عوامل تاثیرگذار بر برندسازی باشگاه های لیگ برتر فوتبال: با تاکید بر عوامل فرهنگی و ارتباطی

هدف مطالعه حاضر بررسی عوامل تاثیرگذار فرهنگی و ارتباطی بر برندسازی باشگاه های لیگ برتر فوتبال است. این پژوهش با رویکرد آمیخته در سال 1399 انجام گردیده است. این تحقیق در قسمت روش کیفی از استراتژی نظریه داده بنیاد (رویکرد گلیزر) و در بخش کمی از مدل سازی معادلات ساختاری استفاده کرده است. در بخش کیفی بر اساس روش نمونه گیری گلوله برفی تعداد 12 نفر از متخصصان حوزه ورزش و در بخش کمی نیز به شکل تصادفی 370 نفر از هوادارن تیم های فوتبال لیگ برتر انتخاب شدند. داده های پژوهش در بخش کیفی از طریق مصاحبه و در بخش کمی از طریق پرسشنامه گردآوری گردید. برای تجزیه و تحلیل داده ها نیز از دو نرم افزار maxqda وgraphics amosاستفاده شد. نتایج تحقیق در بخش کیفی نشان داد که در مرحله کدگذاری باز تعداد 19 کد استخراج گردید. در بخش کمی نیز نتایج تحلیل عامل تاییدی حاکی از تایید یافته های مراحل سه گانه کدگذاری بود. در واقع، مقدار بارهای عاملی متغیرهای آشکار بیانگر اطمینان به سازه مورد نظر‌ داشت. شاخص‌های ارزیابی کلیت مدل معادله ساختاری نیز نشان داد که برازش داده‌ها با مدل برقرار است و تمامی شاخص‌ها شامل شاخص های برازش، شاخص های برازش مطلق و شاخص های برازش مقتصد دلالت بر مطلوبیت مدل اندازه‌گیری عوامل موثر بر برندسازی باشگاه های لیگ برتر فوتبال با تکیه بر ارزشیابی مشتریان دارند.

examining the factors affecting premier league football clubs’ branding, with a focus on cultural and communication factors

introductionsports organizations are entertainment providers, but they also need to consider branding if they want to succeed in the world of competitive sports. from this vantage point, their primary objective is to comprehend their customers and supporters and work to meet their needs and desires (brunello, 2018). successful sports teams see themselves as brands, especially in international markets, and the modern world is the setting for the presence of brands that, in addition to controlling their markets, inspire consumers and build value for their shareholders. they contribute to the social sense of commitment and purpose, and by making ideas and innovations known in the international trade sphere, they enhance the reputation of their country and nation (sajjadi et al., 2013). in the modern world, big teams are competing with domestic teams and teams from other leagues to attract the media. big teams are also interested in bringing more spectators to the stadium through marketing strategies and as a result, the clubs’ revenue will rise (vahdati et al., 2012).football as a sport provides a thorough understanding of how various factors, including sports commercial brands (rajabzadeh et al., 2017). the brand of football teams, in addition to professional sports teams, undoubtedly plays a special role in elevating the status of teams on a national and international level. major clubs can make significant financial and intellectual gains by managing their brand. one of the barriers to investment and financial support in iran’s sports industry is the lack of recognition and poor credibility of the brand of the country’s professional clubs and leagues on a national and international level (abdollahzadeh and toli, 2016). brand credibility is the value and acceptability of the brand in the organization based on three customer-focused dimensions; it should be competent and innovative, reliable and able to attract customers over the long term, attractive and entertaining, and worth the cost to the consumer; in this instance, it has the necessary credibility with the customer. methodologythe method is mixed (quantitative and qualitative); in the qualitative section, the glaser grounded theory was applied. confirmatory factor analysis was used in conjunction with the structural equation modeling approach in the quantitative section.professors in the fields of marketing management, sports management, sports marketing specialists, managers and officials of premier league football clubs, and representatives from league organizations make up the population of the current study’s qualitative section. the research’s statistics only represent a small portion of the premier league clubs’ customers (fans and spectators) who were chosen through the stratified sampling method. resultsselective codingthe process involved merging the various categories that were expressed during the axial coding stage, performing a general analysis, and then developing the conceptual model of the study based on the results of this analysis. the four categories that were extracted during the axial coding stage are listed below under the broad heading &influential factors,&. table (5) measurement model indicators of factors affecting the branding of premier league clubsindicatorsnameabbreviationfinal modelaccepted fitfit indicesgoodness-of-fit indexgfi0.948greater than 0.90adjusted goodness-of-fitagfi0.917greater than 0.90absolute fit indicesnormed fit indexnfi0.922greater than 0.90comparative fit indexcfi0.954greater than 0.90relative fit indexrfi0.912greater than 0.90incremental fit indexifi0.955greater than 0.90parsimonious normed fit indexpnfi0.674greater than 0.50parsimony fit indicesroot mean square error of approximationrmsea0.059less than 0.10discrepancy divided by degree of freedomcmin/df2.258between 1 and 3 the assumed model compiled by the research data is supported, or put another way, the fit is established and all of the generality evaluation indices of the structural equation model are within their optimal range. the indicators, which are a component of the chi-square to degree of freedom ratio, show how desirable the elements influencing premier league football clubs’ branding are. conclusionin order to combat social ills like addiction and social abnormality among young people, branding can be helpful. the findings of this study demonstrated that there are four categories of factors that influence the branding of premier league clubs, including cultural aspects, fan communication, the club’s popularity and credibility, and the effectiveness of the club’s public relations. iranian clubs don’t appear to have done particularly well in terms of club cultural activities.it should be noted that in the context of the effect of fan communication on club branding, activities like the existence of fan systems, the issuance of fan cards, and the free participation of fans in club team trainings lead to the feeling of empathy among fans with each other, the club, and the players, and the level of engagement with the club increases. in doing so, it aims to grow and strengthen the club’s brand by boosting its popularity and backing. a positive relationship with the public can boost the club brand’s popularity, reputation, and acceptance. it can also increase the number of fans. considering this, it would appear necessary to create robust platforms for fan attraction and mutual communication between club agents and fans in order to brand clubs. a positive relationship with the public can boost the club brand’s popularity, reputation, and acceptance. it can also increase the number of fans. considering this, it would appear necessary to create robust platforms for fan attraction and mutual communication between club agents and fans in order to brand clubs.