دوره 13، شماره 26 - ( 10-1402 )
جلد 13 شماره 26 صفحات 140-123 |
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Shahhosseini A, Sajadi S N, Rajabi H. Identifying The Effective Factors Of Personal Branding In Individual Sport Athletes. JRSM 2023; 13 (26) :123-140
URL: http://jrsm.khu.ac.ir/article-1-3245-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3245-fa.html
شاه حسینی علی، سجادی سید نصراله، رجبی حسین. شناسایی عوامل مؤثر بر برند سازی شخصی در ورزشکاران رشته‌های انفرادی. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1402; 13 (26) :123-140
علی شاه حسینی1 
، سید نصراله سجادی2 ، حسین رجبی* 3
، سید نصراله سجادی2 ، حسین رجبی* 3
1- دانشجوی دکترای مدیریت ورزشی، دانشگاه تهران. ایران.
2- استاد دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.
3- استادیار مدیریت ورزشی، پردیس بین‌المللی کیش دانشگاه تهران. ، horajabi@ut.ac.ir
2- استاد دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.
3- استادیار مدیریت ورزشی، پردیس بین‌المللی کیش دانشگاه تهران. ، horajabi@ut.ac.ir
چکیده: (3185 مشاهده)
هدف از تحقیق حاضر شناسایی عوامل مؤثر بر برند سازی شخصی برای ورزشکاران رشته‌های انفرادی بود. روش پژوهش از منظر رویکرد کیفی بود. جامعه آماری پژوهش شامل 18 نفر از ورزشکاران شاخص که قهرمانان ملی و بین‌المللی و صاحب‌نظران بازاریابی ورزشی است. روش نمونه‌گیری هدفمند بود. ابزار گردآوری دادهها مصاحبه‌های عمیق و نیمه ساختاریافته بود. تحلیل دادهها در نرم‌افزار مکس کیودا نسخه 2020 انجام شد. 136 گزاره اولیه با مجموع فراوانی 247 و با 3 مقولۀ اصلی (عامل محیطی، ویژگی‌های فردی ورزشکاران، ویژگی‌های عملکردی) و 8 مقوله فرعی (رسانههای جمعی، عوامل اجتماعی، عوامل مدیریتی، شرایط اقتصادی، خصوصیات شخصیتی فرد، مسئولیتهای اجتماعی، مهارت‌های اجتماعی) به عنوان شاخص‌های مؤثر بر برند سازی شخصی در ورزشکاران رشته‌های انفرادی احصاء شدند. نتایج نشان داد که ورزشکاران جهت ارتقای هرچه بیشتر برند شخصی خود به عوامل محیطی به ویژه رسانههای جمعی توجه بیشتری نموده و در حد امکان، آن را بهتر مدیریت نمایند. همچنین مسئولین برخی عوامل مدیریتی مانند بودجه اختصاص داده‌شده به رشته ورزشی، برنامهریزی جامع به منظور ارتقای همه‌جانبه ورزشکاران، نظارت بر رفتار و روابط ورزشکاران در محیط اجتماع و وجود زیرساختهای قانونی که برند ورزشکاران را تحت تأثیر قرار میدهد را مدنظر قرار دهند.
واژه‌های کلیدی: بازاریابی ورزشی، برند سازی شخصی، برند سازی ورزشکاران، استراتژی برند، ورزشکاران حرفه‌ای.
نوع مطالعه: پژوهشي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1402/3/8 | پذیرش: 1402/9/19 | انتشار الکترونیک پیش از انتشار نهایی: 1402/9/19 | انتشار: 1402/10/8
دریافت: 1402/3/8 | پذیرش: 1402/9/19 | انتشار الکترونیک پیش از انتشار نهایی: 1402/9/19 | انتشار: 1402/10/8
فهرست منابع
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34. Huttunen H. Personal Branding of Athletes: Examining the factors influencing the personal brand equity of an athlete on social media. 2021.
35. Arai A, Ko YJ, Kaplanidou K. Athlete brand image: Scale development and model test. European Sport Management Quarterly. 2013 Sep 1;13(4):383-403. [DOI:10.1080/16184742.2013.811609]
36. Milovanovic S, Baltezarevic B, Milovanovic N. Personal branding through leadership. International Review. 2015: 3-4. [DOI:10.5937/intrev1504075M]
37. Labrecque LI, Markos E, Milne GR. Online personal branding: Processes, challenges, and implications. Journal of interactive marketing. 2011 Feb;25(1):37-50. [DOI:10.1016/j.intmar.2010.09.002]
38. Brogan C. Personal Brands of Professional and Collegiate Female Athletes (Doctoral dissertation, University of Oregon). 2015.
