تأثیر اعتبار برند بر متغیرهای رفتاری برند با نقش میانجی بازاریابی ویروسی در مصرف‌کنندگان محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشکدۀ علوم ورزشی، گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران

2 استادیار، دانشکدۀ علوم ورزشی، گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران

چکیده

در این پژوهش تأثیر اعتبار برند بر متغیرهای رفتاری برند با بررسی نقش میانجی بازاریابی ویروسی در برندهای تنیس روی میز بررسی شد. روش تحقیق همبستگی از نوع مدلسازی معادلات ساختاری و از نظر هدف کاربردی بود و گردآوری داده‌ها به‌صورت میدانی انجام گرفت. جامعة آماری، مصرف‌کنندگان برندهای تنیس روی میز استان‌های آذربایجان غربی و شرقی بودند. از آنجا که تعداد جامعة آماری نامعلوم بود، با احتساب ریزش تعداد 400 پرسشنامه به روش نمونه‌گیری تصادفی ساده در بین مشتریان توزیع شد که در نهایت 377 پرسشنامۀ سالم عودت داده شد. به‌منظور اندازه‌گیری اعتبار برند از پرسشنامۀ اردم و سوایت (1998) و بازاریابی ویروسی سویینی و سوایت (2008)، متغیرهای رفتاری برند فرودی و همکاران (2018) پس از اعمال اصلاحات لازم استفاده شد. به‌منظور ارائۀ مدل تحقیق و همچنین بررسی روایی همگرایی و واگرایی از نرم‌افزار اسمارت پی‌ال‌اس 3 استفاده شد. به‌طور کلی، نتایج نشان داد که اعتبار برند بر بازاریابی ویروسی و متغیرهای رفتاری برند تأثیر معنا‌داری دارد. نتایج این تحقیق نشان داد که مدیران برند به‌منظور بهبود متغیرهای رفتاری برند باید اعتبار برند خود را از طریق تخصص‌گرایی بر روی محصولات و به‌دست آوردن اعتماد مشتریان با بهبود کیفیت محصولات ارتقا دهند.

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