مروری بر شاخص های موثر برندسازی ملی با رویکرد جامعه شناختی ورزشی
محورهای موضوعی : مطالعات جامعه شناسی ورزشی
1 - گروه مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: برندسازی ملی, جامعه شناختی ورزشی, شاخص برند ملی.,
چکیده مقاله :
هدف: هدف پژوهش حاضر، مروری بر شاخص های موثر برندسازی ملی با رویکرد جامعه شناختی ورزشی بود.
روش‌شناسی: پژوهش حاضر مروری بود و به روش فراتحلیل انجام گرفت. بدین ترتیب مروری نظام مند بر مقالات منتشر شده در پایگاه های اطلاعاتی فارسی رایج و معتبر انجام شد. برای انتخاب مقالات، از کلیدواژه های «برند ملی» و «برندسازی ملی» به همراه سایر کلیدواژ های مرتبط با حوزه ورزش در عناوین آنها استفاده شد. پس از گردآوری تمامی این مقالات، آنها بر مبنای موضوع و محتوا دسته بندی شدند و برای بررسی روایی، این فرآیند به صورت مجزا توسط دو محقق به انجام رسید.
یافته‌ها: بر اساس یافته های حاصل، نقش جامعه شناسی ورزش در برندسازی ملی، در شش شاخص کلیدی تقسیم بندی می شوند که عبارتند از: 1- حاکمیت، 2- مردم، 3- فرهنگ و میراث فرهنگی، 4- سرمایهگذاری و مهاجرت، 5- گردشگری و 6- صادرات؛ که هر یک از این مولفهها بر وضعیت ورزش یک کشور اثرگذار بوده و از آن تاثیر نیز میپذیرند.
نتیجه‌گیری: با توجه به یافتههای پژوهش حاضر میتوان گفت صنعت ورزش در مقایسه با بسیاری از صنایع دیگر که ممکن است هر کدام به تنهایی تامین کننده بخشی از شاخصهای برند ملی باشند، نقش موثرتر و عمیقتری بر برندسازی ملی و ارتقاء جایگاه جهانی برند ملی کشورها و قدرت رقابتی آنها دارد و میبایست به عنوان بخشی از استراتژیهای توسعه ملی و بینالمللی در نظر گرفته شود.
Objective: The aim of the current research was to review the effective indicators of national branding with a sports sociological approach.
Methodology: The current research was a review and was done by meta-analysis method. In this way, a systematic review of articles published in common and reliable Persian databases was conducted. To select the articles, the keywords "national brand" and "national branding" along with other keywords related to the field of sports were used in their titles. After collecting all these articles, they were categorized based on the topic and content, and to check validity, this process was done separately by two researchers.
Results: Based on the findings, the role of sports sociology in national branding is divided into six key indicators, which are: 1- governance, 2- people, 3- culture and cultural heritage, 4- investment and migration, 5- tourism and 6- export; that each of these components has an effect on the state of a country's sports and is also affected by it.
Conclusion: According to the findings of the current research, it can be said that the sports industry has a more effective and deeper role in the national branding of countries and their competitive power, compared to many other industries, each of which alone provides a part of national brand indicators, and it should be considered a part of national and international development strategies.
Alam, A., Almotairi, M., Gaadar, K (2013). Nation Branding: An Effective Tool to Enhance Foregoing Direct Investment (FDI) in Pakistan, Research Journal of International Studies, 25, pp: 133-141.
Alipour, Z., Nazarian, A., Keshavarz, L (2021). Providing a Revenue Model for Hosting Sport Events, Journal of New Studies in Sport Management, 2 (1), pp: 111-125.
Choi, Y D., Kim, O J., Ok, G (2020). The development of sports industry in South Korea, 2009 -2016, Cogent Social Sciences, 6, pp: 1-9.
Hadian, H., Razavi, S M H., Boroumand, M R., Amirnejad, S (2020). Strategies for Developing Economy of Iran’s Sports Industry, annals of applied sport science, 8 (2), pp: 1-15.
Hess, A., Najbor, J (2020). Promotion of Polish Cinema Abroad as an Element of Nation Branding. Case Study of “Cold War” 2018 by Pawel Pawlikowski, sustainability, 12 (5621), pp: 1-12.
Khodaparast, M (2023). Designing Iran's National Branding Model through the Sport Industry. Archives in Sport Management and Leadership, 1(1), 1-16.
