پژوهش در مدیریت ورزشی و رفتار حرکتی

عوامل تعیین‌کننده ارتقاء ارزش ویژه برند باشگاه‌های ورزشی خصوصی: تحلیل روابط عِلّی با استفاده از ISM

نویسندگان

فرهاد فرزان‌مقدم 1
رسول نوروزی سیدحسینی 2
مینا مستحفظیان 3

1 دانشجوی دکتری مدیریت ورزشی،دانشکده علوم ورزشی،واحد اصفهان(خوراسگان)، دانشگاه آزاد اسلامی،اصفهان،ایران.

2 دانشیار مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

3 دانشیار مدیریت ورزشی، مرکزتحقیقات طب ورزشی،واحد نجف آباد،دانشگاه آزاد اسلامی،نجف آباد،ایران.

چکیده
مقدمه: برای ماندگاری در عرصه رقابت در صنعت ورزش، ارتقاء ارزش ویژه برند به موضوعی حیاتی برای باشگاه‌های ورزشی خصوصی تبدیل‌شده است. بر این اساس شناخت روابط علی تعیین‌کننده‌های ارتقاء ارزش ویژه برند باشگاهی ورزشی خصوصی حائز اهمیت است.

هدف: شناخت روابط علی تعیین‌کننده‌های ارتقاء ارزش ویژه برند باشگاهی ورزشی خصوصی: تحلیل روابط علی با استفاده از ISM است.

روش: روش این پژوهش آمیخته است. در بخش کیفی راهبرد پژوهش نظریه داده بنیاد رهیافت ظاهر شونده و در بخش کمی مدل‌سازی ساختاری تفسیری است. مشارکت‌کنندگان این پژوهش را خبرگان حوزه بازاریابی و بازاریابی ورزشی تشکیل می‌دادند. جهت نمونه‌گیری از روش نمونه‌گیری هدفمند استفاده شد و بر این مبنا تعداد 15 نفر انتخاب شدند. ابزار گردآوری داده‌ها در بخش کیفی، مصاحبه نیمه ساختاریافته و در بخش کمی ماتریس مربع 10×10 بود. تحلیل داده‌های کیفی با سه مرحله کدگذاری باز، انتخابی و نظری و تحلیل داده‌های کمی با روش مدل‌سازی ساختاری تفسیری و تحلیل می‌ک مک انجام شد.

یافته‌ها: یافته‌ها 10 عامل کلی تعیین‌کننده مرتبط با ارتقاء ارزش ویژه برند باشگاه‌های ورزشی خصوصی را نشان داد.

نتیجه‌گیری نهایی: نتایج این پژوهش نشان داد که ارتقاء ارزش ویژه برند باشگاه‌های ورزشی خصوصی یک فرایند پیچیده و چندبعدی است که تحت تأثیر عوامل متعددی در سطوح مختلف قرار دارد. باشگاه‌ها برای ارتقاء ارزش ویژه برند خود باید به‌طور همه‌جانبه به این عوامل توجه داشته باشند و استراتژی‌های مناسبی را برای هر یک از آن‌ها تدوین کنند.

کلیدواژه‌ها

ارزش ویژه برند
باشگاه‌های ورزشی خصوصی
ذهنیت مشتری
مدل ساختاری تفسیری
نظریه داده بنیاد

عنوان مقاله English

Factors Determining The Enhancement Of Brand Equity In Private Sports Clubs: An Analysis Of Causal Relationships Using ISM

نویسندگان English

Farhad Farzan moghadam 1
rasool Norouzi Seyed Hossini 2
Mina Mostahfezian 3
1 Ph.D. Student of Sport Management, Faculty of Sports Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
2 Associate Professor of Sport Management ,Tarbaiat Modares University, Tehran, Iran.
3 Associate Professor of Sport Management, Sport medicine research center, Najafabad Branch, Islamic Azad University, Najafabad, Iran.
چکیده English

Aim: To remain competitive in the sports industry, enhancing brand equity has become a crucial issue for private sports clubs. Accordingly, understanding the causal relationships of the determinants of enhancing brand equity in private sports clubs is essential.

Methods: The method of this research is mixed (qualitative and quantitative). In the qualitative section, the research strategy is grounded theory with an emerging approach, and in the quantitative section, it is interpretive structural modeling. The participants in this research consisted of experts in the field of marketing and sports marketing. A purposive sampling method was used for sampling, and based on this, 15 people were selected. The data collection tool in the qualitative section was a semi-structured interview, and in the quantitative section, it was a 10×10 square matrix. The qualitative data were analyzed with three stages of open, selective, and theoretical coding, and the quantitative data were analyzed with the interpretive structural modeling method and MICMAC analysis.

Result: The findings showed 10 general determinants related to enhancing brand equity in private sports clubs.

Conclusion: The results of this study demonstrated that enhancing brand equity in private sports clubs is a complex and multidimensional process, shaped by multiple factors operating at different levels. To effectively strengthen their brand equity, clubs must adopt a comprehensive approach that considers these factors and develop appropriate strategies tailored to each of them.

کلیدواژه‌ها English

Brand Equity
Private Sports Clubs
Customer Mindset
Interpretive Structural Model
Grounded theory
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