مطالعه تجربی تاثیر استفاده از ورزشکاران مشهور بر ارتقاء ارزش ویژه برند کالاهای ورزشی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

2 دانشیار، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

3 استادیار، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

چکیده

هدف پژوهش حاضر بررسی تأثیر تبلیغات توسط افراد مشهور ورزشکار، در ارتقاء ارزش ویژه برند کالاهای ورزشی بود. پژوهش، به روش شبه تجربی و به صورت پیش‌آزمون و پس‌آزمون، در یک نمونه داوطلب ۶۰ نفره از دانشجویان رشته تربیت‌بدنی دانشگاه آزاد انجام شد. به همین منظور داوطلبان به مدت یک ماه تحت تأثیر تبلیغات شبیه سازی شده برای یک برند کفش ورزشی ساختگی و غیر واقعی به وسیله شخص مشهور ورزشکار منتخب، از طریق شبکه‌های اجتماعی تلفن‌های هوشمند قرار گرفتند. داده‌ها با استفاده از پرسشنامه استاندارد ارزش ویژه برند آکر (۱۹۹۱) جمع آوری و با استفاده از نرم افزار spss23و روش‌های آماری تی نمونه وابسته و آزمون d کوهن مورد تجزیه قرار گرفتند. نتایج نشان داد که تبلیغات انجام شده، به میزان ۰٫۸۷ درصد در آگاهی از برند، ۰٫۹۱ درصد در تداعی برند، ۰٫۸۶ درصد در درک کیفیت برند و ۰٫۸۶ درصد در وفاداری نگرشی به برند تأثیر گذاشته است؛ بنابراین توصیه می‌شود بازاریابان و دست اندرکاران صنعت تبلیغات ورزش کشور، استفاده تبلیغاتی از شخصیت‌های مشهور را به عنوان یکی از استراتژی‌های مؤثر در افزایش ارزش ویژه برند و کسب مزیت‌های رقابتی، مورد توجه ویژه قرار دهند.

