احساسات اخلاقی مصرف‌کننده در بازاریابی ورزشی: توسعه یک مقیاس
محورهای موضوعی : مدیریت بازاریابی
1 - استادیار، گروه مدیریت ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: بازاریابی, رفتار مصرف‌کننده, ورزش, احساسات اخلاقی, تحلیل عاملی,
چکیده مقاله :
هدف پژوهش: امروزه علی‌رغم وجود تخلفات همه جانبه ورزشکاران، جامعه تحقیقاتی توجه کمی به اثرات منفی این تخلفات بر پاسخ مصرف‌کننده داشته‌اند. هدف اساسی تحقیق حاضر ارائه مدلی برای اندازه‌گیری میزان احساسات اخلاقی مصرف‌کننده در رویارویی با رسوایی دوپینگ مشاهیر صحه‌گذار ورزشی بود. روش پژوهش: تحقیق حاضر به روش آمیخته و از نوع طرح‌های تحقیق آمیخته اکتشافی انجام پذیرفت. تجزیه و تحلیل داده‌های حاصل از 9 مصاحبه‌شونده مرد و 9 مصاحبه‌شونده زن در بخش کیفی تحقیق توسط استقراء منطقی صورت پذیرفت و پس از تنظیم پرسش‌نامه‌های کمی، مجموعاً 224 نفر دانشجوی زن و مرد کارشناسی علوم ورزشی دانشگاه‌های ایران به منظور آزمون تحلیل عاملی تأییدی مدل اندازه‌گیری به سؤالات بسته پرسش‌نامه پاسخ دادند. نتایج پژوهش: یافته‌های تحلیل عاملی تأییدی و شاخص‌های مربوط به آن از جمله شاخص‌های خوب بودن و بد بودن همگی حاکی از استاندارد بودن مقادیر است. یافته‌ها همچنین نشان داد میزان میانگین واریانس‌های استخراجی در متغیرهای تحقیر، خشم و انزجار بزرگتر از 0/5 هستند که نشان‌دهنده روایی از نوع همگرا است. همچنین میزان میانگین واریانس‌های استخراجی در تمامی متغیرها بزرگتر از به توان دوم ارتباط دو به دوی آنها می‌باشد که نشان‌دهنده روایی از نوع تشخیصی است. میزان پایایی ترکیبی نیز در تمامی متغیرها بزرگتر از 0/7 می‌باشد که نشان‌دهنده پایایی از نوع پایایی ترکیبی است..
Purpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral emotions in facing with doping scandal by endorser celebrity athletes. Methodology: The present research was conducted by an exploratory mixed methodology. Logical induction was utilized for analyzing qualitative data collected from 18 interviews (9 men and 9 women), in addition, 224 sport sciences students of Iranian universities filled out the quantitative questionnaires to run confirmatory factor analysis (CFA) of the measuring model. Findings: The results from CFA and its goodness and badness indexes revealed standard amount of the indexes. Moreover, results showed that the extent of Average Variance Extracted (AVE) for contempt, anger and disgust was higher than 0.5 which revealed Convergent Validity of the named variables. Additionally, the extent of Average Variance Extracted (AVE) for all variables was bigger than the square of their pairwise relationships which also revealed Discriminant Validity. All variables reliabilities were higher than 0.7 which indicated Composite Reliability.
پورسلیمی، م. و امیدی، ا. (1396). "بازاریابی احساسی، قابلیت‌های دینامیک و سودآوری سازمانی"، مجله مدیریت بازاریابی، دوره 12، شماره 35، صص. 97-110.
درودی، هـ . و مرادی، س. (1396). "بررسی نزدیک‌بینی بازاریابی مدیران با اعمال متغیرهای میانجی: ارتباط شرکت با مشتریان و مشورت کردن با پرسنل واحد فروش"، مجله مدیریت بازاریابی، دوره 12، شماره 34. صص. 95-110.
