ارائه مدل برندسازی شخصی بانوان ورزشکار نخبه ایرانی
مطالعات مدیریت ورزشی
دوره 15، شماره 82 ، آذر و دی 1402، صفحه 177-202 1.09 M )
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2023.13923.3804 نویسندگان
عصمت کریم زاده 1 مینا مستحفظیان* 2 محمد کشتی دار 3 مهناز مروی اصفهانی 4 1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.2 دانشیار مدیریت ورزشی، مرکز تحقیقات طب ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران3 استاد مدیریت ورزشی، دانشگاه فردوسی مشهد، ایران4 استادیار، مرکز تحقیقات طب ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایرانچکیده هدف این پژوهش ارائه مدل برندسازی شخصی بانوان ورزشکار نخبه ایرانی بود. روش تحقیق از نوع کیفی بود که با رویکرد نظریه داده بنیاد استراوس و کوربین انجام شد. روش جمع آوری اطلاعات با استفاده از مصاحبه های نیمه ساختاریافته بود. فرآیند مصاحبه ها با 17 نفر از بانوان ورزشکار المپیکی، بازی های آسیایی، مدیران و اساتید و صاحب نظرانی که به نحوی در زمینه ورزش حرفه ای بانوان و برندسازی آن سوابق روشنی داشتند با استفاده از روش نمونه‌گیری هدفمند و بر اساس معیار اشباع نظری انجام شد. داده‌های جمع‌آوری‌شده با استفاده از کدگذاری باز، محوری و انتخابی تجزیه‌وتحلیل شدند و مدل نهایی استخراج گردید. از مجموع 98 کد مفهومی و 20 مقوله، بر اساس پدیده محوری، شرایط علی، بسترها و زمینه‌های لازم، متغیرهای مداخله‌گر، راهبردها و پیامدهای برند شخصی بانوان ورزشکار نخبه ایرانی تدوین گردید. نتایج یافته‌ها بیانگر آن است که شخصیت، هوش فرهنگی، رویت پذیری و هوش اجتماعی با فراهم‌سازی بسترهای سبک زندگی، پیشینه ورزشی و مسئولیت اجتماعی می‌توانند زمینه‌ساز برند شخصی بانوان ورزشکار نخبه ایرانی شوند. در این راستا با حمایت از ورزش بانوان، خودترویجی، عملکرد اخلاقی و بهره مندی از تصویر منسجم ارتباطات می‌توان پیامدهایی همچون ساخت هویت تجاری، پیشرفت مسیر شغلی، تقویت انگیزه و نشاط، الگوبودن و محبوبیت در جامعه را انتظار داشت. لذا ورزشکاران، مدیران و بازاریابان ورزشی می توانند با توجه بیشتر به این عوامل، بازاری از مشتریان و هواداران را خلق کرده و به کسب درآمد پایدار، و حفظ شهرت، محبوبیت و عزت نفس بپردازند. کلیدواژه‌ها
برندسازی ؛ بانوان ورزشکار ؛ نخبه ؛ پیشینه ورزشی ؛ هژمونی مردانه مراجع
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