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سنجش اهداف مدیریت حامیان مالی از تبلیغات تجاری در میادین ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی دانشگاه غیرانتفاعی-غیردولتی ایوان‌کی

2 استادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران

3 دانش‌آموخته دکتری مدیریت ورزشی دانشگاه علامه طباطبائی، تهران، ایران

4 کارشناس‌ارشد مدیریت ورزشی دانشگاه غیرانتفاعی ایوان‌کی

چکیده

پژوهش حاضر با هدف سنجش و اولویت‎بندی اهداف حامیان مالی از تبلیغات تجاری در میادین ورزشی انجام شد. این پژوهش از لحاظ نتیجه و هدف از نوع پژوهش‌های کاربردی و از حیث استراتژی پژوهشی از نوع مطالعات همبستگی بود که به شکل میدانی اجرا شد. جامعۀ آماری پژوهش تمامی مدیران عامل، مدیران بازاریابی و فروش شرکت‌های حامی مالی با تبلیغات تجاری در میادین ورزشی در رشته‌های فوتبال، والیبال، کشتی، فوتسال، کاراته و تکواندو، رؤسای کمیته‎های بازاریابی فدراسیون‌های ورزشی، مدیران عامل باشگاه‌های لیگ برتری در رشته‌های فوتبال، بسکتبال، والیبال و فوتسال در فصل 98-97 و متخصصان و اساتید دانشگاه در حوزۀ بازاریابی ورزشی بودند (200 نفر). به‌منظور جمع‌آوری داده‌ها از پرسشنامۀ اهداف حامیان مالی (ون هیردن، 2004) استفاده شد. در تجزیه ‌و تحلیل داده‌ها از آمار توصیفی برای طبقه‌بندی داده‌ها و در آزمون فرضیه‌های پژوهش از مدل‌های تحلیل عاملی تأییدی در نرم‌افزار آموس و آزمون رتبه‌بندی فریدمن در نرم‌افزار اس‌پی‌اس‌اس استفاده شد. یافته‌های پژوهش نشان داد که اولویت اهداف حامیان مالی به‌ترتیب اولویت عبارت بودند از: اهداف کلی شرکت، اهداف بازارایابی و فروش، اهداف ارتباطی-محیطی و اهداف رسانه‌ای-تبلیغاتی. همچنین نتایج تحلیل عاملی تأییدی نشان داد که مدل‌ اهداف حامیان مالی از برازش کافی برخوردار است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Measuring the objectives of managing sponsors of commercial advertising in sports fields

نویسندگان [English]

  • shahram nazari 1
  • Alireza Dabir 2
  • mohammad hosein Ghorbani 3
  • Ali Asefinejad 4

1 Assistant Professor in Sport Management, University of Eyvanekey

2 Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

3 PhD of Sport Management, Allameh Tabataba'i University

4 Master in Sport Management, University of Eyvanekey

چکیده [English]

The purpose of the present study was to Measuring and prioritize the sponsors' goals of commercial advertising in sports fields. In terms of outcome and purpose was a type of applied research and a survey research which is implemented in the field. The statistical population of the study included all CEOs, marketing and sales managers of sponsored companies with commercials in sports fields in football, volleyball, wrestling, futsal, karate and taekwondo, heads of sport federation marketing committees, CEOs of Premier League clubs in the fields. Football, basketball, volleyball, and futsal were in the 97-98 season and university professors and professors were in the field of sports marketing (200 people). Sampling was done as available and finally, after distributing and collecting the research questionnaires, 79 questionnaires were completed and analyzed. The Van Harden (2004) Sponsors Targets Questionnaire was used to collect data. Data were analyzed using descriptive statistics to classify the data, and confirmatory factor analysis models in Amos software and SPSS software were used to test the research hypotheses. The findings of the study showed that the priorities of the sponsors were as follows: 1- overall corporate goals, 2- marketing and subversion goals, 3- communication-environmental goals, and 4- media-advertising goals. The results of confirmatory factor analysis also showed that the sponsor's goal model is well-suited.

کلیدواژه‌ها [English]

  • Sponsorship
  • Sponsorship Goals
  • Commercial Advertising sports fields
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مطالعات مدیریت ورزشی
دوره 13، شماره 67
مرداد و شهریور 1400
صفحه 1-34
فایل ها
سابقه مقاله
  • تاریخ دریافت: 05 دی 1398
  • تاریخ بازنگری: 05 بهمن 1398
  • تاریخ پذیرش: 14 بهمن 1398
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