نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه تبریز

2 استادیار دانشگاه خوارزمی تهران

3 دانشجوی دکتری مدیریت ورزشی دانشگاه خوارزمی

چکیده

هدف از پژوهش حاضر، طراحی مدل معادلات ساختاری هویت اجتماعی برند بر خوش­نامی باشگاه از دیدگاه هواداران لیگ برتر فوتبال می­باشد. روش این پژوهش، توصیفی بوده و از نوع مطالعات هم­بستگی است.­ به­لحاظ هدف نیز کاربردی می­باشد. جامعۀ آماری آن را کلیۀ تماشاگران بالای 18 سال که جهت تماشای مسابقۀ فوتبال دو تیم تراکتورسازی تبریز و استقلال تهران در ورزشگاه یادگار امام تبریز حضور پیدا کرده بودند تشکیل دادند. از­آن­جا­که حجم جامعۀ آماری بیش از 65000 نفر بود، نمونۀ آماری بر­اساس جدول مورگان برابر با 384 نفر انتخاب گردید. نتایج نشان می­دهد که از میان ابعاد هویت اجتماعی برند، بعد رضایت از برند پیش­بینی­کنندۀ قوی­تری نسبت به ارزش ادراک­شده از برند، اعتماد به برند و هویت برند برای خوش­نامی باشگاه می­باشد؛ بدین­معنی­ که باشگاه­هایی که به برند خود هویت می­بخشند، منجر به خوش­نامی باشگاه می­شوند.

کلیدواژه‌ها

عنوان مقاله [English]

Design of Brand Social Identity on Reputation of Club Fans

نویسندگان [English]

  • Jamalodin Beyrami Igder 1
  • Abdolhosein Abbasian 2
  • Saeed Hatami 3

چکیده [English]

The purpose this study was design structural equation model of brand social identity on reputation of the club in premier league football fans. All statistical community spectators watching football for over 18 years, the two teams were Traktorsazi and Esteghlal, Tabriz of Yadegare Emam stadium in season 92-93. Since the volume of the statistical population of more than 65,000 people, according to Morgan statistical sample, 384 subjects were selected to collect data from a stratified random sampling method was used. The results showed that there was a significant positive relationship between the brand social identity with reputation (p<0.05).




 

کلیدواژه‌ها [English]

  • Brand Social Identity‌
  • Reputation
  • Structural Equation Model
  • Fans
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