طراحی مدل توسعه برند شخصی ورزشکاران حرفه‌ای ایران با رویکرد نظریه داده بنیاد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد

2 استادیار مدیریت ورزشی، دانشگاه فردوسی مشهد

3 استاد مدیریت ورزشی، دانشگاه فردوسی مشهد

4 دانشیار مدیریت بازاریابی ،دانشگاه ایالتی کلورادو

چکیده

هدف از این پژوهش بهره­گیری از رویکرد نظریه داده بنیاد در جهت طراحی مدل توسعه برند شخصی ورزشکاران حرفه­ای است. پژوهش حاضر بر اساس اهداف پژوهش، از نوع کاربردی، روش انجام آن توصیفی – پیمایشی و روش جمع‌آوری داده‌ها در آن به‌صورت کتابخانه‌ای – میدانی بود. این پژوهش از نوع پژوهش‌های کیفی بود و با به‌کارگیری روش نظریه داده بنیاد انجام گرفت. در پژوهش حاضر، از مصاحبه­های نیمه ساختاریافته به‌عنوان ابزار گردآوری داده‌ها استفاده شد. بر اساس یافته‌ها، پس از انجام سه مرحله کدگذاری باز، کدگذاری انتخابی و کدگذاری نظری، درمجموع 77 مفهوم، 15 مقوله و 5 بعد به دست آمد که نشان داد «رفتارهای ورزشکار»، «ویژگی‌های شخصیتی ورزشکار»، «سبک زندگی قابل‌عرضه»، «عملکرد ورزشی» و «عوامل کلان» در ارتباط با توسعه برند شخصی ورزشکاران حرفه‌ای ایران نقش عامل مؤثر را دارند. با مشخص شدن عوامل مؤثر بر برند شخصی ورزشکاران حرفه‌ای، ورزشکاران، مدیران و بازاریابان ورزشی می‌توانند با توجه بیشتر به آن‌ها بازاری از مشتریان و هواداران را خلق و حفظ نمایند و به کسب درآمد پایدار و حفظ شهرت و محبوبیت بپردازند

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Personal Brand Development Model for Professional Athletes of Iran (Grounded Theory Approach)

نویسندگان [English]

  • Mehdi Nazemi 1
  • Seyad Morteza Azimzadeh 2
  • Mahdi Talebpour 3
  • D Todd Donavan 4
1 PhD Student in Sport Management, ،Ferdowsi University of Mashhad
2 (Corresponding Author) Assistant Professor in Sport Management, Ferdowsi، University of Mashhad
3 Professor in Sport Management, Ferdowsi ،University of Mashhad
4 Associate Professor in Marketing،Colorado State University
چکیده [English]

 
The purpose of this study was to use the Grounded theory approach to design a personal brand development model for professional athletes of Iran. Based on the research objectives, the present study was an applied one, a descriptive-survey method, and a library-field data collection method. This research was a qualitative research and was carried out using the Grounded Theory method. In the present study, semi-structured interviews were used as data gathering tools. Based on the findings, after three stages of open coding, selective coding, and theoretical coding, totally, 77 concepts, 15 categories, and 5 factors(dimensions) were obtained that showed "Athlete Behaviors", "Athlete Personality Traits", " Marketable Lifestyle", "Athletic Performance" and "Macro Factors" play an important role in developing the personal brand for professional athletes of Iran. By identifying the factors affecting the personal brand of professional athletes, athletes, managers, and marketers can create and maintain a market for their customers and fans, and achieve sustainable income and maintain reputation and popularity.
 

کلیدواژه‌ها [English]

  • Personal Brand
  • Professional Athletes
  • Grounded Theory
  • Iran

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