نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت ورزشی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار، گروه مدیریت ورزشی، دانشگاه واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
3 استادیار گروه مدیریت ورزشی، دانشگاه واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 استادیار فیزیولوژی ورزشی، دانشگاه واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
تحقیق حاضر بر آن است که براساس علم اعصاب و تکنیک ردیابی چشم بررسی کند که توجه بصری تماشاچیان تا چه حد می‌تواند بر دیده شدن برند، اثربخش و شایان توجه باشد. پژوهش حاضر، از نظر هدف کاربردی و از نظر ماهیت نیمه‌‌تجربی است. جامعة آماری پژوهش 75 نفر در 5 گروه 15 نفره از هواداران مرد فوتبال ردة سنی 18 تا 60 سال بودند که به‌وسیلة دستگاه ردیاب چشم طبق پروتکل علم اعصاب آزمایش شدند. اطلاعات حاصل به‌منظور تحلیل کمی با استفاده از نرم‌افزار SPSS نسخة 25 به داده‌های کمی تبدیل شدند و تجزیه‌وتحلیل داده‌ها با استفاده از آمار توصیفی و استنباطی به‌عمل آمد و از تحلیل واریانس با سطح اطمینان 95 درصد استفاده شد. نتایج نشان داد که شدت هواداری نگرشی و رفتاری و همچنین علاقه به فوتبال بر توجه بصری به لوگوی پیراهن با توجه به محدودة محرک اثر داشته است. به‌نظر می‌رسد اسپانسرها برای دستیابی به اهداف خود، یعنی بهتر دیده شدن و در نتیجه میزان فروش و افزایش درآمد کالاها و خدمات خود از طریق تبلیغات روی پیراهن ورزشکاران، باید اندیشه‌ها و پیام‌های خودآگاه و ناخودآگاه تماشاچیان را درک و تبلیغات خود را با پیام‌های خاص و موردنظر مخاطبشان مناسب‌سازی کنند.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Intense Support on Visual Attention to the Sponsor Brand of the Premier league football team shirts by neural marketing
نویسندگان [English]
- Dorsa Nazari 1
- Mohammad Hami 2
- Mohsen Bagherian Farahabadi 3
- Nader Shakeri 4
1 Ph.D. Student in Sport Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor in Sport Management, Sari Branch, Islamic Azad University, sari, Iran
3 Assistant Professor in Sport Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Assistant Professor in Sport Physiology Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]
Due to the importance and role of sponsorship in football revenue sources of and spending huge sums on environmental advertising and advertising on Iranian premier league`s shirts by sponsors, the present study aims to determine how significant and effective the visual attention of the audience can be on brand visibility, based on neuroscience and eye tracking techniques. The present study has a practical purpose, and is semi-experimental in nature. The statistical population of the study consisted of 75 individuals selected from football spectators aged 18-60 years, all of whom were male and were tested with an eye tracking device according to the neuroscience protocol. For quantitative analysis, the obtained data were transformed into quantitative data using SPSS 25 software and data were analyzed using descriptive and inferential statistics. The variance analysis was used to test the hypotheses. The results showed that the intensity of attitudinal and behavioral support and also interest in football influenced the visual attention to the shirt logo. It seems sponsors need to understand the thoughts and conscious and unconscious messages of the audience and align their ads with specific and desired messages of their audiences in order to achieve their goals, i.e., to be seen better, and thus to increase the sales and revenue of their products and services through advertising on the athletes' shirts.
کلیدواژه‌ها [English]
- Commercial brand
- Eye Tracking
- Intense Support
- Neural Marketing
- Sponser ship
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