the Personal Branding Model of Iranian Elite Female Athletes

نویسندگان [English]

  • Esmat Karimzadeh 1
  • mina mostahfezian 2
  • mohammad keshtidar 3
  • mahnaz marvi esfahani 4

1 1. Ph.D Candidate on Sport Management, Department of Physical Education and Sports Science, Najafabad Branch, Islamic Azad University, Najafabad, Iran

2 Associate professor on sport management, Sport Medicine Research Center, Najafabad Branch, Islamic Azad University, Najafabad, Iran

3 Professor on sport management Ferdowsi University of Mashhad

4 Assistant Professor, Sport Medicine Research Center, Najafabad Branch, Islamic Azad University, Najafabad, Iran

چکیده [English]

This study aimed to to Present a personal branding model for Iranian elite female athletes. The research was conducted in a qualitative grounded theory with the Strauss and Corbin. Semi-structured interviews were used to collect the data.The data was collected through 17 interviews with female Olympic athletes, Asian Games, managers, professors and experts who somehow had clear records in the field of women's professional sports and its branding and based on theoretical saturation criteria. The collected data were analyzed using open, axial and selective coding and the final model was extracted. From a total of 98 conceptual codes and 20 categories, the model of research was developed based on the axial phenomenon, causal conditions, necessary contexts and contexts, intervening variables, strategies and consequences of the personal brand of Iranian elite female athletes. The results of the findings indicate that personality, cultural intelligence, visibility and social intelligence can become the basis of the personal brand of Iranian elite female athletes by providing lifestyle platforms, sports background and social responsibility. In this regard, by supporting women's sports, self-promotion, ethical performance and benefiting from a coherent image of communication, we can expect consequences such as building a commercial identity, progressing the career path, strengthening motivation and vitality, being a role model and popular in society. Therefore, athletes, managers and sports marketers can create a market of customers and fans by paying more attention to these factors and earn stable income, and maintain reputation, popularity and self-esteem.

کلیدواژه‌ها [English]

  • Branding
  • Female Athletes
  • Elite
  • Sports Background
  • Male Hegemony
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مطالعات مدیریت ورزشی
دوره 15، شماره 82
آذر و دی 1402
صفحه 177-202
فایل ها
سابقه مقاله
  • تاریخ دریافت: 20 آذر 1401
  • تاریخ بازنگری: 27 خرداد 1402
  • تاریخ پذیرش: 18 مرداد 1402
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