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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف از پژوهش حاضر بررسی تأثیر سرمایه‌گذاری برند بر وفاداری با میانجی‌گری اعتبار و آگاهی برند در هواداران باشگاه فوتبال پرسپولیس تهران بود.
روش‌شناسی: روش تحقیق از نوع توصیفی – پیمایشی است. جامعه آماری شامل کلیه هواداران باشگاه پرسپولیس بود که با توجه به نامحدود بودن جامعه آماری و استفاده از نرم‌افزار اسمارت پی ال اس ۳، 208 نفر به عنوان نمونه آماری به پرسشنامه استاندارد سرمایه‌گذاری برند، آگاهی و اعتبار برند چن (۲۰۱۳) و وفاداری لیو (۲۰۰۸) پاسخ دادند.
یافته‌ها: یافته‌ها نشان داد بین سرمایه‌گذاری برند با وفاداری هواداران به صورت مستقیم رابطه معنی‌داری وجود ندارد اما این رابطه در صورت وجود متغییر‌های میانجی اعتبار و آگاهی برند به صورت غیر مستقیم معنی‌دار شد.
نتیجه‌گیری: نتیجه‌گیری می‌شود سرمایه‌گذاری برند از طریق اعتبار و آگاهی برند موجب وفاداری هواداران می‌شود، مدیران باشگاه فوتبال پرسپولیس تهران به اثرگذاری سرمایه‌گذاری برند تمرکز کنند تا از طریق اعتبار و آگاهی برند موجب وفاداری هواداران شوند.
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