مطالعات مدیریت ورزشی

مطالعۀ ارزش ویژۀ برند از دیدگاه باورهای شکل‌دهندۀ نگرش مصرف‌کنندگان نسبت به تبلیغات از طریق ورزش (فوتبال)

نوع مقاله : مقاله پژوهشی

نویسندگان

حمید خداداد حسینی 1
مهدی جعفرزاده کناری 2
علیرضا بخشی‌زاده 1

1 دانشگاه تربیت مدرس

2 دانشگاه شهید بهشتی

چکیده
یکی از جدیدترین بسترهای تبلیغاتی که  رشد زیادی داشته، تبلیغات از طریق ورزش، به‌ویژه فوتبال به‌عنوان یکی از محبوب‌ترینرشته ­های ورزشی دنیاست. با توجه به این اهمیت، پژوهش حاضر با سه هدف اصلی در صنعت خدمات ارتباطی صورت گرفته است. هدف اول، شناسایی باورهایی است که نگرش مخاطبان نسبت به تبلیغات ورزشی را شکل می‌دهند. هدف دوم، ارزیابی تأثیر باورهای شکل­دهندۀ نگرش نسبت به تبلیغات ورزشی بر نگرش کلی نسبت به تبلیغات و در‌نهایت هدف سوم، بررسی تأثیر نگرش نسبت به تبلیغات بر ارزش ویژۀ برند می‌باشد. پژوهش حاضر از نوع پیمایشی می­ باشد. ۳۸۶ نفر از کاربران ایرانسل که در معرض تبلیغات فوتبالی آن قرار گرفته‌اند به‌عنوان نمونه در‌نظر گرفته شدند. یافته­ها حاکی از تأثیر معنادار باورهای اطلاعات محصول، نقش و تصویر اجتماعی، لذت­ گرایی، عامل مزاحمت، مادی­گرایی، کذب‌بودن و شهرت در تبلیغات فوتبالی بر نگرش نسبت به تبلیغات و تأثیر معنا­دار نگرش نسبت به تبلیغات بر ارزش ویژۀ برند بود.

کلیدواژه‌ها

باورهای شکل دهندۀ نگرش به تبلیغات فوتبالی
نگرش نسبت به تبلیغات
ارزش ویژۀ برند
فوتبال

عنوان مقاله English

Studying brand equity in terms of beliefs shaping consumers’ attitudes toward advertising through sport (football)

نویسندگان English

Seyed Hamid Khodadad Huosseini 1
Mahdi JafarZadeh Kenari 2
Ali Reza Bakhshi Zadeh 1
چکیده English

One of the newest platform for advertising grown highly now is advertising through sport especially football as one of the most popular athletic fields. Regarding such importance, present study is conducted with three aims in telecommunication service industry. The first aim of this research is to identify beliefs which shape audiences’ attitudes on advertising through sport especially football. The second aim is that this research evaluates the impact of those identified beliefs which shape an attitude on football advertising on a general attitude on advertising. The ultimate aim is to study the impact of the attitude on advertising on brand equity. Present study is a survey. 386 users of Irancell who were exposed by football advertising as the sample. To analyze, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as “product information”, “social role and image”, “hedonism”, “annoyance factor”, “materialism”, “falsity”, “reputation” in football advertising on “attitude toward advertising” and the significant impact of “attitude toward advertising” in “brand equity”.

کلیدواژه‌ها English

beliefs shaping attitudes toward advertising through football
attitude toward advertising
Brand Equity
Football
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مطالعات مدیریت ورزشی
دوره 7، شماره 28 - شماره پیاپی 28
فروردین و اردیبهشت 1394
صفحه 33-54

  • تاریخ دریافت 09 خرداد 1394
  • تاریخ پذیرش 09 خرداد 1394

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