مطالعات مدیریت ورزشی

بازاریابی حسی و اعتماد به برند مشتریان فروشگاه‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشگاه پیام‌نور شهریار

2 استادیار مدیریت ورزشی، پژوهشگاه علوم ورزشی

چکیده
هدف پژوهش حاضر، بررسی بازاریابی حسی و اعتماد به برند مشتریان فروشگاه‌های ورزشی استان مازندران بود. روش پژوهش، توصیفی- همبستگی وروش جمع‌آوری اطلاعات ازنوع میدانی بود. جامعة آماری کلیه مشتریان فروشگاه‌های ورزشی نایک، آدیداس، ریبوک، پوما و مجید در استان مازندران بودند که با توجه به حجم جامعة نامحدود، براساس فرمول کوکران تعداد 384 نفر با روش نمونه‌گیری تصادفی ساده انتخاب شدند. برای گردآوری اطلاعات از پرسش‌نامة بازاریابی حسی حسینی و پورکیانی (1394) و اعتماد مشتریان یوچارونکیت (2014) استفاده شد. روایی پرسش‌نامه‌ها به تأیید 10 نفر از اساتید تربیت‌بدنی رسید و پایایی آن‌ها براساس ضریب آلفای کرونباخ به‌ترتیب 87/0 و 88/0 به‌دست آمد. برای آزمون فرضیه‌های پژوهش از ضریب کشیدگی بهنجار ­شده، آزمون همبستگی پیرسون و تحلیل مسیر با نرم‍افزار اس.پی.اس.اس. وآموس استفاده شد. نتایج نشان داد که بین بازاریابی حسی و اعتماد به برند مشتریان فروشگاه‌های ورزشی استان مازندران ارتباط مثبت و معناداری وجود داشت. براساس یافته‌های پژوهش، حس بینایی، حس بویایی و حس شنوایی تأثیر معنادار و مثبتی بر اعتماد مشتریان فروشگاه‌های ورزشی استان مازندران داشتند؛ اما حس چشایی و حس لامسه تأثیر معناداری بر اعتماد مشتریان ورزشی نداشتند. همچنین، همة شاخص‌های برازش مدل نشان‌دهندة برازش مطلوب بودند. با توجه به نتایج به‌دست‌آمده می‌توان لزوم توسعه و بسط شاخصه‌های بازاریابی حسی ازجمله حس‌های بینایی، بویایی و شنوایی را بااهمیت دانست. بدیهی است که با ایجاد تجربة حسی مشتریان در فروشگاه‌های ورزشی و ایجاد رابطة عاطفی میزان اعتماد مشتریان بهبود می‌یابد.

 

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Sensory Marketing and Brand Trust: A Case of Sports Shops Customers

نویسندگان English

  • Hamid Ghasemi 1
  • Nazanin Rasekh 2
1 Associate Professor of Sport Management, Payame Noor University, Iran
2 Assistant Professor of Sport Management, Sports Science Research Institute, Iran
چکیده English

The present study was conducted with the aim of study sensory marketing and brand trust among sports shops customers in the Mazandaran province. The research used a descriptive-correlational method with field survey for data collection. The statistical population consisted of all customers of the Nike, Adidas, Reebok, Puma and Majid sports shops in the Mazandaran province. Given the unlimited size of the population, 384 individuals were selected through simple random sampling. The sensory marketing questionnaire of Hosseini and Pourkiani (2015) and the questionnaire of customers’ trust of Ueacharoenkit (2014) were used for data collection. The reliability of both questionnaires was confirmed by 10 PE university teachers, and their validity was 0.87 and 0.88 respectively based on the Cronbach’s alpha coefficient. The normalized coefficient of kurtosis, the Pearson correlation test and path analysis in the SPSS software were used to test the research hypotheses. Based on the research findings, there was a significant positive relationship between sensory marketing and brand trust among sports shops customers in the Mazandaran province. It was revealed that the senses of sight, hearing, and smell had a significant positive impact on customer trust in the brand, whereas the senses of taste and touch did not. The regression analysis results showed that 61.6% of the variance in customer trust is related to sensory marketing. The results confirm the necessity of developing indicators of sensory marketing such as the senses of sight, smell, and hearing.Clearly, by creating a sensory or affective experience, customer trust could be improved among sports shops customers.

