مطالعات راهبردی ارتباطات

مطالعات راهبردی ارتباطات

نقش رهبری رسانه‎ای و شایستگی سرمایه انسانی در تقویت پایداری برند باشگاه پرسپولیس در افق ده‎ساله

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه تربیت بدنی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 گروه تربیت بدنی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران (نویسندة مسئول).
3 عضو هیات علمی دانشکده علوم ورزشی، دانشگاه تربیت دبیر شهید رجائی، تهران، ایران.
چکیده
هدف: پایداری برند در باشگاههای ورزشی حرفهای، یکی از عوامل کلیدی در موفقیت بلندمدت و ایجاد مزیت رقابتی پایدار است. باشگاه پرسپولیس، به عنوان یکی از پرهوادارترین و باسابقهترین باشگاههای فوتبال ایران، نیازمند راهبردهایی دقیق و علمی برای تقویت پایداری برند خود در فضای رسانهای و اجتماعی است. پژوهش حاضر باهدف شناسایی و تحلیل پیشرانهای کلیدی مؤثر بر پایداری برند این باشگاه انجامشده است. روششناسی: روش تحقیق، ترکیبی از تحلیل مضمون در مرحله کیفی و تکنیک دیمتل فازی در مرحله کمی بود. در گام نخست، با بهرهگیری از مصاحبههای نیمهساختاریافته با 17 نفر از خبرگان رسانه، مدیریت ورزشی و برندینگ، 35 پیشران فرعی در قالب 7 پیشران اصلی استخراج شد. سپس، با استفاده از تکنیک دیمتل فازی و تحلیل روابط علّی ـ معلولی میان مؤلفهها، جایگاه هر پیشران در ساختار تأثیرگذاری و تأثیرپذیری مشخص گردید. یافتهها: یافتهها نشان داد که سه پیشران «ارتباط با هواداران و افکار عمومی»، «ساختار و سیاستهای رسانهای» و «مدیریت بحران رسانهای» دارای بیشترین تأثیرگذاری در ساختار برند باشگاه هستند و به عنوان عوامل علی باید در اولویت مداخلات راهبردی قرار گیرند. در مقابل، «سرمایه انسانی برندمحور»، «انسجام درونسازمانی» و «سرمایه انسانی تیم رسانه» بیشتر تأثیرپذیر هستند. نتیجهگیری: این نتایج میتواند به تدوین نقشه راهی برای سیاستگذاری رسانهای باشگاههای ورزشی حرفهای کمک نماید و ابزاری کاربردی برای مدیران در جهت تقویت برند سازمانی فراهم سازد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Role of Media Leadership and Human Resource Competency in Enhancing the Brand Sustainability of Persepolis Sports Club Over a Ten-Year Horizon

نویسندگان English

Zahra Rajaeizadeh 1
Ali Asghar Darudian 2
Masoumeh Shahbazi 3
Shiva Azadfada 1
1 Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Faculty Member, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Iran.
چکیده English

Brand sustainability in professional sports clubs is a key factor in achieving long-term success and establishing a sustainable competitive advantage. Persepolis Sports Club, as one of the most popular and historic football clubs in Iran, requires precise and scientific strategies to strengthen its brand sustainability within the media and social environment. This study aims to identify and analyze the key drivers influencing the brand sustainability of the club.
The research method combined thematic analysis in the qualitative phase with the fuzzy DEMATEL technique in the quantitative phase. In the first step, semi-structured interviews with 17 experts in media, sports management, and branding led to the extraction of 35 sub-drivers, categorized under seven main drivers. Subsequently, using the fuzzy DEMATEL technique and causal analysis of the components, the position of each driver in terms of influence and being influenced was determined.
Findings revealed that three drivers— “fan and public communication,” “media structure and policy,” and “media crisis management”—have the most significant impact on the club’s brand structure and should be prioritized as causal factors in strategic interventions. In contrast, “brand-oriented human resources,” “intra-organizational cohesion,” and “media team human resources” are more significantly influenced by other factors. These results can inform the design of a strategic roadmap for media policymaking in professional sports clubs and provide a practical tool for managers to strengthen their organizational brand.

