نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت بازرگانی دانشگاه تربیت مدرس تهران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه تربیت مدرس تهران

3 دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشگاه تربیت مدرس تهران

چکیده

یکی از مهم‌ترین مسائلی که مدیران باشگاه­های ­ورزشی حرفه ­ای با آن مواجه‌ هستند، چگونگی فراهم­ آوردن و گسترش درک بهتر­ از رابطۀ بین باشگاه­­ و طرفداران آن­ها است. برخورداری باشگاه­های ورزشی از ارزش اجتماعی و برآورده­ ساختن اهداف میان‌فردی طرفداران ­سبب می­شود که طرفداران آن­ها در بیان هویت خود از ویژگی‌های برند باشگاه استفاده نمایند و این امر می‌تواند وفاداری و تعلق آن­ها را به همراه داشته باشد. به­ منظور بررسی این موضوع، در این پژوهش که از نوع توصیفی ـ پیمایشی می‌باشد. یافته‌های پژوهش حاکی از تأثیر مثبت هویت برند باشگاه پرسپولیس بر تعلق طرفداران و مخاطبان ورزشی به این باشگاه از طریق میانجی‌گری نیازهای خود­تعریفی طرفداران می‌باشد. همچنین، یافته ­ها نشان می‌دهد در­صورت برخورداری از دارایی­های مربوط به تداعی برند یک باشگاه ورزشی از ویژگی‌هایی که نیازهای خود­­تعریفی مصرف‌کننده را برآورده ‎می­سازد، باعث خواهد گردید­ طرفداران، باشگاه مورد­نظر را جذاب انگاشته و در بیان هویت خود، از ویژگی‌های آن بهره برند­ که این امر در­نهایت، موجبات تعلق آن­ها به باشگاه را فراهم خواهد آورد. 

کلیدواژه‌ها

عنوان مقاله [English]

The Study of the Role of Brand Association Assets of Iran Football Premier League Clubs in Belonging of Fans with Moderator Role of Self-Definitional Deeds of Fans (Case Study: Persepolis Football Club)

نویسندگان [English]

  • Asghar Moshabaki Esfahani 1
  • Ali Yar Ahmadi 2
  • Ali Naseri 3

چکیده [English]

One of the most important issues with which managers of professional sport clubs are Dealing is how to Provide and develop a Better Understanding of the Relationship Between the Club and the Fans. Sport clubs, Having Social Values ​​and the Ability to Fulfill the Interpersonal Goals of fans, cause their fans to express their Identity through Using a club Brand features and this can Bring their loyalty and sense of Belonging. In order to investigate the problemof the study, which is a descriptive survey research, a 20-item questionnaire is used to collect the data. The Questionnaire has been distributed among 400 fans of Persepolis Football club. The results indicated that the identity of Persepolis Football Club brand had a Positive impact on fans and Audience’s sense of Belonging to this team through mediating their self- Definitional needs. The Results indicatethat if a football club brand has the required features to Enable the consumers to Fulfill their self- Definitional needs, it can make the Targeted clubAttractive to its fans to the extent that they use its Features to Express their identities, eventually leading them to feel a sense of Belonging to the club. 

کلیدواژه‌ها [English]

  • Brand Association
  • Brand Assets‌
  • Self-Definitional Needs
  • Sport Club Attachment
  • Football Pro League
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