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eSports Branding in a Globalized Era: A Multimethod Analysis of the FIFAe World Cup | ||
Sports Business Journal | ||
مقاله 2، دوره 4، شماره 3 - شماره پیاپی 11، آذر 2024، صفحه 39-59 اصل مقاله (732.02 K) | ||
نوع مقاله: Original Article | ||
شناسه دیجیتال (DOI): 10.22051/sbj.2024.46102.1135 | ||
نویسندگان | ||
Maryam Koohfallah1؛ Hossein Abdolmaleki* 2؛ Mahvash Noorbakhsh3؛ Parivash Noorbakhsh3 | ||
1PhD Candidate, Department of Sport Management, Karaj branch, Islamic Azad University, Karaj, Iran. | ||
2Assistant Professor, Department of Sport Management, Karaj branch, Islamic Azad University, Karaj, Iran. | ||
3Professor, Department of Sport Management, Karaj branch, Islamic Azad University, Karaj, Iran. | ||
چکیده | ||
Purpose: The research focuses on esports branding in the era of globalization, with a multimethod analysis of the FIFAe World Cup. Methodology: This research was conducted in two parts: quantitative and qualitative. The statistical population of this study was experts in the field of brand and esports. Twenty people from the research community were interviewed and selected as the statistical sample of the research. This research uses Fuzzy Delphi, the balanced scorecard, and the Fuzzy Analytic Hierarchical Process. Finding: The qualitative section identified the most critical challenges in developing the FIFAe World Cup brand using the Fuzzy Delphi method, resulting in 17 concepts. In the quantitative part, the fuzzy analytic hierarchical process determined the priority of each challenge affecting brand development. The study found that Weakness in the management structure was the most critical challenge from the perspective of internal processes, neglect of research was the most significant challenge from the perspective of growth and learning, ignorance of new methods of monetization and sponsorship were the most critical challenges from the standpoint of financial aspects, and Weakness in service quality was the most vital challenge from the perspective of customers. Originality: The implications of this research suggest that using this model can help familiarize managers with priorities for addressing brand development challenges of the FIFAe World Cup and enable the integration of brand performance evaluation. Overall, this study provides valuable insights into the challenges and strategies for developing the brand of the FIFAe World Cup and offers a structured approach for addressing these challenges. | ||
کلیدواژهها | ||
Balanced Scorecard؛ Brand Development؛ eSports؛ Strategic Analysis | ||
عنوان مقاله [English] | ||
برندسازی ورزشی در عصر جهانیشدن: تجزیه و تحلیل چندگانه جام جهانی فوتبال الکترونیک | ||
نویسندگان [English] | ||
مریم کوهفلاح1؛ حسین عبدالمالکی2؛ مهوش نوربخش3؛ پریوش نوربخش3 | ||
1دانشجوی دکتری، گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران. | ||
2استادیار، گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران. | ||
3استاد، گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران. | ||
چکیده [English] | ||
هدف: این تحقیق بر روی تحلیل چالشها و استراتژیهای توسعه برند جام جهانی فوتبال الکترونیکی تمرکز دارد. روش: این مطالعه از روشهای تحقیق کمی و کیفی استفاده کرده و افراد متخصص در زمینه برند و ورزش الکترونیک را به عنوان جمعیت آماری در نظر گرفته است. در این تحقیق از ترکیب روشهای فازی دلفی، کارت امتیازی متوازن و فرایند تحلیل سلسله مراتبی فازی استفاده شده است. یافتهها: بخش کیفی شناسایی مهمترین چالشها در توسعه برند جام جهانی فوتبال الکترونیکی با استفاده از روش فازی دلفی صورت گرفت و در نهایت 17 مفهوم مشخص شد. در بخش کمی، اولویت هر چالش در توسعه برند با استفاده از فرایند تحلیل سلسله مراتبی فازی مشخص شد. این مطالعه نشان داد که ضعف در ساختار مدیریت از دیدگاه فرآیندهای داخلی، نادیده گرفتن تحقیقات از دیدگاه رشد و یادگیری، نادیده گرفتن روشهای جدید برای پولگرفتن و حامیانگی از دیدگاه جنبههای مالی، و ضعف در کیفیت خدمات از دیدگاه مشتریان، مهمترین چالشها بودند. اصالت و ابتکار مقاله: پیامدهای این تحقیق نشان میدهد که استفاده از این مدل میتواند به مدیران کمک کند تا با اولویتبندی برای رفع چالشهای توسعه برند جام جهانی FIFAe آشنا شوند و اجازه دهد تا ارزیابی عملکرد برند را به صورت یکپارچه انجام دهند. بهطور کلی، این مطالعه به نکات قابل ارزشی درباره چالشها و استراتژیهای توسعه برند جام جهانی FIFAe پرداخته و روش ساختارمند برای پرداختن به این چالشها ارائه کرده است. | ||
کلیدواژهها [English] | ||
تحلیل استراتژیک, توسعه برند, کارت امتیازی متوازن, ورزشهای الکترونیکی | ||
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