نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران
2 استادیار مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران
3 کارشناس‌ارشد روابط بین‌الملل دانشگاه آزاد اسلامی، زنجان، ایران
چکیده
مفهوم شخصیت برند به‌یکی از محبوب‌ترین موضوعات مرتبط با ورزش حرفه‌ای تبدیل شده‌است. هدف از این پژوهش، توسعه و پایایی یک مقیاس و ارائۀ یک مدل برای برند رویدادهای ورزشی بین المللی است. جامعۀ آماری شامل تماشاگران حاضر در جام جهانی کشتی آزاد 2017 بود. نمونۀ آماری 527 نفر بود که داوطلبانه در پژوهش شرکت کردند. ابزار اندازه‌گیری شامل پرسش‌نامۀ 25 سؤالی محقق-ساخت مبنی بر پرسش‌نامۀ شخصیت برند آکر (1997) در 5 بعد (صداقت، صلاحیت، قوت و استحکام، هیجان و خبرگی) بود که با استفاده از روش امتیازگذاری پنج ارزشی لیکرت تحت ارزیابی قرارگرفت. جهت تعیین روایی صوری و محتوایی، از نظر 7 تن از صاحب-نظران بازاریابی ورزشی استفاده‌شد. جهت تعیین روایی سازۀ ابزار، از روش تحلیل عاملی تأییدی، با استفاده از نرم‌افزار آموس استفاده‌شد. تحلیل روایی سازۀابزار نشان داد گویه‌های پرسش‌نامه از بار عاملی مناسبی برخوردارند. نتایج نشان داد که شاخص‌های مدل از برازش خوبی برخوردار‌است و ضرایب پایایی آلفای کرونباخ و پایایی ترکیبی 5 بعد شخصیت در حد مقبولی است. با توجه به تأیید ابزار، محققان آتی می‌توانند از ابزار حاضر جهت تعیین استراتژی‌های تبلیغاتی برند رویدادهای ورزشی و توسعۀ استراتژی‌های برند بهره جویند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Instrument validity and presentation of brand personality model International Events: World Cup Freestyle Wrestling
نویسندگان [English]
- akram qobadi yeganeh 1
- hosseinse eydi 2
- Mohammad reza qobadi Yeganeh 3
1 Ph.D. Student in Sports Management, Razi University, Kermanshah, Iran
2 Assistant Professor of Sports Management, Razi University, Kermanshah, Iran
3 Master of Science in International Relations, Islamic Azad University, Zanjan Branch, Zanjan, Iran
چکیده [English]
The concept of brand personality has become one of the most popular issues related to professional sports. The purpose of this research is to develop and maintain a scale and present a model for the brand of international sporting events. The statistical sample was 527 volunteers who participated in the study. The measuring instrument consisted of a 25-item questionnaire based on the Acker Brand Personality Questionnaire (1997) in 5 dimensions (sincerity, competence, ruggedness, excitement & sophistication), which was evaluated using the five-point Likert scale scoring method. In order to determine the factual and content validity, the points of seven sports marketing experts were used. To determine the validity of the tool structure, a confirmatory factor analysis method was used using Amos software. The instrumental validity analysis of the tool showed that the questionnaire items have an appropriate factor. The results showed that the model indices have good fit and the coefficients of reliability of Cronbach's alpha and the five-dimensional character of the combination are acceptable. According to the approved instrument, future researchers can use the tool to determine promotional strategies are currently sporting events and brand development strategies benefit.
کلیدواژه‌ها [English]
- validity and reliability
- sporting events
- Brand personality
- structural equations
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