نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
2 دانشیار گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
3 استاد گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
چکیده
هدف اصلی پژوهش حاضر ارائۀ مدلی از تأثیر آمیزۀ بازاریابی و تصویر برند بر لذت و تعهد ارتباطی هواداران دو تیم پرطرفدار تهرانی بود. پژوهش حاضر از نظر روش گردآوری داده‌ها توصیفی و از نظر هدف کاربردی بود که به شکل میدانی اجرا شد. جامعۀ آماری شامل کلیۀ تماشاچیان یکی از بازی‌های دو تیم پرطرفدار تهرانی (استقلال و پرسپولیس)، که بلیت تهیه کرده و به ورزشگاه رفته‌اند، بود. برحسب تعداد سؤالات پرسشنامه (35سؤال) تعداد 350 نمونه به روش تصادفی انتخاب شدند. با بررسی پیشینۀ تحقیق، مدل اولیۀ تحقیق طراحی و براساس آن پرسشنامه‌ای ساخته شد و روایی توسط جمعی از صاحب‌نظران دانشگاهی و تکنیک تحلیل عاملی تأیید شد و پایایی درونی نیز از روش آلفای کرونباخ محاسبه شد. به منظور پاسخگویی به سؤالات پژوهش از آزمون‌های آماری مانند همبستگی پیرسون و مدلسازی معادلات ساختاری استفاده شد. نتایج حاصل از تحلیل مسیر نشان داد که آمیزۀ بازاریابی و تصویر برند دارای ضریب تأثیر 58/0 و 51/0 بر لذت هواداران و ضریب تأثیر 62/0 و 48/0 بر تعهد ارتباطی هواداران است. همچنین مدل دارای برازش و تناسب مناسبی بود و نشان داد که روابط تنظیم‌شدۀ متغیرها منطقی بوده است (91/0AGFI=، 93/0GFI=، 94/0CFI= ، 92/0NNFI=، 95/0NFI=). با توجه به نتایج حاصل از این مدل به مدیران و بازاریابان تیم‌ها و باشگاه‌های ورزشی پیشنهاد می‌شود خدمات خود را به‌نحوی ارائه کنند که در مقایسه با سایر برندها متمایز باشد و این حس و تصویر را در هواداران ایجاد کند که خدمات دریافتی فراتر از انتظارات وی بوده است.
کلیدواژه‌ها
عنوان مقاله [English]
Designing a Model of the Effect of Marketing Mix and Brand Image on the Pleasure and Communication Commitment in Fans of Two Popular Teams of Tehran (Esteghlal and Persepolis)
نویسندگان [English]
- masoud freydoni 1
- Masoumeh Kalateh seifari 2
- Seyed Mohammad Hosein Razavi 3
1 Ph.D. of Sport Management, University of Mazandaran, Babolsar, Iran
2 Associate Professor, Department of Sport Management, University of Mazandaran, Babolsar, Iran
3 Professor, Department of Sport Management, University of Mazandaran, Babolsar, Iran
چکیده [English]
The aim of this study was to design a model of the effect of marketing mix and brand image on the pleasure and communication commitment of the fans of the two popular teams of Tehran. The present study was descriptive in terms of collecting data and applied in terms of aims, which was carried out in the form of a field study. The statistical population included all the spectators of one of the games played by two popular Tehran teams (Esteghlal and Persepolis) who had been purchased tickets and attended the stadium. 350 subjects were randomly selected based on the items of the questionnaires (35 items). The basic research model was designed by the review of the related literature; a questionnaire was developed based on this basic model and the validity was confirmed by a group of academic experts and factor analysis technique. Its internal consistency was also calculated using Cronbach's alpha method. To answer the research items, statistical tests such as Pearson correlation and structural equation modeling were used. The results of the path analysis showed that the marketing mix and the brand image had the impact factors of 0.58 and 0.51 on the pleasure of the fans and the impact factors of 0.62 and 0.48 on the communication commitment of the fans. The model also had a good fit and showed that the adjusted relationships of the variables were reasonable. (AGFI=0.91, GFI=0.93, CFI=0.94, NNFI=0.92, NFI=0.95). Regarding the results of this model, managers and marketers of sport teams and clubs are suggested to provide their services in a way that is distinct from other brands and to create such feeling in the fans that the received services exceeded their expectations.
کلیدواژه‌ها [English]
- brand image
- modeling
- pleasure of fans
- sport brand
- sport marketing
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