نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت بازرگانی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
2 استادیار گروه مدیریت بازرگانی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
3 استادیار گروه حسابداری، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
چکیده
پژوهش حاضر باهدف طراحی مدل تأثیر نام تجاری در ورزش بر فاکتورهای رفتاری ورزشکاران جوان لیگ‌های برتر اجرا گردید. پژوهش حاضر ازلحاظ هدف کاربردی، روش تحقیق، آمیخته از نوع اکتشافی متوالی و شیوه گردآوری پیمایشی بود. جامعة آماری در بخش کیفی را متخصصان صاحب‌نظر در حوزه بازاریابی ورزشی، روان‌شناسی ورزشی، جامعه‌شناسی ورزشی و مدیریت ورزشی بود. نمونه‌گیری در بخش کیفی به‌صورت هدفمند و مصاحبه با خبرگان تا زمان اشباع اطلاعاتی ادامه پیدا کرد و 16 مصاحبه با 16 نفر از خبرگان انجام گرفت و جامعه آماری تحقیق در بخش کمی شامل کلیه ورزشکاران جوان لیگ‌های برتر رشته‌های ورزشی منتخب (فوتبال (288 بازیکن)، والیبال (168 بازیکن)، کشتی آزاد (71 بازیکن)) حاضر در لیگ‌های برتر بود. با توجه به‌سختی دسترسی به بازیکنان جوان حرفه‌ای، توزیع پرسشنامه و تحلیل آن تا رسیدن به‌کفایت نمونه‌گیری ادامه یافت. ابزار گردآوری اطلاعات در پژوهش حاضر مصاحبه نیمه ساختاریافته و پرسشنامه محقق ساخته بود. به‌منظور تجزیه‌وتحلیل داده‌های پژوهش حاضر از کدگذاری در بخش کیفی و از روش معادلات ساختاری در بخش کمی استفاده گردید. در بخش کیفی پژوهش 25 مفهوم و سه مقوله اصلی در قالب دو کد محوری استخراج شد. در بخش کمی نیز مشخص گردید که نام تجاری در ورزش بر فاکتورهای رفتاری ورزشکاران جوان حرفه‌ای تأثیرگذار است (ضریب مسیر: 444/0 و مقدار تی: 152/5)؛ بنابراین، استفاده از نام تجاری مناسب، منجر به بهبود عملکردهای رفتاری ورزشکاران جوان لیگ‌های برتر می‌شود.
کلیدواژه‌ها
عنوان مقاله [English]
Designing a model of brand influence in sports on the behavioral reactions of young athletes in Premier Leagues
نویسندگان [English]
- Rouhollah Mahmoudi 1
- Seyed Reza Hasani 2
- Farshid Namamian 2
- Mehrdad Ghanbari 3
1 PhD Student department of Business Management, Kermanshah branch, Islamic Azad university, Kermanshah, Iran
2 Assistant Professor department of Business Management, Kermanshah branch, Islamic Azad university, Kermanshah, Iran
3 Assistant Professor department of accounting, Kermanshah branch, Islamic Azad university, Kermanshah, Iran
چکیده [English]
The present study was conducted to design a model of the effect of brand in sports on the behavioral factors of young athletes in premier leagues. In terms of applied purpose, the present research method was a combination of sequential exploratory type and survey collection method. The statistical population in the qualitative section was experts in the field of sports marketing, sports psychology, sports sociology and sports management. Purposeful sampling in the qualitative section and interviews with experts continued until information saturation and 16 interviews were conducted with 16 experts. The statistical population of the research in the quantitative section included all young athletes in the top leagues of selected sports ( Football (288 players), volleyball (168 players), freestyle wrestling (71 players) were present in the top leagues, due to the difficulty of accessing young professional players, distributing questionnaires and analyzing them to reach sample adequacy. The data collection tool in the present study was a semi-structured interview and a researcher-made questionnaire. It was extracted in the form of two central codes.In the quantitative part, it was found that the brand in sports influences the behavioral factors of young professional athletes (path coefficient: 0.444 and T value: 5.152). Appropriate business leads to improved behavioral performance of young Premier League athletes.
کلیدواژه‌ها [English]
- communication
- sports behavior
- sports ethics
- brand
- model
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