ساخت و اعتباریابی مقیاس تصویر برند ورزشکار ایرانی

نقوی, فروغ; تجاری, فرشاد; زارعی, علی

doi:10.22059/jsm.2021.312842.2611

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی ، دانشکده تربت بدنی و علوم ورزشی ، واحد تهران مرکزی ، دانشگاه آزاد اسلامی ، تهران ، ایران

https://doi.org/10.22059/jsm.2021.312842.2611

چکیده

مقدمه: امروزه بیشتر ورزشکاران در جوامع با برند شخصی خود تداعی می‌شوند که نتیجة رشد محبوبیت از طریق ورزش است.
روش پژوهش: هدف تحقیق حاضر، ساخت و اعتباریابی مقیاس اندازه‌گیری تصویر برند ورزشکاران در ایران است. 302 دانشجوی رشتة علوم ورزشی، داوطلبانه به مقیاس محقق‌ساخته که بر اساس پیشینة پژوهش و مصاحبة نیمه‌ساختاریافته با مدیران عامل باشگاه‌ها، ورزشکاران حرفه‌ای، هواداران و دانشجویان رشتة علوم ورزشی طراحی شده است، پاسخ دادند.
یافته‌ها: یافته‌های تحلیل عاملی اکتشافی نشان داد مقیاس تصویر برند ورزشکار دارای 49 عامل آشکار و 12 عامل پنهان سطح دوم و 4 عامل پنهان سطح سوم است. تصویر فردی برند ورزشکار شامل جذابیت ظاهری (4 گویه) و زندگی فردی (5 گویه)، تصویر اجتماعی برند ورزشکار شامل اسطوره (4 گویه)، جذابیت اجتماعی (5 گویه)، ارتباطات ورزشکار (3 گویه) و مسئولیت اجتماعی (7 گویه)، تصویر فرهنگی برند ورزشکار شامل آداب و رسوم (3 گویه) و مذهب (3 گویه) و تصویر ورزشی برند ورزشکار شامل تناسب بدنی (3 گویه)، موفقیت‌های ورزشی (3گویه)، تخصص ورزشکار (5 گویه) و سبک مسابقه (6 گویه) است. یافته‌های آزمون آلفای کرونباخ، پایایی مقیاس را بین ۷۴/۰ تا ۹۱/۰ نشان داد.
نتیجه‌گیری: نتایج نشان داد مدل مفهومی پیشنهادی دارای برازش است و تصویر برند ورزشکار در ایران می‌تواند دارای زیر مقیاس‌های فرهنگی، اجتماعی، فردی و ورزشی باشد و این یافته با نتایج تحقیقات قبلی همخوانی دارد.
نتایج نشان از پردازش خوب مدل تصویر برند ورزشکار است. جنبه های فرهنگی، اجتماعی ، فردی و ورزشی، تصویر مطلوبی از برند ورزشکار ایرانی ایجاد می نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Construct and Validation of Iranian Athlete Brand Image Scale

نویسندگان [English]

Forough Naghavi
Farshad Tojari
Ali Zarei

Department of Sport Management, Faculty of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

Introduction: The purpose of study is to construct and validate the image tool of the Iranian athlete brand.
Methods: The research method was descriptive and a survey. The statistical population consisted of students of sport sciences in Isfahan Universitys. 302 participants answered the questionnaire. They selected by random sampling method. The instrument was a researcher-made questionnaire. There were 49 items. Face and content validity were examined. Cronbach's alpha and exploratory analysis, and confirmatory factor analysis were used to examine the construct validity.
Results: Confirmatory factor analysis results showed that the athlete's brand image scale has 49 explicit factors, 12 hidden second-level and 4 hidden third-level factors. The personal image of athlete brand includes, attractiveness appearance (4 items) and personal life (5 items), the social image of athlete brand includes, myth (4 items), social attractiveness (5 items), athlete relationship (3 items) and social responsibility (7 items) , the cultural image of athlete brand includes, protocol (3 items) and religion (3 items) and sport image of athlete brand includes, body fitness (3 items), sport success (3 items), athlete expertise (5 items) and racing style (6 items). Cronbach's alpha reliability for the 12 components ranged from 0/74 to 0/91. The results show goodness of fit the athlete's brand image model.
Conclusion: The cultural, social and personal aspects of the athlete, along with the sporting aspect, create a good image of the Iranian athlete's brand. Future researchers can be used of this tool to determine the brand image characteristics of Iranian athletes.

کلیدواژه‌ها [English]

Brand Image
Iranian Athlete
Validation

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نشریه مدیریت ورزشی

ساخت و اعتباریابی مقیاس تصویر برند ورزشکار ایرانی

مراجع

مراجع

دوره 15، شماره 2
تیر 1402
صفحه 58-42

ساخت و اعتباریابی مقیاس تصویر برند ورزشکار ایرانی

مراجع

مراجع

دوره 15، شماره 2تیر 1402صفحه 58-42

دوره 15، شماره 2
تیر 1402
صفحه 58-42