نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی‌ارشد مدیریت بازاریابی ورزشی، دانشگاه کردستان

2 دانشیار مدیریت ورزشی، دانشگاه کردستان

چکیده

این پژوهش با هدف بررسی اثر هویت تیمی و سازمانی بر نگرش مصرف‌کننده نسبت به بازاریابی ورزشی مرتبط با علت، در دانشجویان تربیت‌بدنی استان کردستان (تعداد=540) انجام شد. پژوهش ازنوع توصیفی- همبستگی بود که با روش نمونه‌گیری سرشماری (تعداد=400)انجام گرفت. ابزار اندازه‌گیری پژوهش، پرسش‌نامة پژوهشگرساختة وی‍ژگی‌های فردی و پرسش‌نامة استاندارد هویت تیمی، هویت سازمانی مرتبط با علت، نگرش مصرف‌کننده، تناسب ورزش و علت و قصد خرید بودند. برای تحلیل داده‌ها از آمار توصیفی (میانگین، انحراف استاندارد و غیره) و آمار استنباطی (همبستگی، تحلیل عامل تأییدی و مدل معادلات ساختاری) و نرم‌افزار اس.پی.اس.اس. نسخة 22 و آموس نسخة ۲۲ استفاده شد. یافته‌های پژوهش نشان داد که اگر بین ورزش و علت انتخاب‌شده سنخیت بالایی باشد،بر نگرش مصرف‌کننده نسبت به بازاریابی ورزشی مرتبط با علت اثر مثبت و معناداری دارد. همچنین، هویت تیمی به‌صورت مستقیم و جدا از تناسب ورزش و علت، نمی‌تواند بر نگرش مصرف‌کننده نسبت به بازاریابی ورزشی مرتبط با علت تأثیر مثبت داشته باشد؛ اما هویت سازمانی مرتبط با علت به‌تنهایی و جدا از تناسب ورزش و علت، بر‌نگرش مصرف‌کننده اثر مثبت و معنادار دارد. به‌علاوه، تغییر مثبت نگرش مثبت مصرف‌کننده منجر به قصد خرید خواهد شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Team and Organizational Identity on Consumer’s Attitude Toward CRSM

نویسندگان [English]

  • Mohamad Kazem Azami 1
  • Sardar Mohammadi 2

1 M.Sc. of Sport Marketing Management, University of Kurdistan

2 Associate Professor of Sport Management, University of Kurdistan

چکیده [English]

In order to study the effect of team and organizational identification, upon the consumers’ attitude regarding cause-related sport marketing, a descriptive-correlative research based on head counting sampling) (n=400), among Physical Education students of Kurdistan Province (N=540) was done. The tool of measurement is a researcher made Questionnaire including: individual characteristics, team identification, Cause organizational identification, consumers’ attitude, sport/ cause fit and purchase intention. The analysis of the data was based upon descriptive statistics (mean, standard deviation, …) and Inferential statistics (correlation, Confirmatory factor analysis and Structural Equation Model), using SPSS software Version 22 and AMOS version 20. The findings of the study show that the above-mentioned proportion between sport and causes has a positive and meaningful effect upon Consumer attitude toward CRSM and team identification directly and regardless of sport fit and cause cannot affect Consumer attitude toward CRSM, but Cause organizational identification lonely and regardless of sport/ because fit has a positive and meaningful effect on consumers’ attitude, ultimately the positive change of consumers’ attitude leads into purchase.

کلیدواژه‌ها [English]

