نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت و برنامه‌ریزی در تربیت بدنی دانشگاه تهران

2 دانشجوی کارشناسی ارشد دانشگاه ارومیه

3 دانشگاه تهران

چکیده

هدف این پژوهش بررسی تأثیر تبلیغات دهان به دهان بر ایجاد ارزش ویژه برند مبتنی بر مصرف‌کننده بود. روش تحقیق توصیفی از نوع همبستگی بود. جامعه آماری این تحقیق، مشتریان مرکز موج‌های آبی بودند که تعداد 352 نفر به عنوان نمونه انتخاب شدند. برای جمع‌آوری داده‌ها از پرسشنامه‌های تبلیغات دهان به دهان سوینی و سوایت (2008)، کیفیت ادراک شده هنسلر، ویلسون و وستبرگ (2011)، تداعی و وفاداری به برند واشبورن و پلانک (2002) و آگاهی از برند کلر (2001) استفاده شد و پایایی آنها با استفاده از روش آلفای کرونباخ به ترتیب 75/0، 79/0، 82/0، 80/0 و 77/0 بدست آمد. بطور کلی، نتایج رگرسیون نشان داد کهتبلیغات دهان به دهان بر ابعاد ارزش ویژه برند تاثیر دارد. نتایج این مطالعه اهمیت و نقش تبلیغات دهان به دهان را در ساخت ارزش نام برند قوی نشان می‌دهد. به منظور افزایش قدرت یک برند، مدیران باید بر روی تبلیغات دهان به دهان سرمایه‌گذاری کنند.

کلیدواژه‌ها

عنوان مقاله [English]

The influence of the word of mouth on consumer based brand equity creation in sport service

نویسندگان [English]

  • Mohsen Behnam 1
  • Mahrokh Modiri 2
  • Seyedeh Zahra Hashemi 3

چکیده [English]

The purpose of this study was the influence of the word of mouth on consumer based brand equity creation in sport service. Method research was descriptive - correlational. The statistical population consisted of the Mojhaye Abi center consumers. For sampling, we selected 352 persons. For gathering data, four main questionnaires utilized: word of mouth questionnaire (Sweeney & Swait, 2008), brand perceived quality questionnaire (Henseler, Wilson & Westberg, 2011), brand associations & loyalty (Washburn & Plank, 2002) and Brand awareness (Keller, 2001), and the validity of questionnaires determined by experts and the reliability were α = 0.75, 0.79, 0.82, 0.80, 0.77, respectively. The overall, the regression results indicated that word of mouth did influence on brand equity dimensions. The results of this study show the importance and role of word of mouth on building a strong brand name. In order to increase the power of a brand, managers need to invest on the word of mouth.

کلیدواژه‌ها [English]

  • Word of Mouth
  • brand perceived quality
  • Brand loyalty
  • brand awareness
  • brand associations
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