منوچهری، ج. (1398). "پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی"، نشریه مطالعات مدیریت ورزشی، در دست چاپ.
منوچهری، ج. و تجاری، ف. (1393). "مبانی روانی دوپینگ در ورزش"، انتشارات حتمی با همکاری وزارت ورزش و جوانان.
منوچهری، ج.، حمیدی، م.، سجادی، س.ن. و هنری، ح. (1395). "طراحی مدل کیفی اثر رسوایی دوپینگ بر بازاریابی در ورزش ایران"، نشریه مدیریت ورزشی، در دست چاپ.
Aaker, J.L. (1997). “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34(3). PP. 347-356.
Bargh, J.A. (1994). “The Four Horsemen of automaticity. In R. S. Wyer & T. K. Srull (Eds.), Handbook of social cognition. Hillsdale, NJ: Erlbaum. PP. 1-40.
Chin, W.W. (1998). “The Partial Least Squares Approach to Structural Equation Modeling. In G.A. Marcoulides (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates: Mahwah, NJ, PP. 295-336.
Fischer, A.H., & Roseman, I.J. (2007). “Beat them or ban them: The characteristics and social functions of anger and contempt”, Journal of Personality and Social Psychology, Vol. 93(1), PP. 103-115.
Florez, C.L. (2013). “The impact of the doping effect on cycling sponsorship: analysis of brand lovers and cycling fans consumer reaction”, Master Thesis in Business Studies, Kassel, Germany.
Goldberg, J.H., Lerner, J.S. & Tetlock, P.E. (1999). “Rage and reason: The psychology of the intuitive prosecutor. European Journal of Social Psychology, Vol. 29(56), PP. 781-795.
Grappi, S., Romani, S. & Bagozzi, R.P. (2013). “Consumer response to corporate irresponsible behavior: Moral emotions and virtues”, Journal of Business Research, Vol. 66(10), PP. 1814-1821.
Greene, J. & Haidt, J. (2002). “How (and where) does moral judgment work?”, Trends in Cognitive Sciences, Vol. 6(12), PP. 517-523.
Greene, J.D., Sommerville, R.B., Nystrom, L.E., Darley, J.M. & Cohen, J.D. (2001). “An fMRI investigation of emotional engagement in moral judgment”, Science, Vol. 293(5537), 2105-2108.
Haidt, J. (2001). “The emotional dog and its rational tail: A social intuitionist approach to moral judgment”, Psychological Review, Vol. 108(4), PP. 814-834.
Haidt, J. (2003). “The moral emotions. In R. J. Davidson, K. R. Scherer, & H. H. Goldsmith (Eds.)”, Handbook of affective sciences. Oxford: Oxford University Press. PP. 852-870.
Haidt, J. (2007). “The new synthesis in moral psychology”, Science, Vol. 316(5827), PP. 998-1002.
Hwang, H., Pan, Z. & Sun, Y. (2008). “Influence of hostile media perception on willingness to engage in discursive activities: An examination of mediating role of media indignation”, Media Psychology, Vol. 11(1), PP. 76-97.
Izard, C.E. (1977). “Human emotions”, New York: Plenum Press.
Keel, A. & Rajan, N. (2012). “Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding”, Psychology & Marketing, Vol. 29(9), PP. 690-703.
Kuppens, P., Van Mechelen, I., Smits, D.J. & De Boeck, P. (2003). “The appraisal basis of anger: Specificity”, necessity and sufficiency of components. Emotion, Vol. 3(3), PP. 254-269.
Lazarus, R.S. (1991). “Progress on a cognitive-motivational-relational theory of emotion”, American Psychologist, Vol. 46(8), PP. 819-834.
McCracken, G. (1986). “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, Vol. 13(1), PP. 71-84.
Lin, H.F. & Lee, G.G. (2004). “Perceptions of senior managers toward knowledge-sharing behavior”, Management Decision, Vol. 42(1), PP. 108-125.