کلیدواژه‌ها English

Sports Brand
Sports Media
Fuzzy Dematel Analysis
Brand Sustainability
Persepolis Club
فهرست منابع
Ajour El Zein, S., Consolacion-Segura, C., & Huertas-Garcia, R. (2021). The Role of Sustainability in Brand Equity Value in the Financial Sector. Sustainability, 12 (1), 254.
Alejandra, M., Melgarejo Molina, Z., & Simon Elorz, K. (2025). Organizational identification and member retention in nonprofit organizations: communication and accountability. Tendencias, 26 (1), 89-114.
Alghizzawi, M., Habes, M., Hailat, K. Q., Safori, A., & Angawi, M. (2024). Understanding the effectiveness of digital media marketing on sports brand loyalty: a review. Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 1, 215-225.
Altaher, A. E. (2024). Driving sustainable development through innovative media leadership: An analysis of strategies and impacts. Journal of Law and Sustainable Development, 12 (2), e3127-e3127.
Alves, A. P., Rodrigues, F., & Strehlau, V. I. (2023). Middle-age brand identity crisis. Revista Eletrônica de Negócios Internacionais: Internext, 18 (2), 130-154.
Bańbuła, J. (2024). Effects of brand awareness, brand association, perceived quality, and brand loyalty on overall brand equity in sport. A case study of an amateur football sports club. Physical Culture and Sport, 104 (1), 36-47.
Bańbuła, J. (2024). Effects of brand awareness, brand association, perceived quality, and brand loyalty on overall brand equity in sport. A case study of an amateur football sports club. Physical Culture and Sport, 104 (1), 36-47.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180-192.
Barros-Arrieta, D., & García-Cali, E. (2021). Internal branding: conceptualization from a literature review and opportunities for future research. Journal of Brand Management, 28 (2), 133-151.
Barros-Arrieta, D., Granados-Encinales, A., Fuentes-Alcántara, L., Picalúa-Parra, V., & Ghisays-Cardozo, M. (2024). Internal branding workflow implementation based on inter-functional effort between marketing and human resources departments. Procedia Computer Science, 238, 981-988.
Bergström, K., Landgren, J., & Müntzing, F. (2010). Brand Management: A qualitative study on branding in a SME.
Castillo-Villar, F. R., & Murillo, E. (2025). Industrial brand equity: a systematic literature review and directions for future research. Cogent Business & Management, 12 (1), 2440623.
Clancy, A. (2024). The Future of Professional Sports’ Audiences: How Organizational Cultures and Social Media Usage Impact MLB’s Ability to Appeal to Younger More Diverse Fanbases.
Fadli, M. R., & Anitra, V. (2025, February). Sustainable hr practices: integrating esg (environmental, social, governance) goals in human resource management. In The Fourth International Conference on Government Education Management and Tourism (Vol. 4, pp. 021-021).
Fenton, A., Keegan, B. J., & Parry, K. D. (2023). Understanding sporting social media brand communities, place and social capital: A netnography of football fans.communication & Sport, 11 (2), 313-333.
Fontanella, B. J. B., Luchesi, B. M., Saidel, M. G. B., Ricas, J., Turato, E. R., & Melo, D. G. (2011). Sampling In Qualitative Research: A Proposal for Procedures to Detect Theoretical Saturation [amostragem Em Pesquisas Qualitativas: Proposta De Procedimentos Para Constatar Saturação Teórica]. Cadernos de saude publica.
Gao, P., & Gao, Y. (2024). How does digital leadership foster employee innovative behavior: a cognitive–affective processing system perspective? Behavioral Sciences, 14 (5), 362.
Gladden, J. M., Milne, G. R., & Sutton, W. A. (2018). A conceptual framework for assessing brand equity in Division I college athletics. Journal of sport management, 12 (1), 1-19.
Hassanpoor, A., Jafarniya, S., Vakili, Y., & Taghavi, L. (2022). Dimensions and Components of Brand-Based Human Resources Management in Pharmaceutical Companies: A Case Study. Annals of Military and Health Sciences Research, 20 (2).
Jafari, H. (2022). Developing a Model for Branding of Famous Athletes in Iran. [PhD Thesis in Sport Management, Islamic Azad University]. Tabriz Branch, East Azerbaijan Province, Iran.
Kim, M., Oja, B. D., Nite, C., & Anagnostopoulos, C. (2024). Expanding sport management toward management through sport: the promise of company sport in organizations. Sport Management Review, 27 (4), 502-523.
Kirkby, A., Baumgarth, C., & Henseler, J. (2025). Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice. Journal of Brand Management, 1-15.
Koritarov, T. (2024). Situational crisis communication theory (scct) in maritime contexts: challenges, strategies and future directions. Norwegian Journal of development of the International Science, (147), 85-91
Küster Boluda, I., Vila-Lopez, N., Mora, E., & Casanoves-Boix, J. (2025). Social media impact on international sports events related to the brand Spain: a comparison between inner versus outside events. European Journal of Management and Business Economics, 34 (2), 121-132.
