نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.

2 استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی وعلوم ورزشی، دانشگاه تهران، تهران،ایران.

3 کارشناس ارشدمدیریت ورزشی، دانشکده تربیت‌بدنی وعلوم ورزشی، دانشگاه تهران،تهران، ایران.

چکیده

هدف از این تحقیق بررسی نقش آمیخته بازاریابی در قدرت و تجربه برند پوشاک ورزشی ایران بود. روش این تحقیق توصیفی- همبستگی بود. 391  نفر از مشتریان فروشگاه­ها یا نمایندگی­های مجاز  برندهای داخلی و خارجی فروشگاه های ورزشی کلان شهر تهران 3 ابزار این پژوهش را تکمیل کردند: پرسشنامه آمیخته­بازاریابی (78/0=α)، پرسشنامه قدرت برند (82/0=α) و پرسشنامه تجربه برند (85/0=α) به ترتیب آمیخته بازاریابی، قدرت برند و تجربه برند را در پوشاک ورزشی ارزیابی کردند. برای تحلیل داده­ها از آزمون تی مستقل و مدل یابی معادلات ساختاری استفاده شد. کلیه داده ها با استفاده از  نرم افزارهایSPSS24  و PLS2 در سطح معناداری 05/0p< تحلیل شدند. یافته‏ها نشان داد که بین قدرت برند پوشاک خارجی و داخلی تفاوت معنی داری وجود دارد و برند خارجی دارای میانگین بالاتری است. همچنین نتایج نشان داد آمیخته بازاریابی و قدرت برند تاثیر معناداری بر تجربه برند دارند علاوه بر این تأثیر آمیخته بازاریابی برند مثبت گزارش شد. لذا با توجه به نتایج تحقیق توصیه می گردد صنعت پوشاک داخلی با سرمایه گذاری روی ابعاد قدرت برند به ویژه هویت برندشان در جهت رشد بیشتر این صنعت و تجربه خوشایندتر برای مشتری گام بر دارند.
واژگان کلیدی: بازاریابی، بازاریابی ورزشی، برند، تجربه برند، قدرت برند، مصرف‌کنندگان.

عنوان مقاله [English]

Role of Marketing Mix on Brand Power and Brand Experience in Sports Apparel in Iran

نویسندگان [English]

  • Reza Heydari 1
  • Amin Dehghan Ghahfarokhi 2
  • Davood Moodi 1
  • Mohammad Kamali 3

1 Student of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran

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

3 Master of Sports Marketing Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran

چکیده [English]

Today, the brand is considered a valuable asset and a competitive advantage for a product. The purpose of this study was to examine the role of marketing mix on brand power and brand experience in sports apparel industry in Iran. The research method was descriptive and correlational. 391 customers of department stores or authorized brands of indoor and outdoor sports shops of Tehran metropolitan area completed the 3 instruments of this study: Mixed marketing questionnaire (Dadana et al., 2015), (α = 0.78), The Brand Power Questionnaire (Acer, 1991) (α = 0.82) and the Brand Experience Questionnaire (Rezaei, 2015), (α = 0.85) assessed marketing mix, brand power and brand experience in sports apparel, respectively. Data were analyzed using Kolmogorov-Smirnov tests, independent t-test and structural equation modeling. All data were analyzed by SPSS24 and PLS 2 software at the significant level p

کلیدواژه‌ها [English]

  • marketing
  • sports marketing
  • Brand
  • brand experience. brand power
  • consumers
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