تأثیر تداعی کننده‌ها بر ارزش ویژه برند باشگاه‌های لیگ برتر فوتبال ایران
محورهای موضوعی : مدیریت بازاریابی
مجتبی قربانی آسیابر
1
,
مهدی نادری نسب
2
,
احمد راه چمنی
3
1 - دانشجوی دکتری تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 - استادیار، گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
3 - استادیار، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
کلید واژه: باشگاه, ارزش ویژه برند, برند, تداعی کننده,
چکیده مقاله :
تداعیات برند، کیفیت مورد نظر برند را به ماهیتی شناخته شده پیوند می‌دهند. تداعیات برند خصوصیاتی از برند هستند که ذکر نام آن برند، در ذهن مشتری نقش می‌بندند. این تداعیات معانی ضمنی و صریحی هستند که مشتری را با نام یک برند خاص پیوند می‌دهد یا همراه می‌کند بنابراین هدف اصلی در این مطالعه را بررسی تأثیر تداعی کننده‌ها بر ارزش ویژه برند باشگاه‌های لیگ برتر فوتبال ایران قرار دادیم. این پژوهش بر مبنای هدف، کاربردی است که از حیث شیوه اجراء، توصیفی- پیمایشی بود. محدوده مطالعاتی پژوهش، هواداران باشگاه‌های لیگ برتر فوتبال ایران در استادیوم‌های آزادی تهران، امام رضا (ع) مشهد، یادگار امام (ره) تبریز، نقش جهان اصفهان، غدیر اهواز بر روی باشگاه‌های فوتبال با توزیع جغرافیایی (منطقه‌ای) در لیگ برتر 97-96 انجام شد و با پیش‌بینی احتمال ریزش نمونه‌ها پرسشنامه بین 500 نفر از هوادارن تیم‌های لیگ برتر حاضر در محل مسابقه به صورت حضوری و با روش سهمیه‌ای غیر احتمالی (Convenient Sampling) توزیع گردید که در نهایت 404 پرسشنامه قابل‌استفاده برگشت داده شد. ابزار اندازه‌گیری، پرسشنامه محقق ساخته، شامل 48 سؤال بود، که روایی صوری و محتوایی آن توسط اساتید مدیریت ورزشی و اقتصاد تأیید شد، و آلفای کرونباخ آن 927/0 به دست آمد. برای تحلیل نیز از نرم‌افزار SPSS v22 و نرم‌افزار Smart-PLS استفاده شده است. یافته‌های این تحقیق حاکی از آن است که آگاهی از برند (تداعی کننده‌های برند) بر انتخاب برند و تمایل به تغییر برند منتخب مؤثر است و به سازمان‌ها و تیم‌های ورزشی در کسب درآمد از طریق فروش بلیط و محصولات کمک شایانی می‌کند.
Brand associations link the quality of the brand to a well-known nature. Brand associations are attributes of a brand that are branded in the customer's mind. These associations are implicit and explicit meanings that associate or associate the customer with a particular brand name, so the main purpose of this study was to examine the effect of associates on brand equity in the Iranian Premier League clubs. This goal-based research is an applied descriptive-survey method. Study Area, Fans of Iranian Premier League Clubs at Azadi Stadiums in Tehran, Imam Reza (AS) Mashhad, Yadgar Imam (RA) Tabriz, Role of Isfahan, Ghadir Ahvaz on Geographically Distributed Football Clubs in The Premier League was held in 2018 and the questionnaire was distributed among 500 supporters of the premier league teams in person by predicting the likelihood of a loss, with 404 usable questionnaires returned. Was. The researcher-made questionnaire consisted of 48 questions. Its face and content validity was confirmed by sport management and economics professors and its Cronbach's alpha was 0.927. SPSS v22 software and Smart-PLS software were used for analysis. The findings of this study indicate that brand awareness (brand associations) is effective in brand choice and tendency to change the chosen brand and helps organizations and sports teams make money by selling tickets and products.
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