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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.

کلیدواژه‌ها

عنوان مقاله [English]

The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’s products consumers

نویسندگان [English]

  • Soleimani Somayeh 1
  • Mohsen Behnam 2

1 Master in Sport Management, Faculty of Sport Science, Department of Sport Management, Urmia University, Urmia, Iran

2 Assistant Professor, Faculty of Sport Science, Department of Sport Management, Urmia University, Urmia, Iran

چکیده [English]

The purpose of the present study was to investigate the effect of brand credibility on brand loyalty and purchase intention of brand with investigation the mediating role of viral marketing in table tennis brands. The research method was correlational from type of structural equation modeling; in terms of objectives, it was an applied research conducted and data collection in a field study. The research population include all the consumers of table tennis brands in west and east Azerbaijan provinces. With considering the dropping rate, 400 questionnaires distributed among the consumers through simple sampling and yielded 377 complete appropriately responded questionnaires. Brand credibility were measured by a questionnaire adapted from Erdem & Swait (1998), viral marketing were measured by a questionnaire adapted from Sweeney & Swait (2008) questionnaire, and behavioral variables of brand were measured by a questionnaire adapted Foroudi, Jin, Gupta, Foroudi, & Kitchen (2018) questionnaire. In order to present the research model, and also examining convergence and divergence validity, the Smart PLS software was applied. This study showed that brand managers should improve their brand credibility through product specialization and brand trustworthiness by improving product quality in order to improve brand behavioral variables.

کلیدواژه‌ها [English]

  • Brand credibility
  • Brand loyalty
  • Purchase intention of brand
  • Table tennis brands
  • viral marketing
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نشریه مدیریت ورزشی
دوره 13، شماره 2
تیر 1400
صفحه 687-701
فایل ها
سابقه مقاله
  • تاریخ دریافت: 08 دی 1398
  • تاریخ بازنگری: 06 خرداد 1399
  • تاریخ پذیرش: 31 اردیبهشت 1399
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