Sport Advertising
Mohammad Rasoul Khodadadi; Yaghoub Badri Azarin; Mehdi Djahangiri; maryam farid fathi
Abstract
The present study was conducted with the aim of presenting a model for designing an integrated communication model in the supply chain of universal sports services in Iran. The research was carried out using a systematic theoretical framework and based on the fuzzy cognitive mapping approach. The sampling ...
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The present study was conducted with the aim of presenting a model for designing an integrated communication model in the supply chain of universal sports services in Iran. The research was carried out using a systematic theoretical framework and based on the fuzzy cognitive mapping approach. The sampling was theoretical and snowball, and theoretical saturation was achieved through in-depth and semi-structured interviews with 18 experts in the sports industry, universal sports, and supply chain. Qualitative research reliability criteria were used to examine validity, and the agreement method of two coders and researcher coding at a specific time interval were used to examine reliability to draw fuzzy cognitive maps and calculate the relevant indices, Excel, FCMapper, and FCM Expert software were used. The results showed that the integrated management of communications in the supply chain of universal sports services is identified by three main concepts: management of supplier relationships, internal communication management, and customer relationship management. The main concepts included in this issue were communication in non-sports private industries, communication in educational centers, media communications, communications in non-sports government suppliers, communications in the main supply chain, international relations, dynamic reporting systems, participatory behaviors with customers, culture of appreciation for top customers, ancillary customer communication services, complaint handling, collaboration between links, social capital of the supply chain, and strategic alliance. Furthermore, the indices related to the cognitive maps indicated that the communications of the main supply chain, media communications, and collaboration between links have the highest degree of centrality, meaning that they have the greatest impact on the integrated communication system in the supply chain of universal sports services.
mohammad zare abandansari; NASRIN AZIZIAN KOHAN; fatemeh rezapour
Abstract
The aim of the present study; Presenting new practical strategies for the profitability of Esteghlal & Persepolis football clubs by using the capacities of media & advertising revenues, commercial revenues & managerial revenues. The research method is qualitative & based on the Grounded ...
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The aim of the present study; Presenting new practical strategies for the profitability of Esteghlal & Persepolis football clubs by using the capacities of media & advertising revenues, commercial revenues & managerial revenues. The research method is qualitative & based on the Grounded Theory. The statistical population of the study was the faculty members of the universities in the Department of Sport Management & Business Management, sport marketing specialists, legal & economics experts. The statistical sample was purposefully selected for the interview & the interviews continued until theoretical saturation. Finally, 12 interviews were conducted. After conducting the interviews, the collected materials were carefully studied & the data obtained from its implementation was divided into three main steps of open, axial & selective coding. After step-by-step coding according to Glaser method, 74 Final code were obtained in 9 sub-categories & 3 main categories of media & advertising revenues, commercial revenues & managerial revenues as effective revenue generation strategies were applied to Esteghlal & Persepolis football clubs. Using the concepts obtained in this study, the financial deficits caused by the problems of media broadcasting rights, ticket sales & environmental advertising in the country can be compensated with other means of media communication, business revenues & management revenues & made money in the club.