مدل ارتباطی تجربۀ برند، اشتیاق به برند و اخلاق‌مداری برند با تعهد به برند در مصرف‌کنندگان پوشاک ورزشی (مورد مطالعه: دانشجویان ورزشکار)

نعمت الهی, زهرا; سجادی, نصرالله; حمیدی, مهرزاد; علی دوست, ابراهیم

doi:10.22059/jsm.2020.290443.2340

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی دانشگاه تهران، پردیس بین‌المللی کیش، ایران

https://doi.org/10.22059/jsm.2020.290443.2340

چکیده

مقدمه: هدف کلی پژوهش حاضر طراحی مدل تجربۀ برند، اشتیاق به برند و اخلاق‌مداری برند با تعهد به برند در مصرف‌کنندگان پوشاک ورزشی بود. پژوهش حاضر پژوهشی توصیفی از نوع همبستگی و مبتنی بر مدلسازی معادلات ساختاری بود.
روش پژوهش: جامعۀ آماری این تحقیق را 212 نفر از دانشجویان ورزشکار مصرف‌کنندۀ پوشاک ورزشی تشکیل دادند که نمونۀ آماری به روش در دسترس انتخاب شد. در این تحقیق از پرسشنامه‌های محقق‌ساختۀ تجربۀ برند و تعهد برند و همچنین پرسشنامه‌های استاندارد اشتیاق به برند و اخلاق‌مداری برند استفاده شد.
یافته‌ها: نتایج نشان داد که تجربۀ برند و اخلاق‌مداری برند تأثیر مثبت معناداری بر تعهد برند دارند. اما، اشتیاق سازگار و اشتیاق افراطی به برند بر تعهد به برند تأثیر نداشت. در نهایت، شاخص برازش برابر با 418/0 بود حاکی از برازش کلی قوی است.
نتیجه‌گیری: بنابراین، پیشنهاد می‌شود که مدیران فروشگاه‌های ورزشی به‌منظور ایجاد تجربیات بهتر از روش‌های نوین بازاریابی برای نقاط تماس با مشتریان استفاده کنند.

کلیدواژه‌ها

موضوعات

مدیریت ورزشی

عنوان مقاله [English]

Designing the Relational Model of Brand Experience, Brand Passion and Brand Ethicality with Brand Commitment in Sportswear Consumers

نویسندگان [English]

Zahra Nematollahi
Nasrollah Sajjadi
Mehrzad Hamidi
Ebrahim Alidoust ghahfarokhi

Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, pardis kish, Iran

چکیده [English]

Introduction: From consumer prospective brand is an important part of the product, and brand image and consumer’s perception is very important for marketers. The general purpose of the present research was to design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers.
Methods: The present study was a descriptive correlation research based on structural equation modeling. The statistical population of this research was 212 athlete students from Shiraz Islamic Azad University sportswear customers. Due to the uncertainty of the exact number of customers, the sample was 384 randomly selected based on Morgan's table for unlimited statistical population. In this research, self-structure questionnaire of brand experience and brand commitment as well as standard brand passion brand ethicality questionnaire was used.
Results: The results showed that brand experience and brand ethicality have a positive significant effect on brand commitment. However, harmonious passion and obbsessive passion for brand has not significant effect on brand commitment. Finally, the fit index was 0.418, indicating a strong overall fit.
Conclusion: Therefore, it is suggested that the sports shop managers use the new marketing methods for customer contact points to create better experiences.

کلیدواژه‌ها [English]

Brand Experience
Brand Ethicality
Brand Commitment
Sports Wearers

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