طراحی مدل ارزش ویژه برند تیم والیبال پیکان تهران
محورهای موضوعی : مدیریت بازاریابیمراد رومیانی 1 , نجف آقایی 2 , امیر حسین منظمی 3 , سعید رومیانی 4 , مینا گندمی 5
1 - کارشناسی ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تربیت دبیر شهید رجایی، تهران، ایران
2 - دانشیار، گروه مدیریت ورزشی، دانشگاه خوارزمی و شهید بهشتی، تهران، ایران
3 - استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تربیت دبیر شهید رجایی، تهران، ایران
4 - کارشناسی ارشد آسیب شناسی ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران
5 - دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تهران، ایران
کلید واژه: ارزش ویژه برند, تیم والیبال, پیکان تهران,
چکیده مقاله :
هدف: امروزه ساخت برندهای قوی، به سبب مزیت‌های فوق‌العاده، اولویت بازاریابی بسیاری از سازمانها شده است. برندهای قوی برای یک شرکت، هویتی را در بازار ایجاد می‌کند. ارزش ویژه‌ی برند مزایای بسیاری برای شرکت‌ها و تولیدکنندگان دارد. امروزه برندها در ورزش به‌طور گسترده‌ای موردتوجه قرارگرفته‌اند. هدف از تحقیق حاضر طراحی مدل ارزش ویژه برند تیم والیبال پیکان تهران بود. روش: این پژوهش توصیفی از نوع همبستگی برحسب هدف کاربردی و به لحاظ روش گردآوری داده‌ها، میدانی با رویکرد معادلات ساختاری است. جامعه آماری پژوهش شامل تمامی تماشاگرانی بود که جهت مشاهده مسابقه تیم والیبال پیکان تهران در فصل 97- 96 در سالن 1800 نفری خانه والیبال تهران حضور یافته بودند. نمونه موردمطالعه بر اساس جدول مورگان 317 نفر از تماشاگران با استفاده از روش نمونه‌گیری در دسترس تعیین گردید. جهت گردآوری داده‌ها از پرسش‌نامه (آکر، 1991) که حاوی 29 سؤال بود استفاده گردید. روایی صوری و محتوایی ابزار تحقیق توسط 15 تن از اساتید متخصص مدیریت ورزشی در زمینه بازاریابی ورزشی تأیید شد. به‌منظور سنجش پایایی پرسش‌نامه از آزمون‌های آلفای کرونباخ (0/983) و پایایی ترکیبی (0/985) و همچنین جهت آزمون مدل تحقیق از تحلیل عاملی تأییدی با کمک نرم‌افزار PLS استفاده گردید. نتایج: برازش مدل اندازه‌گیری، نشان از برازش مناسب مدل تحقیق داشتند. همچنین ارتباط ابعاد ارزش ویژه برند تیم پیکان تهران با استفاده از معیار T_ values با متغیر ارزش ویژه برند مثبت و معنادار نشان داده شد. همچنین در قسمت برازش کلی مدل از معیار Goodness Of Fit استفاده گردید که مقدار به‌دست‌آمده برابر با 463/0 به دست آمد و نشانگر برازش مناسب مدل کلی بود.
Purpose: Today, building strong brands has been a marketing priority for many organizations because of the great advantages. Strong brands for a company create an identity in the marketplace. Brand equity has many benefits for companies and manufacturers. Today, brands in sports are widely considered. The aim of present study was to design a Special Value Brand Model for Peykan Volleyball Team in Tehran. Method: This was a descriptive-correlational study and in terms of data collection was field with structural equation approach. The statistical population of the study consisted of all spectators (1800) who were present at the indoor gym of Tehran Peykan Volleyball House in the 96-97 season to watch the Peykan volleyball team match. According to Morgan table, 317 spectators were selected using available sampling method. Akr’s (1991) questionnaire containing 29 items was used for data collection. The face and content validity of the research instrument was confirmed by 15 sports manager professors in the field of marketing management. Cronbach's alpha (0.983) and combined reliability (0.985) were used to assess the reliability of the questionnaire and confirmatory factor analysis using PLS software was used to test the research model. Results: The fitting of the measurement model showed the appropriate fitting of the research model. Also, the relationship between brand equity dimensions of Tehran Paykan team with T_ values criterion was shown to be positive and significant. Also in the overall fit of the model, Goodness of Fit criterion was used. The obtained value was 0.463, indicating appropriate fit of the overall model.
