مطالعات مدیریت ورزشی

توسعة مدل اثر جامعة برند بر ویژگی‌های برند

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران

چکیده
هدف پژوهش حاضر بررسی و توسعة مدل اثر جامعة برند بر ویژگی‌های برند، با میانجی‌گری دلبستگی به برند و نقش تعدیل‌کنندة شباهت جامعه – برند در صنعت پوشاک ورزشی داخلی و خارجی بود. روش پژوهش، توصیفی- همبستگی و ازنظر هدف، کاربردی بود. پژوهش به‌شکل میدانی انجام شد که مشتریان برندهای ورزشی داخلی و خارجی در سطح فروشگاه‌های شهر شیراز جامعة آماری آن بود. ابزار اندازه‌گیری، پرسش‌نامة 34 سؤالی در مقیاس پنج‌ارزشی لیکرت بود. نتایج نشان داد که شباهت جامعة برند، رابطة بین تعهد به جامعة برند و دلبستگی به برند و رابطة تعهد به جامعة برند و تعهد به برند را تعدیل کرد؛ درحالی‌که شباهت جامعة برند نقش تعدیل‌کننده‌ای بین شناسایی و تعیین هویت جامعة برند و شناسایی و تعیین هویت برند نداشت. به‌طورکلی، اگر مشتریان جامعة برند ورزشی موفق را بپذیرند، آن جامعة برند ورزشی اثرگذارتر خواهد بود. ایجاد نگرش مثبت در ادراک مشتریان نیز زمانی روی می‌دهد که جامعة برند برمبنای خرید و رضایت از خرید مطرح شود و تنها، داشتن هویت جامعة برند و داشتن تعهد به جامعة برند برای ایجاد تغییر مثبت، مؤثر نیست.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Development of Effect Model Community Brand on the Characteristic of Brand

نویسندگان English

  • Mehdi Rastgari
  • Seyed Ehsan Amirhosseyni
  • Ahmad Torkfar
Department of Sport Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
چکیده English

The purpose of the research is to investigate and develop the model of the effect of the brand community on brand attributes through brand mediation and the role of modifying the similarity of society-brand in the domestic and foreign apparel industry. Correlational research method, the purpose of the form was carried out. The population includes sports brands of domestic and foreign clients in the area of Shiraz. Instrument, the questionnaire had 34 questions in Likert scale. The findings suggest that similarities brand community relationship between commitment to the brand and attachment to the brand and the relationship between commitment to the brand and brand commitment to adjust while the same brand community as a moderator between identification the brand and not brand identification. Generally, sports are society's perceptions of customers if accepted, is effective. Create a positive mentality also occurs in the perception of customers that are based on the purchase and consent of the community raised and just having a brand identity and a commitment to their community to make a positive change, it is efficient.

کلیدواژه‌ها English

  • Brand Community
  • Attachment to the Brand
  • Brand Commitment
  • Like Society - Brand
  • Customers
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مطالعات مدیریت ورزشی
دوره 9، شماره 46
بهمن و اسفند 96
بهمن و اسفند 1396
صفحه 125-140

  • تاریخ دریافت 29 خرداد 1396
  • تاریخ بازنگری 16 آبان 1396
  • تاریخ پذیرش 18 آذر 1396

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