Lee, M., & Lee, D. H. (2019). The impact of sport brand extension on brand loyalty. International Journal of Human Movement Science, 13 (1), 51-63. https://doi.org/10.2 3949/ijhms.2019.04.13.1.4
Li, F., Larimo, J., & Leonidou, L. C. (2023). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology & Marketing, 40 (1), 124-145.
Li, Y., & Yue, M. (2025). A Study on the Basic Connotation, Realistic Issues and Implementation Paths of High-quality Development of China’s Sports Industry. International Theory and Practice in Humanities and Social Sciences, 2 (1), 286-297.
Lin, C. L., Tseng, M. L., & Lin, Y. H. (2011). Balanced scorecard adoption for supply chain management: a literature review and framework development. International Journal of Productivity and Performance Management, 60 (6), 527–548.
Majerova, J., Sroka, W., Krizanova, A., Gajanova, L., Lazaroiu, G., & Nadanyiova, M. (2020). Sustainable Brand Management of Alimentary Goods. Sustainability, 12 (2), 556.
Mansouri, H., Rasaee Rad, A., Tsiotsou, R. H., & Md Husin, M. (2024). Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity. International Journal of Sports Marketing and Sponsorship, 25 (3), 600-619.
Marthinus, J., Duffett, R. G., & Knott, B. (2024). Social media adoption as a marketing communication tool by non-professional sports clubs: a multiple case study approach. International Journal of Sports Marketing and Sponsorship, 26 (6), 14-31.
Moretta Tartaglione, A., Cavacece, Y., Russo, G., & Granata, G. (2019). A systematic mapping study on customer loyalty and brand management. Administrative sciences, 9(1), 8.
Murray, J., Teller, C., Murphy, A., & Elms, J. (2018). Store Prototypes and Retail Brand Development. ANZMAC 2018 Conference Proceedings. (4), 64-67.
Nölleke, D., & Perreault, G. (2024). Disturbing the balance? How team media position themselves in the digital communication ecology of sports.communication & Sport, 12 (6), 967-989.
Palokangas, L. (2010). Measuring the Willingness to Purchase using methods of neuromarketing. Business Management Programme Thesis, Laurea University of Applied Sciences Laurea Leppävaara.
Portaluri, G., Canini, D., Vicentini, F., & Mura, R. (2024). Exploring Fans’ Social Identities, Emotional Attachment and Subjective Identity: A Social Identity Approach to Italian Football Consumer-Brand Identity. Management of Sustainability and Well-Being for Individuals and Society, 225.
Pulkkinen, N. (2024). Impact of sustainable values on football fans: Understanding the impact of sustainability among football fans.
Rajaeizadeh, Z., Doroudian, A. A., Shahbazi, M., & Azadfada, S. (2024). Key Sustainability Drivers of Persepolis Club Brand. Sports Business Journal, 4 (2), 119-139.
Saeedi, H. (2019). Investigating the factors affecting the brand equity of sports clubs in the country with a futures research approach. Master’s thesis, Sanabad Golbahar Non-Governmental Non-Profit Higher Education Institute. (In Persian)
Sarpong, A., & PraiseGod Zungu, N. (2025). Sports sponsorship, brand image, and purchase intentions toward sponsors’ products. Managing Sport and Leisure, 1-18.
Simpson, B. (2024). The Crisis Communication for Professional Sport (CCPS) framework: An analysis of stakeholder communication during the European Super League crisis (Doctoral dissertation, Loughborough University).
Singer, M. F., & Jones, O. E. (2025). Constructing Authenticity in Digital Landscapes: Deion Sanders’s Social Media Presence and Its Impact on Fan Perceptions. Societies, 15 (5), 134.
Tartaglione, A. M., Cavacece, Y., Russo, G., & Granata, G. (2019). A Systematic Mapping Study on Customer Loyalty and Brand Management. Administrative Sciences, 9 (1), 1-21.
Walsh, P., & Lee, S. (2012). Development of a Brand Extension Decision-Making Model for Professional Sport Teams. Sport Marketing Quarterly, 21 (4).
Wojtczuk-Turek, A., Turek, D., Edgar, F., Klein, H. J., Bosak, J., Okay-Somerville, B., & Karamustafa-Köse, G. (2024). Sustainable human resource management and job satisfaction—unlocking the power of organizational identification: A cross-cultural perspective from 54 countries. Corporate Social Responsibility and Environmental Management, 31 (5), 4910-4932.
Xiayu, S. (2024). Navigating corporate brand crisis management in the network environment: An in-depth analysis. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 11 (1), 256-270.
Yiapanas, G. (2023). The application of big data analytics in sports as a tool for personalized fan experience, operations efficiency, and fan engagement strategy. Business and Management Theory and Practice. 2025; 2 (1): 3075.computing.
Zhu, H. (2019). The Roles of Internal Branding Practices and Transformational Leadership in Internal Brand Management (Doctoral dissertation, The University of Manchester (United Kingdom)).
 

  • تاریخ دریافت 05 تیر 1404
  • تاریخ بازنگری 31 تیر 1404
  • تاریخ پذیرش 06 مرداد 1404