نوع مقاله : مقاله پژوهشی
نویسندگان
1 پژوهشگر پسا دکترای گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران
2 دانشیار گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The purpose of the research was to identify the effective dimensions in the sports brand community. The present research method is descriptive-analytical of the content analysis type and the Delphi technique was used to analyze the information. The research community included experts and sports management experts in the field of university branding, 15 of whom were selected non-randomly. To collect data, the Delphi method was followed in three phases until reaching the highest level of elite consensus. For data analysis, the method of coding opinions was followed in the first stage, and in the next stages, the declaration of opinions and the level of agreement were followed.
The results showed that the most important dimensions of influence in the sports brand community include brand knowledge, brand satisfaction, brand identification, brand loyalty, and brand image. In general, the article examines strategies for developing and strengthening the sports brand and its impact on the society. These solutions include using appropriate marketing strategies, improving the quality of sports brand products and services, creating direct and active communication with fans and the community, promoting positive values and beliefs associated with the sports brand, as well as optimal use of the media in promoting and advertising the sports brand.
کلیدواژهها [English]
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