طراحی مدل ارزیابی ارزش ویژه برند مبتنی بر نظر تماشاگران باشگاه‌های لیگ برتر فوتبال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه علوم ورزشی، پردیس بین‌المللی کیش، دانشگاه تهران، کیش، ایران

2 استادیار مدیریت ورزشی، گروه علوم ورزشی، پردیس بین‌المللی کیش، دانشگاه تهران، کیش، ایران

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

4 دانشیار مدیریت ورزشی، گروه مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده

هدف از تحقیق حاضر طراحی مدل ارزیابی ارزش ویژه برند مبتنی بر نظر تماشاگران باشگاه‌های لیگ برتر فوتبال بود. پژوهش حاضر از نوع همبستگی بوده و به‌صورت پیمایشی انجام گرفت. جامعه آماری این پژوهش را هواداران باشگاه‌های فوتبال حاضر در لیگ برتر پانزدهم فوتبال ایران تشکیل دادن. نمونه آماری شامل 500 نفر از این جامعه بود که به روش نمونه‌گیری تصادفی انتخاب شدند. ابزار اندازه‌گیری پژوهش شامل دو پرسشنامۀ محقق ساخته و استاندارد بود که اعتبار و روایی آنها برای این تحقیق مورد آزمون قرارگرفت (ضریب آلفای کرونباخ به ترتیب 98/0 و 95/0). به منظور تحلیل داده‌ها از نرم‌افزار SPSSنسخه 22 و LISRELاستفاده شد. نتایج نشان داد که عوامل انسانی، اجتماعی، بازاریابی و زیرساختی بر عوامل چهارگانه ارزش ویژه برند (آگاهی از برند، تداعی برند، کیفیت ادراک شده و وفاداری به برند) تاثیر معناداری داشته و در واقع از دیدگاه تماشاگران موجب ارزش ویژه برند باشگاه‌های لیگ برتر فوتبال ایران شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Spectator-based brand equity model in the Premier League Football Clubs

نویسندگان [English]

  • Reza Faraji 1
  • Hossein Rajabi Noush Abadi 2
  • nasrollah sajjadi 3
  • majid jalali 4
1 PhD Student of Sport Management, Department of Sport Sciences, Kish International Campus, University of Tehran, Kish, Iran.
2 Department of Sport Management, Kish International Campus, University of Tehran,
3 Associated professor, Faculty of physical education and sport sciences.Tehran University
4 tehran university
چکیده [English]

Abstract
The purpose of the present study was to designing a spectator-based brand equity model in the Premier League Football Clubs. The present study was correlational and carried out in a survey method. The statistical population of this research is the fans of the soccer clubs in the 15th Premier League of Iran. A sample of 500 people from this community was selected by random sampling method. The research instrument consisted of two researcher-made and standard questionnaires whose validity and validity were tested for this research (Cronbach's alpha coefficient was 0.98 and 0.95 respectively). Data were analyzed by SPSS software version 22 and LISREL. The results showed that the four human, social, marketing and infrastructure factors have a significant effect on the brand equity factors (brand awareness, brand association, perceived quality and brand loyalty). In fact, from fans' view points, it has made the brand equity of the Iranian Premier League football clubs.

کلیدواژه‌ها [English]

  • brand equity
  • brand awareness
  • brand association
  • perceived quality and brand loyalty

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پژوهش های فیزیولوژی و مدیریت در ورزش
دوره 14، شماره 2
شهریور 1401
صفحه 9-21

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