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نقش مدیریت ویژگی‌های برند ورزشکار در تعهد روانی و وفاداری رفتاری به ورزشکار(مطالعه موردی: کریستیانو رونالدو)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران

2 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران

چکیده

هدف از مقاله حاضر بررسی نقش مدیریت ویژگی‌های برند ورزشکار در تعهد روانی و وفاداری رفتاری نسبت به ورزشکار است. روش تحقیق توصیفی از نوع همبستگی بود و کلیه دانشجویان طرفدار کریستیانو رونالدو در دانشگاه کردستان به‌عنوان جامعه آماری انتخاب شدند. ابزار اندازه‌گیری شامل پرسشنامه 30 سوالی تصویر برند ورزشکار از (آرایی و همکاران، 2013)، پرسشنامه 3 سوالی تعهد روانی از واتانین و دیکنسون (2018) و پرسشنامه 4 سوالی وفاداری رفتاری از بائر و همکاران(2008) بود. روایی صوری پرسشنامه‌ها به وسیله اساتید مجرب و همسانی درونی آنها از طریق آزمون آلفای کرونباخ تأیید شد. همچنین برای بررسی آزمون فرضیات از روش مدل معادلات ساختاری استفاده گردید. یافته‌ها نشان داد؛ ویژگی‌های برند ورزشکار به ترتیب؛ خبرگی ورزشی(81/0)، روابط عمومی(75/0)، نقش الگو(70/0)، جوانمردی(71/0)، داستان زندگی(56/0)، جذابیت جسمانی(52/0)، سبک رقابت(44/0)، هماوردی(40/0)، سمبل(39/0) و تناسب اندام(32) بیشترین تأثیر را در تعهد روانی طرفداران به صورت مستقیم و همچنین بر وفاداری رفتاری آنان به صورت غیر مستقیم داشتند. همچنین تعهد روانی با ضریب رگرسیونی برابر با 71/0 بر وفاداری رفتاری اثر دارد. این پژوهش برای مدیران تیم‌های ورزشی، مدیران برنامه‌های ورزشکاران، بازاریابان ورزشی و خود ورزشکاران می‌توانند فراهم کننده دیدگاهی منسجم در مدیریت ویژگی‌های برند ورزشکار باشد و همچنین طیف وسیعی از اقدامات لازم مدیریتی را برای مدیریت هرچه بهتر برند ورزشکار، ساخت برند قوی، ایجاد تصویر مطلوب و تداعی مطلوب از آن، و نهایتاَ توسعه و گسترش تعهد روانی و وفاداری طرفداران نسبت ورزشکار و بهره‌مندی از مزایا و پیامدهای آن است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Role of Managing the Characteristics of the Athlete Brand in Psychological Commitment and Behavioral Loyalty to Athletes (Case Study: Cristiano Ronaldo)

نویسندگان [English]

  • Abed Mahmoعdian 1
  • Saeed Sadeghi Boruojerdi 2

1 PHD student sport managment, University of kurdistan, Sanandaj, Iran

2 Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Kurdistan, Sanandaj, Iran

چکیده [English]

Brand, branding and its management are not new in sports management, but the concept of athlete brand and its management is a topic that has recently attracted the attention of researchers. Therefore, the purpose of this descriptive and correlational study was to examine the role of managing the characteristics of the athlete brand in psychological commitment and behavioral  loyalty to the athlete.  All students of the University of Kurdistan who are Crist Ronaldo fans were selected as the statistical population. The measurement tools included athlete brand image questionnaire with 30 questions (Arai et al, 2013), psychological commitment questionnaire with 3 questions (Väätäinen & Dickenson, 2018), and behavioral loyalty questionnaire with 4 questions (Bauer et al, 2008). The content validity of the questionnaires was confirmed by experienced professors and their internal conformity was approved by Cronbach's alpha test. In addition, a structural equation model was used to test the hypotheses. The results showed that the athlete brand characteristics: Athletic expertise (0.81), Relationship effort (0.75), Role model (0.70), Sportsmanship (0.71), Lifestyle (56.5), Physical attractiveness (0.52), Competition style (0.44), Rivalry (0.40), Symbol (0.39) and Body fitness (32) had the most effect on fans' psychological commitment directly, and their behavioral loyalty indirectly. Moreover, psychological commitment with a regression coefficient of 0.71  affected behavioral loyalty. This research can provide a coherent insight into the management of athlete brand characteristics, for sports team managers, athlete program managers,  sports marketers and the athletes themselves. It also provides a wide range of management actions necessary for better managing athletes' brand, creating a strong brand, creating a desirable image and its desirable association, and finally developing fans' psychological commitment and loyalty to athletes and enjoying the benefits and results from them.

کلیدواژه‌ها [English]

  • Athlete brand
  • Crist Ronaldo
  • athlete brand attributes
  • psychological commitment
  • behaviour loyalty
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مطالعات مدیریت ورزشی
دوره 13، شماره 66
خرداد و تیر 1400
صفحه 83-114
فایل ها
هم رسانی
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