  • Cause-Related Marketing
  • Team Identification
  • Organizational Identification
  • Attitude
  • Purchase Intention
  1. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.‏ 3th ed. Prentice Hall PTR. 278.
  2. Anderson, J. R. (1983). The architecture of cognition. Cambridge, MA: Harvard University Press.
  3. Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of public policy & marketing, 13(1): 108-14.‏
  4. Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39.‏
  5. Babiak, K., & Wolfe, R. (2006). More than just a game? Corporate social responsibility and Super Bowl XL. Sport marketing quarterly, 15(4).‏
  6. Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2002). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28, 248-62.
  7. Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 51, 46-53.
  8. Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58(3), 268-76.
  9. Cunningham, G. B., & Kwon, H. (2003). The theory of planned behavior and intentions to attend a sport event. Sport Management Review, 6(2), 127-45.‏
  10. DeConinck, J. (2011). The effects of ethical climate on organizational identification, supervisory trust, and turnover among salespeople. Journal of Business Research, 64, 617-24
  11. Dodds, W. B., Monroe, K. B., & Grewal, D. (1992). Effects of price, brand, and store information on buyers’ product evaluation. Journal of Marketing Research, 28(3), 307–19.
  12. Domegan, C. T. (2008). Social marketing: implications for contemporary marketing practices classification scheme. Journal of business & industrial marketing, 23(2),  135-41.‏
  13. Fischbein, M. (1980). A theory of reasoned action: Some applications and implications.‏ Nebr Symp Motiv, 27: 65-116.
  14. Fisher, R. J., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40.‏
  15. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-8.‏
  16. Gray, K. (2012). The power of good intentions: Perceived benevolence smoothes pain, increases, and improves taste. Social Psychological and Personality Science, 3,        639–45.
  17. Gupta, S., & Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of consumer marketing, 23(6), 314-26.‏
  18. Guy, B. S. (1988). The marketing of altruistic causes: understanding why people help. Journal of Services Marketing, 2(1), 5-16.‏
  19. Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17, 275-94.
  20. Hogg, M. A., & Abrams, D. (1990). Social motivation, self-esteem and social identity. Social identity theory: Constructive and critical advances, 28, 47.‏
  21. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.‏
  22. Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of marketing research, 35-50.‏
  23. Khorsidi, G. H., & Moghadami, S. (2003). The concept of social marketing. Business Research, 28, 141-63. (Persian).
  24. Khoshtinat, M., & GHanon, Z. (2006). Why companies should act in a manner that is responsible and accountable to the community, Accountant, 175 (21). (Persian)
  25. Kim, J., Kim, J. E., & Johnson, K. K. P. (2010). The customer-salesperson relationship and sales effectiveness in luxury fashion stores: The role of self-monitoring. Journal Glob Fashion Mark, 1(4), 9-230.
  26. Kim, H. J., & Lee, H. Z. (2009). The effect of the well-being consumer value orientations, the perceived value and brand preference on purchase intention of the environment-friendly cosmetic. J Korean Soc Clothing Ind, 15(1), 327-48.‏
  27. Kim, Y. S., & Chung, K. Y. )2009(. Hotel brand blog characteristics influencing purchase intention and word-of-mouse communication: Blog attitude as an intervening variable -Focused on blog users in their 20's and 30's-. Korean Journal Hospitality Administration, 18(3), 1-22.
  28. Kline, R. B. (2010). Principles and practice of structural equation modeling (3rd ed.). New York: Guilford Press.
  29. Kwon, H. H., & Armstrong, K. L. (2002). Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly, 11, 151-63.
  30. Lachowetz, T., & Gladden, J. (2002). A framework for understanding cause-related sport marketing programs. International Journal of Sports Marketing & Sponsorship, 4, 313-33.
  31. Lee, J., & Ferreira, M. (2007). The impact of transaction-based cause marketing and the moderating role of fan identification on sport team licensed product choice. The Sport Marketing Association Annual conference, Pittsburgh, PA.
  32. Lee, J., & Ferreira, M. (2013). A role of team and organizational identification in the success of cause-related sport marketing. Sport Management Review, 16, 161–72.
  33. Lichtenstein, D. R., & Bearden, W. O. (1989). Contextual influences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16(1), 55-66.‏
  34. Liu, Y., Loi, R., & Lam, L. W. (2011). Linking organizational identification and employee performance in teams: The moderating role of team-member exchange. The International Journal of Research from the Shop Floor to the Executive Suite. Journal of Management, 3, 239-90.
  35. Marosi, I., & Bencsik, A. (2009). Tien higher education: Team Chance of Success. The International Journal of Learning, 5, 166-74.
  36. Moshabaki, A., & Khalili Shojaei, W. (2010). Examine the relationship between organizational culture and corporate social responsibility. Applied Sociology, 4, 37-56. (Persian).
  37. Myers, B., & Kwon, W. (2013). A model of antecedents of consumers’ post brand attitudes upon exposure to a cause-brand alliance. International Journal of Nonprofit & Voluntary Sector Marketing, 18, 73–89.
  38. Obschonka, M., Goethner, M., Silbereisen, R. K., & Cantner, U. (2012). Social identity and the transition to entrepreneurship: The role of group identification with workplace peers. Journal of Vocational Behavior, 80, 137-47.
  39. Pharr, J. R., & Lough, N. N. (2012). Differentiation of social marketing and cause-related marketing in US professional sport. Sport Marketing Quarterly, 21, 91–103.
  40. Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing science, 20(1), 93-7.‏
  41. Roy, D. P., & Graeff, T. R. (2003). Consumer attitudes toward cause-related marketing activities in professional sports. Sport Marketing Quarterly, 12(3), 163-73.
  42. Schiffman, L.G. & Kanuck, L.L. (1994), Consumer Behavior, 5th Edition, Prentice Hall, New Jersey.
  43. Smith, A. C. T., & Westerbeek, H. M. (2007). Sport as a vehicle for deploying corporate social responsibility. Journal of Corporate Citizenship, 25, 43-54.
  44. Tajfel, H. (1982). Social identity and intergroup relations. New York: Cambridge University Press.
  45. Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. The social psychology of intergroup relations, 33(47), 74.‏
  46. Turker, D. (2009). How corporate social responsibility influences organizational commitment. Journal of Business Ethics, 89, 189–204.
  47. Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. New York: Basil Blackwell.
  48. Van Dick, R., van Knippenberg, D., Kerschreiter, R., Hertel, G., & Wieseke, J. (2008). Interactive effects of work group and organizational identification on job satisfaction and extra-role behavior. Journal of Vocational Behavior, 72, 388- 99.
  49. Wann, D. L., Dolan, T. J., MeGeorge, K. K., & Allison, J. A. (1994). Relationships between spectator identification and spectators' perceptions of influence, spectators' emotions, and competition outcome. Journal of Sport and Exercise Psychology, 16(4), 347-64.‏
  50. Wu, P. C. S., Yeong- Yuh Yeh, G., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19, 30–9.
  51. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2),     195–211.