نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
2 دانشیار گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
3 استاد گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
چکیده
تبلیغات به عنوان یک ابزار می‌تواند نقش بسیار مهمی در سیاست‌ها و استراتژی‌های بازاریابی سازمان‌های ورزشی از قبیل ارتباط با مشتریان، اصلاح و تغییر ذهنیت مشتریان نسبت به برند ایفا کند. هدف از این پژوهش ارائه الگوی پارادایمی عوامل تبلیغاتی موثر بر نیات رفتاری هواداران فوتبال بود. این یک پژوهش کیفی است. از میان انواع راهبردهای پژوهش‌های کیفی، نظریه داده بنیاد انتخاب شده است که استفاده از روش داده بنیاد نیز با تمرکز بر رهیافت استراوس و کوربین انجام شد. براساس روش نظریة داده بنیاد، داده‌ها پس از کدگذاری تجزیه وتحلیل شدند. نتایج نشان داد که تبلیغات احساسی، تبلیغات برانگیزاننده، محتوای تبلیغات، هزینه تبلیغات و تاثیر گذاری تبلیغات به‌عنوان شرایط علّی، اصول حاکم، تبلیغات اطلاعی و منبع تبلیغات به‌عنوان شرایط واسطه‌ای، اصول حاکم بر تبلیغات، تبلیغات اطلاعی و منبع تبلیغات به‌عنوان بستر حاکم، تبلیغات الکترونیکی و تبلیغات محیطی به‌عنوان شرایط مداخله گر، شخصیت تبلیغاتی، تبلیغات دهان به دهان، سبک تبلیغی، سرگرم کنندگی، جاذبه‌ها، اعتباردهندگی، تبلیغ خلاق بعنوان راهبردها و نیات رفتاری هواداران، توسعه اقتصادی باشگاه، تقویت برند باشگاه و ایجاد محیط رقابتی به‌عنوان پیامد‌ها، ایفای نقش می‌کنند. الگوی ارائه شده به‌وسیله بازنمایی همه پیچیدگی‌های موجود، دارای یک جهت‌گیری کل‌نگر در تببین پدیده محوری است و توسعه نیات رفتاری هواداران را بوسیله وفاداری آنان، حضور مجدد و تبلیغات توصیه‌ایی مثبت در گروه‌های آشنایان و دوستان را فراهم می‌کند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Presentation of paradigm pattern of advertisement factors affecting behavioral intentions of football fans
نویسندگان [English]
- Masoud Feryodni 1
- Masoumeh Kalateh seifari 2
- Seyed Mohammad Hosein Razavi 3
1 PhD in Sports Management, Mazandaran University, Babolsar, Iran
2 Associate Professor, Department of Sports Management, Mazandaran University, Babolsar, Iran
3 Professor, Department of Sports Management, Mazandaran University, Babolsar, Iran
چکیده [English]
Advertisement as an instrument can play a very important role in the marketing strategies and policies of sports organizations such as customer relationships, modification and change of customers' mentality towards the brand. The aim of this study was to provide a paradigmatic pattern of advertising factors affecting the behavioral intentions of football fans. This is a qualitative research. Among the various types of research strategies for qualitative research, grounded theory has been selected. The use of the foundation grounded theory was also focused on the Strauss and Corbin approach. Based on grounded theory approach, the data were analyzed after encoding. The results showed that emotional advertising, stimulated advertisement, content of advertisement, advertising costs and advertising influence as causal conditions, governing principles, informant advertising and the source of advertising as intermediary conditions, the principles governing on advertising, informant advertising and the source of advertising as the dominant platform; Electronic advertising and environmental advertising as intervening conditions; advertising personality, mouth-to-mouth advertising, advertising style, entertainment, attraction, accreditation, creative advertisement as the behavioral strategies and intents of fans, the development of the club, the strengthening of the club's brand and the creation of the Competitive environment as outcomes, they act. The proposed model is represented by the representation of all complexities, has a general direction in explaining the phenomenal phenomenon and develops the behavioral intentions of the fans by their loyalty, re-attendance, and positive recommendation advertising in familiar groups and friends.
