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بررسی اثر اعتبار باشگاه‌های ورزشی بر تغییر رفتار هواداران با رویکرد بازاریابی اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد دانشگاه تربیت مدرس، تهران، ایران

2 دانشجوی دکتری تصمیم‌گیری و سیاستگذاری دانشگاه علم و صنعت ایران، تهران، ایران

چکیده

بازاریابی اجتماعی عبارت است از به‌کارگیری ابزار بازاریابی به‌منظور دسترسی به اهداف مطلوب اجتماعی. به‌عبارتی بازاریابی اجتماعی، استفاده از فنون تجاری برای افزایش قابلیت پذیرش یک عقیده یا عمل در یک گروه هدف است. در این مقاله، تأثیر اعتبار و نام باشگاه‌های ورزشی در بهبود و تغییر رفتار هوادارانشان بررسی شد. یافته‌های تحقیق با استفاده از روش آماری تحلیل مسیر نشان داد که دو ویژگی سازمانی شامل اعتبار عمومی و مسئولیت درک‌شده و دو ویژگی مربوط به مسئولیت اجتماعی سازمان شامل تلاش درک‌شده و تأثیر درک‌شده متغیرهای مستقل تأثیرگذاری بر اعتبار محیطی هستند. همچنین نتایج نشان داد که اعتبار محیطی تأثیر زیادی بر رفتار محیطی حرفه‌ای هواداران شامل بهبود رفتار دائمی و بهبود رفتار آنان در هر بازی دارد. علاوه‌بر این، براساس نتایج تحقیق حاضر، درصورتی‌که سازمان‌های ورزشی برای افزایش اعتبار محیطی و اجتماعی خود بیشتر تلاش کنند، می‌توانند ابزار مؤثری در راستای بهبود رفتار اجتماعی باشند.

کلیدواژه‌ها

عنوان مقاله [English]

An Investigation of the Effect of Sport Clubs Reputation on Fans' Behavior Changing with a Social Marketing Approach

نویسندگان [English]

  • hamid khodadad 1
  • alireza mosayebi 2

1 Professor, Business Management Department, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran

2 Ph.D. Candidate Decision Making and Policy Making, Iran University of Science and Technology, Tehran, Iran

چکیده [English]

Social marketing is defined as applying marketing tools to achieve
desired social targets. In other words, social marketing is the usage of
commercial methods to increase a target group's ability to admit a belief or
an action. In this article, the effect of sport clubs reputation and name on an
improvement and a change in their fans' behavior was studied. Using SEM
method, the results demonstrated that the two organizational characteristics
including general reputation and perceived responsibility as well as the two
social responsibility characteristics including perceived effort and perceived
influence were independent variables influencing environmental reputation.
Also, the results presented that environmental reputation had a significant
effect on professional environmental behavior of fans including permanent
improvement in behavior and an improvement of their behavior in each
match. Furthermore, according to the current results, the more sport clubs try
to increase their environmental and social reputation, the more effective
tools they are to improve social behavior.

کلیدواژه‌ها [English]

  • club reputation
  • environmenttal effect
  • environmenttal effort
  • fans' behavior
  • Social Responsibility
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نشریه مدیریت ورزشی
دوره 6، شماره 4 - شماره پیاپی 4
اسفند 1393
صفحه 627-642
فایل ها
سابقه مقاله
  • تاریخ دریافت: 05 بهمن 1391
  • تاریخ بازنگری: 27 اسفند 1393
  • تاریخ پذیرش: 21 خرداد 1392
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