39. Montoya P, Vandehey T. The brand called you. New York, NY: McGraw-Hill; 2009.
40. Gorbatov S, Khapova SN, Lysova EI. Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in psychology. 2018 Nov 21;9:2238. [DOI:10.3389/fpsyg.2018.02238]
41. El Baroudi S, Fleisher C, Khapova SN, Jansen P, Richardson J. Ambition at work and career satisfaction: The mediating role of taking charge behavior and the moderating role of pay. Career Development International. 2017 Feb 13;22(1):87-102. [DOI:10.1108/CDI-07-2016-0124]
42. Pagis M, Ailon G. The paradoxes of self-branding: An analysis of consultants' professional web pages. Work and Occupations. 2017 Aug;44(3):243-67. [DOI:10.1177/0730888417709327]
43. Gandini A. Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing theory. 2016 Mar;16(1):123-41. [DOI:10.1177/1470593115607942]
44. Schultz DP, Schultz SE. Theories of personality. Cengage Learning; 2016.
45. Arai A, Ko YJ, Ross S. Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review. 2014 May 1;17(2):97-106. [DOI:10.1016/j.smr.2013.04.003]
46. Carter DM. Money games: profiting from the convergence of sports and entertainment. Stanford University Press; 2010 Nov 9. [DOI:10.1515/9780804776790]
47. Montoya P, Vandehey T. The personal branding phenomenon: realize greater influence, explosive income growth and rapid career advancement by applying the branding techniques of Michael, Martha & Oprah. Peter Montoya; 2002.
48. Hasaan A, Kerem K, Biscaia R, Agyemang K. Understanding the implications of athlete brand among fans. Technics Technologies Education Management. 2016;11(1):69-82.
49. Madrigal H, Sanchez-Villegas A, Martinez-Gonzalez MA, Kearney J, Gibney MJ, De Irala J, Martínez JA. Underestimation of body mass index through perceived body image as compared to self-reported body mass index in the European :union:. Public health. 2000 Nov 1;114(6):468-73. [DOI:10.1038/sj.ph.1900702]
50. Mcghee T. The rise and rise of athlete brand endorsements. Journal of Brand Strategy. 2012 Jun 1;1(1):79-84.
51. Yang Y, Shi M. Rise and fall of stars: Investigating the evolution of star status in professional team sports. International Journal of Research in Marketing. 2011 Dec 1;28(4):352-66. [DOI:10.1016/j.ijresmar.2011.05.004]
52. Trail GT, Anderson DF, Fink JS. Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly. 2005 Jun 1;14(2).
53. Razvan BM, Catalin P. Branding in sport. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy Series. 2018 Sep 1(5).
54. Sajjadi SN, Rajabi H, Abed Lati M, Tarighi R. Identifying Factors Affecting Brand Equity of Professional Football Teams The Case Study of Esteghlal Tehran Football Club. Sport Management Studies. 2016 Dec 21;8(39):87-102.
55. Susan F, Giana E. Managing the Human in Human Brands. GfK Marketing Intelligence Review. 2018;10(1):30-3. [DOI:10.2478/gfkmir-2018-0005]
56. Keshkar S, Ghafoori F, Aramon S. Identifying Iranian sport Human brand characteristics and the rate of social acceptance of it in the internal products marketing of Iran. Research in Sport Management and Motor Behavior. 2016 Sep 10;6(11):91-104.
57. Azadi R, Javani V. Influence of Social Responsibility on Branding of Individual Athletes as a Mediator of Brand Reputation and Attachment (Case Study: Ali Daei). Sport Management Studies. 2018 Nov 22;10(51):247-66.
58. Park CW, MacInnis DJ. Introduction to the special issue: Brand relationships, emotions, and the self. Journal of the Association for Consumer Research. 2018 Apr 1;3(2):123-9. [DOI:10.1086/696969]
59. Borrego M, Douglas EP, Amelink CT. Quantitative, qualitative, and mixed research methods in engineering education. Journal of Engineering education. 2009 Jan;98(1):53-66. [DOI:10.1002/j.2168-9830.2009.tb01005.x]
60. Guba EG, Lincoln YS. Competing paradigms in qualitative research. Handbook of qualitative research. 1994;2(163-194):105.
61. Stemler S. An overview of content analysis. Practical assessment, research, and evaluation. 2001 Jun 1;7(1).
62. Schweizer N, Dietl HM. Brand management throughout professional athletes' careers. 2015. [DOI:10.2139/ssrn.2571871]
63. Ramazani F, Keshtidar M, Azimzadeh SM. Analyzing the expectations and attitudes governing the personal brand of sports attendants of Qods Razavi province and presenting a suitable model. The second national sports brand conference with Razavi's sports identity approach. 2019. (in Persian).
64. Amanati A, Abadi RN, Hamidi M. Designing social media sports marketing model. New Trends in Sport Management. 2020 Jul 10;8(29):73-86.
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