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Mousavi, Seyed Mohammad Mahdi, Asadollahi, Ehsan, Marefati, Akbar. (1401). Identifying and Prioritizing the Factors Affecting Brand Development of the Khorasan Razavi Volleyball Board. جلوه هنر, 3(1), 85-99. doi: 10.22051/sbj.2023.41539.1046
Seyed Mohammad Mahdi Mousavi; Ehsan Asadollahi; Akbar Marefati. "Identifying and Prioritizing the Factors Affecting Brand Development of the Khorasan Razavi Volleyball Board". جلوه هنر, 3, 1, 1401, 85-99. doi: 10.22051/sbj.2023.41539.1046
Mousavi, Seyed Mohammad Mahdi, Asadollahi, Ehsan, Marefati, Akbar. (1401). 'Identifying and Prioritizing the Factors Affecting Brand Development of the Khorasan Razavi Volleyball Board', جلوه هنر, 3(1), pp. 85-99. doi: 10.22051/sbj.2023.41539.1046
Mousavi, Seyed Mohammad Mahdi, Asadollahi, Ehsan, Marefati, Akbar. Identifying and Prioritizing the Factors Affecting Brand Development of the Khorasan Razavi Volleyball Board. جلوه هنر, 1401; 3(1): 85-99. doi: 10.22051/sbj.2023.41539.1046

Identifying and Prioritizing the Factors Affecting Brand Development of the Khorasan Razavi Volleyball Board

Sports Business Journal
مقاله 6، دوره 3، شماره 1 - شماره پیاپی 5، فروردین 2023، صفحه 85-99    اصل مقاله (942.89 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2023.41539.1046
نویسندگان
Seyed Mohammad Mahdi Mousavi1؛ Ehsan Asadollahi* 2؛ Akbar Marefati2
1Master's student in Sports Management, Sanabad Golbahar Institute of Higher Education, Khorasan Razavi, Iran.
2Assistant professor, Faculty Member of Senabad Golbahar Institute of Higher Education, Khorasan Razavi, Iran.
چکیده
Purpose: One of the necessities of every sports committee in carrying out tasks, implementing programs, and achieving goals is the existence of appropriate financial resources.  The study aimed to identify and prioritize factors affecting the development of the Khorasan Razavi province volleyball team brand.
Methodology: The current study used Q methodology by the quantitative-qualitative mixed method. The 23 participants included athletes, coaches, referees, volleyball club managers, and brand experts.
Findings: The results showed that six mental patterns had affected the brand, including professionalism, media, power, education, events, and nationalism. Leading sport organizations must learn and train this science in their members and include branding training in their training programs. Furthermore, they hold annual junior and regular competitions, invite elites, hold scientific circles, and help develop the infrastructure. Although, it is necessary to develop the city and province sports brands.
Originality: We presented the solutions to develop the brand of the province's volleyball team.
کلیدواژه‌ها
Branding؛ Sports Team؛ Media؛ Event
عنوان مقاله [English]
شناسایی و اولویت‌بندی عوامل موثر بر توسعه برند هیات والیبال استان خراسان رضوی
نویسندگان [English]
سید محمد مهدی موسوی1؛ احسان اسداللهی2؛ اکبر معرفتی2
1دانشجوی کارشناسی ارشد مدیرت ورزشی موسسه آموزش عالی سناباد گلبهار، خراسان رضوی، ایران.
2استادیار، عضو هیئت علمی موسسه آموزش عالی سناباد گلبهار، خراسان رضوی، ایران.
چکیده [English]
هدف: یکی از وظایف ضروری هر هیئت ورزشی برای اجرای برنامه ها و دستیابی به اهداف، وجود منابع مالی مناسب است.
پژوهش حاضر با هدف شناسایی و اولویت‌بندی عوامل موثر بر توسعه برند هیات والیبال استان خراسان رضوی انجام شد.
روش: این پژوهش به روش کیو و آمیخته کمی- کیفی انجام شد. مشارکت کنندگان در این پژوهش شامل ۲۳ نفر از  ورزشکاران، مربیان، داوران و مدیران باشگاه والیبال و همچنین استاد دانشگاه با تخصص بازاریابی و برند بودند. 
یافته‌ها: براساس نظرات خبرگان، شش الگوی ذهنی شناسایی شدند که به ترتیب شامل توجه به حرفه‌ای‌‏گری، رسانه، نیروهای موثر، آموزش، رویداد، و ارزش‌های ملی بودند. سازمان‌های ورزشی پیشرو باید کارکنان خود را با علم و تخصص مدیریت برند آشنا سازند. همچنین مناسب است با برگزاری منظم مسابقات سالانه در رده‌های نوجوانان و جوانان، دعوت از نخبگان، و برگزاری همایش‌های علمی، به توسعه زیرساخت‌ها و رشد ارزش برند سازمان خود کمک کنند. اگرچه در کنار این فعالیت‌ها، رشد و توسعه برند ورزشی شهر و استان نیز ضروری است.
اصالت و ابتکار مقاله: راهکارهای ارائه شده می‌تواند برای توسعه برند هیات والیبال استان مورد استفاده قرار گیرند.
کلیدواژه‌ها [English]
برندسازی, تیم ورزشی, رسانه, رویداد
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