ارائه مدل اندازه‌گیری تداعیات برند لیگ‌های ورزشی حرفه‌ای مورد مطالعه: لیگ برتر فوتبال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش‌آموختۀ دکتری مدیریت بازاریابی در ورزش، دانشگاه تربیت ‌مدرس، تهران، ایران.

2 استادیار، گروه مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی، تهران، ایران

3 استاد، گروه تربیت بدنی، دانشکدۀ علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

چکیده

رقابت شدید موجود در صنعت سرگرمی، لیگ‌های ورزشی را بر آن داشته است تا برای جذب و حفظ مصرف‌کنندگان، به ارتقای جایگاه برند خود در ذهن مصرف‌کنندگان روی بیاورند. با توجه به نبود ابزاری پایا و استاندارد برای ارزیابی تداعیات برند مصرف‌کنندگان از لیگ‌های ورزشی در ادبیات تحقیق، پژوهش حاضر با هدف توسعۀ مدل اندازه‌گیری تداعیات برند لیگ‌های ورزشی در بین مصرف‌کنندگان لیگ برتر فوتبال ایران انجام گرفت. در روش‌شناسی پژوهش، از یک طرح تحقیق چهارمرحله‌ای (مرور عمیق ادبیات تحقیق، گروه‌های کانونی، بازبینی متخصصان و پیمایش آنلاین) بهره برده شد. نمونۀ تحقیق در مرحلۀ گروه‌های کانونی از دانش‌آموختگان مدیریت ورزشی (18 نفر) و در مرحلۀ پیمایشی از تمامی علاقه‌مندان به لیگ برتر فوتبال ایران (176 نفر) انتخاب شد. حاصل سه مرحلۀ اول، یک ساختار 18 سازه‌ای و 66 گویه‌ای بود که در شبکه‌های اجتماعی و به‌صورت الکترونیکی به پیمایش گذاشته شد. داده‌های جمع‌آوری‌شده از پیمایش، با استفاده از نرم‌افزار پی‌ال‌اس نسخۀ 3 تجزیه‌وتحلیل شد. نتایج حاصل از آزمون مجدد مدل اندازه‌گیری، ابزار 18 سازه، اما 60 گویه‌ای را تأیید کرد. تمامی آماره‌های نتایج مربوط به روایی همگرا، میانگین واریانس استخراج‌شده، روایی واگرا، پایایی ترکیبی و آلفای کرونباخ سازه‌ها و گویه‌ها در جداول موجود در مقاله ارائه شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Measuringat Model of Brand Associations in Sport Leagues: Empirical Evidence from Consumers of Iranian Football Pro-League

نویسندگان [English]

  • Ali Nazemi 1
  • Mehdi Rasuli 2
  • Mohammad Ehsani 3
  • Hashem Kuzechian 3
1 Ph.D. in Sport Marketing, Tarbiat Modares University, Tehran, Iran
2 Assistant Professor, ُSport Management Department, Sport Science Research Institute, Tehran, Iran
3 Professor, Department of Physical Education, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
چکیده [English]

The intense competition in the entertainment industry force sports leagues to attract and retain their consumers by improving their brand position in their customer’s mind. Regarding the lack of reliable and standard scale for evaluating consumer brand associations for sport leagues in the literature, the aim of this study was develop a scale for measuring sports brand associations among Iranian Football League consumers. In the methodology of this study used a four-stage research design (review of research literature, Focus groups, expert review and online survey). The result of the first three steps was a structure of 18 constructs and 66 items that distributed form online survey. The research sample was selected from the focus groups of the sport management graduates (18 people) and at the survey stage from all the Iranian football fans (176 people). Then, all of the collected data were analyzed by PLS software version 3. The results of the modifying of the measurement model confirmed the scale of 18 constructs but 60 item. Finally, all of the statistical results of convergent validity, average of variance extracted, divergent validity, composite reliability and Cronbach’s alpha of constructs and items are presented in the tables of paper.

کلیدواژه‌ها [English]

  • Branding
  • Brand Equity. brand associations
  • Football league
  • scale

مراجع

  1.  

