شناسایی عوامل موثر بر وابستگی به برند باشگاه‌های لیگ برتر فوتسال ایران
محورهای موضوعی : مطالعات مدیریت ورزشیرسول طریقی 1 , حسین احمدی 2 , ملیحه صالحی رستمی 3
1 - گروه مدیریت ورزشی،دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شمال، آمل، ایران.
2 - گروه مدیریت ورزشی، موسسه آموزش عالی غیر دولتی ادیب، ساری، ایران.
3 - گروه مدیریت ورزشی، موسسه آموزش عالی غیر دولتی ادیب، ساری، ایران.
کلید واژه: وابستگی برند, مدیریت برند, صنعت ورزش, بازاریابی ورزشی,
چکیده مقاله :
هدف: وابستگی به برند می‌تواند تمایل مشتری برای خرید مجدد و وفاداری به برند را تقویت کند. از این رو هدف از انجام این تحقیق شناسایی عوامل اثرگذار بر وابستگی به برند باشگاه‌های لیگ برتر فوتسال ایران می‌باشد.روش‌شناسی: پژوهش مورد نظر همبستگی از نوع کاربردی بود. جامعه آماری پژوهش شامل کلیة هواداران تیم فوتسال شهروند ساری بوده است. حجم نمونه بی‌نهایت و اندازه نمونه برابر با 384 نفر بودند. همچنین برای محاسبه حجم نمونه از فرمول کوکران برای جوامع نامحدود استفاده شد. محقق با مطالعه‌ی متغییرهای بسیاری از مقالات خارجی پرسشنامه محقق ساخته‌ای را تهیه نمود که روایی آن توسط ده تن از اساتید خبره و پایایی آن از طریق آزمون آلفایی کرونباخ تایید شد. برای تجزیه و تحلیل داده‌های تحقیق از آزمون‌های آماری مدل‌یابی معادلات ساختاری SEM و تحلیل عامل تاییدی CFA استفاده شد.یافته‌ها: یافته‌های نشان داد که همه متغییرهای تحقیق که شامل موفقیت و هویت هوادار، دانش، سرمربی، اجتماعی شدن، سنت، محصول، اهمیت، لوگو، پذیرش گروه همسالان، مدیریت، نوستالوژی، استادیوم، رهایی از روزمرگی، جو استادیوم، تعلیم و تربیت، بازیکن ستاره و افتخار به مکان زندگی به ترتیب در وابستگی به برند باشگاه لیگ برتری فوتسال شهروند ساری تاثیر مثبت و معناداری دارند.نتیجه‌گیری: پیشنهاد می‌شود به مدیران و مسئولان باشگاه لیگ برتری فوتسال شهروند ساری که در استفاده از نتایج این پژوهش برای پیشبرد اهداف باشگاه اهتمام لازم را داشته باشند.
Objective: Sport has become increasingly commercial, and sports institutions have become more professional over the years. Thus,Today, brand management is an increasingly important field in marketing management. Brand Associations is the most famous and valuable relationship that a customer shares with a brand. Brand Associations reflects the relationship between the customer and the brand. Brand Associationscan strengthen the customer's desire to repurchase and brand loyalty. Considering the emotional and cognitive link of dependence, its consequences can also be categorized. Therefore, the purpose of this study is to Identifying the factors affecting the Brand Associations of Iranian Futsal Premier League clubs (Case study: Sari Sharvand Futsal Club).Methodology: The research method is correlation and is practical in terms of purpose. The statistical population of the study included all fans of sari shahrvand futsal team. The sample size is infinite and the sample size is 384 people. To calculate the sample size in this study, the Cochran's formula for unlimited communities has been used. A researcher-made questionnaire was prepared by studying the sources. The validity of the questionnaire was confirmed by ten professors of sports management and the reliability of the questionnaire was confirmed using Cronbach's alpha test. The statistical tests of this research were structural equations modeling (SEM) and Confirmatory factor analysis (CFA)Results: Findings showed that all research variables including success and fan identity, knowledge, coach, socialization, tradition, product, importance, logo, peer group acceptance, management, nostalgia, stadium, escape from everyday life, stadium atmosphere, education and Training, star player and pride in the place of living have a positive and significant effect on the brand affiliation of Iranian Futsal Premier League clubs (Sari shahrvand Futsal Club), respectively.Conclusion: Due to the fact that league football clubs in the country, with a large number of fans, have a high capacity to generate revenue through activities related to brand management. Because one of the biggest problems of Iranian football clubs is their lack of common income in world football. Clubs in Iran have no income other than a small share of ticket sales and receiving money from shirt sponsors, and their eyes are on the hands of the government and the Ministry of Sports and the supporting capitalists. Therefore, it is suggested to the managers and officials of the Sari Shahvand Futsal Premier League Club that they take the necessary care in using the results of this research to advance the goals of the club.
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