Louie, T.A., Kulik, R.L. & Jacobson, R. (2001). “When Bad Things Happen to the Endorsers of Good Products”, Marketing Letters, Vol. 12(1). PP. 13-23.
Manouchehri, J., Hamidi, M., Sajadi, S.N. & Honari, H. (2016). “Designing a Qualitative Model of Doping Phenomenon Effect on Sport Marketing in Iran. PODIUM Sport”, Leisure and Tourism Review, Vol. 5(2), PP. 120-136.
Manouchehri, J. & Tojari, F. (2013). “Development and validation of instruments to measure doping attitudes and doping beliefs”, European Journal of Experimental Biology, Vol. 3(2), PP. 183-186.
Manouchehri, J., Tojari, F. & Ganjouei, F.A. (2013). “Variance analysis: Doping attitude, doping behavior and sport orientation in elite martial artists”, European Journal of Experimental Biology, Vol. 3(1), PP. 62-67.
Martin, N. & McGlone, C. (2006). “Nike's Corporate Interest Lives Strong: A Case of Cauase-Related Marketing and Leveraging”, Sport Marketing Quarterly, Vol. 15(3), PP. 184-88.
Moll, J., De Oliveira-Souza, R., Bramati, I.E. & Grafman, J. (2002). “Functional networks in emotional moral and nonmoral social judgments”, Neuroimage, Vol. 16(3), PP. 696-703.
Moll, J., Zahn, R., De Oliveira-Souza, R., Krueger, F. & Grafman, J. (2005). “The neural basis of human moral cognition”, Nature Reviews Neuroscience, Vol. 6(10), PP. 799-809.
Romani, S., Grappi, S. & Bagozzi, R.P. (2013). “Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values”, Journal of Business Ethics, Vol. 114(2), PP. 193-206.
Rozin, P., Lowery, L., Imada, S. & Haidt, J. (1999). “The CAD triad hypothesis: A mapping between three moral emotions (contempt, anger, disgust) and three moral codes (community, autonomy, divinity)”, Journal of Personality and Social Psychology, Vol. 76(4), PP. 574-586.
Runsbech, A. & Sjolin, D. (2011). “Negative effects of sponsorships: A quantitative study on negative effects of image transfer through sponsorship in the U.K”, Undergraduate thesis at C-level, 15 Hp. Halmstad University.
Shaver, P., Schwartz, J., Kirson, D. & O’Connor, C. (1987). “Emotion knowledge: Further exploration of a prototype approach”, Journal of Personality and Social Psychology, Vol. 52(6), PP. 1061-1086.
Simmers, C., Damron-Martinez, D. & Haytko, D. (2009). “Examining the Effectiveness of Athlete Celebrity Endorser Characteristics and Procuct Brand Type: The Endorser Sexpertise Continuum,” Journal of Sport Administration & Supervision, Vol. 1(1), PP. 52-64.
Straub, D.W. (1989). “Validating instruments in MIS research”, MIS Quarterly, Vol. 13(2), PP. 147-69.
Tangney, J.P., Stuewig, J. & Mashek, D.J. (2007). “Moral emotions and moral behavior”, Annual Review of Psychology, Vol. 58, PP. 345-372.
Wheeler, K. (2009). “Tiger Woods scandal update: Fans on Woods' website leave comments of disapproval, support for Elin”, Examiner. Com. Retrieved from http:// www. examiner. com/ article/ tiger-woods-scandal-update-fans-on-woods-website-leave-comments-of-disapproval-support-for-elin
Wilson, B., Stavros, C. & Westberg, K. (2008). “Player transgressions and the management of the sport sponsor relationship”, Public Relations Review, Vol. 34(2), PP. 99-107.
_||_
پورسلیمی، م. و امیدی، ا. (1396). "بازاریابی احساسی، قابلیت‌های دینامیک و سودآوری سازمانی"، مجله مدیریت بازاریابی، دوره 12، شماره 35، صص. 97-110.