    1. Aaker, D.A. Managing brand equity: capitalizing on the value of the brand name. New Yourk, Free Press; 1991: 35-68.
    2. Keller K L. Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing. 1993; 57(1): 1–22.
    3. Bauer H H., Sauer N E, & Schmitt P. Customer based brand equity in the team sport industry: Operationalization and impact on the economic success of sport teams. European Journal of Marketing. 2005; 39(5/6): 496–513.
    4. Berry L. Cultivating service brand equity. Journal of the Academy of Marketing Science. 2000; 28: 128–137.
    5. Gladden J M. & Funk DC. Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management. 2002; 16(1): 54–81.
    6. Ross S D, James J D, & Vargas P. Development of a scale to measure team brand associations in professional sport. Journal of Sport Management. 2006; 20(2): 260–279.
    7. Memari Zh, Asqari JafarAbadi M, Nasserzadeh H. [Validation of the Ross Brand Association Scale in sports teams (in Persian)]. Journal of Sport Development and Management. 2017; 6(1); 117-131
    8. Kunkel T, Funk D, & King C. Consumer based brand associations for professional football leagues. ANZMAC. 2009;
    9. Richelieu A. & Pons F. ‘Toronto Maple Leafs vs. Football Club Barcelona: how two legendary sports teams built their brand equity’. International Journal of Sports Marketing and Sponsorship. 2006; 7(3): 231–250.
    10. King B. Confident, yes, but can new league survive? Sports Business Journal. 2009; March (2), 1-4.
    11. Southall, R. M., Nagel, M. S., & LeGrande, D. J. (2005). Build it and they will come? The Women’s United Soccer Association: A collision of exchange theory and strategic philanthropy. Sport Marketing Quarterly, 14(3), 158–167.
    12. Bridgewater S. Football Brands, Translated by Khabiri M. Nazemi A, Bagheri H. Publication of Elmoharekat; 2017. (In Persian).
    13. Koenigstorfer J, Groeppel-Klein A, & Kunkel T. The attractiveness of national and international football leagues - Perspectives of fans of “star clubs” and “underdogs”. European Sport Management Quarterly. 2010; 10(2): 127-163.
    14. Gladden J M, & Funk D C. Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing & Sponsorship. 2001; 3(1): 67–94.
    15. Ehsani M, & Javani V. [Effect successful teams brand on amount loyalty in the Premier League fans (In Persian)]. Applied Research in Sport Management; 2012; 1(2), 89-98.
    16. Sajjadi N, Khabiri M, Alizadeh Golrizi A, [Factors affecting brand loyalty of fans to the popular teams of professional football league (Persian)]. Sport Management Studies. 2011; 3(9); 81-100.
    17. Soltanhoseini M, Nasr Esfahani D, Javani V, Salim M, [Determination of the Relative Contribution Brand Loyalty from Brand Association in Professional Football League of Iran (In Persian)]. Journal of Sport Management. 2011; 3 (9): 87-107.
    18. Kunkel T, Funk D C, & King C. Developing a conceptual understanding of consumer-based league brand associations. Journal of Sport Management. 2014a; 28: 49-67.
    19. Sadeghi boroujerdi S, Yousefi B, Aghaei R. [Identification and Prioritization of Dimensions of Brand Association in Sport Leagues "Case Study: Football Premier League (In Persian)]. New Trends in Sport Management. 2016; 3 (11): 57-70
    20. Tripathi S, & Kapoor A. Constituents of Successful Sports Leagues in Emerging Markets. Journal of IIMA (INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD). 2015; No. 2015-03-02, 2-15.
    21. Hulland J. Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic management. 1999; 20(2): 195-204.
    22. Moss S, Prosser H, Costello H, Simpson N, Patel P, Rowe S, Hatton C. Reliability and validity of the PAS‐ADD Checklist for detecting psychiatric disorders in adults with intellectual disability. Journal of Intellectual Disability Research. 1998; 42(2): 173-183.
    23. Chin W. The partial least squares approach to structural equation modeling. Modern methods for business research. 1998; 295(2): 295-336.
    24. Premier League. Fixtures. Retrieved from https://www.premierleague.com/news/60370 . 2017.
    25. Naderian M, Rahbari S, Ghorbani M. [A comparative study of how to finance the professional football clubs in Iran's and England premier league (In Persian)]. Applied Research of Sport Management 2015; 3(3): 31-42
    26. Leach C W, Spears R, Branscombe NR, & Doosje B. Malicious pleasure: Schadenfreude at the suffering of another group. Journal of Personality and Social Psychology. 2003; 84(5): 932-943.
    27. Bauer H, Stokburger-Sauer N E, & Exler S. Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management. 2008; 22: 205-226.
    28. Szymanski, S. & Kesenne, S. (2004). Competitive balance and gate revenue sharing in team sports. The Journal of Industrial Economics, 52(1), 165–177.
    29. Nazemi A, Goodarzi M, Khabiri M. [The Effect of Sportscape on Spectators' Attendance in Iran Football Premier League (In Persian)]. New Trends in Sport Management. 2013; 1 (1):65-77.
    30. Biscaia R, Correia A, Ross, Rosado A, and Maroco, J. “Spectator-Based Brand Equity in Professional Soccer”. Sport Marketing Quarterly. 2013; 22: 20-32.
    31. Kaynak E, Salman G G, & Tatoglu E. An integrative framework linking brand associations and brand loyalty in professional sports. Journal of Brand Management. 2007; 15(5): 336–357.
    32. Ross S D, Russell K C, & Bang H. An empirical assessment of spectator-based brand equity. Journal of Sport Management. 2008; 22(3): 322–337.
    33. Olson E L. Are rival team fans a curse for home team sponsors? The moderating effects of fit, oppositional loyalty, and league sponsoring. Journal of Marketing Letters. 2018; 1(29): 115-122

فایل ها

هم رسانی

ارجاع به این مقاله

آمار