مطالعات مدیریت ورزشی

بررسی ارزش ویژۀ برند تیم والیبال کالۀ مازندران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس‌ارشد مدیریت و برنامه‌ریزی در تربیت‌بدنی، دانشگاه تهران

2 دکترای مدیریت و برنامه‌ریزی در تربیت‌بدنی، دانشگاه تهران

چکیده
هدف از پژوهش حاضر، بررسی ارزش ویژۀ برند تیم والیبال کالۀ مازندران بود. روش این پژوهش توصیفی از نوع هم‌بستگی بوده و شیوۀ گردآوری داده‌های آن میدانی می‌باشد. جهت انجام پژوهش، 338 نفر از تماشاگران مسابقۀ تیم والیبال کالۀ مازندران در ورزشگاه 2000 نفری پیامبر اعظم شهرستان آمل به‌روش طبقه‌ای متناسب انتخاب شدند و پرسش‌نامه‌ای با 49 سؤال را تکمیل نمودند. جهت گردآوری داده‌ها از ‌پرسش‌نامۀ "راس، راسل و بنگ" (2008) استفاده شد و روایی صوری و محتوایی آن توسط اساتید این حوزه مورد‌تأیید قرار گرفت. همچنین، به‌منظور تعیین پایایی پرسش‌نامه از آلفای کرونباخ (86/0) بهره گرفته شد و برای آزمون مدل فرضی پژوهش، تحلیل عاملی تأییدی مورداستفاده قرار گرفت که درنهایت، 13 عامل پیشنهادی راس در‌مورد تیم کاله تأیید گردید. نتایج نشان‌دهندۀ تأثیر 11 عامل نشان برند‌، رقابت‌، مزیت، تعامل اجتماعی، تعهد، تاریخچۀ تیم، ویژگی سازمانی، موفقیت تیم، بازی تیم، افراد غیر‌بازیکن و ورزشگاه در بعد تداعیات ارزش برند و دو عامل همانند‌سازی و درونی‌کردن در بعد آگاهی از ارزش برند می‌باشد. همچنین، مشاهده می‌شود که هر 13 عامل مؤثر در ارزش برند تیم (معرفی‌شده ازسوی راس) در‌بارۀ تیم والیبال کاله‌ نیز موردتأیید قرار می‌گیرند؛ به‌عبارت‌دیگر، چنانچه مدیران تیم‌ها و باشگاه‌ها در‌صدد ایجاد و یا افزایش ارزش برای برند تیم خود هستند، باید متغیرهای مذکور را مورد‌توجه قرار دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Survey Brand Equity Volleyball Team of Mazandaran Kale

نویسندگان English

  • Adel Abdollahzadeh 1
  • Homeyla Takali 2
1 M.Sc. of Management and Planning in Physical Education, University of Tehran
2 Ph.D. of Management and Planning in Physical Education, University of Tehran
چکیده English

This study was to assess brand equity in volleyball team. This research is considered as correlative- descriptive from research purpose perspective and is considered as field research viewed from data collection method aspect. 338 spectators of Kalle Mazandaran volleyball match at the Stadio city of Amol, that were selected by stratified method, completed the questionnaire with forty-nine questions. Ross and Russell and Bang questionnaires (2008) were used to gather data. Face validity and content validity of the questionnaire were analyzed and validated by 10 university professors in the field. Cronbach's alpha (0.86) method was used to determine the reliability of the questionnaire. The reliability of the questionnaire was estimated as Confirmatory factor analysis was used to examine the hypothetical method of research. The results indicated that the 11 mentioned factors by Ross had a relation with Associations of Brand equity of Kalle Mazandaran and had an effect on it. All 11 hypothesis related to this subject were validated. The effect of two related factors to the awareness aspect of teams’ Brand was also validated. Results have shown that every thirteen factors influencing brand equity team, introduced by ROSS, about KALE volleyball team is well proven. In other words, if the team managers and the clubs are trying to create or increase their brand equity, these variables must be considered.