Yasin, N.M., Noor, M. N. & Mohamad, O. (2007). “.Does image of country-of-origin matter to brand equity?”, Journal of Product & Brand Management, Vol. 16(1), PP. 38-48.
Graham. P., Harker, D., Harker, M. & Tuck, M. (1994). “Branding Food Endorsement Programs: The National Heart Foundation of Australia”, Journal of product and brand management. Vol. 3(4), PP. 31-43.
Alizade, G.A. (2012). “Factors affecting brand loyalty of fans to the popular professional league football. (Unpublished master dissertation). University of Tehran. (In Persian).
Dehghani Soltani, M., Mohammadi, A., Pour Ashraf, Y., Sayeh Miri, .K. & Shirin Abadi, E. (2015). “Structural Equations modeling approach to determine the effect of experience, trust and loyalty to brand on brand equity”, Marketing Management Journal, Vol. 21(8), PP. 101-117. (In Persian).
Zytvnly, A., Farahani, A. & Asadi, H. (2011). “Sport Tourism and Long-Term Economic Impacts, Review of Tourism & Physical Education Experts' Views and Tourists on the Impacts of Tourism Development Sport on employment and income in Golestan province”, New Approaches to Sport Management. Vol. 1(1), PP. 9-18. (In Persian).
Kim, J.H. & Hyun, Y.J. (2010). “A model to investigate the influence of marketing mix efforts and corporate image on brand equity in the IT software sector”, Industrial marketing. Management, Vol. 40(3), PP. 424-438.
Rajh, E. (2005). “The effect of marketing mix elements on brand equity”, Economic Trenda and Economic Policy, No. 102, PP. 30-59.
Parhizgar, M.M. & Ebrahimi Abed, M. (2014). “Investigation of effect of brand equity dimensions in Acker model on brand equity from point of consumer’s view (case study: Samsung Brand)”, Commercial studies. No. 53, PP. 61-71. (In Persian).
Carlson, B.D. & Donavan, D.T. (2013). “Human brands in sport: Athlete brand personality and identification”, Journal of Sport Management, Vol. 27(3), PP. 193-206.
Irwin, R.L., Sutton, W.A. & McCarthy, L.M. (2008). “Sport promotion and sales management”. Illinois: Human Kinetics, Champaign.
Ross, S.D. (2006). “A conceptual framework for understanding spectator-based brand equity”, Journal of Sport Management, Vol. 20(1), PP. 22-3.
Biscaia, R., Correia, A., Ross, S., Rosado, A. & Maroco, J. (2013). “Spectator-based brand equity in professional soccer”, Sport Marketing Quarterly, Vol. 22(1), PP. 20-32.
Aaker, D.A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, New York, PP. 15-88.
Sayed Javadin, R. & Shams, R. (2007). “The factors determining brand equity for sport shoes among a group of youth”, Social and Humanistic Researches (management), Vol. 7(25), PP. 73-96. (inPersian).
Ehsani, M. & Javani, V. (2014). “Effects of succeed teams’ brand on fans’ loyalty in Football Premier League”, applied researches on biology and management of sport, No 2. PP. 89-98. (In Persian).
Zhang, J., Jiang, Y., Shabbir, R. & Du, M. (2014). “Building industrial brand equity by leveraging firm capabilities and co-creating value with customers”. Industrial Marketing Management, Vol. 51, PP. 47-58.
Ravindar, R. (2012). “Chandrajeet, K.Creating Consumer Based Brand Equity in Indian Sport Shoe Market”, Business & Management Review. (2), P. 131.
