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پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار مدیریت ورزشی، دانشکدۀ تربیت‌بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

یکی از راهبردهای ارتباطات بازاریابی استفاده از مشاهیر ورزشکار صحه‌گذار در جهت ترویج برند می‌باشد هرچند حامیان مالی همواره از تجربه پیامدهای منفی مرتبط با دوپینگ در خصوص محصول و برند خود نگران هستند چراکه ایده و عقیده مصرف‌کنندگان در خصوص برند حمایت شده نیز ممکن است از طریق پیامدهای مذکور تغییر یابد. هدف اصلی تحقیق حاضر مدل‌سازی پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی بود. تعداد 56 سوال برای اندازه‌گیری متغیرهای تحقیق در نظر گرفته شد و مجموعاً 224 نفر دانشجویان زن و مرد مقطع کارشناسی تربیت بدنی و علوم ورزشی دانشگاه‌های کشور در تحقیق به منظور مدل‌سازی روابط عِلی بین متغیرهای تحقیق به سوالات پرسشنامه پاسخ دادند. داده‌های تحقیق با استفاده از روش تحلیل عاملی تائیدی و نهایتاً مدل سازی معادلات ساختاری تجزیه و تحلیل گردید. یافته‌های مدل‌سازی معادلات ساختاری نشان از برازش مناسب مدل روابط بین متغیرهای تحقیق داشت. همچنین یافته‌ها نشان داد متغیر توجیه عقلانی- اخلاقی اثر تعدیلگر در رابطه بین احساسات اخلاقی و نگرش به ورزشکار داشته است. در نهایت با توجه به تفاوت‌های فردی پاسخ‌دهندگان از جمله فرهنگی، اجتماعی، شخصیتی و معیشتی، نحوه پاسخ‌دهی به سوالات می‌تواند به عنوان یک محدودیت مورد توجه باشد. احساسات اخلاقی به عنوان متغیری مهم در پیشگویی نگرش و رفتار مصرف‌کننده در تحقیق حاضر تنها در ابعاد منفی آن (تحقیر، خشم، انزجار) مورد مطالعه بود و ابعاد مثبت آن نظیر قدردانی، هیبت و تحسین می تواند مورد توجه محققان آتی باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Consequences of Endorser’s Doping Scandal in Sport Marketing

نویسنده [English]

  • Jasem Manouchehri

Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

One of the marketing communications strategies for promoting a brand is sport celebrities' endorsement, however, sponsors are always concerned of experiencing doping related consequences for their brands and products due to the consumers' believes and beliefs on the endorsed product which may be changed by those consequences. The main purpose of the present research was to modeling the consequences of endorser’s doping scandal in sport marketing. 56 items were used and 224 men and women students of bachelor program of physical education and sport sciences of the Iranian universities participated in measuring the research variables and model the causal relations. The research data were analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results of SEM showed acceptable model fit indexes and significant relationships between variables. Results also revealed that reasoning strategy of moral rationalization has a moderating effect on the relationship between moral emotions and attitude change toward doped athlete. Finally, regarding to the personal differences as cultural, social, personality and livelihood, the manner of responding to the questionnaire can be consider as a research limitation. However, moral emotions negative dimensions (Contempt, Anger, Disgust) were analyzed as significant variables in predicting consumer’s behavior and attitude in the current research, other positive dimensions (Gratitude, Awe, Admiration) should be explored in the future studies.

کلیدواژه‌ها [English]

  • Doping Scandal
  • Endorser
  • Marketing
  • Sport
  • Structural Equations
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مطالعات مدیریت ورزشی
دوره 13، شماره 66
خرداد و تیر 1400
صفحه 17-54
فایل ها
سابقه مقاله
  • تاریخ دریافت: 06 دی 1397
  • تاریخ بازنگری: 24 تیر 1398
  • تاریخ پذیرش: 01 مهر 1398
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