نشریه مدیریت ورزشی

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بررسی ارتباط بین صحه‌گذاری ورزشکاران مشهور با وفاداری به برند در مشتریان کالاهای غیرورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه تربیت بدنی، دانشگاه غیردولتی-غیرانتفاعی ایوان‌کی، سمنان، ایران

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

3 دانشجوی دکتری گروه مدیریت ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

4 کارشناس ارشد مدیریت ورزشی، دانشگاه غیردولتی-غیرانتفاعی ایوان‌کی، سمنان، ایران

چکیده

پژوهش حاضر با هدف بررسی ارتباط بین صحه‌گذاری ورزشکاران مشهور با وفاداری به برند در مشتریان کالاهای غیرورزشی انجام گرفت. این پژوهش توصیفی از نوع همبستگیو از نظر هدف از نوع کاربردی است. جامعة آماری پژوهش شامل خریداران محصولات صحه‌گذاری‌شده توسط علی دایی (شامل مجتمع اداری الماس کریمخان) است. با توجه به نامعین بودن حجم جامعه، حجم نمونه براساس فرمول کوکران برابر با 207 نفر تعیین شد. ابزار گردآوری داده‌ها پرسشنامۀ صحه‌گذاری براین استین و ژانگ (2005) و پرسشنامة استاندارد سنجش وفاداری مصرف‌کننده به برند برنیک (2006) است. به‌منظور تجزیه‌وتحلیل یافته‌ها از شاخص‌های آمار توصیفی مانند درصد فراوانی، میانگین و برای آمار استنباطی از آزمون کولموگروف اسمیرنوف به‌منظور اطلاع از طبیعی بودن توزیع نمرات از نرم‌افزار SPSS استفاده شد. همچنین برای طراحی مدل ارتباطی پژوهش از نرم‌افزار آموس استفاده شد. همان‌طورکه نتایج آزمون همبستگی پیرسون نشان داد، بین توان ستاره بودن، شخصیت دوست‌داشتنی، منبع جذابیت و صداقت حرفه‌ای صحه‌گذار (علی دایی) و وفاداری به برند محصولات همبستگی مثبت (01/0 ≥P) وجود داشت، ولی بین تیپ شخصیتی صحه‌گذار (علی دایی) و وفاداری به برند محصولات همبستگی وجود نداشت (01/0 ≤P).

کلیدواژه‌ها

عنوان مقاله [English]

Survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods

نویسندگان [English]

  • Shahram Nazari 1
  • Ahmad Mahmoudi 2
  • Mohammadhosein Ghorbani 3
  • Zahra Fakhri Enayat 4

1 Assistant Professor, factulty of Physical Education, University of Eyvanekey, Semnan, Iran

2 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

3 PhD Student, Faculty of Physical Education & Sports Sciences, Allameh Tabataba'i University, Tehran, Iran

4 Master, factulty of Physical Education, University of Eyvanekey, Semnan, Iran

چکیده [English]

Abstract
The purpose of this study was to survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods. this descriptive study was a correlational and purposeful type. The statistical population of the study is buyers of sporting and non-sport products endorsed by Ali Daei (including Karmikhan Office). Given the uncertainty in the size of the population, the sample size was determined by the Cochran formula of 207 people. The data gathering tool was Brian Stein and Zhang (2005), and consumer literacy standard questionnaire. Brandy (2006). To analyze the findings, descriptive statistics indices such as frequency, mean and for inferential statistics of the Kolomograf Smirnov test to determine the natural distribution of the scores and to assess the relationship between the variables under Pearson correlation coefficient were used for SPSS software. Amos software was also used to design the research communication model. Pearson correlation test results showed, there was a positive correlation between the ability to be a star, a loving personality, a source of Attractiveness and professional honesty ("Ali Daei") and loyalty to the brand of products (p ≤ 0.01). But there was no correlation between the confirmation personality type (Ali Daei) and the loyalty to the brand of products (p≤ 0.01).

کلیدواژه‌ها [English]

  • Endorsement
  • Brand Loyalty
  • Customers
  • non-sporting goods
  • Professional honesty
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نشریه مدیریت ورزشی
دوره 13، شماره 2
تیر 1400
صفحه 617-637
فایل ها
سابقه مقاله
  • تاریخ دریافت: 01 تیر 1398
  • تاریخ بازنگری: 04 شهریور 1398
  • تاریخ پذیرش: 02 اردیبهشت 1399
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