مدل کیفی برندسازی ورزشی با رویکرد فراترکیب و الگوی سیپ

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدرس دانشگاه پیام نور کرمان

2 استادیار گروه مدیریت ورزشی دانشگاه شهید باهنر کرمان

چکیده

هدف: تحول در درآمدزایی باشگاه ها، افزایش درآمد و تقویت ارتباط با هواداران، باشگاه ها و سازمان های ورزشی را بر آن داشته است که به دنبال منابع جدید در سودآوری بیشتر باشند، یکی از این راه ها توسعه ی برند سازی ورزشی است. هدف از اجرای این تحقیق ارائه ی مدل کیفی توسعه ی برندسازی ورزشی با تکنیک فراترکیب از انواع روش های فرامطالعه و الگوی سیپ است.
روش تحقیق: در پژوهش حاضر با به کارگیری رویکرد سیستماتیک و فراترکیب، به تحلیل نتایج و یافته های محققین قبلی پرداخته و با انجام گام های هفت گانه روش ساندلوسکی و باروسو و الگوی سیپ مدل مفهومی عوامل مؤثر بر توسعه ی برند سازی ورزشی دسته بندی شد.
یافته ها: بر اساس کد گذاری داده ها با الگوی سیپ، 4 مؤلفه ی اصلی ، 10مفهوم و 51 کد استخراج شد. برای سنجش کنترل کیفیت مطالعه ی حاضر از روش ارزیابی حیاتی استفاده شد.
نتیجه: گسترش برند سبب می شود که یک کالای جدید به سرعت تشخیص داده شود و سریع تر مورد پذیرش مصرف کنندگان قرار گیرد. موفقیت در توسعه ی برند سازی ضمن توسعه بازارهای صادراتی به اعتبار بین المللی کشورها نیز می افزاید. براساس برون داد مدل به دست آمده از این پژوهش می توان نتیجه گرفت که مدیران و بازراریابان ورزشی توسعه ی برند سازی ورزشی را به عنوان یکی از مهمترین اهداف اصلی خود در نظر گیرند و به تلاش های بیشتری را در جهت گسترش آن مبادرت ورزند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Qualitative model of sports branding development with meta-synthesis approach and CIPP model

نویسندگان [English]

  • asma fekrat 1
  • Akbar Jaberi 2
1 Lecture of payameenoor uni of Kerman
2 Assistant Professor, Department of Sports Management, Shahid Bahonar University, Kerman
چکیده [English]

Abstract
The sports industry has become globalized rapidly, its territory has conquered all parts of the world, and its importance in the economy is not hidden from anyone, the expansion of branding and attention to it is one of the consequences of the globalization of sports. The purpose of branding is to create a favorable situation for the organization's brand through its various stakeholders. This has caused brand strategies to have a special place in the organization's macro strategy. Considering the benefits that branding creates for organizations and consumers, this issue has been highly considered by marketers. Branding is a very practical strategy to differentiate in the service and production industries and in today's world, companies and organizations are not only seeking to compete for the market of products and services but also making a lot of effort to align the mental perceptions of customers with They do it themselves. For centuries, the science of branding has been considered a tool to differentiate one manufacturer's products from other manufacturers. Today, many organizations have come to believe that one of their most valuable assets is their product and service brands. In today's complex and challenging world, all of us, whether as individuals or as business managers, are faced with more and more options and less time to make decisions and choices. Based on this, the ability of brands in simplifying customers' decisions, reducing risk, and defining their expectations is very valuable. According to the definition of the American Marketing Association, the key to branding is the ability to choose a name, logo, symbol, packaging design, or other features that distinguish a product or service from other competitors. The science of branding is faced with the weakness of definition and conceptualization, and this problem makes the definition of branding more complicated. A review of studies conducted in the field of brand development shows that branding includes certain implicit concepts in addition to conventional and obvious meanings. The change in income generation of clubs, increasing income, and strengthening the relationship with fans, clubs, and sports organizations has led them to look for new sources of more profitability, one of these ways is the development of sports branding. The purpose of this research is to present a qualitative model of the development of sports branding with a meta-synthesis technique of various meta-study methods and the CIPP model. In this research, by applying a systematic and meta-synthesis approach, the results and findings of previous researchers have been analyzed, and by performing the seven steps of the Sandlovski and Barroso method and the CIPP model, the factors affecting the development of sports branding have been categorized. The CIPP model uses four types of evaluation (context, input, process, and output). These four types of evaluation can be used for decision-making and answering or decision-making and answering. Based on the coding of the data with the CIPP pattern, 4 main components, 10 concepts, and 51 codes have been extracted. The critical evaluation method is used to measure the quality control of the present study. Branding is an important and unique feature for any type of investment in today's business environment, which can provide the basis for the growth of the economic cycle and an exciting competitive environment. It is suggested that to face the threats of the globalization of sports, a coordinated and innovative strategy and approach should always be taken into account in the direction of brand development. A number of these strategies and approaches include a variety of brand development models, business network development, exploitation of commercial advantages, etc., and it should always be noted that the process of branding development is a long-term process. It is clear that if it is done correctly and with principles, it will bring a very surprising result in profitability and as a result economic development. The brand expansion makes a new product quickly recognized and accepted by consumers. Success in the development of branding while developing export markets also adds to the international prestige of countries. Based on the output of the model obtained from this research, it can be concluded that sports managers and marketers consider the development of sports branding as one of their main goals and make more efforts to expand it.