Jalali Farahani, M. (2014). “Effect of mixed elements of marketing on brand equity for sport services”, Applied Sport Management Researches publication, Vol. 2(6), PP. 11-20. (In Persian).
Eghbali, A., Dehghan Dehnavi, H., Naeeb Zadeh, Sh. & Kalantar Zadeh, Sh. (2015). “Investigation of effects of brand experience, propaganda and sale improvement on brand equity (case study: Kaleh products)”, International Management Conference in 2th century. (In Persian).
Takali, H. (2012). “Modeling customer-based brand equity Iranian National Olympic Committee. (Unpublished doctoral dissertation)”, University of Tehran, Faculty of Physical Education and Sport Sciences. (In Persian).
Moradi, H, Zarei, A. (2012). “Creating consumer-based brand equity for young Iranian consumers via country of origin sub-components effects”, Asia Pacific Journal of Marketing and Logistics, Vol. 24(3), PP. 394-413.
Alavi Foumani, S.F., Rezaie Kilidbari, H.R., Goudarzvand Chegini, M. (2016). “Comparison of brand equity for premier sport brands (case study: sport brands Nike, Adidas and Puma), Iran Management Sciences quarterly, Vol. 11(41), PP. 51-71. (In Persian).
Abdollah Zadeh, A, & Takali, H. (2017). “Investigation of brand equity for Mazandaran Kaleh Volleyball team”, Sport Management Studies, Vol. 9(43), PP. 185-198. (In Persian).
Mahmoudi Pachal, Z, Zareie, GH. & Bashokouh, M. (2017). “Representing the customer-centered brand equity model in Sare`in Tourism area”, Scientific-research quarterly of Tourism and Development, Vol. 6(3), PP. 116-138. (In Persian).
Bouchet, P. & Hillairet, D. (2014) and Bodet, G.Sport brands”, translated by Tejari, F. Nasr Isfahani, D. and Majedi, N., Tehran, Hatmi publication, pp. 50. (In Persian).
Kazemi Mahyari, H. (2014). “Determination of the effects of consumers’ perceptions in original country on Acker-based brand equity (case study: Domestic visual-sonic equipment in Masjed Soleiman”, a M.A thesis from Isfahan university, Virtual Teaching College. (In Persian).
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Yasin, N.M., Noor, M. N. & Mohamad, O. (2007). “.Does image of country-of-origin matter to brand equity?”, Journal of Product & Brand Management, Vol. 16(1), PP. 38-48.
Graham. P., Harker, D., Harker, M. & Tuck, M. (1994). “Branding Food Endorsement Programs: The National Heart Foundation of Australia”, Journal of product and brand management. Vol. 3(4), PP. 31-43.
Alizade, G.A. (2012). “Factors affecting brand loyalty of fans to the popular professional league football. (Unpublished master dissertation). University of Tehran. (In Persian).
Dehghani Soltani, M., Mohammadi, A., Pour Ashraf, Y., Sayeh Miri, .K. & Shirin Abadi, E. (2015). “Structural Equations modeling approach to determine the effect of experience, trust and loyalty to brand on brand equity”, Marketing Management Journal, Vol. 21(8), PP. 101-117. (In Persian).
Zytvnly, A., Farahani, A. & Asadi, H. (2011). “Sport Tourism and Long-Term Economic Impacts, Review of Tourism & Physical Education Experts' Views and Tourists on the Impacts of Tourism Development Sport on employment and income in Golestan province”, New Approaches to Sport Management. Vol. 1(1), PP. 9-18. (In Persian).
Kim, J.H. & Hyun, Y.J. (2010). “A model to investigate the influence of marketing mix efforts and corporate image on brand equity in the IT software sector”, Industrial marketing. Management, Vol. 40(3), PP. 424-438.
Rajh, E. (2005). “The effect of marketing mix elements on brand equity”, Economic Trenda and Economic Policy, No. 102, PP. 30-59.
