نویسندگان
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دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه گیلان، رشت، ایران
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دانشیار مدیریت ورزشی دانشگاه مازندران
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف پژوهش تبیین اثر هویت‌پذیری و وفاداری هواداران بر نوید برند باشگاه فوتبال استقلال تهران بود.
روش‌شناسی: این تحقیق از نوع همبستگی و کاربردی و مبتنی بر مدلسازی معادلات ساختاری بود که به شیوه میدانی اجرا شد. جامعه آماری تحقیق شامل کلیه هواداران باشگاه استقلال تهران بود که در هفته سوم لیگ برتر 96-97 به ورزشگاه آزادی آمده بودند. حجم نمونه به روش نمونه‌گیری معادلات ساختاری تعیین و مطابق آن 252 پرسشنامه قابل استفاده جمع‌آوری گردید. از پرسشنامه‌های اصلاح شدة هویت‌پذیری مائل و اشفورث (1992)، وفاداری ماهونی و همکاران (2000)، قصد خرید بکرا و کارنگار (2011)، تبلیغ مثبت برند پاور و همکاران (2008) و تبلیغ منفی برند ماتزلر و همکاران (2007) استفاده شد. روایی صوری و محتوایی پرسشنامه بررسی و پایایی آن توسط آلفای کرونباخ و پایایی ترکیبی محاسبه گردید. داده‌ها توسط نرم‌افزار SMARTPLS تجزیه و تحلیل شد.
یافته‌ها: یافته‌ها نشان داد هویت‌پذیری بر وفاداری اثر معناداری دارد و حاکی از معناداری اثر وفاداری بر عوامل تشکیل دهنده نوید برند بود. همچنین هویت‌پذیری بر برخی عوامل تشکیل دهنده نوید برند اثر معناداری داشت.
نتیجه‌گیری: مدیران باشگاه‌ها باید هویت هواداران را با باشگاه گره بزنند تا ضمن افزایش وفاداری هواداران، موجبات چانه‌زنی آنها در میان جوامع برندی را فراهم آورند.
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