کلیدواژه‌ها [English]

  • "Branding"
  • "Sports branding development"
  • "Sports industry"
  • " CIPP model"

مراجع

Ahmadi, H., Fekrat, A., & Amirtash, A. (2022). Presenting a paradigm model of sports economy development strategies with sociological approach and ranking of these strategies. Strategic Sociological Studies in Sport, 2(3) [In Persian].
Balali, M. A., Seyed. Mortezza; Kashtidar, Mohammad; Pitts, Branda. (2020). Interpretive structural modeling of factors affecting brand identity of handball sports in Iran. New Trend in Sport Management: 159-172 [In Persian].
Benesbordi, A. E., Mohsen. (2021). Marketing management and branding in sports. Nasle Roshan. (Persian)
Bonakdar, A., & Audirac, I. (2020). City branding and the link to urban planning: Theories, practices, and challenges. Journal of planning literature, 35(2), 147-160
Chen, X. (2023). Marketing Comparison between Luxury Brands and Everyday Brands.
Choobandian, R. K., Amir; Yazdani, Hamid Reza; Abedi, Ehsan. (2021).Proposing a Framework for strategic Development of Branding Process Based on the CIPP Model: A Meta- synthesis Appraoch. Journal of Business Management: 306-336 [In Persian].
Jaberi, A. S., Seyed. Nasrollah; Khabiri, Mohammad; Khazaei Pool. (2019). The Effect of Team Brand Personality on Fan` s Brand Preferences and Team Brand loyalty in football Pro Legue of Iran. Sport Management Studies: 227- 256 [In Persian].
Javani, V. E., Mohammad; Amiri, Mojtaba; Koozehchiyan. Hashm. (2015). Branding model with strategic thinking approach in Iranian sports. Contemporary Studies on Sport Management: 43-56 [In Persian].
Mirjalili, M. H. Z. A. (2021). Presenting and testing a model in the field of sportswear branding with a mixed approach. The Journal of Apparel and Tentile Science and Technology: 197-210. (Persian)
Moodi, D. M., Ozra; Vahdani, Mohsen. (2014). Relationship between brand attributes and brand loyalty in sports shoes product. Contemporary Studies on Sport Management: 61- 71 [In Persian].
Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97–106. doi:10.1016/j.smr.2013.04.003
Branded: Branding in Sport Business. (2011). Journal of Product & Brand Management, 20(7), 559–560.
Building sports brands. Global Sport Marketing [Internet]. Routledge. (2012). 14; 27–41. Available from: http://dx.doi.org/10.4324/9780203126462-10
Chernatony, L. (2010). From Brand Vision to Brand Evalution the Strategic Process of Growing and Strenghening Brands, 3th edition Elsevier/ Butterworth- Heinemann.
Coffie, I. S., & Hinson, R. E. (2022). Market orientation in the public sector: the perspective from an emerging economy. In New Public Management in Africa (pp. 17-45): Springer.
Dašić, D., & Dašić, B. (2021, June). Branding of states and nations in (post) Covid 19 era. In Tourism International Scientific Conference Vrnjačka Banja-TISC (Vol. 6, No. 1, pp. 162-179).‏
Eggeling, K. A. (2020). Nation-branding as conservative politics. Nation-Branding in Practice, 223–237.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9.
Gholipour, N., Eydi, H., & yosefi, B. (2021). Identifying barriers to Development of Iranian Premier League Brand by Integrating Balanced Scorecard Approach and AHP. Sports Marketing Studies, 2(1), 131-155. [In Persian].
Keller, K. L., & Brexendorf, T. O. (2019). Measuring brand equity. Handbuch Markenführung, 1409-1439.
Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24-46.
Keller, K. L. (2010). Strategic brand Management. Siteh.
