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تاثیر مسئولیت اجتماعی شرکت بر ترجیح برند (مورد مطالعه‌: باشگاه فرهنگی ورزشی انقلاب تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی، دانشکدة تربیت بدنی، دانشگاه تبریز، تبریز، ایران

2 دانشجوی کارشناسی ارشد گروه مدیریت ورزشی، دانشکدة تربیت بدنی، دانشگاه تبریز، تبریز، ایران

چکیده

هدف از این پژوهش مطالعه تاثیر مسئولیت اجتماعی شرکت بر ترجیح برند باشگاه انقلاب از منظر مشتریان آن بود. این پژوهش از نوع تحقیقات توصیفی-تحلیلی و از نظر هدف از نوع کاربردی بود. جامعه پژوهش حاضر، شامل تمامی مشتریان باشگاه فرهنگی ورزشی انقلاب تهران بود. انتخاب مشتریان باشگاه فرهنگی ورزشی انقلاب تهران از روش نمونه گیری تصادفی ساده استفاده شد. ابزار گردآوری داده‌ها، پرسشنامه استاندارد مسئولیت اجتماعی شرکت و ترجیح برند متیو تینگچی لیو و همکاران سال 2014 بود و جهت تجزیه و تحلیل داده‌ها و پردازش مدل از نرم افزار PLS استفاده شد. نتایج نشان داد که هر سه بعد؛ مسئولیت اجتماعی شرکت مربوط به محیط زیست، مسئولیت اجتماعی شرکت مربوط به جامعه و مسئولیت اجتماعی شرکت مربوط به ذینفعان هم به‌طور مستقیم و هم با میانجی‌گری کیفیت درک شده برند بر ترجیح برند باشگاه باشگاه فرهنگی ورزشی انقلاب تهران تاثیر معنادار داشتند. بنابراین, ﻓﻌﺎلیتﻫﺎﻳﻲ ﻛﻪ در جهت اﻳﻔﺎی ﻣﺴﺌﻮﻟﻴﺖ اﺟﺘﻤﺎﻋﻲ هستند ﺑﻪ اﻳﺠﺎد ﺗﺼﻮﻳﺮی ﺧﻮب از برند باشگاه و ﺗﺠﺮﺑﻪ ای ﻣﺜﺒﺖ در ﺑﻴﻦ ﻣﺸﺘﺮﻳﺎن بالفعل و بالقوه برند آن منجر شده، خشنودی آنها را از ترجیح برند در پی دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Corporate Social Responsibility on Brand Preference (Case Study: Tehran Enghelab Cultural Sport Club)

نویسندگان [English]

  • Vajiheh Javani 1
  • Ehsan Elmi 2

1 Academic Remember of Tabriz University

2 University of Tabriz

چکیده [English]

The significant role of sport brands in the modern society provides a unique place for this industry to address social issues and seek benefits for consumers, organizations and bigger society. Therefore, the aim of this study was to investigate the effect of corporate social responsibility on the brand preference of Enghlab club from customers’ viewpoints. This study was descriptive-analytical and applied in terms of objectives which was conducted by internet and email. The population included all customers of Tehran Enghelab sport and cultural club. Simple random sampling method was used to select the customers of this club. The data were collected by the standard Corporate Social Responsibility and Brand Preference Questionnaire developed by Matthew Thingchi Liu et al. (2014). Structural equation modeling by partial least squares method and PLS software were used at the significance level of 0.05. The results showed that all three dimensions of corporate social responsibility (i.e. environment, society and stakeholders) had a direct and significant effect on brand preference of Tehran Enghelab cultural sport club. These dimensions also had a significant effect on brand preference of this club with the mediating role of brand perceived quality. Therefore, activities that are part of social responsibility lead to a good image of the club brand and a positive experience among the present and potential customers of that brand and result in their satisfaction from the brand preference.

کلیدواژه‌ها [English]

  • brand perceived quality
  • brand preference
  • corporate social responsibility
  • environment
  • society
  • stakeholders
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نشریه مدیریت ورزشی
دوره 12، شماره 2
تیر 1399
صفحه 547-563
فایل ها
سابقه مقاله
  • تاریخ دریافت: 19 بهمن 1396
  • تاریخ بازنگری: 09 دی 1398
  • تاریخ پذیرش: 24 آذر 1398
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