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تأثیر عناصر نیاز به خودابرازی بر ارزش ویژة برند باشگاه‌های لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران

2 استاد مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

3 دانشیار مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده

موفقیت در بازاریابی ورزشی مستلزم توجه ویژه به کیفیت رابطة بین هواداران و تیم‌های ورزشی است. ازاین‌رو هدف از تحقیق حاضر مطالعة تأثیر عناصر نیاز به خودابرازی بر ارزش ویژۀ برند باشگاه‌های لیگ برتر فوتبال ایران است. روش تحقیق توصیفی- همبستگی و از نوع پیمایشی و کاربردی است و داده‌ها با استفاده از پرسشنامه‌های استاندارد تمایز هویت، تشابه هویت و پرستیژ هویتِ باتاچاریا و سن (2003) و پرسشنامة ارزش ویژۀ برند یو و دانته (2001) گردآوری شد. جامعة آماری تحقیق شامل هواداران تیم‌های پرطرفدار لیگ برتر فوتبال ایران بود که 200 نفر از آنها به‌طور تصادفی به‌عنوان نمونة آماری تحقیق انتخاب شدند. روایی پرسشنامه با استفاده از نظرهای متخصصان مدیریت ورزشی و مدیریت بازرگانی تأیید و پایایی پرسشنامه‌ها براساس آلفای کرونباخ ارزیابی شد. برای تجزیه‌وتحلیل داده‌ها از نرم‌افزارSPSS  نسخۀ 18 و PLS استفاده شد. براساس نتایج این پژوهش، تمامی مسیرها در سطح معنا‌داری 05/0p<  تأیید شد. نتایج نشان داد که عناصر نیاز به خودابرازی که شامل تشابه هویت، تمایز هویت و پرستیژ هویت است، تأثیر مثبت و معناداری بر ارزش ویژۀ برند تیم‌های لیگ برتر فوتبال ایران داشته‌اند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Self-Definitional Need Elements on Brand Equity of Iran Football Premier League Clubs

نویسندگان [English]

  • Akbar Jaberi 1
  • seyed nasrollah sajjadi 2
  • Hasan Asadi 2
  • Mohammad Khabiri 3

1 Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, IRAN

2 Professor in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, IRAN

3 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, IRAN

چکیده [English]

Success in sport marketing requires special attention to the quality of the relationship between fans and sport teams. Therefore, the aim of the current study was to investigate the effect of self-definitional need elements on brand equity in Iran football premier league clubs. The research method was descriptive – correlation, survey and applied. The data were collected by Bhattacharya and Sen (2003) distinction identity, similarity identity, and prestige identity standard questionnaires as well as Yoo and Donthu (2001) brand equity questionnaire. The research population consisted of fans of Iran football premier league popular teams and 200 subjects were randomly selected as the sample. The validity of the questionnaires was confirmed by viewpoints of sport management and business management experts and their reliability was evaluated by Chronbach alpha. PLS and SPSS18 were used for data analysis. The results showed that all directions were verified (P<0.05). Also, self-definitional needs involving similarity identity, distinction identity, and prestige identity, had positive and significant effects on brand equity of Iran football premier league teams.

کلیدواژه‌ها [English]

  • Brand equity
  • brand identity
  • branding
  • football fans
  • self-definition
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نشریه مدیریت ورزشی
دوره 12، شماره 3
آذر 1399
صفحه 601-620
فایل ها
سابقه مقاله
  • تاریخ دریافت: 09 دی 1393
  • تاریخ بازنگری: 25 بهمن 1393
  • تاریخ پذیرش: 27 بهمن 1393
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