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
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