کلیدواژه‌ها English

  • Brand Equity
  • Kalle-ye Mazandaran
  • Volleyball Team
  1. Alizade, G. A. (2010). Factors affecting brand loyalty of fans to the popular professional league football. (Unpublished master dissertation). University of Tehran. (Persian).
  2. Bahreini, M. (2001). Provide a comprehensive assessment of the value of trademarks from the perspective of the consumer. (Unpublished doctoral dissertation). Faculty of Management and Accounting, Allameh Tabatabaei University. (Persian).
  3. Biscaia, R., Correia, A., Ross, S., Rosado, A., & Maroco, J. (2013). Spectator-based brand equity in professional soccer. Sport Marketing Quarterly, 22(1), 20.
  4. Carroll, C., & Mulcahy, C. (2014). Developing a holistic sports brand equity framework- The case of a Professional Rugby Team.https://marketing.conference-services.net. Bournemouth University.
  5. Ehsani, M., & Javoni, V. (2012). Effect successful teams brand on amount loyalty in the Premier League fans. Applied Research in Sport Management, 1(2), 89-98. (Persian).
  6. Gladden, J., ‌Milni, G., & Sutton, W. A. (1998). A conceptual framework for assessing brand equity in division I college athletic. J Sport Manage, 12‌(1‌), 1-19
  7. Gladden, J., & Milni, G. (1999). Examining the importance of brand equity in professional sport. Sport Marketing Quarterly, 8(1), ‌21-9.
  8. Gladden, J., & Funk, D. (2002). Developing on understanding of brand associations in term sport: Emprical evidence from consumers of professional sport. J Sport Manage, 16, 54-81.
  9. Kapferer, J. A. (1997). Strategic brand management: Creating and sustaining brand equity long term (2en ed). London: Kogan Page. 1-320
  10. Keller, L. K. (2013). Strategic brand management. Building, measuring and managing (4th ed). Pearson Education Limited; 2013. 36.
  11. Kunkel, T., Funk, D., & King, C. (2014). Developing a conceptual understanding of consumer-based league brand associations. Journal of Sport Management, 28(1), 49-67.
  12. Lovelock, C. H., & Lovelock, C. H. (1991. (Services marketing (pp. 372-377). Englewood Cliffs, NJ: Prentice Hall
  13. Miller, J. Muir, D. (2005). Brands business. (A. Bthayy, & P. Dragi, Trans). (1st ed). Tehran: Expressive. (Persian). 1-402
  14. Ross, S. D. (2006). A conceptual framework for understanding spectator-based brand equity. J Sport Manage, 20, 22-38.
  15. Ross, S. D., Bang, H., & Lee, S. (2007). Assessing brand associations for intercollegiate ice hockey. Sport Marketing Quarterly, 16(2), 106.
  16. Ross, S. D., James, J. D., & Vargas, P. (2006). Development of a scale to measure team brand associations in professional sport. Journal of Sport Management, 20(2), 260-79.
  17. Ross, S. D., Russell, K. C., & Bang, H. (2008). An empirical assessment of spectator-based brand equity. Journal of Sport Management, 22(3), 322-‌37.
  18. Sadeghiani, F. (2009). Evaluating brand equity houshold appliance from the perspective of consumers Tehran (attitude to local and international brands). (Unpublished master dissertation). Tehran: Tarbiat Modares University. (Persian).
  19. Sajadi, N., ‌Rajabi, H., ‌Abedloni, M., & Tarighi, R. (2013). Study of factors affecting brand equity Persepolis Tehran Club. New Approaches in Sports Management, 1(3), 43-52. (Persian).
  20. Sharari, A. (2014). Modeling customer-based brand equity Iranian National Paraolympic Committee. (Unpublished master dissertation). University of Tehran. (Persian).
  21. 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. (Persian).
  22. Vahdati, H., Esfahani, A. M., Hosseini, S. H. K., & Ehsani, M. (2013). Designing a model of brand equity for sports industry of Iran: Football Premier League (a case study). International Journal of Academic Research in Business and Social Sciences, 3(11), 681. (Persian).
  23. 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. 1(1).9-18. (Persian).
مطالعات مدیریت ورزشی
دوره 9، شماره 43
مرداد و شهریور 1396
مرداد و شهریور 1396
صفحه 185-198

  • تاریخ دریافت 11 اسفند 1393
  • تاریخ بازنگری 17 تیر 1396
  • تاریخ پذیرش 22 تیر 1394

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما