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مدلی جامع برای اثربخشی حمایت از لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت‌مدرس

2 استاد مدیریت ورزشی، دانشگاه تربیت‌مدرس

3 دانشیار مدیریت ورزشی، دانشگاه تهران

چکیده

هدف از پژوهش حاضر، آزمون مدل اثربخشی حمایت از لیگ برتر فوتبال ایران بود. این پژوهش از نوع مطالعات توصیفی ـ پیمایشی می‌باشد. جهت انجام پژوهش، 515 نفر از تماشاچیان لیگ برتر فوتبال ایران با استفاده از فرمول کوکران انتخاب شده و در آن شرکت نمودند. نتایج نشان داد که مدل پیشنهادی (با اصلاحاتی جزئی) از نکویی برازش برخوردار می‌باشد و حمایت از لیگ برتر فوتبال موجب افزایش آگاهی از محصول، بهبود وجهۀ حامی، مسئولیت‌پذیری اجتماعی و تمایل به خرید از حامی می‌شود. همچنین، آگاهی از حامی، وجهۀ حامی، مسئولیت‌پذیری اجتماعی و سازگاری، تأثیر مثبتی بر تمایل به خرید از حامی دارد؛ اما تأثیر رفتار منفی و بازاریابی کمین بر تمایل به خرید از حامی منفی می‌باشد. به‌طور‌کلی، می‌توان گفت که حمایت از لیگ برتر فوتبال، تأثیر مثبتی بر نگرش جامعۀ هدف نسبت به حامی دارد و از اثربخشی برخوردار می‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

A Comprehensive Model for Sponsorship Effectiveness in Iran Football Pro League

نویسندگان [English]

  • Ahmad Falahi 1
  • Mohamad Ehsani 2
  • Mohamad Khabiri 3
  • Hashem Kouzehchian 2

1 Ph.D. Student of Sport Management, Tarbiat Modares University

2 Professor of Sport Management, Tarbiat Modares University

3 Associate Professor of Sport Management, University of Tehran

چکیده [English]

The purpose of this study was to evaluate sponsorship effectiveness model in Iran football Pro League. The research method was descriptive-survey. Five hundred fifteen spectators (by Cochran’s formula) of Iran football Pro League participated in study. Data was analyzed using structural equation modeling. Testing for goodness of fit showed that, with some corrections, the proposed model was desirable. Results showed that sponsoring in Pro League increased product awareness, improved sponsor image, enhanced social responsibility, and increased intention to purchase from sponsor. Product awareness, sponsor image, and social responsibility affected intention to purchase positively, and negative behavior and ambush marketing affected intention to purchase negatively. In general, sponsoring in Iran football Pro League affected the target population’s opinion positively and has effectiveness. 

کلیدواژه‌ها [English]

  • Sponsorship
  • Sponsor
  • Effectiveness
  • Iran Football Pro League
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مطالعات مدیریت ورزشی
دوره 9، شماره 41
فروردین و اردیبهشت 1396
صفحه 37-60
فایل ها
سابقه مقاله
  • تاریخ دریافت: 01 آذر 1393
  • تاریخ بازنگری: 31 مرداد 1394
  • تاریخ پذیرش: 25 شهریور 1394
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