طراحی مدل کیفی اثر رسوایی دوپینگ بر بازاریابی در ورزش ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکدۀ تربیت ‌بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران

2 دانشیار مدیریت ورزشی، دانشکدۀ تربیت ‌بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده

عوامل عدیده‌ای بر رفتار خرید مصرف‌کنندگان تأثیر می‌گذارند. از طرفی اعتقاد بر این است که مشاهیر در صورت انتقال تصویر محبوب خود به محصول از طریق صحه‌گذاری، تأثیری مثبت بر میزان فروش دارند. اما امروزه اخبار زیادی در خصوص رفتارهای طرد کردن در دنیای ورزش شنیده می‌شود. هدف اصلی تحقیق حاضر بررسی تأثیر رسوایی دوپینگ بر بازاریابی ورزشی بود. تحلی داده‌های حاصل از مصاحبه‌های عمیق در قالب سه مرحلۀ کدگذاری باز، کدگذاری محوری و کدگذاری گزینشی بوده است. در مجموع 297 کد باز از تحلیل هجده مصاحبه به‌دست آمد. گروه‌بندی کدهای محوری در هر مورد و مقایسۀ آنها، نشان داد که می‌توان تمامی کدهای به‌دست‌آمده را در پنج گروه اصلی جای داد: تصویر برند (تصویر برند ورزشکار و محصول تحت تبلیغ وی)، استدلال اخلاقی (اتصال اخلاقی، جدایی اخلاقی و توجیه عقلانی- اخلاقی)، پیامدهای رفتاری مصرف‌کننده (بازاریابی دهان به دهان، قصد خرید و وفاداری به برند)، تغییر نگرش (تغییر نگرش به ورزشکار و برند)، احساسات اخلاقی (ارزیابی ‌اخلاقی، تحقیر، خشم، انزجار و همدردی).

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