کلیدواژه‌ها


  1. Clark, C R. Doraszelski, U & Draganska, M. The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data". Quant Mark Econ. 2009; 7 (2): 207–236.
  2. Menon, K., Boone, L. E., & Rogers, H. P. Celebrity Advertising: An assessment of its relative effectiveness. 2001; Retrieved June, 20, 200 9.
  3. Keller, K. LBrand equity dilution, MIT Sloan Management Review.2003; 45 (l): 12-14.
  4. Anjum, B., Dhanda, S. K., & Nagra, S. Impact of celebrity endorsed advertisements on consumers". Asia Pacific Journal of Marketing and Management Review. 2012; 1(2): 22-33.
  5. Shazzana. N, Shaker A .The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands. Master’s thesis, Universiti Utara Malaysia. Thesis Submitted to School of Business Management, Universiti Utara Malaysia, In Partial Fulfilment of the Requirement for the Master of Sciences (Management).2015; 68.
  6. Adnan,A., Alam,W., Asim Shah,S. Determining the Impacts of Celebrity Based Brand Endorsements on Consumers’ Purchasing Intention. NICE Research Journal. 2018; 11: 58-75.
  7. Sepahvand, S. Advertising in Sports Fields. 2015. Available from: http://mohiti.com. (In Persian).
  8. Amos, C., Holmes, G. & Strutton, D. Exploring the relationship between celebrity endorser effects and advertising effectiveness, A quantitative synthesis of effect size. International Journal of Advertising. 2008; 27 (2): 209–234.
  9. Sandeep, Kumar, Sidheswar, Patra. Celebrity Advertising and Its Role to Brand Equity: A Review. Asian J. Management. 2017. 8(3):925-92.
  10. Zeithaml, V. Consumer perceptions of price, quality and value: A means-end synthesis of evidence, Journal of Marketing. 1998; 52 (3):222-242.
  11. Guitart, Ivan A., Jorge Gonzalez., Stefan Stremersch. Full Length Article Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity. International Journal of Research in Marketing. 2018: 19-36.
  12. P. K. Abdussalam, B. Johnson. Behavior of r Retail Investors –An Empirical Study. International Journal of Management Studies. 2017; 5: 24.
  13. Yoo, B., Donthu, N., & Lee, S. An examination of selected marketing mix elements and brand equity". Journal of the Academy of Marketing Science. 2000; 28(2): 195-211. http://dx.doi.org/10.1177/0092070300282002
  14. Aaker D. A. Managing brand equity. capitalizing on the value of brand name. 1991, New York, The Free Press.
  15. Meller, J. J. & Hansan, T. An empirical examination of brand loyalty", Journal of Product and Brand Management. 2006; 5 (7): 442 -490.
  16. Atilgan, E., Aksoy, S., & Akinci, S. Determinants of brand equity: a verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning. 2005; 23: 237- 248.
  17. Atkin, C. and Block, M. Effectiveness of Celebrity Endorsers. Journal of Advertising Researc. 1983; 23: 57 -61.
  18. Melnz, S. A., Celuch, K. & Goodwin, S. The importance of brand equity to customer loyalty, Journal of Product and Brand Management. 2004; 13 (4): 217-227.
  19. Baker, M.J. & Churchil, G.A Jr. The impact of physical attractive models on advertising evaluations, Journal of Marketing Research. 1997; 14: 538-555.
  20. Baniya, R. Components of Celebrity Endorsement Affecting Brand Loyalty of Nepali Customers". Journal of Business and Management Research. 2017; 2: 52-65.
  21. Gonza´lez, M.E.A. Comesana, L.R& Brea, J.A.F. Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Research. 2007; 60(2): 153–160.
  22. Rio, A., Vazquez, R. & Iglesias, V. The effects of brand associations on consumer response. Journal of Consumer Marketing. 2001; 1 (5): 410-425.
  23. gones, P., Hill, C.C., And Hillier, D, Retailing: Revolution or Evolution. Teaching Business & Economics. 2001; 5(2):32-38.
  24. Chaudhuri, A., And Holbrook, M.B. The Effects From Brand Trust And Brand Affect To Brand Performance. The Role Of Brand Loyalty, Journal Of Marketing. 2001; 65: 81-93.
  25. Aaker, D. A. The value of brand equity. Journal of Business Strategy. 1992; 13(4), 27-32.
  26. Keller, k. L.Building, measuring an Managing brand Equity. prentice Hall of India, new Delhi.2003.
  27. Huang, R & Sarigollu, H. How brand awareness relates to market outcome, brand equity and the marketing mix. Journal of Business Research.JBR-07136.2011; 65(1): 92-99.
  28. Macdonald, E., and Sharp, B. Management Perceptions of the Impor- high-quality product an approximately equal number of times. tance of Brand Awareness as an Indication of Advertising Effective- ness. Marketing Research On-Line 1 (1996); 1–15.
  29. Faircloth, J.B., Capella, L.M., And Alford, B.L. The Effect Of Brand Attitude And Brand Image On Brand Equity", Journal Of Marketing Theory And Practice. 2009; 9(3): 61-76.
  30. Gonza´lez, M.E.A. Comesana, L.R& Brea, J.A.F. Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Research. 2007; 60(2): 153–160.
  31. Gil, R. BravoE. Fraj Andre´s and E. Martı´nez Salinas. Family as a source of consumer-based brand equity', Journal of Product & Brand Management. 2007; 16(3): 188–199.
  32. Ndlela, T, Chuchu,T. Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers", Purchase Behaviour. Journal of Economics and Behavioral Studies. 2016; 8 (2): 79-90.
  33. Massoud, Z. (2013, November 27). The Benefits of Investing in the Sports Industry, Dunya-e-Eqtesad Newspaper - No. 3,500, 5p. (In Persian).
  34. Andrew, C. Discover the potential of sport: a £20 billion industry. 2015; Available from: http://www.telegraph.co.uk/investing/business-of-sport/potential-of-sport-20billion-industry.
  35. Xinhua. Sports industry, next gold mine of Chinese economy. 2016. Available from: http://europe.chinadaily.com.cn/business/2016-04/02/content_24253919.htm.
  36. Iranmanesh, S M. Structural Problems in Iran's Advertising System, a look at the articles presented to the Secretariat of the Second Conference of the Advertising Industry. 2001. 53. (In Persian).
  37. Ziman, S. The propaganda we know has reached the end of the line, translated by Manijeh Sheikh Javadi, Tehran: Sitheh Publications. 2005; 94-78. (In Persian).
  38. Ndlela, T, Chuchu,T. Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers", Purchase Behaviour. Journal of Economics and Behavioral Studies. 2016; 8 (2): 79-90.
  39. Goutam, D. Influnce of brand ambassadors n buying behavior of soft drink": with reference to belgaum city impact: International Journal of Research in Business Management. 2013; l (1): 4: 9-18.
  40. Petty, R.E. and Cacioppo J.T. Central and Peripheral Routes to Persuasion: Application to Advertising". Advertising and Consumer Psychology, eds. Larry Percy and Arch Woodside, Lexington, MA: Lexington Books. 1983; 3-23.
  41. Dick, A.S and Basu, K. Consumer Loyalty: An integrated Conceptual Approach", Journal of the academy of marketing science. 1994; 22(2): 99-113.
  42. Haigh, D. Understanding the Financial Value of Brand. Brussels: European Association of Advertising Agencies.1999.
  43. Nasiripour, A. Gohari, M., & Nafisi, A. The relationship between binding and performance indicators. Health Management.2010; 13, 41: 17p. (In Persian).
  44. Brehm.s.s. & kassin.s. social Psychology". Published by Houghton Mifflin (Academic); 1999: 98p.
  45. Biswas, S., Hussain, M., & O‟Donnell, K. Celebrity endorsements in advertisements and consumer perceptions: a cross-cultural study. Journal of Global Marketing. 2009; 22(2): 121-137. Available from: http://dx.doi.org/10.1080/08911760902765940.
  46. Ching, K., Deadender, T. & Srinivasan, K. Economic Value of Celebrity Endorsement": Tiger Woods' Impact on Sales of Nike Golf Balls. 2011; 1-53.
  47. Urde, M. Brand orientation–a strategy for survival. Journal of consumer.1994; 11 (3):18-32. https://doi.org/10.1108/07363769410065445