Khodaparast, M., Goudarzi, M., Sajjadi, S N., Alidoust, E (2023). The Paradigm of Globalization of the National Brand of Iran through Sporting Events, Sport Physiology & Management Investigations, 15 (2), pp: 9-31.
Kyove, J., Streltsova, K., Odibo, U., Cirella, G T (2021). Globalization Impact on Multinational Enterprises, World, 2, pp: 216-230.
Lahrech, A., Alabdulwahab, S., Bouayach, S (2020). Nation Branding and How It Is Related to Foreign Direct Investment Inflows, International Journal of Economics and Financial Issues, 10 (2), pp: 248-255.
Li, X., Feng, J (2021). Nation branding through the lens of soccer: Using a sports nation branding framework to explore the case of China, European Journal of Cultural Studies, pp: 1-21.
Lu, H F (2021). Hallmark Sporting Events as a Vehicle for Promoting the Sustainable Development of Regional Tourism: Strategic Perspectives from Stakeholders, Sustainability, 13 (3460), pp: 1-15.
Mariutti, F G., Medeiros, M D L (2018). Culture as a dimension of country brand: the highs and lows of Brazil’s brand image, Tourism & Management Studies, 14 (1), pp: 117-127.
Mejia, E L (2018). Sport, Globalization, Economy, Health, Public Policy and Power, Journal of Physical Fitness, Medicine & Treatment in Sports, 3 (5), pp: 1-11.
Melnyka, T M., Varibrusova, A S (2019). Variable indicators affecting the country’s brand strategy effectiveness and competitiveness in the world, Management Science Letters, 9, pp: 1685-1700.
Melnyka, T M., Varibrusova, A S (2019). Variable indicators affecting the country’s brand strategy effectiveness and competitiveness in the world, Management Science Letters, 9, pp: 1685-1700.
Mottaeva, A (2021). Influence of Large Sporting Events on the Development of Infrastructure of the Region and Its Investment Attractiveness, International Journal of Applied Exercise Physiology, 10 (1), pp: 98-105.
Salimi, M., Khodaparast, M (2019). Providing a combined model of fuzzy AHP and numerical taxonomy analysis for sport organizational ranking and performance appraisal, International Journal of System Assurance Engineering and Management, 10 (5), pp: 1133–1144.
Salimi, M., Khodaparast, M., Savari Nikou, P (2024). Causes and Consequences of Iranian Elite Athletes’ International Migrations, Physical Culture and Sport. Studies and Research, 2024, 102, 41–57.
Salimi, M., Tayebi, M., Khodaparast, M (2021). A Place Branding Model Based on Macro-Approaches of Recreation, Sport, and Tourism Projects (Case Study: Isfahan Province), Sport Management, 12 (4), pp: 967-977.
Skoric, S., Mikulic, J., Barisic, P (2021). The Mediating Role of Major Sport Events in Visitors’ Satisfaction, Dissatisfaction, and Intention to Revisit a Destination, Societies, 11 (78), pp: 1-14.
Sogas, P C., Molina, I F., Batlle, A A., Vilchez, J M R (2021). Economic and Social Yield of Investing in a Sporting Event: Sustainable Value Creation in a Territory, Sustainability, 13 (7033), pp: 1-15.
Vibber, K., Lovari, L (2021). The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega events, Place Branding and Public Diplomacy, 29, pp: 1-13.
Wanyonyi, L., Njoroge, J M., Juma, R (2021). Challenges and Opportunities to Sustainable Sport Tourism Events: Insights from an Urban Host City, Journal of Tourism, Hospitality and Sports, 55, pp: 40-55.
Wolf, S D., Gogishvili, D., Chappelet, J L., Muller, M (2021). The urban and economic impacts of mega-events: mechanisms of change in global games, Sport in Society Cultures, Commerce, Media, Politics, pp: 1-9.
Yamashita, R (2021). Mega-Para-Sporting Event Social Impacts Perceived by Tokyo Residents: Comparison of Residents’ Vitality, Sustainability, 13 (9311), pp: 1-4.
Yazdanpanah, M R., Sajjadzadeh, H., Rafieyan, M (2019). Developing a Conceptual Model for Place Branding: A Review of Theoretical Literature, bagj, 16 (71): pp: 19-34.
