نویسندگان
1
کارشناس ارشد،دانشگاه خوارزمی،تهران، ایران
2
دانشیار مدیریت ورزشی دانشگاه خوارزمی، تهران، ایران
3
استادیار مدیریت ورزشی دانشگاه تربیت مدرس، تهران، ایران
,
نوع مقاله : مقاله پژوهشی
چکیده
هدف: سازمانهای ورزشی در دهه اخیر بر اهمیت توجه به رفتار خرید مشتریان توجه ویژه داشتهاند. در این میان توجه به متغیرهایی که میتواند با رفتار خرید مشتریان ارتباط داشته باشد اهمیت یافته است.
روش‌شناسی: در پژوهش حاضر به تعیین رابطه علی ارزش ویژه برند تیمهای ورزشی و رفتارخرید تماشاگران پرداخته شده است. بدین منظور پرسشنامه ارزش ویژه برند مبتنی بر تماشاگر راس (2008) و پرسشنامه رفتار خرید کیم(2008) بین تماشاگران تیم ملی والیبال در لیگ جهانی (2015) حاضر در ورزشگاه آزادی توزیع، و توسط480 تماشاگر به صورت داوطلبانه تکمیل و جمع آوری شد.
یافته‌ها: نتایج به دست آمده از تحلیل رگرسیونی نشان داد بین ارزش ویژه برند با رفتار خرید تماشاگران ارتباط مثبت و معناداری وجود داشته(0.5p <) و ارزش ویژه برند پیش بین مناسبی برای رفتار خرید تماشاگران است(0.108=β).
نتیجه‌گیری: با عنایت به یافتههای تحقیق حاضر میتوان رهنمودهایی را جهت اتخاذ راهبردهای ارزش ویژه برند و ارزیابی ارتباط این راهبردها با رفتار خرید تماشاگران، به عنوان مشتریان اصلی باشگاههای ورزشی فراهم نمود.
- Bauer, H. H., Sauer, N. E., & Schmitt, P. (2005). Customer‐based brand equity in the team sport industry. European Journal of Marketing.
- Biscaia, R., Correia, A., Ross, S., Rosado, A. F., & Maroco, J. (2013). Spectator-based brand equity in professional soccer. Sport Marketing Quarterly, 22, 20-32.
- Chen, C.-F., & Chang, Y.-Y. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40-42.
- Correia, A., & Esteves, S. (2007). An exploratory study of spectators' motivation in football. International Journal of Sport Management and Marketing, 2(5-6), 572-590.
- East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing, 25(3), 215-224.
- Ehsani, M., & Javani, V. (2012). Study of successful teams Brand's Influencing on Fan's Brand Loyalty in Iranian Professional Football League. Research of Sport Management, 1(2), 89-98 ( In Persian)
- Farahani, A., Ghasemi, H., & Honari, H. (2013). Analysis and Modeling of Fan-based brand equity in Iran Football Clubs. Research In Sport Managment, 3(3), 51-64 ( In Persian).
- Gladden, J. M., Milne, G. R., & Sutton, W. A. (1998). A conceptual framework for assessing brand equity in Division I college athletics. Journal of Sport Management, 12(1), 1-19.
- Greenwell, T. C., Fink, J. S., & Pastore, D. L. (2002). Assessing the influence of the physical sports facility on customer satisfaction within the context of the service experience. Sport Management Review, 5(2), 129-148.
- Jalali Farahani, M. (2013). The influence of selected marketing mix elements on brand equity in sport service. Research of Sport Management, 2(2), 11-20( In Persian).
- Jalali, S. m., Kheyri, B., & Khadem, M. (2011). The Factors Affecting Brand Loyalty And Repurchase Intensions In Iranian Consumers A Case Study Of Home Appliances. Industrial Strategic Management,, 8(24), 59-69. (In Persian).
- Khani, A., & Ebrahimi, K. (2013). The effect of brand value on corporate revenue and corporate value. New Marketing Research, 2(4), 41-54 (In Persian).