درودی، هـ . و مرادی، س. (1396). "بررسی نزدیک‌بینی بازاریابی مدیران با اعمال متغیرهای میانجی: ارتباط شرکت با مشتریان و مشورت کردن با پرسنل واحد فروش"، مجله مدیریت بازاریابی، دوره 12، شماره 34. صص. 95-110.
منوچهری، ج. (1398). "پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی"، نشریه مطالعات مدیریت ورزشی، در دست چاپ.
منوچهری، ج. و تجاری، ف. (1393). "مبانی روانی دوپینگ در ورزش"، انتشارات حتمی با همکاری وزارت ورزش و جوانان.
منوچهری، ج.، حمیدی، م.، سجادی، س.ن. و هنری، ح. (1395). "طراحی مدل کیفی اثر رسوایی دوپینگ بر بازاریابی در ورزش ایران"، نشریه مدیریت ورزشی، در دست چاپ.
Aaker, J.L. (1997). “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34(3). PP. 347-356.
Bargh, J.A. (1994). “The Four Horsemen of automaticity. In R. S. Wyer & T. K. Srull (Eds.), Handbook of social cognition. Hillsdale, NJ: Erlbaum. PP. 1-40.
Chin, W.W. (1998). “The Partial Least Squares Approach to Structural Equation Modeling. In G.A. Marcoulides (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates: Mahwah, NJ, PP. 295-336.
Fischer, A.H., & Roseman, I.J. (2007). “Beat them or ban them: The characteristics and social functions of anger and contempt”, Journal of Personality and Social Psychology, Vol. 93(1), PP. 103-115.
Florez, C.L. (2013). “The impact of the doping effect on cycling sponsorship: analysis of brand lovers and cycling fans consumer reaction”, Master Thesis in Business Studies, Kassel, Germany.
Goldberg, J.H., Lerner, J.S. & Tetlock, P.E. (1999). “Rage and reason: The psychology of the intuitive prosecutor. European Journal of Social Psychology, Vol. 29(56), PP. 781-795.
Grappi, S., Romani, S. & Bagozzi, R.P. (2013). “Consumer response to corporate irresponsible behavior: Moral emotions and virtues”, Journal of Business Research, Vol. 66(10), PP. 1814-1821.
Greene, J. & Haidt, J. (2002). “How (and where) does moral judgment work?”, Trends in Cognitive Sciences, Vol. 6(12), PP. 517-523.
Greene, J.D., Sommerville, R.B., Nystrom, L.E., Darley, J.M. & Cohen, J.D. (2001). “An fMRI investigation of emotional engagement in moral judgment”, Science, Vol. 293(5537), 2105-2108.
Haidt, J. (2001). “The emotional dog and its rational tail: A social intuitionist approach to moral judgment”, Psychological Review, Vol. 108(4), PP. 814-834.
Haidt, J. (2003). “The moral emotions. In R. J. Davidson, K. R. Scherer, & H. H. Goldsmith (Eds.)”, Handbook of affective sciences. Oxford: Oxford University Press. PP. 852-870.
Haidt, J. (2007). “The new synthesis in moral psychology”, Science, Vol. 316(5827), PP. 998-1002.
Hwang, H., Pan, Z. & Sun, Y. (2008). “Influence of hostile media perception on willingness to engage in discursive activities: An examination of mediating role of media indignation”, Media Psychology, Vol. 11(1), PP. 76-97.
Izard, C.E. (1977). “Human emotions”, New York: Plenum Press.
Keel, A. & Rajan, N. (2012). “Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding”, Psychology & Marketing, Vol. 29(9), PP. 690-703.
Kuppens, P., Van Mechelen, I., Smits, D.J. & De Boeck, P. (2003). “The appraisal basis of anger: Specificity”, necessity and sufficiency of components. Emotion, Vol. 3(3), PP. 254-269.
Lazarus, R.S. (1991). “Progress on a cognitive-motivational-relational theory of emotion”, American Psychologist, Vol. 46(8), PP. 819-834.
