طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران

حسن نژاد شاندیز, احسان; اسماعیل زاده قندهاری, محمدرضا; عظیم زاده, سید مرتضی

doi:10.22059/jsm.2021.314450.2630

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	طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران
نشریه مدیریت ورزشی
مقاله 12، دوره 15، شماره 3، آبان 1402، صفحه 231-214 اصل مقاله (438.94 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2021.314450.2630
نویسندگان
احسان حسن نژاد شاندیز¹؛ محمدرضا اسماعیل زاده قندهاری¹؛ سید مرتضی عظیم زاده²
¹گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
²گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه فردوسی مشهد، ایران
چکیده
مفهوم برند امروز خیلی بیشتر از خاستگاه اصلی اش عمومیت یافته و دیگر فقط منحصر به خدمات، کالاها و حتی شرکت ها نیست، بلکه پدیده جدیدی به نام برندسازی شخصی ظاهر شده است. برند شخصی توسعه یافته، منافع مادی و معنوی فراوانی را برای ورزشکاران حرفه ای به همراه دارد، از این رو شناسایی عوامل مؤثر بر هویت ورزش شهروندی در ایران ضروری است. هدف از این پژوهش بهره گیری از رویکرد نظریه داده بنیاد در جهت طراحی مدل مفهومی برند ورزش شهروندی در ایران است. پژوهش حاضر بر اساس اهداف پژوهش، از نوع اکتشافی، روش انجام آن توصیفی- تحلیلی و روش جمع آوری داده ها در آن بصورت میدانی بود. این پژوهش از نوع پژوهش های کیفی و با به کارگیری روش نظریه داده بنیاد انجام گرفت. در پژوهش حاضر، از مصاحبه های نیمه ساختار یافته به عنوان ابزار گردآوری داده ها استفاده شد و نمونه گیری با استفاده از روش گلوله برفی تا مرز اشباع انجام شد که در مجموع 20 نفر در مصاحبه شرکت کردند. بر اساس یافته ها، پس از انجام سه مرحله کدگذاری باز، کدگذاری انتخابی و کدگذاری نظری، عناصر اثر گذار بر هویت برند ورزش شهروندی مشخص شدند.
کلیدواژه‌ها
ابعاد هویت؛ برند ورزشی؛ مدل مفهومی؛ ورزشهای شهروندی؛ هویت برند
عنوان مقاله [English]
Modeling the Brand Identity of Citizenship Sports in Iran
نویسندگان [English]
Ehsan Hassannezhad Shandiz¹؛ Mohammad Reza Esmaeilzadeh Ghandehari¹؛ Seyyed morteza Azim zadeh²
¹Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran
²Department of Sport Management, Faculty of physical education and sport sciences. Ferdowsi University of Mashhad, Iran
چکیده [English]
Introduction: Today, the concept of brand has been publicized more than its origin. It is no longer restricted to services, goods, and companies and has developed into a new phenomenon called personal branding. A developed personal brand has many material and spiritual benefits for professional athletes and as such, it is necessary to identify the factors affecting the citizenship sports in Iran. Methods: This research aimed to design a conceptual model of brand identity of citizenship sport in Iran through the grounded theory approach. Based on the objectives of the research, the research type is explorative and done through a descriptive-analytic method. The data were collected by library and field research. This research is qualitative and based on the grounded theory, in which the data collection tools were semi-structured interviews, and snowball sampling leading to saturation was utilized. Results: A total of 20 individuals participated in the interview. Based on the findings, after three stages of open coding, selective coding, and theoretical coding, the factors affecting the brand identity of citizenship sports were determined. Conclusion: through the nature of branding, the possibility of progress and development can be provided and the ground for improving the state of citizen sports can be provided in a favorable way.
کلیدواژه‌ها [English]
Brand Identity, Citizenship Sports, Iran

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