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برندسازی فوتبال بانوان در سطح آسیا و ارائه الگو | ||
| نشریه مدیریت ورزشی | ||
| مقاله 16، دوره 14، شماره 2، مرداد 1401، صفحه 282-265 اصل مقاله (400.12 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2021.309883.2573 | ||
| نویسندگان | ||
| راضیه گیوی1؛ حسین عیدی* 2 | ||
| 1گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران | ||
| 2گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه،ایران | ||
| چکیده | ||
| مقدمه: هدف از این پژوهش برندسازی فوتبال بانوان در سطح آسیا و ارائۀ الگو بود. روش تحقیق کیفی بود. روش پژوهش: روش تحقیق کیفی بود. جامعۀ آماری پژوهش استادان و خبرگان رشتۀ ورزشی فوتبال بودند. نمونه‌گیری به روش هدفمند بود. ابزار تحقیق مصاحبه بود که از 15 نفر به‌عمل آمد. روایی ابزار پژوهش (مصاحبه)، توسط مصاحبه‌شوندگان و سپس استادان متخصص، بررسی و تأیید شد و برای سنجش پایایی از روش توافق درون‌موضوعی استفاده شد که مطابق این روش مقدار پایایی برابر با 90/0 بود. بر این اساس پایایی آزمون نیز تأیید شد. برای تجزیه‌وتحلیل داده‌ها از روش نظریة برخاسته از داده‌ها استفاده شد. یافته ها: یافته‌های حاصل از مصاحبه‌های نیمه‌ساختاریافته نشان داد که 11 مقولۀ اثر می‌تواند به‌عنوان شاخص‌های برندسازی فوتبال بانوان در سطح آسیا موردنظر واقع شود. این 11 مقوله خود شامل 35 مفهوم و 176 عامل یا کد باز است. نتیجه گیری: براساس یافته‌های این پژوهش نتیجه می‌گیریم که مدیران و مسئولان باید با توجه به شاخص‌های شناسایی‌شده اقدام‌های لازم را برای توسعه و پیشرفت فوتبال بانوان به‌کار گیرند و در جهت رفع چالش‌ها و مشکلات پیش‌رو قدم بردارند. | ||
| کلیدواژه‌ها | ||
| الگو؛ بانوان؛ برندسازی؛ توسعه؛ فوتبال | ||
| عنوان مقاله [English] | ||
| Branding of Women's Football in Asia and Providing a Model | ||
| نویسندگان [English] | ||
| Razieh Givi1؛ Hossein Eydi2 | ||
| 1Department of Sport Management, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran | ||
| 2Department of Sport Management, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran | ||
| چکیده [English] | ||
| Introduction: The purpose of this study was to brand women's football in Asia and to present a model. Methods: The research method was qualitative. The statistical population of the present study included professors and experts in the field of football. The sampling was purposeful. The research tool was interview with 15 people. The validity of the research tool (interview) was checked and confirmed by the interviewees and then the expert professors. To measure the reliability, the method of intra-subject agreement was used, according to which the reliability value was equal to 0.90. The test was also approved. Data theory was used to analyze the data. Results: The results of semi-structured interviews showed that 11 categories of effects can be considered as indicators of women's football branding in Asia. These 11 categories include 35 concepts and 176 open source agents. Conclusion: Based on the findings of this study, it can be concluded that managers and officials should take the necessary measures for the development and advancement of women's football according to the identified indicators and take steps to address the challenges and problems ahead | ||
| کلیدواژه‌ها [English] | ||
| branding, development, Football pattern women | ||
| مراجع | ||
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