کلیدواژه‌ها [English]
- Advertising style
- creative advertisement
- grounded theory
- fan persuasion
- sports Marketing
- Alsmadi, S. (2006). The power of celebrity endorsement in brand choice behavior: An empirical study of consumer attitudes in Jordon. Journal of Accounting- Business & Management, 13, 69-84.
- Baena, (2016). Online and mobile marketing strategies as drivers of brand love in sports teams: Findings from Real Madrid.International Journal of Sports Marketing and Sponsorship, 17(3), 202-218.
3. Satinover, B., Cobbs, J. Raska, D. (2017). Cause-related sports marketing: The role of league–cause fit and team imagery in advertising promotions. In Creating marketing magic and innovative future marketing trends. Northern Kentucky University,1065
- Charmaz, K. (2010). Constructing grounded theory. London, SAGE Publication Ltd.
- Clara, B., Matteo, G., Paolo, P.,& James, C. S. (2017). Learning the models of customer behavior: From television advertising to online marketing. International Journal of Electronic Commerce, 21(4), 572-604
- Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
- Fink, J., Trial, G. T., & Anderson, D. F. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences. Sport Marketing Quarterly, 11(1), 8-19
- Goodarzi, , & Esmaeili, N. (2012). Preference public relation tools based on AIDA model with AHP method for production sector of the sport industry. Contemporary Research on Sport Management, 1(1), 1-13. (in Persian).
- Hsu, M. K., Hung, Y., & Swanson, S. (2010). Grocery store image, travel distance, satisfaction and behavioral intentions: Evidence from a Midwest college town. Journal of Retail and Distribution Management, 38 (2), 115-132.
- Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65-79
- Johnson, Barbara A. H. (1997). Organizational culture & job satisfaction as antecedents for empowerment of associate degree nursing faculty.
- Keshkar, S., Ghasemi, H., & ToJari, F. (2016).Sports marketing management (Third ed.). Tehran: Elm & Harakat. (in Persian).
13. Lane, T. W., & Gregg, B. (2017). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 17(4), 12-35
- Laroche, M., Chankon, K., & Lianzi, Z. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of business Research, 37, 115-120.
- Maiyaki, A. A., & Mokhtar, S. S. M. (2012). Determinants of customer behavioral responses in the Nigerian banks: structural equation modeling African Journal of Business Management, 6(4), 1652-1659.
- McCarthy, J., Rowley, J., Jane, A. C. & Pioch, E. (2014). Managing brand presence through social media: The case of UK football clubs. Internet Research, 24(2), 181 – 204.
- Mukherjee, D. (2009). Impact of celebrity endorsement on brand image”. Social Science Electronic Publishing, August (6), 2-35.
- Phelps, J. E., & Hoy, M. G. (1996). The Aad, Ab, PI relationship in children: The impact of brand familiarity and measurement timing. Psychology and Marketing, 13(1), 77-105.
- Prakash, J., & Shamala, R. (2014). Sports celebrity endorsements on TV and its impact on youth. International Journal of Humanities and Social Science Invention, 3(3), 1-8.
- Te’eni-Harari, T. (2014). Clarifying the relationship between involvement variables and advertising effectiveness among young people. Journal of Consume Policy, 37, 183–203.
21. Todd, J. (2017). the effect of marquee players on sports demand the case of u.s. major league soccer. Journal of Sports Economics, 18(3), 239-252
- Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262–271.
- Uva, W. F. (2000). Develop a successful promotion program, Thesis by senior extension associate department of applied economics and management Cornell University.
- Winter, G. (2000). A comparative discussion of the notion of validity in qualitative and quantitative research. The Qualitative Report, 4(3), 37-45
- Yongjin, H., Khalid, B., Kevin, S., & Bob, H. (2017). Effects of brand congruity and game difficulty on gamers’ response to advertising in sport video games. Journal of Sport Management, 31(5), 480-496.
- Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
)