نقش جایگاه اجتماعی ارزش ویژه برند بر تداعیات مشتری از برند مجموعه‌های فرهنگی ورزشی آبی
الموضوعات :
زهرا امینی روشن
1
(گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.)
الهام خوش بخت احمدی
2
(گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.)
سید مرتضی عظیم زاده
3
(گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.)
الکلمات المفتاحية: مجموعه آبی, ابعاد ارزش ویژه برند, برند, ارزش ویژه برند, تداعیات برند,
ملخص المقالة :
هدف: پژوهش حاضر با هدف بررسی نقش جایگاه اجتماعی ارزش ویژه برند بر تداعیات مشتریان از مجموعه‌های فرهنگی ورزشی آبی شهرستان بیرجند به انجام رسید.روش‌شناسی: این پژوهش از نظر روش تحقیق، توصیفی از نوع همبستگی می‌باشد. جامعه تحقیق شامل مشتریان مجموعه‌های آبی بود که از بین آن‌ها تعداد 384 نفر به صورت تصادفی _ طبقه‌ای به عنوان نمونه انتخاب شدند. برای جمع‌آوری داده‌ها پرسشنامه محمدی (1390) بکار گرفته شد و بمنظور تجزیه‌وﺗﺤﻠﯿﻞ دادهﻫﺎ از ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ پیرسون، آزمون فریدمن و رگرسیون استفاده شد؛ همچنین فرضیه‌های تحقیق با استفاده از نرم‌افزار اس.پی.اس.اس 25 مورد تجزیه و تحلیل قرار گرفتند. ابعاد ارزش ویژه برند در این پژوهش شامل برجستگی برند، عملکرد برند، قضاوت برند، احساسات برند، هم‌نوایی برند و تصویرسازی برند است.یافته‌ها: نتایج به دست آمده از این تحقیق نشان داد که جایگاه اجتماعی ارزش ویژه برند و ابعاد آن بر تداعیات مشتری از برند در مجموعه‌های فرهنگی ورزشی آبی شهرستان بیرجند تاثیرگذار است و در بین ابعاد ارزش ویژه برند، بعد عملکرد برند بیشترین همبستگی را با تداعیات مشتری از برند دارد. نتیجه‌گیری: در بازار امروز، تداعیات ذهنی مشتریان از برند با موفقیت و ماندگاری آن برند ارتباط داشته و دارای جنبه رقابتی است، خصوصا در بازارهای صنعتی که مشتریان وفادار می‌توانند حیات یک شرکت را تضمین کرده و یا آن را به نابودی بکشانند بطورکلی هر چه مشتریان نسبت به برند، تداعیات مثبت بیشتری داشته باشند ارزش ویژه برند و جایگاه اجتماعی آن افزایش می‌یابد زیرا مشتریان استفاده از آن برند را به دوستان وآشنایان خود توصیه می‌کنند.
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