نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، دانشگاه شهید باهنر کرمان
2 استاد مدیریت ورزشی، دانشگاه تهران
3 دانشیار مدیریت ورزشی، دانشگاه تهران
4 کارشناسی‌ارشد مدیریت بازرگانی، دانشگاه اصفهان
چکیده
هدف پژوهش حاضر، بررسی تأثیر شخصیت برند تیم‌های فوتبال بر ترجیح برند و وفاداری به برند تیم‌های استقلال و پرسپولیس تهران در لیگ برتر فوتبال ایران بود. این پژوهشازنظرهدف،کاربردی،ازنظرنحوةگردآوریاطلاعات،توصیفیومبتنی‌برمدلمعادلاتساختاریبود. جامعة آماری پژوهش هواداران تیم‌های فوتبال پرسپولیس و استقلال تهران بودند که تعداد 441 نفر به‌عنوان نمونه، به‌صورت تصادفیدر ورزشگاه‌هایی که به‌صورت هدفمند برای انجام پژوهش درنظر گرفته شده بودند، انتخاب شدند. پرسش‌نامه‌های ترجیح برند چن و چنگ (2008) و وفاداری برند هی (2012) به‌عنوان ابزارهای پژوهش به‌کار گرفته شدند. پرسش‌نامة شخصیت برند نیز برمبنای ابعاد اصلی شخصیت برند آکر (1997) طراحی و استفاده شد. روایی پرسش‌نامه با استفاده از نظرهای متخصصان بازاریابی ورزشی و مدیریت برند تأیید شد و پایایی پرسش‌نامه‌های پژوهش براساس آلفای کرونباخ برایپرسش‌نامه‌های شخصیت برند، وفاداری به برند و ترجیح برند، به‌ترتیب 86/0، 91/0 و 79/0 برآورد شد. برای تجزیه‌وتحلیل داده‌ها از نرم‌افزار اس.پی.اس.اس. نسخة 20 و نرم‌افزار ایموس نسخة 18 و روش مدل‌سازی معادلات ساختاری استفاده شد. نتایج حاصل از این پژوهش نشان داد که اثر شخصیت برند بر ترجیح برند با مقدار 51/0 β =، اثر شخصیت برند بر وفاداری به برند با مقدار 46/0β = و تأثیر ترجیح برند بر وفاداری به برند با مقدار 58/0β = بود. این پژوهش منافع وجود شخصیت برند و ارزش آن را برای تیم‌های فوتبال در کسب وفاداری هواداران مشخص می‌کند.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran
نویسندگان [English]
- Akbar Jaberi 1
- Seyed Nasrollah Sajjadi 2
- Mohammad Khabiri 3
- Javad Khazaei Pool 4
1 Assistant Professor of Sport Management, Shahid Bahonar University of Kerman
2 Pofessor of Sport Management, University of Tehran
3 Associate Professor of Sport Management, University of Tehran
4 M.Sc. of Business Administration, University of Isfahan
چکیده [English]
The aim of the current study was to examine the effect of brand personality of football teams on fans' brand preferences and fans' brand loyalty. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved the fans of Esteghlal and Perspolis football clubs, and a sample of 441 football fans were selected through random sampling in stadiums that were selected purposely. Chen& Chang's brand preference questionnaire (2008), and He's brand loyalty questionnaire (2012) have been applied as research tool. Brand personality questionnaire was designed based on main dimensions ofAaker' s brand personality questionnaire (1997). The questionnaires validity was verified by sport marketing experts, and the reliability of brand personality, Brand loyalty, and Brand preference questionnaire were respectively found to be 0.86, 0.91, and 0.79 according to Chronbach's alpha. SPSS18 and Amos18 and structural equation modelingwere applied for data analysis. The results indicated that brand personality was effective on brand preference (β=0.51), brand personality was effective on brand loyalty (β=0.46), and brand preference was effective on brand loyalty (β=0.58). This study determine the benefits and value of football teams' brand personality in the process of maintaining fans' loyalty.
کلیدواژه‌ها [English]
- Branding
- Brand Personality
- Fans
- Brand Loyalty
- Brand Preference
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