ارائه مدل عوامل موثر بر هویت برند ورزش کاراته در ایران

نوع مقاله : مقاله پژوهشی

نویسندگان
محمد علی بخشی 1
محمد کشتی دار 2
کاظم چراغ بیرجندی 3
حسین پیمانی زاد 1
1 گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
2 دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران
3 گروه تربیت بدنی و علوم ورزشی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
10.22034/ntsmj.2025.2057617.1196
چکیده
پژوهش حاضر با هدف تدوین مدل عوامل موثر بر هویت برند ورزش کاراته در ایران انجام شد. این مطالعه کاربردی با رویکرد اکتشافی-پیمایشی و روش کیفی انجام شد. جامعه آماری شامل مدیران ارشد ورزشی، اساتید دانشگاه، مربیان، پیشکسوتان، داوران، مدیران باشگاه‌ها و ورزشکاران کاراته با سابقه حداقل ۵ سال و مدال کشوری بود. نمونه‌گیری هدفمند و تا اشباع نظری ادامه یافت و ۱۶ مصاحبه انجام شد. داده‌ها با نرم‌افزار MAXQDA و نظریه داده‌بنیاد تحلیل شدند. تحلیل داده‌ها ۶۰ کد باز، ۱۰ کد محوری و ۳ کد نظری را شناسایی کرد. سه دسته اصلی عوامل موثر بر هویت برند کاراته مشخص شد: عوامل فرهنگی، شامل ماهیت، نماد، هنجار و منابع انسانی، که کاراته را با هویت ملی و ارزش‌های اخلاقی و تاریخی ایران پیوند می‌دهند؛ عوامل تعاملی، شامل جنبه‌های فنی، تصویرسازی و رسانه‌ای، که به پویایی و جذابیت ورزش می‌افزایند؛ و عوامل وجهه و اعتبار، شامل برندسازی داخلی، عملکرد ورزشی و ارتباطات ملی و بین‌المللی، که کاراته ایران را به عنوان یک برند معتبر جهانی تثبیت می‌کنند. نتایج نشان داد که هویت برند کاراته در ایران تحت تاثیر این سه دسته عوامل است که به طور همزمان کاراته را به عنوان بخشی از هویت ملی ایرانیان تقویت کرده و آن را به عنوان یک ورزش تاثیرگذار در سطح جهانی مطرح می‌سازند.
کلیدواژه‌ها
هویت برند
کاراته
برندسازی
باشگاه ورزشی
بازاریابی

عنوان مقاله English

Presenting a model of factors affecting the brand identity of karate sports in Iran

نویسندگان English

Mohammad Ali Bakshi 1
mohammad Keshtidar 2
Kazem Cheragh Birjandi 3
Hossein Peymanizad 1
1 Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran
2 Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
3 Department of Physical Education and Sport Sciences, Bir.C., Islamic Azad University, Birjand, Iran
چکیده English

Introduction: The purpose of the current research was to provide a model of factors influencing the brand identity of karate sports in Iran.

Method: This research was in the category of applied research, and its implementation method was exploratory-survey. Also, qualitative statistical method was used in this research. The statistical population of this research included; senior sports managers, university professors with marketing, brand and sports management expertise, as well as scientific and practical expertise of these individuals in the field of karate, coaches, veterans, referees, club managers and karate athletes (at least 5 years in the scientific field and with a national medal in karate) at the national level. The sampling method in the section was purposeful. Sampling was carried out until theoretical saturation and a total of 16 interviews were conducted. The interviews were entered in the form of a file in the input of the MAXQDA qualitative analysis software version 11; Finally, the data analysis method was carried out using grounded theory (Rockward Glaser) and a model of factors affecting the brand identity of karate in Iran was drawn.

Results: The results showed; In the coding stage, 60 codes were identified, in the axial coding stage, 10 codes were identified, and in the theoretical coding stage, 3 codes were identified. One of the factors affecting the brand identity of karate in Iran was cultural factors; this group of factors included concepts such as essence, symbol, norm, and human resources. The results showed that one of the factors affecting the brand identity of karate in Iran was interaction factors; this group of factors included concepts such as; technical, imagery, and media factors. The results showed that one of the factors affecting the brand identity of karate in Iran was reputation factors; this group of factors included concepts such as; internal branding, performance, and national and international communications.

Conclusion: The results of the present study showed that the brand identity of karate in Iran is influenced by three main categories of cultural, interactional, and reputational factors. Cultural factors, emphasizing moral and historical values, present karate as part of the national identity of Iranians. Interactional factors, focusing on technical, imaging, and media aspects, add to the dynamism and attractiveness of this sport. Also, reputational factors, through domestic branding, sports performance, and international communications, establish Iranian karate as a reputable and influential sport at the global level.

کلیدواژه‌ها English

Brand identity
Karate
Branding
Sports club
Marketing
بزرگ‌زاده، زهرا، فراهانی، ابوالفضل، اشرف گنجویی، فریده، صفانیا، علی محمد و باقریان فرح‌آبادی، محسن . (1401). ارائه الگوی پارادایمی عوامل مؤثر بر خودشیفتگی برند در صنعت ورزش. پژوهش‌های کاربردی در مدیریت ورزشی، 11(1)، 107-119. 10.30473/arsm.2022.8707
حسن‌نژاد شاندیز، احسان، اسماعیل‌زاده قندهاری، محمدرضا و عظیم‌زاده، سیدمرتضی. (1402). طراحی مدل مفهومی هویت برند ورزش شهروندی در ایران. مدیریت ورزشی، 15(3)، 231-214. 10.22059/jsm.2021.314450.2630
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رویکردهایی نوین در مدیریت ورزشی
دوره 13، شماره 51
زمستان
زمستان 1404
صفحه 302-328