Ahmad Nazari Torshizi; Mahdi Talebpour; Reza Heydari; Faeze Saadababi
Abstract
The value and importance of sporting events such as the Olympic Games, the Asian Games, the Student Universities, the Military Olympics, the Youth Olympics and the FIFA World Cup is undeniable. This value and importance is seen in the intense competition between the host cities or countries as well as ...
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The value and importance of sporting events such as the Olympic Games, the Asian Games, the Student Universities, the Military Olympics, the Youth Olympics and the FIFA World Cup is undeniable. This value and importance is seen in the intense competition between the host cities or countries as well as the extensive planning for the successful holding of the event. In this regard, the countries of the world with seriousness and redoubled efforts, focus their efforts to host international sporting events to benefit the various sectors such as tourism, attracting sponsors, media, development of the sports industry, quality of life of the host community. And maximize the brand development of the city and the country (Karadakis. Kaplanidou and Karlis.2010). Holding a sporting event at the international level is both a sign of the economic development of the host society and a sign of outstanding social progress in the world and a very effective tool for promoting the culture and products of the host region and city. This issue is very important in today's business world and media advertising (Koosha, Eidi and Yousefi, 2018, 17). Sporting events on an international scale attract a wide range of national and international participants. In this regard, international sporting events such as the Club World Cup wrestling tournament are seen as an opportunity to build leverage for economic growth and urban infrastructure development. Apart from these effects, a handful of studies have examined the positive non-economic effects of hosting sporting events. Therefore, the aim of this study was to influence the impact of international sports events on the urban brand (Case study: Bojnourd city). was conducted in terms of developmental purpose and in terms of how to collect data by quasi-experimental method. In this study, a control group and two experimental groups were considered and there were two groups of pre-test and post-test. The research tool was the standard questionnaire of Merrils et al. (2009). Its content validity was first confirmed by 8 sports management experts and then the internal consistency coefficient of the questionnaire was 0.87 through Cronbach's alpha, which indicates its high reliability. The method was that first, a city brand questionnaire was distributed among a group of people who did not go to the venue (control group), then by going to the World Club Cup wrestling venue in Bojnourd, first a questionnaire was distributed among the spectators. It was broadcast and they were asked to answer the questionnaire, and a week after the competition, they answered the same questionnaire again. A total of 90 people answered the questionnaire in three groups with equal numbers as control group, tourist group and local community group. Kolmogorov-Smirnov test, one-way ANOVA and Tizuji test were used to compare the pretest and posttest groups. Findings of Kolmogorov-Smirnov test in urban brand variable (pre-test and post-test) were greater than 0.05 and had a normal distribution. According to the ANOVA test results, there was a significant difference between the experimental groups in terms of urban brand scores during the competitions. Therefore, the difference between the intra-group scores of pre-test and post-test urban brand was done separately for each experimental group so as not to be affected by differences between groups. Also, since there was no significant difference between the scores of the groups in the pre-test, it is clear that any change in the post-test is not due to differences between the control group and the experimental groups and is affected by the effects of the event. It was held because there was no significant difference between the pre-test scores of the research groups. According to the results of correlated t-test in the first group (tourists), there was no significant difference between urban brand scores between tourists before and after the international sports event. In the second group of international sports event, according to the level of significance, a significant difference was observed between pre-test and post-test of this group and the international sports event had a significant and positive effect on the subjects. . Also, the findings of paired t-test showed that there was no significant difference between the pre-test and post-test of urban brand in the view of the natives of the city only in the variable of intentions, and among the variables, the nature variable had the most positive effect among other variables. As a result, it can be said that small events among the group interested in that sporting event will create a sense of more belonging to the city and a sense of inner satisfaction, and it should be noted that sporting events directly and indirectly affect the urban brand. . Since these events have a special role in introducing different places to the public, it is important that smaller cities take advantage of this opportunity and take steps to promote their city's brand by receiving the right to host various sports competitions, and its benefits as well To benefit.
