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اثر مسئولیت‌پذیری اجتماعی بر برند شخصی ورزشکاران با نقش میانجی شهرت و دلبستگی به برند (مطالعة موردی: علی دایی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تبریز

2 استادیار مدیریت ورزشی، دانشگاه تبریز

چکیده

پژوهش حاضر با هدف بررسی میزان اثر مسئولیت‌پذیری اجتماعی بر برند شخصی ورزشکاران با نقش میانجی شهرت و دلبستگی به برند انجام شده است. دانشجویان و دانش‌آموختگان تربیت‌بدنی کشور جامعة آماری پژوهش را تشکیل دادند که 207 نفر از آن‌ها، ازطریق پرسش‌نامة آنلاین محقق ساخته و با استفاده از نمونه‌گیری دردسترس در گروه‌های ورزشی شبکه‌های اجتماعی به عنوان نمونة آماری انتخاب شدند و نتایج آن با استفاده از روش مدل‌سازی معادلات ساختاری ازطریق نرم‌افزار ایموس محاسبه شد و مدل نهایی ارائه شد. پایایی کلی پرسش‌نامه (مسئولیت‌پذیری اجتماعی، برند شخصی، شهرت برند و دلبستگی به برند) با استفاده از روش آلفای کرونباخ، 95 درصد محاسبه شد. همچنین، برای محاسبة روایی ابزار از روایی سازه با کاربرد تحلیل عاملی اکتشافی استفاده شد که نتایج بیانگر روابودن ابزار پژوهش بود. نتایج حاکی از برازش مناسب مدل مبنی بر تأثیر تمامی مسیرهای مدل پیشنهادی پژوهش است. دراین‌بین نیز بیشترین میزان اثر مربوط به میزان اثر مسئولیت‌پذیری اجتماعی بر شهرت برند (77 درصد) و شهرت برند بر برند شخصی (76 درصد) است و پس از آن مسئولیت‌پذیری اجتماعی بر دلبستگی به برند با 56 درصد قرار دارد. دلبستگی به برند بر برند شخصی نیز با 17 درصد پایین‌ترین میزان اثر را دارد. با توجه به یافته‌های پژوهش می‌توان بیان کرد که فعالیت ورزشکاران در حیطة مسئولیت‌های اجتماعی یکی از عواملی است که می‌تواند آن‌ها را نزد هواداران به یک برند مشهور تبدیل کند و دلبستگی هواداران به برند شخصی ورزشکار را افزیش دهد و از این راه فوایدی را عاید جامعه و خود ورزشکار کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Influence of Social Responsibility on Branding of Individual Athletes as a Mediator of Brand Reputation and Attachment (Case Study: Ali Daei)

نویسندگان [English]

  • Rasoul Azadi 1
  • Vahihe Javani 2

1 Ph.D. Student of Sport Management, University of Tabriz

2 Assistant Professor of Sport Management, University of Tabriz

چکیده [English]

The purpose of this study was to investigate the influence of social responsibility on branding of individual athletes and as a mediator of brand reputation and attachment. The statistical population of this study were 207 physical education students and graduates. The participants responded to an online questionnaire created by the researcher. The results of the sampling available in social network sports groups were analyzed using structural equation modeling software. The overall reliability of the questionnaire (social accountability, personal brand, brand reputation, brand affiliation) using Cronbach's alpha was 95%. To calculate instrument validity, the construct validity was estimated by exploratory factor analysis and indicated the validity of the research questions. According to the model results, social responsibility influenced brand reputation (77%) and brand attachment (56%). Brand reputation (76%) and brand attachment (17%) affected personal brand. It can be argued that the activity of athletes toward social responsibility is a factor that can turn them into a renowned brand among fans and increase the attachment of supporters to an athlete's own brand. This will benefit the community and the athlete himself.

کلیدواژه‌ها [English]

  • Personal Brand
  • Social Responsibility
  • Brand Reputation
  • Brand Attachment
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مطالعات مدیریت ورزشی
دوره 10، شماره 51
آذر و دی 1397
آذر و دی 1397
صفحه 247-266
فایل ها
سابقه مقاله
  • تاریخ دریافت: 22 اردیبهشت 1397
  • تاریخ بازنگری: 09 تیر 1397
  • تاریخ پذیرش: 27 مرداد 1397
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