McCracken, G. (1986). “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, Vol. 13(1), PP. 71-84.
Lin, H.F. & Lee, G.G. (2004). “Perceptions of senior managers toward knowledge-sharing behavior”, Management Decision, Vol. 42(1), PP. 108-125.
Louie, T.A., Kulik, R.L. & Jacobson, R. (2001). “When Bad Things Happen to the Endorsers of Good Products”, Marketing Letters, Vol. 12(1). PP. 13-23.
Manouchehri, J., Hamidi, M., Sajadi, S.N. & Honari, H. (2016). “Designing a Qualitative Model of Doping Phenomenon Effect on Sport Marketing in Iran. PODIUM Sport”, Leisure and Tourism Review, Vol. 5(2), PP. 120-136.
Manouchehri, J. & Tojari, F. (2013). “Development and validation of instruments to measure doping attitudes and doping beliefs”, European Journal of Experimental Biology, Vol. 3(2), PP. 183-186.
Manouchehri, J., Tojari, F. & Ganjouei, F.A. (2013). “Variance analysis: Doping attitude, doping behavior and sport orientation in elite martial artists”, European Journal of Experimental Biology, Vol. 3(1), PP. 62-67.
Martin, N. & McGlone, C. (2006). “Nike's Corporate Interest Lives Strong: A Case of Cauase-Related Marketing and Leveraging”, Sport Marketing Quarterly, Vol. 15(3), PP. 184-88.
Moll, J., De Oliveira-Souza, R., Bramati, I.E. & Grafman, J. (2002). “Functional networks in emotional moral and nonmoral social judgments”, Neuroimage, Vol. 16(3), PP. 696-703.
Moll, J., Zahn, R., De Oliveira-Souza, R., Krueger, F. & Grafman, J. (2005). “The neural basis of human moral cognition”, Nature Reviews Neuroscience, Vol. 6(10), PP. 799-809.
Romani, S., Grappi, S. & Bagozzi, R.P. (2013). “Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values”, Journal of Business Ethics, Vol. 114(2), PP. 193-206.
Rozin, P., Lowery, L., Imada, S. & Haidt, J. (1999). “The CAD triad hypothesis: A mapping between three moral emotions (contempt, anger, disgust) and three moral codes (community, autonomy, divinity)”, Journal of Personality and Social Psychology, Vol. 76(4), PP. 574-586.
Runsbech, A. & Sjolin, D. (2011). “Negative effects of sponsorships: A quantitative study on negative effects of image transfer through sponsorship in the U.K”, Undergraduate thesis at C-level, 15 Hp. Halmstad University.
Shaver, P., Schwartz, J., Kirson, D. & O’Connor, C. (1987). “Emotion knowledge: Further exploration of a prototype approach”, Journal of Personality and Social Psychology, Vol. 52(6), PP. 1061-1086.
Simmers, C., Damron-Martinez, D. & Haytko, D. (2009). “Examining the Effectiveness of Athlete Celebrity Endorser Characteristics and Procuct Brand Type: The Endorser Sexpertise Continuum,” Journal of Sport Administration & Supervision, Vol. 1(1), PP. 52-64.
Straub, D.W. (1989). “Validating instruments in MIS research”, MIS Quarterly, Vol. 13(2), PP. 147-69.
Tangney, J.P., Stuewig, J. & Mashek, D.J. (2007). “Moral emotions and moral behavior”, Annual Review of Psychology, Vol. 58, PP. 345-372.
Wheeler, K. (2009). “Tiger Woods scandal update: Fans on Woods' website leave comments of disapproval, support for Elin”, Examiner. Com. Retrieved from http:// www. examiner. com/ article/ tiger-woods-scandal-update-fans-on-woods-website-leave-comments-of-disapproval-support-for-elin
Wilson, B., Stavros, C. & Westberg, K. (2008). “Player transgressions and the management of the sport sponsor relationship”, Public Relations Review, Vol. 34(2), PP. 99-107.