Kerdpitak, C., & Mekkham, W. (2019). The mediating roles of green brand image and attitude of green branding in the relationship between attachment of green branding and excessive product packaging in Thai sports manufacturing firms. Journal of Human Sport and Exercise - 2019 - Summer Conferences of Sports Science.
Khabiri, M. A. G., Ebrahim; Khosromanesh, Rahim; Asadooallahi, Amaneh; Talkhabi, Ali. (2020). Conceptual model design of Iranian sports goods industry. Sport Management and Development: 184-197[In Persian].
Lee, S. (2022). Development of the Brand Authenticity Scale for Professional Sport Teams. Korean Journal of Sport Science, 33(1), 111–124.
Manoli, A. E. (2022). Strategic brand management in and through sport. Journal of Strategic Marketing, 1-8.
Mogaji, E., Adeola, O., Adisa, I., Hinson, R. E., Mukonza, C., & Kirgiz, A. C. (2022). Green marketing in emerging economies: communication and brand perspective: an introduction. In Green Marketing in Emerging Economies (pp. 1-16): Springer.
Mao, L. L., & Zhang, J. (2018). Branding Through Sponsorship-Linked Marketing. Digital Marketing and Consumer Engagement, 191–214.
Nazari, R., Davari, A., & Naderyan, M. (2021). Presenting strategies for developing the Iranian handball market. Sports Marketing Studies, 2(4), 98-119 [In Persian].
Parent, M. M., Eskerud, L., & Hanstad, D. V. (2012). Brand creation in international recurring sports events. Sport Management Review, 15(2), 145–159.
Patabuga, R., Purnomo, E. P., & Kasiwi, A. N. (2020). Pengembangan Smart Branding Sebagai Langkah Awal Menuju Terwujudnya Smart City Di Kota Tomohon. Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo, 5(2), 116-126.‏
Rajest, S. S., Shynu, T., & Regin, R. (2023). The effects of effective management of human resources on the overall performance of an organization. Central Asian Journal of Mathematical Theory and Computer Sciences, 4(1), 1-20.
Razvan, B. (2018). Branding in sport. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy Series, (5).‏
Samiei Nasr, M., Alavi, S. M., & Nadjafi Siahroudi, M. (2011). An Investigation into Factors that Affect Brand Choice Using Factor Analysis Approach. Jounal of Marketing Management, 6(10), 47-64.
Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24-46.
Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185-192.
Soltanhosseini, M. N., Davood; Javani, Vajiheh. (2013). Determining the difference in the importance of brand loyalty among the fans of the teams in the Iranian Premier League according to demographic characteristics. Sport Management Studies: 33-49 [In Persian].
Wetzel, H. A., Hattula, S., Hammerschmidt, M., & van Heerde, H. J. (2018). Building and leveraging sports brands: evidence from 50 years of German professional soccer. Journal of the Academy of Marketing Science, 46(4), 591–611.
Wichmann, J. R., Wiegand, N., & Reinartz, W. J. (2022). The platformization of brands. Journal of Marketing, 86(1), 109-131.
Xu, G., Metawa, N., & Zhou, Q. (2022). Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation. Information Processing & Management, 59(1), 102800.
Yağız, K., & Özer, L. (2022). Examining the relationships between brand knowledge, brand responses and brand resonance in sports leagues within the scope of consumer-based brand equity. European Sport Management Quarterly, 1-20.
Zhong, L., Sun, S., Law, R., Li, X., & Yang, L. (2022). Perception, reaction, and future development of the influence of COVID-19 on the hospitality and tourism industry in China. International Journal of Environmental Research and Public Health, 19(2), 991.
مطالعات بازاریابی ورزشی
دوره 4، شماره 1
اردیبهشت 1402
صفحه 91-106

فایل ها

هم رسانی

ارجاع به این مقاله

آمار