طراحی الگوی تاثیر ابعاد تصویر برند ورزشکار بر ارزش ویژه برند باشگاه های فوتبال شهر رشت (سپید رود و داماش)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

2 استادیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

3 استادیار، مدیریت ورزشی، دانشگاه هنر، تهران، ایران

4 کارشناسی ارشد، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

چکیده

هدف از پژوهش حاضر، بررسی تاثیر ابعاد تصویر برند ورزشکار بر ارزش ویژه برند باشگاه‌های فوتبال شهر رشت (سپید رود و داماش) بود. پژوهش حاضر با توجه به هدف از نوع تحقیقات کاربردی و از نظر راهبرد پژوهشی، از نوع تحقیقات توصیفی - همبستگی است که به صورت میدانی اجرا شد. جامعۀ آماری پژوهش عبارت بود از کلیۀ طرفداران و تماشاگران باشگاه‌های فوتبال شهر رشت در 1398 - 1399 که یکی از بازی‌های تیم فوتبال سپیدرود و داماش، بلیت تهیه و در ورزشگاه حضور داشته‌اند که تعداد 250 نفر به روش تصادفی ساده انتخاب شدند. به منظور گردآوری داده‌ها از پرسشنامه استاندارد "تصویر برند ورزشکار" آریا و همکاران (2013) و پرسشنامه استاندارد"ارزش ویژه برند" تانگ و هایولی (2009) به منظور سنجش متغیرهای کیفیت ادارک شده، آگاهی از برند، تداعی برند همچنین از پرسشنامه استاندار ساسمیتا و سوکی (2015) به منظور سنجش متغیرهای وفاداری به برند استفاده شده است. روایی محتوایی و صوری پرسشنامه‌ها توسط 10نفر از اعضای هیات علمی دانشکده تربیت بدنی و علوم ورزشی دانشگاه گیلان و صاحب‌نظران مدیریت ورزشی تأیید کردند و پایایی ابزار پژوهش از طریق ضریب آلفای کرونباخ محاسبه و میزان پایایی پرسشنامه "تصویر برند ورزشکاران" و پرسشنامه "ارزش ویژه برند" به تربیب (84/0=α)، (76/0=α) و (81/0=α) گزارش شده است. برای تحلیل داده‌ها از روش مدلسازی معادلات ساختاری استفاده شد. نتایج نشان داد؛ بارهای عاملی t تمامی مولفه‌ها برند شخصی ورزشکاران در سطح اطمینان 99% معنی‌دار هستند از اهمیت لازم برای اثرگذاری بر ارزش ویژه برند باشگاه‌های فوتبال شهر رشت (سپید رود و داماش) برخوردار هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect of athlete brand image dimensions on the brand equity of Rasht football clubs (Case study: SpeedRoad and Damash teams)

نویسندگان [English]

  • Rahim Ramezani Nezhad 1
  • Noshin Benar 2
  • Mahboubeh Naghavi 3
  • Kave Amini 4
1 professor, Faculty of physical education and sport sciences, Guilan University, Rasht, Iran
2 Assistant Professor, Faculty of physical education and sport sciences, Guilan University, Rasht, Iran
3 Assistant Professor, Sport Management, Art University, Tehran, Iran
4 Master, Faculty of physical education and sport sciences, Guilan University, Rasht, Iran
چکیده [English]

The purpose of this study was to investigate the effect of athlete brand image dimensions on the brand equity of football clubs in Rasht (Sepid Rud and Damash). According to the purpose of applied research and in terms of research strategy, the present study is a descriptive-correlational research that was conducted in the field. Statistical population of the study of all football spectators who had prepared a ticket to one of the games of the Speed Road and Damash football teams and went to the stadium. 250 people were selected by simple random sampling. In order to collect data from the standard questionnaire of "Athlete brand image" of Aria et al. (2013) and the standard questionnaire of "brand equity" of Tang and Hayoli (2009) to measure perceived quality variables, brand awareness, brand association as well as the standard questionnaire. Sasmita and Sooki (2015) have been used to measure the variables of brand loyalty. The content and face validity of the questionnaires were confirmed by 9 sports management experts. The reliability of the research tool was calculated through Cronbach's alpha coefficient and the reliability of the questionnaire "Athlete brand image" and the questionnaire "brand equity" questionnaire (α = 0.84), (α = 0.76) and (α = 0.81), respectively. Has been reported. Structural equation modeling was used to analyze the data. The model evaluation results showed: t Factor loads of all components are the personal brand of athletes at the level of 99% confidence. and .

کلیدواژه‌ها [English]

  • brand
  • club
  • Damash
  • football
  • Speed Road
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