طراحی الگوی توسعه برند باشگاه فوتبال فولاد خوزستان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی، گروه تربیت بدنی و علوم ورزشی، واحد رشت، دانشگاه آزاد اسلامی، رشت ایران.

2 استادیار، گروه تربیت بدنی و علوم ورزشی، واحد رشت، دانشگاه آزاد اسلامی، رشت ایران.

3 گروه تربیت بدنی و علوم ورزشی، واحد لاهیجان، دانشگاه آزاد اسلامی، لاهیجان، ایران.

چکیده

این پژوهش با هدف طراحی الگوی توسعه برند تیم فوتبال فولاد خوزستان انجام شد. بدین منظور از جامعه آماری اساتید دانشگاه در حوزه مدیریت بازاریابی، مدیریت ورزشی، مدیران باشگاه فوتبال فولاد خوزستان که در حوزه برندگذاری تجارب، تالیف ها و آثار علمی پژوهشی دارا بودند به روش نمونه گیری گلوله برفی 13 نفر انتخاب شدند. همچنین از میان تماشاگران و حامیان باشگاه فوتبال فولاد خوزستان از جمعیت حاضر در استادیوم در زمان برگزاری مسابقه فوتبال بطور تصادفی تعداد 250 نفر انتخاب شدند و در تحقیق شرکت کردند. ابزار گردآوری داده های کیفی مصاحبه و تحلیل مضمون بود و برای گرد آوری داده های کمی از ابزار پرسشنامه محقق ساخته استفاده شد. داده های بدست آمده کیفی با تحلیل مضمون و روش دلفی فازی مورد تحلیل قرار گرفت تا شاخص های سازنده مدل توسعه برند باشگاه فولاد شناسایی شود. پس از طراحی مدل مفهومی، داده های کم با استفاده از مدلسازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفتند و مدل توسعه برند باشکاه فولاد خوزستان طراحی بدست آمد. از نرم افزارهای MAXQDA، SPSS و AMOS نسخه 21 برای تجزیه وتحلیل آماری داده ها استفاده شد. نتایج نشان داد توسعه برند باشگاه فولاد خوزستان در 7 حیطه اصلی عوامل داخلی، عوامل خارجی، هواداران، امکانات/تجهیزات، سازمان/مدیریت، مربیان/فنی، عملکرد/نتایج و با تعداد 44 شاخص قابل پیگیری است و بر اساس نتایج تحلیل مسیر معادلات ساختاری مدل ویژه توسعه برند باشگاه فولاد خوزستان طراحی شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing the brand development model of Khuzestan Football Club

نویسندگان [English]

  • Mehdi Fetili 1
  • Shahram Gholamrezaei 2
  • Siyavash Khodaparast 3
1 Department of Physical Education and Sport Sciences, Rasht Branch, Islamic Azad University, Rasht, Iran
2 Department of Physical Education and Sport Sciences, Rasht Branch, Islamic Azad University, Rasht, Iran
3 Department of Physical Education and Sport Sciences, Lahijan Branch, Islamic Azad University, Lahijan, Iran.
چکیده [English]

This research was conducted with the aim of designing the brand development model of the Khuzestan football team. For this purpose, 13 people were selected from the statistical population of university professors in the field of marketing management, sports management, football club managers of Khuzestan Football Club who had experiences, publications and scientific research works in the field of branding by snowball sampling method. Also, 250 people were randomly selected from among the spectators and supporters of Khuzestan Football Club from the crowd present at the stadium during the football match and participated in the research. Qualitative data collection tools were interviews and thematic analysis, and a researcher-made questionnaire was used to collect quantitative data. The obtained qualitative data were analyzed by thematic analysis and fuzzy Delphi method to identify the indicators of the brand development model of Foulad Club. After the design of the conceptual model, the small data were analyzed using structural equation modeling and the development model of the magnificent Khuzestan Steel brand was obtained. MAXQDA, SPSS and AMOS version 21 software were used for statistical analysis of data. The results showed that the development of the Khuzestan Steel Club brand can be tracked in 7 main areas of internal factors, external factors, fans, facilities/equipment, organization/management, coaches/technical, performance/results and with 44 indicators, and based on the results of path analysis of the equations A special model structure was designed for the development of the Khuzestan Steel Club brand

کلیدواژه‌ها [English]

  • Brand development
  • Khuzestan Steel Club
  • Market
  • Football
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