تأثیر ارزش ویژة برند و هویت تیمی هواداران بر گسترش برند تیم‌های فوتبال استقلال و پرسپولیس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه حکیم سبزواری، سبزوار، ایران

2 دانشیار دانشکدة تربیت بدنی و علوم ورزشی دانشگاه تهران، تهران، ایران

3 استاد دانشکدة تربیت بدنی و علوم ورزشی دانشگاه تهران، تهران، ایران

چکیده

 
هدف از تحقیق حاضر، بررسی تأثیر ارزش ویژة برند و هویت تیمی هواداران بر گسترش برند تیم‌های فوتبال استقلال و پرسپولیس بود. روش تحقیق توصیفی و از نوع پیمایشی بود. جامعة آماری تحقیق هواداران دو تیم استقلال و پرسپولیس را شامل می‌شد. نمونة آماری تحقیق تماشاچیان حاضر در شهرآورد تهران بین دو تیم استقلال و پرسپولیس، در آذرماه 1393 بود. روش نمونه‌گیری به‌صورت تصادفی ساده بود و براساس جدول مورگان، تعداد 400 پرسشنامه بین هواداران توزیع شد که از این تعداد، 340 پرسشنامة صحیح و کامل بازگردانده شد. ابزار تحقیق پرسشنامه‌ای در سه بخش ارزش ویژة برند، هویت تیمی هواداران و گسترش برند بود. روایی و پایایی پرسشنامه، قبل از استفاده بررسی و تأیید شد. از تحلیل عاملی تأییدی برای بررسی روایی سازة پرسشنامه و از مدل‌یابی معادلات ساختاری با نرم‌افزار لیزرل، برای بررسی روابط میان متغیرها و ارائة مدل تحقیق استفاده شد. نتایج آزمون مدل تحقیق نشان داد که برازش مدل با داده‌ها مناسب است، ضریب تأثیر ارزش ویژة برند بر هویت تیمی هواداران (74/0) و بر گسترش برند دو تیم استقلال و پرسپولیس (54/0) معنا‌دار بود، همچنین ضریب تأثیر هویت تیمی هواداران بر گسترش برند دو تیم (46/0) معنادار بود. در مجموع می‌توان گفت ارزش ویژة برند و هویت تیمی هواداران دو عامل مهم مؤوثر بر گسترش برند هستند که مدیران باشگاه‌ها برای موفقیت گسترش برند باید سعی در ارتقای آنها داشته باشند.

کلیدواژه‌ها


عنوان مقاله [English]

The Influence of Brand Equity and Fan's Team Identification on Brand Extension of Esteghlal and Persepolis Football Teams

نویسندگان [English]

  • Ali Benesbordi 1
  • Mohammad Khabiri 2
  • Majid Jalali 2
  • Mahmood Goodarzi 3
1 Sport Management Department, Sport Science Faculty, Hakim Sabzevari University, Sabzevar, Iran
2 Faculty of physical education and sport sciences. Tehran University, Tehran, Iran
3 Faculty of physical education and sport sciences. Tehran University, Tehran, Iran
چکیده [English]

 
The aim of this research was to examine the influence of brand equity and fan's team identification on the brand extension of Esteghlal and Persepolis Football teams. This research was a kind of descriptive and survey. The statistical population consisted of fans of Esteghlal and Persepolis football teams. The statistical sample consisted of spectators of matches between two teams on 23 November 2014. Sampling was random and based on the Morgan table, 400 questionnaires were distributed between spectators and 340 complete questionnaires were gathered. The research tool was a questionnaire with 3 parts: Brand equity, Fan's Team Identification, and Brand extension. Before performing, the reliability and validity of the questionnaire were reviewed and approved. Confirmatory factor analysis was used for construct validity and the structural equations Model in Lisrel software was used for examining the relationships and offering the research model. The model test results showed that the Model fit with data was good and the Impact coefficients of brand equity on fan's team identification (0.74), brand equity on brand extension (0.54), and fan's team identification on a brand extension of Esteghlal and Persepolis football teams (0.46) was significant. Totally it can be said that brand equity and fan's team identification are two important factors influence brand extension that club managers should have tried to improve for the success of brand extension.

کلیدواژه‌ها [English]

  • Brand Association
  • brand equity
  • Brand extension
  • Brand Loyalty
  • Fan's Team Identification
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