مطالعۀ پیشبرد اهداف مسئولیت اجتماعی شرکتی مبتنی بر پرتفوی حامیان مالی ورزشی
مطالعات مدیریت ورزشی
مقاله 1 ، دوره 14، شماره 73 ، مرداد و شهریور 1401، صفحه 17-52 697.38 K )
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2021.10202.3341 نویسندگان
فاطمه وزیری 1 ژاله معماری* 1 عباس رضایی پندری 2 1 دانشگاه الزهرا2 دانشگاه تربیت مدرسچکیده حمایت مالی و مسئولیت اجتماعی دو بخش مهم و تاثیرگذار در دنیای ورزش است. به‌طوری‌که انجام فعالیت‌های مسئولیت اجتماعی نشان‌دهنده اهمیت جامعه و رخدادهای آن برای حامیان و حمایت‌شونده‌ها است. هدف از انجام این تحقیق، مطالعۀ پیشبرد اهداف مسئولیت اجتماعی شرکتی مبتنی بر پرتفوی حامیان مالی ورزشی بود که برای انجام آن از روش کیفی و نوع مرور نظام‌مند با رویکرد داده‌بنیاد استفاده شد. از 62 سند شناسایی شده 356 کدباز، 59 مفهوم و 11 مقوله شناسایی شدند. نتایج نشان داد، برای دستیابی به نتایج مطلوب مبتنی بر پرتفوی حامی شامل«دستیابی به ارتباطات» و «انتقال ویژگی‌های مختلف » لازم است معیارهای انتخاب شامل «تناسب»، «شخصیت حامی»، «مدیریت»، «اندازه پرتفوی حامی» باشند. همچنین، لازم است حامیان مالی در فرآیند انتخاب ابتدا به تعیین اهداف پرداخته و سپس انتخاب را بر اساس معیارهای مربوطه انجام دهند. علاوه‌براین، پیشبرد مسئولیت اجتماعی در برنامه‌های حمایت مالی طی سه مرحله «برنامه‌ریزی»، «اجرا و توسعه» و «ارزیابی» صورت می‌گیرد. نتایج فعالیت‌های مسئولیت اجتماعی شامل«تاثیرگذاری آن بر سازمان»، «تاثیرگذاری بر تصویر حامی» و «تاثیرگذار بر رفتار و نگرش مصرف‌کننده» هستند. رعایت اصول انتخاب حمایت‌شونده و مدنظر قراردادن ویژگی‌ها و مشخصات پرتفوی حامی کمک می‌کند تا طراحی برنامه‌های مسئولیت اجتماعی و اجرای آن‌ها، به‌طور موفقیت‌آمیزی صورت گرفته و منجر به افزایش اثربخشی و سهولت در دستیابی به اهداف حمایت مالی، ارائه و تقویت تصویر مثبت از حامی به مصرف کننده و افزایش ارزش تجاری شرکت حامی و حمایت‌شونده گردد. کلیدواژه‌ها
پرتفوی حامی ؛ تصویرحامی ؛ رفتار مصرف کننده ؛ مرور نظام‌مند مراجع
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