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Key Sustainability Drivers of Persepolis Club Brand | ||
| Sports Business Journal | ||
| دوره 4، شماره 2 - شماره پیاپی 10، شهریور 2024، صفحه 119-139 اصل مقاله (942.35 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22051/sbj.2024.45126.1121 | ||
| نویسندگان | ||
| Zahra Rajaeizadeh1؛ Ali Asghar Doroudian* 2؛ Masoume Shahbazi3؛ Shiva Azadfada4 | ||
| 1PhD Student, Department of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran. | ||
| 2Associate Professor,Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran. | ||
| 3Assistant Professor, Sports Science Department, Shahid Rajaee Teacher Training University, Tehran, Iran. | ||
| 4Assistant Professor, Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran. | ||
| چکیده | ||
| Purpose: Today, the strength of a brand is the first word in marketing and attracting customers because if a brand has desirable features, the consumer will be encouraged to purchase that brand and, more significantly, stay loyal. This research aimed to identify key sustainability drivers of the Persepolis Club brand. Methodology: This research is explanatory in terms of the applied goal-setting strategy, and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in sports marketing, marketing officials of Persepolis Club, and league organizations. The selection of these people was purposeful, and the number was 15. To identify the issues affecting the future of the brand sustainability of Persepolis Club, a literature review and interviews with experts were used. Based on that, 15 final components related to the future of crucial sustainability drivers of the Persepolis brand were identified. Findings: Based on the research findings, four variables, such as "improving brand equity, marketing activities, economic dimension, and social responsibility," are among the key sustainability drivers of the Persepolis Club brand in the future. Moreover, they were highly uncertain. Originality: Accordingly, utilizing them in future planning and determining possible scenarios is necessary. Regarding the identified scenarios, it should be stated that the scenario of the flourishing potential of the Persepolis club brand can be the best case for the sustainability of the Persepolis club brand in the future, which is an important finding of this research. | ||
| کلیدواژه‌ها | ||
| Brand Development؛ Brand Sustainability؛ Future Study؛ Sport Clubs | ||
| عنوان مقاله [English] | ||
| عوامل کلیدی پایداری برند باشگاه پرسپولیس | ||
| نویسندگان [English] | ||
| زهرا رجایی‌زاده1؛ علی‌اصغر درودیان2؛ معصومه شهبازی3؛ شیوا آزادفدا4 | ||
| 1دانشجوی دانشجوی دکتری، گروه مدیریت ورزشی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران. | ||
| 2دانشیار، گروه تربیت بدنی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.. | ||
| 3استادیار، گروه علوم ورزشی، دانشگاه تربیت معلم شهید رجایی، تهران، ایران.ن. | ||
| 4استادیار، گروه تربیت بدنی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.. | ||
| چکیده [English] | ||
| هدف: امروزه قدرت یک برند حرف اول را در بازاریابی و جذب مشتری می‌زند زیرا اگر برندی ویژگی‌های مطلوبی داشته باشد، مصرف‌کننده ترغیب به خرید آن برند و مهمتر از آن وفادار ماندن می‌شود. این تحقیق با هدف شناسایی عوامل کلیدی پایداری برند باشگاه پرسپولیس انجام شد. روش: این پژوهش از نظر راهبرد هدف‌گذاری کاربردی، تبیینی و روش آن توصیفی- تحلیلی و بر اساس روش‌های آینده پژوهی انجام شد. جامعه آماری این پژوهش را اساتید حوزه بازاریابی ورزشی، مسئولین بازاریابی باشگاه پرسپولیس و سازمان لیگ تشکیل دادند. انتخاب این افراد هدفمند و تعداد آنها ۱۵ نفر بوده است و به منظور شناسایی موضوعات موثر بر آینده پایداری برند باشگاه پرسپولیس از بررسی ادبیات و مصاحبه با کارشناسان استفاده شده است. بر این اساس ۱۵ مولفه نهایی مرتبط با آینده محرک‌های کلیدی پایداری برند پرسپولیس شناسایی شدند. یافته‌ها: بر اساس یافته‌های پژوهش، چهار متغیر «بهبود ارزش ویژه برند، فعالیت‌های بازاریابی، بعد اقتصادی و مسئولیت اجتماعی» از جمله محرک‌های کلیدی پایداری برند باشگاه پرسپولیس در آینده هستند که همرا ه با درجه بالایی از عدم اطمینان هستند. اصالت و ابتکار مقاله: بر این اساس، استفاده از آنها در برنامه‌ریزی‌های آتی و تعیین سناریوهای احتمالی پیش‌رو ضروری است. در مورد سناریوهای شناسایی شده باید بیان کرد که سناریوی شکوفای پتانسیل‌های برند باشگاه پرسپولیس می‌تواند بهترین حالت برای پایداری برند باشگاه پرسپولیس در آینده باشد که این موضوع یافته مهم این پژوهش است. | ||
| کلیدواژه‌ها [English] | ||
| آینده پژوهی, باشگاه‌های ورزشی, پایداری برند, توسعه برند | ||
| مراجع | ||
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