- Khani, S., Nasiri, M., Ajalli, A., Jafarzadeh kenari, M., & Ebrahimi, A. (2014). Service Quality Roles in Create Brand Preference and Purchase Intention in Banking Services Industry. New Marketing Research, 4(14), 1-20 ( In Persian).
- Khanmoradi, S., Eidi, H., & GhobadiYegane, A. (2015). The investigating and Comparison online services and Web marketing in Iranian, Germany and the UK Soccer clubs. Communication Management in Sports Media, 3(9), 41-51. (In Persian).
- Kim, Y. K., & Trail, G. (2010). Constraints and motivators: A new model to explain sport consumer behavior. Journal of Sport Management, 24(2), 190-210.
- Kim, Y. K., & Trail, G. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of Sport Management, 25(1), 57-69.
- Kim, Y. K., Trail, G., & Ko, Y. J. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25(6), 576-592.
- Moharamzadeh, M., & Akbari, R. (2013). Brand loyalty of customers and strengthen the relationship between professional football and volleyball league sports in Iran. Research In Sport Management, 1(4), 71-78. (In Persian).
- Naik, A. Y., & Gupta, A. (2013). Branding of sport teams: re-conceptualizing the fan based brand-equity model. International Journal of Marketing & Business Communication, 2(3), 31.
- Nemati, N., Tojari, F., Zareei, A., Ashraf Ganjuyi, F., & (2012). Testing A Theoretical Model Of Factors Affecting Attendance In Spectators Of Soccer's In Iran. Sport Management Studies, 4(13), 107-122 (In Persian)
- Ross, S. D., Russell, K. C., & Bang, H. (2008). An empirical assessment of spectator-based brand equity. Journal of Sport Management, 22(3), 322-337.
- Saatchian, V., Alizadeh, A., Dehghan Ghahfarokhi, A., & Elahi, A. (2011). Prioritizing and recognizing the relationship between motivations and factors affecting the presence of fans: A case study of Shahravard Tehran. Sports Management Studies, 10, 131-147 (In Persian).
- Sajjadi, S. N., Khabiri, M., & Alizadeh Golrizi, A. (2013). Factors affecting the loyalty of the fans to the brand of the popular teams of the Iranian Professional Football League. Sports Management Studies, 5(18), 81-100. ( In Persian).
- Schilhaneck, M. (2008). Brand management in the professional sports club setting. European Journal for Sport and Society, 5(1), 43-62.
- Seyed Javadin, R., & Shams, R. (2007). Determinants Of The Sport Shoes' Brand Equity Among Iranian Youths. Faculty Of Humanities And Social Sciences, 7(25), 73-96 (In Persian).
- Shahhoseini, M. A., Ekhlassi, A., & Rahmani, K. (2011). Introducing a Comprehensive Model of Service Brand Equity and Customer Buying Behavior - The Case of Ansar Bank. New Marketing Research, 1(3), 63-78. (In Persian).
- Shilbury, D., Quick, S., & Westerbeek, H. (2003). Strategic sport marketing: Allen & Unwin.
- Söderlund, M., & Rosengren, S. (2007). Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment. Journal of retailing and consumer services, 14(2), 123-136.
- Soltan Hosseini , M., Nasr Esfahani, D., Javani, V., & Salimi, M. (2011). Determination of the Relative Contribution of Brand Loyalty by Brand Association in Football Premier League of Iran. Sport Management, 3(9), 87-107. (In Persian).
- Trail, G. T., Robinson, M. J., & Kim, Y. K. (2008). Sport consumer behavior: A test for group differences on structural constraints. Sport Marketing Quarterly, 17(4), 190.
- Vazifehdust, H., & Hariri, M. (2012). Effect of Brand Extension Strategy on Brand Image on FMCG and Services Sectors. Marketing Management, 7(15), 41-66. (In Persian).
- Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country‐of‐origin matter to brand equity? Journal of Product & Brand Management.
)