mehdi rasooli; mohsen armaghani
Abstract
The purpose of present research is analyzing football ambush marketing in Iranian medias, in 2019 Asian Cup. This research is purpose-oriented and research method is integrated (quantitative and qualitative content analysis). The statistical population of the present study in the first part, are medias ...
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The purpose of present research is analyzing football ambush marketing in Iranian medias, in 2019 Asian Cup. This research is purpose-oriented and research method is integrated (quantitative and qualitative content analysis). The statistical population of the present study in the first part, are medias who attempted ambush. According to Alexa site ranking, 30 most visited sites in Iran. News and Sports Field During the games of the Iranian national team during the event and also in the live broadcast of the games of the Iranian football team. 81 ambush marketing ads considered as a specific research sample. In the second part, to identify methods of prevention and treatment, the statistical community of experts includes experts familiar with the subject of ambush marketing in the Iranian Football Federation. Purposeful and judgmental sampling, 5 people were identified as the focus group. For data collection in the first part to identify the marketing status of ambush in football made a researcher checklist and in the second part to identify strategies to deal with ambush marketing focused work. The results showed that the most common type of ambush marketing used to recover property infringement and the most used strategy by industries and organizations is the strategy of supporting the spread of an event. According to the research findings, executive solutions have been provided that can pave the way for the managers of the Football Federation.
Mehdi Rasouli; Rasoul Azadi
Abstract
This research has been conducted to develop a model for the development of start-up sports businesses, emphasizing the role of cyberspace. This research had a qualitative approach & the grounded method of Strauss & Corbin theory was used. The method of data collection was in-depth interviews ...
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This research has been conducted to develop a model for the development of start-up sports businesses, emphasizing the role of cyberspace. This research had a qualitative approach & the grounded method of Strauss & Corbin theory was used. The method of data collection was in-depth interviews with 11 professors & owners of sports startups, after reaching the theoretical saturation limit. The validity of the instrument in this study was reviewed & confirmed by interviewees & then expert professors; Also, to calculate the reliability of the interviews, the intra-subject agreement method was used, which was obtained 74%, which shows the high reliability of the coding. To analyze the data, the coding method was used in three stages: open, axial, & selective coding; The number of open codes was 216 & the central codes were 34. The results were categorized into 5 main dimensions: causal conditions, pivotal conditions, contextual conditions, intervening conditions, strategies, & consequences. The output of the model for business development through cyberspace can be a good way for sports start-up business owners.