کلیدواژه‌ها English

  • Brand Trust
  • Sensory Marketing
  • Sports Shops
  1. Abbas, S. M. (2014). The impact of sensory appeal, self-reference and positive affect on brand attitude. International Review of Management and Business Research, 3, 267-78.
  2. Acevedo, C., & Fairbanks, V (2017). The effects of sensory marketing on shopping experience and on consumer decision making. European Journal of Business and Social Sciences, 5(12), 57- 69.
  3. Chaudhuri, A., & Holbrook, B. M. (2001). The chain of effects from brand trust and brand affects to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81-93.
  4. Christy, A. S., Noble N. D. K.., & Lemon, N. (2011). Why customers won't relate: Obstacles to relationship marketing engagement Christy. Journal of Business Research, 64, 749–56.
  5. Darzbani, M. (2016). Identifying opportunities and challenges of sensory marketing in Mazandaran province. (Unpublished master's thesis). Ayatollah Amoli Azad University, Amol, Mazandaran Province. (Persian).
  6. Domenico, C. (2010). A new concept of marketing: The emotional marketing. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 52-9.
  7. Eslami, N., Porsoltani, H., Tdayon, A. R., & Mosai, M. (2017). The relationship of sensory marketing, trust and loyalty of consumer goods and sports services. Paper presented at the 2nd National Conference on New Achievements in Physical Education and Exercise, Chabahar International University, Chabahar.
  8. Hosseini, E. M., & Porkiani, M. (2015). Effect of sensory marketing dimension on increasing the proponents of Iran Football Premier League Clubs. Paper presented at the 9th International Conference of Tehran, Tehran. (Persian).
  9. Hulten‚ B. (2013). Sensory cues as in-store innovations: Their impact on shopper approaches and touch behavior. Journal of Innovation Management‚ 1(1)‚ 17-37.
  10. Kang, E., Boger, C.A, Bach, K., & Madera, J. (2011). The impact of sensory environments on spagoers emotion and behavioral intention. University of Houston, https://pdfs.semanticscholar.org.
  11. Kim, Y., Trail, G., & Ko, Y. (2010). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality. 25-minute-oral presentation at the 25th North American Society for Sport Management Conference. Tampa, FL, United States.
  12. Kim, Y. K., Trail, G., & Ko, Y. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25(6), 576-92.
  13. Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–51.
  14. Lee, S., Heere, B., & Chung, K. (2013). The impact of our senses on our perception of the brand community. North American Society for Sport Management Conference https://www.nassm.com/
  15. Li, Y. C. (2008). A discussion of applying experiential marketing to leisure agriculture with AHP. Journal of American Academy of Business, 13(1), 98- 102.
  16. Lindstrom, M. (2005). Broad sensory branding. Journal of Product and Brand Management, 14(2), 84–7.
  17. Mazandarani, F. (2018). Sensory marketing modeling in Mazandaran sports stores. (Unpublished master’s thesis). Ayatollah Amoli Azad University, Amol, Mazandaran Province
  18. McLuhan, R. (2008). Plan now, enjoy later (experiential marketing). Marketing, 20, 4-33.
  19. Morel, D. (2014). Marketing visual in English: Sight marketing. Available at: http://influencesensorielle.blog-idrac.com (Accessed).
  20. Nagarjuna, K., & Sudhakar, B. (2015). Refine the services by touching the customer senses sensorial marketing strategy for hospitality industry. International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS), 2(6), 118-26.
  21. Orland, W. (2012). How emotional tugs trump rational pushes: The time has come to abandon a 100-year-old advertising model. Journal of Advertising Research, 52(1), DOI: 10.2501/JAR-52-1-031-039.
  22. Pawaskar, P., &. Goel, M. (2014). A conceptual model: Multisensory marketing and destination branding. Procedia Economics and Finance, 11, 255-67.
  23. Sayin, E., Krishna, A., Ardelet, C., Decré, G. B., Goudey, A. (2015). Sound and safe: The effect of ambient sound on the perceived safety of public spaces. International Journal of Research in Marketing, 32(4), 343-53.
  24. Shabgou, M., & Mirzaei Daryani, S. (2014). Towards the sensory marketing: Stimulating the five senses (sight, hearing, smell, touch and taste) and its impact on consumer behavior. Indian Journal of Fundamental and Applied Life Sciences, 4, 573-81.
  25. Srinivasan, R., & Srivastava, R. (2010). Creating the futuristic retail experience through experiential marketing: Is it possible an exploratory study. Management Studies and Research, 9(3), 193–9.
  26. Ueacharoenkit, S. (2014). Experiential marketing – A consumption of fantasies, feelings and fun: An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand. (Doctoral dissertation). Brunel Business School, Brunel University London.
  27. Ueacharoenkit, S., & Cohen, G. (2013). An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand (Doctoral dissertation). Brunel Business School, Brunel University London.
  28. Vida‚ I. (2008). Atmospheric music fit as a driver of shopper store evaluations and their behavioral responses. The Journal of Applied Business Research‚ 24(2)‚ 97-102.
  29. Zeini-Vand, F. & Rashed, F. (2016). Testing research hypotheses using structural equation modeling (exploratory and confirmatory factor analysis, mediator and moderator variables, and multi-group analysis). Tehran: Jame’e Shenasan Publications.
مطالعات مدیریت ورزشی
دوره 11، شماره 53
فروردین و اردیبهشت 1398
صفحه 121-138

  • تاریخ دریافت 04 آذر 1396
  • تاریخ بازنگری 13 تیر 1397
  • تاریخ پذیرش 14 تیر 1397

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما