نوع مقاله : مقاله پژوهشی
نویسنده
دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
چکیده
برند سازمانی از جمله موضوعاتی است که کمتر مورد توجه محققان قرار گرفته است. در مطالعۀ حاضر برند یک سازمان ورزشی (کمیتۀ ملی المپیک ایران) بررسی می‌شود. پرسشنامۀ محقق‌ساخته، حاوی 45 سؤال، توسط250 نفر از بازیکنان، مربیان، سرپرستان، رؤسای فدراسیون‌ها، خبرنگاران اعزامی به بازی‌های آسیایی که از خدمات کمیتۀ ملی المپیک به‌عنوان یک سازمان ورزشی استفاده کرده بودند و کارکنان این سازمان، تکمیل شد. با استفاده از تحلیل عاملی اکتشافی پنج عامل مؤثر در برند سازمانی شامل خدمت اصلی، مدیریت ارتباطات، مدیریت مالی و قانونی، مدیریت جایگاه (موقعیت‌یابی) و توسعۀ ساختاری شناسایی شدند. به‌منظور کشف روابط بین عوامل، مدل پیشنهادی آزمون شد. نتایج حاصل از آزمون مدل پیشنهادی نشان داد عامل خدمت اصلی به‌طور مستقیم بر ارتباطات سازمان و توسعۀ ساختاری و مدیریت مالی به‌طور غیرمستقیم بر مدیریت جایگاه تأثیر داشته است. همچنین عامل ارتباطات با ضریب اثر زیادی تأثیر خود را بر عامل جایگاه نشان داده است. براساس نتایج این تحقیق خدمت اصلی، یعنی همان وظیفه و مأموریت اصلی سازمان که برای سازمان تعریف شده است، با اثرگذاری بر سایر عوامل، می‌تواند موجب ارتقای برند سازمانی شود.
کلیدواژه‌ها
عنوان مقاله [English]
Factors Affecting Brand Equity of Sport Organization (IRI National Olympic Committee)
نویسنده [English]
- Homaila Takali
PhD of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]
Corporate brand is among those topics which have received less attention of researchers. In this study, the brand of a sports organization (National Olympic Committee of Iran) was examined. The researcher-made questionnaire (containing 45 items) was filled out by 250 players, coaches, supervisors, presidents of federations and reporters dispatched to the Asian Games who employed the services of National Olympic Committees as a sports organization as well as the staff of this organization. Using exploratory factor analysis, five factors influencing corporate brand including core service, communication management, legal and financial management, position management (positioning) and structural development were identified. The proposed model was tested to explore the relationship of factors. The results of the suggested model showed that the main service directly influenced organization communication, structural development and financial management while it indirectly influenced position management. Also, the communication factor showed an effect on the position (with a high impact factor). The results of this study showed that the main service (main duty and mission of the organization) not only itself but also with an effect on other factors can promote the corporate brand.
کلیدواژه‌ها [English]
- Brand
- Communication
- Exploratory Factor Analysis
- National Olympic Committee
- positioning
- sports organization
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