Ehsan Asadollahi; Reza Heydari; Reyhane Salari
Abstract
مقدمه: هدف این تحقیق بررسی تفاوت اثرگذاری انواع رسانههای ارتباطی بر روی هواداران تیمهای لیگ برتر فوتبال ایران بر اساس ویژگیهای دموگرافیک بود. باشگاه های ورزشی برای ...
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مقدمه: هدف این تحقیق بررسی تفاوت اثرگذاری انواع رسانههای ارتباطی بر روی هواداران تیمهای لیگ برتر فوتبال ایران بر اساس ویژگیهای دموگرافیک بود. باشگاه های ورزشی برای فعالیت های اقتصادی نیاز دارند که با هواداران و مصرف کنندگان خود ارتباط برقرار کنند. شناخت نوع رفتار مصرف کنندگان تاثیر بسزایی در برقراری ارتباط، شناخت رفتارها، علائق و شناخت تفاوت میان مصرف کنندگان دارد همچنین میتوان گفت که هیچ واقعه ی سیاسی، اجتماعی، علمی و... نمیتواند به اندازه رویداد ها ومسابقات ورزشی توسعه جهانی داشته باشد و صاحبان باشگاه ها به این موضوع توجه ویژه دارند به همین سبب از انواع رسانه های ارتباطی نظیر تلوزیون، صحه گذاری، روزنامه ها و مجلات و.... به منظور جذب هواداران و مخاطبان استفاده می کنند. روش شناسی: تحقیق حاضر به لحاظ ماهیت و هدف، کاربردی و از حیث روش، توصیفی مقایسه ای و به لحاظ نوع جستجوی داده ها، کمی است که به شیوه میدانی انجام و داده های مورد نیاز از طریق پرسشنامه جمع آوری شد. جامعه آماری تحقیق، شامل کلیه هواداران باشگاه فوتبال شهر خودرو (با سطح بالای مشارکت) می باشد که طبق آمار کمیته هواداران باشگاه بیش از 50 هزار نفر هستند. به جهت دستیابی حداکثری به ویژگی ها و نظرات جامعه مورد مطالعه، تعداد 500 نفر به عنوان نمونه و به روش نمونه گیری تصادفی ساده انتخاب شدند. جمع آوری داده ها با استفاده از پرسشنامه ویژگی های دموگرافیک (سن، سطح تحصیلات، سطح درآمد و وضعیت تاهل) و پرسشنامه محقق ساخته اثرگذاری رسانههای ارتباطی بود. یافته ها: یافته های این تحقیق نشان دهنده آن است که در ابتدا توزیع داده های این پژوهش غیرنرمال بود و از آمار ناپارامتریک استفاده شد. در گروه های سنی 36 تا 45 سال، 46 تا 55 سال و بالای 55 سال رسانه تلویزیون بیشترین اثرگذاری را داشته است. در گروه های سنی کمتر از 25 سال و 26 تا 35 سال، رسانه تلفن همراه و شبکه های اجتماعی بیشترین اثرگذاری را داشته است. همچنین در گروه های سنی 46 تا 55 سال و بالای 55 سال، رسانه مجلات و روزنامه ها بر این گروه سنی بیشترین اثرگذاری را داشته است. بعلاوه رسانه تلویزیون بر همه گروههای تحصیلی اثرگذاری داشته است. در ادامه در گروههای تحصیلی کمتر از دیپلم ، دیپلم ، فوق دیپلم و لیسانس رسانه تلفن همراه و شبکه های اجتماعی بیشترین اثرگذاری را داشته است. همچنین در گروههای تحصیلی لیسانس، فوق لیسانس و دکتری رسانه مجلات و روزنامه ها بیشترین اثرگذاری را داشته است. در گروه های با سطح درآمدی فاقد درآمد و گروه درآمدی کمتر از 500 هزار تومان رسانه تلویزیون بیشترین اثرگذاری را داشته است. در همه گروههای درآمدی، فاقد درآمد، کمتر از 500 هزار تومان، بین 500 هزار تا 1 میلیون تومان ، بین 1 تا 2 میلیون تومان و بالاتر از 2 میلیون تومان رسانه تلفن همراه و شبکه های اجتماعی اثرگذاری داشته است. در گروههای با درآمد 1تا 2 میلیون تومان و بالاتر از 2 میلیون تومان رسانه مجلات و روزنامه ها بیشترین اثرگذاری را داشته است. همچنین بین دیدگاه افراد مجرد و متاهل در مورد اثرگذاری رسانه های ارتباطی تفاوت معنی داری وجود ندارد. نتیجه گیری: به طور کلی می توان گفت که مطالعه رفتار و ویژگیهای جمعیت شناختی هواداران به منظور آشنایی با رفتارها و عادات، مسائل زیادی را در اختیار بازاریابان می گذارد. باید اذعان داشت هر فرد با فرد دیگر فرق می کند و بنابراین، باید این نکته را در نظر داشت که ویژگی های شخصیتی منحصربه فرد برای هواداران و مصرف کنندگان وجود دارد. با توجه به محدودیت های موجود در روند پژوهش محقق به این نتیجه رسید تفاوت معنی دار بین اثرگذاری رسانههای ارتباطی و ویژگیهای جمعیت شناختی در گروههای مختلف وجود دارد بنابراین باید توجه ویژه ای به حفظ روابط سودمند با هواداران با استفاده رسانه های ارتباطی باتوجه به اثرگذاری آن ها داشته باشند. در این برنامه هاباید تاکنیک های موثر تبلیغاتی و بازاریابی را نیز درنظر داشت. و همچنین به تحقیقات گستردهتری در زمینه های رسانه های ارتباطی جدید و نوظهور که در این پژوهش به آن اشاره نشده است، پرداخته شود. واژگان کلیدی: رسانه های ارتباطی، باشگاه های فوتبال، هواداران، فوتبال، ویژگی های دموگرافیک.
