نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

2 گروه 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

عنوان مقاله [English]

Branding of Women's Football in Asia and Providing a Model

نویسندگان [English]

  • Razieh Givi 1
  • Hossein Eydi 2

1 Department of Sport Management, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran

2 Department 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
Roshani F, Sanaei, M. Prioritization of effective factors in talent identification of basketball (Case study: high school girls in Islamshahr, Tehran). Physical education and sports science studies, 2017. 2(2), 16-27. (In Persian).
Salimi, M, Sultan Hosseini, M, Nasrasfahani, D. Prioritize barriers to the development of private companies' financial support for championship sports based on summarizing the results of MADM methods using the POSET integration technique. Sports Management Studies, 2013. 5(21), 149-172. (In Persian).
Rostami, S. Designing the football development strategy of Gilan province based on SWOT analysis. University of Guilan, Faculty of Physical Education and Sports Sciences, 2015. 2-5. (In Persian)
Mihalik, J P, Lynall, R C, Teel, E F, Carneiro, K A. Concussion management in soccer. Journal of Sport and Health Science, 2014. 3(4), 307-313.
karson, B. The business of sport and the sport of business: A review of the compensation literature in finance and sports. International Review of Financial Analysis, 2014. 47, 197-204.
Rasooli, S. M, Saatchian, V, Elahi, A. Distribution of power in Iranian professional football leagues and European top leagues using economic indicators (K team, Lorenz curve and Chinese coefficient). Sports Management Studies, 2013. 5(17), 175-190. (In Persian).
Hoffmann, R, Ging, L C, Ramasamy, B. THE SOCIO-ECONOMIC DETERMINANTS OF INTERNATIONAL SOCCER PERFORMANCE. Journal of Applied Economics, 2002. 5(2), 253-272.
Farzalipour, S C, Akalan, S, Tuncel, B, Ghorbanzadeh, M, Majid, M M Z, Kashef N. Hajizadeh, N. "The role of mass media in women’s sport." www. Scholars Researc Hlibrary. com, European Journal of Sports and Exercise Science, 2012. 1(1), 6-13.
Rezaei Sufi, M. Survey of leisure time of high school male students in Rasht city. Neshat Magazine, 2005. 4(3), 98-105. (In Persian).
Eftekhari, O, Gohar Rostami, H, Boroumand, M. Identifying barriers to the development of women's football management in Iran. Quarterly Journal of Sports Management and Development, 2015. 7(2), 143-163. (In Persian).
Ehsani, M, Koozehchian, H, Kashkar, S. Study and analysis of inhibitory factors and the level of participation of women in Tehran in recreational sports activities. Research in sports science, 2007. 17, 63-87. (In Persian).
Green, M, Houlihan, B. Elite sport development. Policy learning and political priorities. London and New York: Rutledge, 2005. 23(4), 36-39.
Bagheri, H, Mursal, B, Fahimi Nejad, A, Rashid Lemir, A. Identifying the effective factors on attracting sponsors of championship sports Case study: (North Khorasan province). Sports management, 2019. 11(4), 761-785. (In Persian).
Khaledifar, R, Dosti, M, Gholampour, M. Economic Challenges of Iranian Women's Football Development. The second national conference on the achievements of sports sciences and health in Ahvaz, 2018. 1-9. (In Persian).
Abyari, M, Sajjadi, S A, Ismail Sharifian, I. The effect of sports orientation on the sports commitment of the players of the country's women's soccer premier league. Bi-Quarterly Journal of Research in Sports Management and Motor Behavior, 2016. 12(28), 75-82. (In Persian)
Valenti, M, Scelles, N, Morrow, S. Elite sport policies and international sporting success: a panel data analysis of European women’s national football team performance, European Sport Management Quarterly, 2019. 20(3), 300-320.
Ferguson, L B, Epp, G, Wuttunee, K, Dunn, M, McHugh, T, Humbert, M. It’s more than just performing well in your sport. It’s also about being healthy physically, mentally, emotionally, and spiritually’: Indigenous women athletes’ meanings and experiences of flourishing in sport, Qualitative Research in Sport, Exercise and Health, 2019. 11(1), 1-19.
Mikkonen, M. "Sponsoring in a finnish women's football club: case: pallokissat kuopio ry, (Savonia University of Applied Sciences Thesis, 3). 2017. 1-76.
Charamas, K (2006). Grounded theory book, SAGE publishing, 78-89.
Mohamadi Askarabadi, M, eydi, H, Abbasi, H. Thematic Analysis of Factors Affecting the Development of Iran's Sport Economy. Sport Management and Development, 2020. 9(4), 20-35. (In Persian).
Mirza Hosseini, M. A study of women's sports and barriers to its growth and development in Iranian society. First International Conference on Social Sciences and Sociology, Shiraz, 2015. 1-8. (In Persian).
Azadan, M, Askarian, M, Ramezani Nejad, R. investigating the strategies for attracting sponsors in Iranian professional football. Sports Management Studies, 2012. 4(13), 123-136. (In Persian)
Monazami, M, Alam, Sh, Shetab Bushehri, S N. Determining the effective factors on the development of women's physical education and sports in the Islamic Republic of Iran. Sports Management, 2011. 3(10), 151-168. (In Persian).