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اثر بازاریابی ‌خیرخواهانه بر ادراک و ترجیح خدمات ورزشی با تأکید بر نقش لذت اخلاقی و وفاداری ورزشکاران نوع‌دوست

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت دولتی، دانشگاه تهران

2 کارشناسی‌ارشد مدیریت بازرگانی، دانشگاه تهران

3 دانشجوی دکتری مدیریت بازرگانی، دانشگاه تهران

4 استادیار مدیریت بازرگانی، دانشگاه تهران

چکیده

پژوهش حاضر با ارائة یک الگوی پیشنهادی، به‌دنبال بررسی اثر بازاریابی‌خیرخواهانه بر ادارک (جذابیت‌ برند و هویت‌یابی‌) و ترجیح خدمات ورزشی، با تأکید بر نقش لذت ‌اخلاقی و وفاداری ورزشکاران نوع‌دوست مجموعة ‌ورزشی خیریه‌عمل بود. روش پژوهش حاضر، ازنظر هدف، کاربردی بود و برحسب روش، توصیفی بود که با به‌کارگیری ابزار پرسش‌نامة بومی‌سازی‌شده و با روش پیمایشی، داده‌های موردنیاز جمع‌آوری شدند. داده‌های موردنیاز برای انجام پژوهش با استفاده از روش نمونه‌گیری در دسترس، ازمیان 400 نفر از ورزشکاران (مشتریان) مجموعة ورزشی خیریه عمل در شهر تهران به‌دست آمدند. تجزیه‌وتحلیل داده‌ها با استفاده از تحلیل همبستگی و الگویابی معادلات‌ساختاری و با کمک نرم‌افزار آموس 24 انجام شد. نتایج پژوهش نشان داد که ترجیح استفاده از خدمات بازاریابی‌خیرخواهانه، به‌صورت مستقیم به‌وسیلة لذت‌اخلاقی، هویت‌‌یابی‌ و وفاداری ورزشکاران نوع‌دوست تحت‌تأثیر قرار می‌گیرد. همچنین، به‌واسطة جذابیت ‌برند، ترجیح خدمات ورزشی با فعالیت­های بازاریابی‌خیرخواهانه تحت‌تأثیر قرار می­گیرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes

نویسندگان [English]

  • Ali Hamidi Zadeh 1
  • Ali Asghar Rashid 2
  • Nima Soltani Nejat 3
  • Mohamad Rahim Esfidani 4

1 Assistant Professor of Public Administration, University of Tehran

2 M.Sc. of Business Management, University of Tehran

3 Ph.D. Student of Business Management, University of Tehran

4 Assistant Professor of Business Management, University of Tehran

چکیده [English]

The present study proposes a proposed model to investigate the effect of Cause-related marketing on affection (brand Attractiveness and identity) and the preference of sport services: emphasizing the role of moral pleasure and loyalty of athletes of the kindred, charity sports complex. The method of this research is applied in terms of purpose and is descriptive based on a descriptive research method. By using the tool of the questionnaire, it has been collected and surveyed using the required data. The data needed to conduct the research using available sampling method from 400 athletes (customers) of charity sports activities complex in Tehran was obtained. Data analysis was performed using correlation analysis and structural equation modeling with Amos 24 software. The results of the study showed that the preference for Cause-related marketing services is directly affected by the moral pleasure, identity and loyalty of altruists, and because of the attractiveness of the brand, the preference of sports services is affected by Cause-related marketing activities.

کلیدواژه‌ها [English]

  • Cause-Related Marketing
  • Moral Pleasure
  • Brand Attractiveness
  • Identification
  • Prefer Sports Services
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مطالعات مدیریت ورزشی
دوره 10، شماره 49
مرداد و شهریور 1397
مرداد و شهریور 1397
صفحه 159-182
فایل ها
سابقه مقاله
  • تاریخ دریافت: 23 شهریور 1396
  • تاریخ بازنگری: 09 دی 1396
  • تاریخ پذیرش: 11 بهمن 1396
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