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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).

کلیدواژه‌ها

عنوان مقاله [English]

Qualitative Modeling of the Impact of Doping Scandal on Sport Marketing in Iran

نویسندگان [English]

  • Jasem Manouchehri 1
  • Mehrzad Hamidi 2

1 Assistant Professor in Sport Management, College of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

چکیده [English]

There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect selling positively by transferring their popular image to the endorsed product. But, it is heard lots about excommunicate behaviors in the sport world today. The main aim of the present paper was to explore the impact of doping scandal on sport marketing in Iran. Depth interviews data were analyzed in three phases: open coding, axial coding, and selective coding. 297 open codes were achieved by 18 interviews. Grouping axial codes in each case and comparing, all gained codes can be divided in five groups: brand image (athlete and endorsed product brands images), moral reasoning (moral coupling, moral decoupling, and moral rationalization), consumer behavioral consequences (word of mouth, purchasing intention, and brand loyalty), attitude change (attitudes change toward athlete and brand), and moral emotions (moral evaluation, contempt, anger, disgust, and sympathy).

کلیدواژه‌ها [English]

  • Doping
  • Endorsement
  • Marketing
  • Qualitative Model
  • Sport
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نشریه مدیریت ورزشی
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  • تاریخ دریافت: 19 مهر 1395
  • تاریخ بازنگری: 02 بهمن 1395
  • تاریخ پذیرش: 16 بهمن 1395
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