نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه تهران

2 هیئت علمی دانشگاه تهران

3 دانشجو

چکیده

رشد چشمگیری در نقش حمایت مالی به‌عنوان یکی از ابزارهای تبلیغاتی شرکت‌ها و سازمان‌های دولتی و خصوصی پدید آمده است. یکی از مهم‌ترین هدف‌های حمایت مالی شرکت‌ها، تأثیری است که بر وفاداری افراد مرتبط با مورد حمایت‌شده می‌گذارند. حمایت مالی ورزشی به‌دلیل رشد پوشش رسانه‌ای در این حوزه و نیز تعداد بسیار زیاد افرادی که درگیر این مسابقات می‌شوند، یکی از محبوب‌ترین زمینه‌های حمایت مالی می‌باشد. هدف از این پژوهش، بررسی رابطۀ حمایت مالی بانک شهر با وفاداری مشتریان به بانک می‌باشد بدین‌منظور، شعبات بانک شهر در تهران (1391) مورد مطالعه قرار گرفت. تعداد نمونه 167 نفر تخمین زده شد. یافته‌ها، تمامی فرضیه‌های مورد‌مطالعه (ارتباط سازه‌های شأن رویداد، تجانس بین حامی مالی و دارایی حمایت‌شده، علاقۀ فردی به رویداد، نگرش نسبت به حامی مالی، صداقت حامی مالی و حضور همیشگی حامی مالی با وفاداری مشتریان به بانک) را تأیید نمودند.

کلیدواژه‌ها

عنوان مقاله [English]

sponsorship and its relationship with customer loyalty

نویسنده [English]

  • hamidreza nezhadali lafmejani 1

چکیده [English]

There has been a significant development in sponsoring role in marketing activities of the various organizations and companies. One of the most important goals of sponsorship is its impact on the loyalty of related people to what has been sponsored.. Sport sponsorship is one of the most popular areas of sponsorship due to the growth of the media coverage in this field, and a very large number of people who are involved in these tournaments. The aim of this study was to investigate the relationship between Bank sponsorship and its customer loyalty. In this study, the branches of City Bank in Tehran (2012) were studied. the desired sample included 167 people.. Findings of the study confirmed all hypotheses (relationship between dignity structures of event, congruence between sponsor and sponsored property, personal interest in the events, the attitude towards sponsor, honesty of sponsor, the permanent presence of sponsor with customer loyalty toward Bank ).

کلیدواژه‌ها [English]

  • Sponsorship
  • Customer loyalty
  • sport sponsorship
  • Sport Marketing
1. Alexandris, K., Kouthouris, C., & Meligdis, A. (2006). Increasing customers’ loyalty in a skiing resort. International Contemporary Hospitality Management, 18(5): 414–425.
2. Amis, J., & Slack, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, 33 (3): 250-272.
3. Armstrong, C. (1987). Sports sponsorship: A case-study approach to measuring its effectiveness. European Research, 16‌(2): 97-103.
4. Banar, N., Ramzani nezhad, R,. Mohades, F,. Mirkazemi,. A. (1391). Designing a Model for sport sponsorship decision making in Iran. Journal of Sport Management Studies. 14: 13-24.
5. Benveniste, F., & Piquest, S. (1998). La pratique du parainge, librairie vuibert paris. Journal of Marketing Communication, 3‌(2): 26-42.
6. Chen, K. K., & Zhang, J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14 (1): 103-116.
7. Chien, P. M., Cornwell, T. B., & Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. J Bus Res, 64 (1): 142-149.
8. Cliffe, S. J., & Motion, J. (2005). Building contemporary brands: A sponsorship-based strategy. J Bus Res, 58 (1): 1068-1077.
9. Cornwell, T., Bettina & Isabelle, M. (1998). An international review of s‌‌ponsorship research. J Advertising, 27‌(1): 1-22.
10. Han, H., & Back, K. (2008). Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry. Journal of Hospitality and Tourism Research, 32‌(4): 467–490
11. Honari, H,. Ahmadi, A,. Moradi, M. (1391). Study of the four roles of sports media in the development of athletic sports. Journal of Sport Management Studies. 15: 145-158.
12. Javalgi Rajshekhar, G., Mark, B., Traylor, M, Andrew, C., Gross, & Edward Lampman. (1994). Awareness of sponsorship and corporate image: An empirical investigation. J Advertising, 23‌(4): 47-58.
13. Johanson, M., & Utlerstrom, T. (2007). Sport sponsorship a marketing communication tool in Swedish companies. (Unpublished master dissertation). Lulea university of technology, ISSN: 1402-1552.
14. Johnston, M. A. (2010). The impact of sponsorship announcements on shareholder wealth in Australia. Asia Pacific Journal of Marketing and Logistics, 22 (6): 156-178.
15. Ladhari, R., Brun, I., & Morales, M. (2007). Determinants of dining satisfaction and postdining behavioral intentions. International Journal of Hospitality Management, 27‌(4): 563–573.
16. Lamont, M., Hing, N., & Gainsbury, S. (2011). Gambling on sport sponsorship: A conceptual framework for research and regulatory review. Sport Management Review, 14 (5): 246-257.
17. Maki, D., & Sjostrand, N. (2007). Sport sponsorship as a marketing communication tool: A case study of two B2B companies. (Unpublished bachelor thesis). Lulea university of technology, ISSN: 1402-1773.
18. Motley, L. B. (2002). A satisfaction survey tool. ABA Bank Marketing, 34(9): 42.
19. Oliver, R., L. (1999). Whence consumer loyalty? J Marketing, 63 (3): 33–34.
20. Ramzani nezhad, R,. Banar, N,. Khabiri, M,. Kazem nezhad, A,. Malek akhlagh, A. (1391). Study of effective factors in Sport decision making. Journal of Sport Management Studies. 12: 107-126.
21. Razavi, M. ( 1385). Privatization, decentralization and transfer of tasks championship to NOC. Olympic Journal. 14 (40): 67-80.
22. Sajjadi, N,. Khabiri, M,. Alizadeh, A. (1392). Factors affecting fans brand loyalty in Iran Football Pro League. Journal of Sport Management Studies. 18: 81-100.
23. Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. J ACAD Market SCI, 28 (2): 226-228.
24. Statery, J., & Pitts, B. G. (2002). Corporate sponsorship and season ticket holder attendees: An evaluation of changes in recall over course of one American collegiate football season. International Journal of Sport Marketing and Sponsorship, 4(2): 151-174.
25. Stipp H, & Nicholas, P. (1996). Schiavone. Modeling the impact of Olympic sponsorship on corporate image. J Advertising Res, 36‌(4): 22-28.
26. Tyler, L. (2002). Measure against competitors to better scores. Marketing News, 36(‌22): 47.
27. Woisetschlager, D. M., & Michaelis, M. (2009). Sponsorship congruence and brand image: ‌A pre-post event analysis. European Journal of Marketing, 46 (1): 509-523.