نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی، دانشکدۀ مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد قزوین، قزوین، ایران
2 گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران
چکیده
مقدمه: هدف از پژوهش حاضر ارائۀ الگوی برندسازی صنعت پوشاک ورزشی ایران با استفاده از نظریۀ داده‌بنیاد بود.
روش پژوهش: روش تحقیق از نوع کیفی با رویکرد تحلیل سیستماتیک است. جامعۀ آماری شامل تمامی مدیران ارشد شرکت‌های تولیدات ورزشی، استادان صاحب‌نظر دانشگاه در حوزۀ مدیریت و بازاریابی ورزشی و اسناد و منابع علمی بود. نمونۀ آماری به تعداد قابل کفایت بر مبنای اشباع نظری به‌صورت هدفمند و در دسترس انتخاب و مورد نظرخواهی قرار گرفتند (16 نفر و 24 سند). ابزار پژوهش شامل مطالعۀ کتابخانه‌ای نظام‌مند و مصاحبۀ نیمه‌ساختاریافته بود و روایی ابزار با استفاده از روش‌های روایی‌سنجی کیفی مطلوب ارزیابی شد (روایی محتوایی). از روش کدگذاری و چارچوب‌بندی مفهومی برای تحلیل یافته‌ها استفاده شد.
یافته‌ها: چارچوب مفهومی برند پوشاک ورزشی در ایران در 14 حیطۀ کلی شامل قابلیت برند، ویژگی برند، مزیت رقابتی برند، عشق برند، تحولات بازار، ضعف اقتصادی، برندسازی پوشاک ورزشی، بازسازی برند، برندسازی شبکه‌های اجتماعی، خلاقیت و نوآوری برند، چرخش اقتصاد ورزش، ارتقای ارزش برند، بهبود عملکرد برند و وفاداری برند است.
نتیجه‌گیری: چارچوب ارائه‌شده در این پژوهش، شناختی از ابعاد برند پوشاک ورزشی را بر اساس ارتباط آن با مجموعه‌ای از فعالیت‌های مختلف ایجاد می‌کند. بر پایۀ این چارچوب، می‌توان به ارزیابی عینی از سطح فعالیت‌های مدیریت در هر شرکت‌های تولیدات ورزشی پرداخت و اطلاعات علمی در زمینۀ اقدامات مناسبی را که باید سازمان‌های ورزشی برای برندسازی انجام دهند، فراهم ساخت.
کلیدواژه‌ها
عنوان مقاله [English]
Presenting the Branding Model of Iran's Sportswear Industry using Grounded Theory
نویسندگان [English]
- Mojtaba Joudi 1
- Mahdi Naderi Nasab 1
- Rahim Ramezaninezhad 2
- Vahid Moghadam 1
1 Department of Sport Management, Islamic Azad University, Qazvin Branch, Qazvin, Iran
2 Department of Sport Management, Faculty of Sport Sciences, University of Guilan, Rasht, Iran
چکیده [English]
Introduction: The aim of this study was to present a branding model of Iranian sportswear industry using data-based theory.
Methods: The research method is qualitative with a systematic analysis approach. The statistical population included all senior managers of sports production companies, university professors in the field of sports management and marketing, and scientific documents and resources. A sufficient number of statistical samples based on theoretical saturation were available and purposefully selected (16 people and 24 documents). The research instruments included systematic library study and semi-structured interviews; the validity of the instrument was assessed using desirable qualitative validation methods (content validity). Coding and conceptual framing methods were used to analyze the findings.
Results: Conceptual framework of sportswear brand in Iran in 14 general areas including brand capability, brand characteristics, brand competitive advantage, brand love, market developments, economic weakness, sportswear branding, brand reconstruction, social media branding, brand creativity and innovation is the rotation of the sports economy, promoting brand value, improving brand performance and brand loyalty.
Conclusion: The framework presented in this study creates an understanding of the dimensions of the sportswear brand based on its relationship with a set of different activities. Based on this framework, it is possible to make an objective assessment of the level of management activities in each sports production company and provide scientific information on the appropriate measures that sports organizations should take for branding.
کلیدواژه‌ها [English]
- Brand
- Promoting brand Sportswear
- Sports Products
- Sports Goods
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