Reza Heydari; kianoosh shajiee; seyed mosatfa moaven afshari; mahnaz gol goli
Abstract
AbstractThe purpose of this study was to investigate the identity situation of Iranian Premier League clubs, which was a case study on Esteghlal Cultural and Sports Club of Tehran. The present study is a descriptive-survey research and in terms of purpose is an applied one. by following case studies ...
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AbstractThe purpose of this study was to investigate the identity situation of Iranian Premier League clubs, which was a case study on Esteghlal Cultural and Sports Club of Tehran. The present study is a descriptive-survey research and in terms of purpose is an applied one. by following case studies that were conducted in the field form from the perspective of data collection. The research population consisted of all fans of Esteghlal Club of Tehran which 346 persons were selected as the final sample of the research according to the spatial and temporal domain. In order to measure the identity of the fans, the Sports Fans Identity Scale that was created by Shajieh, Sohrabi and Fouladian (2009), was used. The results of one-way analysis of variance test show that there is a significant difference between self-identity and social identity subscales based on the segregation of sports fans’ education. Also, the results of Friedman ranking test showed that among the factors that construct the fans' identity, their identity was ranked first and their influence and social identity were ranked second and third. According to the results of the research, recognizing the components of fan identity, forming a fan management system, paying attention to the needs of fans, and paying basic attention to fan centers are among the operational measures that are becoming more and more necessary.
seyed morteza Azimzadeh; Reza Heydari; Masoud Darabi; kianoosh shajiee
Abstract
To conduct this research, the electronic version available in 15 sports scientific-research journals during the years (1387) to (1397) was collected and 115 articles were reviewed. The method used in the research was content analysis. Descriptive statistics (tables and graphs) were used to analyze the ...
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To conduct this research, the electronic version available in 15 sports scientific-research journals during the years (1387) to (1397) was collected and 115 articles were reviewed. The method used in the research was content analysis. Descriptive statistics (tables and graphs) were used to analyze the data by Excel software. The results showed; Brand equity and related sub-categories, including brand loyalty and associations, account for 40.87% of all articles. On the other hand, identity and one of its main subsets, namely brand personality, with 17% of other popular research related to the brand is considered. Also, personal brand or its newness is relatively good compared to other areas of the brand with 9% of articles published. Finally, the dominant method in brand research in sports is the quantitative method with an approximate share of 78%. The number of 115 articles in 10 years does not show an acceptable quantity. It is something that should be on the agenda.