Parhizgar, M.M. & Ebrahimi Abed, M. (2014). “Investigation of effect of brand equity dimensions in Acker model on brand equity from point of consumer’s view (case study: Samsung Brand)”, Commercial studies. No. 53, PP. 61-71. (In Persian).
Carlson, B.D. & Donavan, D.T. (2013). “Human brands in sport: Athlete brand personality and identification”, Journal of Sport Management, Vol. 27(3), PP. 193-206.
Irwin, R.L., Sutton, W.A. & McCarthy, L.M. (2008). “Sport promotion and sales management”. Illinois: Human Kinetics, Champaign.
Ross, S.D. (2006). “A conceptual framework for understanding spectator-based brand equity”, Journal of Sport Management, Vol. 20(1), PP. 22-3.
Biscaia, R., Correia, A., Ross, S., Rosado, A. & Maroco, J. (2013). “Spectator-based brand equity in professional soccer”, Sport Marketing Quarterly, Vol. 22(1), PP. 20-32.
Aaker, D.A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, New York, PP. 15-88.
Sayed Javadin, R. & Shams, R. (2007). “The factors determining brand equity for sport shoes among a group of youth”, Social and Humanistic Researches (management), Vol. 7(25), PP. 73-96. (inPersian).
Ehsani, M. & Javani, V. (2014). “Effects of succeed teams’ brand on fans’ loyalty in Football Premier League”, applied researches on biology and management of sport, No 2. PP. 89-98. (In Persian).
Zhang, J., Jiang, Y., Shabbir, R. & Du, M. (2014). “Building industrial brand equity by leveraging firm capabilities and co-creating value with customers”. Industrial Marketing Management, Vol. 51, PP. 47-58.
Ravindar, R. (2012). “Chandrajeet, K.Creating Consumer Based Brand Equity in Indian Sport Shoe Market”, Business & Management Review. (2), P. 131.
Jalali Farahani, M. (2014). “Effect of mixed elements of marketing on brand equity for sport services”, Applied Sport Management Researches publication, Vol. 2(6), PP. 11-20. (In Persian).
Eghbali, A., Dehghan Dehnavi, H., Naeeb Zadeh, Sh. & Kalantar Zadeh, Sh. (2015). “Investigation of effects of brand experience, propaganda and sale improvement on brand equity (case study: Kaleh products)”, International Management Conference in 2th century. (In Persian).
Takali, H. (2012). “Modeling customer-based brand equity Iranian National Olympic Committee. (Unpublished doctoral dissertation)”, University of Tehran, Faculty of Physical Education and Sport Sciences. (In Persian).
Moradi, H, Zarei, A. (2012). “Creating consumer-based brand equity for young Iranian consumers via country of origin sub-components effects”, Asia Pacific Journal of Marketing and Logistics, Vol. 24(3), PP. 394-413.
Alavi Foumani, S.F., Rezaie Kilidbari, H.R., Goudarzvand Chegini, M. (2016). “Comparison of brand equity for premier sport brands (case study: sport brands Nike, Adidas and Puma), Iran Management Sciences quarterly, Vol. 11(41), PP. 51-71. (In Persian).
Abdollah Zadeh, A, & Takali, H. (2017). “Investigation of brand equity for Mazandaran Kaleh Volleyball team”, Sport Management Studies, Vol. 9(43), PP. 185-198. (In Persian).
Mahmoudi Pachal, Z, Zareie, GH. & Bashokouh, M. (2017). “Representing the customer-centered brand equity model in Sare`in Tourism area”, Scientific-research quarterly of Tourism and Development, Vol. 6(3), PP. 116-138. (In Persian).
Bouchet, P. & Hillairet, D. (2014) and Bodet, G.Sport brands”, translated by Tejari, F. Nasr Isfahani, D. and Majedi, N., Tehran, Hatmi publication, pp. 50. (In Persian).
Kazemi Mahyari, H. (2014). “Determination of the effects of consumers’ perceptions in original country on Acker-based brand equity (case study: Domestic visual-sonic equipment in Masjed Soleiman”, a M.A thesis from Isfahan university, Virtual Teaching College. (In Persian).