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).

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