بررسی ارزش ویژه برند ورزشی در تیم‌های لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

2 استادیار گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

3 استادیار دانشگاه آزاد اسلامی واحد قزوین

چکیده

هدف: هدف اصلی در این مطالعه بررسی ارزش ویژه برند ورزشی در تیم‌های لیگ برتر فوتبال ایران بود.
روش‌شناسی: هدف تحقیق کاربردی و روش آن توصیفی- پیمایشی بود. محدوده مطالعاتی پژوهش، هواداران باشگاه های لیگ برتر فوتبال ایران در استادیوم‌ های آزادی تهران، امام رضا(ع) مشهد، یادگار امام(ره) تبریز، نقش جهان اصفهان، غدیر اهواز بر روی باشگاه های فوتبال با توزیع جغرافیایی (منطقه ای) در لیگ برتر 97-96 انجام شد و پرسشنامه ها در این استادیوم ها توزیع گردید. روش نمونه گیری سهمیه ای – غیر احتمالی[1]بود. ابزار اندازه گیری، پرسشنامه محقق ساخته، شامل 48 سوال بود، که روایی صوری و محتوایی آن توسط اساتید مدیریت ورزشی و اقتصاد تایید شد، و آلفای کرونباخ آن 927/0 به دست آمد. برای تحلیل داده ها از رگرسیون چندگانه گام به گام، آزمون  tتک نمونه ای و آزمون فریدمن استفاده شد.
یافته‌ها: نتایج نشان داد تاریخچه تیم و ستاره‌های باشگاه بیشترین اثرگذاری و مدیریت باشگاهها در پایین ترین سطح اثرگذاری در میان عوامل تاثیر گذار در ارزش ویژه برند از نگاه هواداران باشگاه های لیگ برتر فوتبال ایران است.
نتیجه‌گیری: بر اساس یافته‌های این تحقیق راهبردهای مختلف در خصوص توسعه ارزش ویژه برند، توانایی توسعه مناسب قدرت و اثربخشی برند را برای مدیران به‌منظور مدیریت بهتر و مؤثرتر برند تیم‌های تحت مدیریت شان ایجاد می‌نماید. به‌طور اخص، مدل پیشنهادی ارائه‌شده، چارچوبی روشن، دقیق و با جزئیات موردنیاز برای مدیران فراهم می‌آورد تا از آن طریق بتوانند تصمیمات راهبردی در حوزه مدیریتی و تصمیمات مربوط به برند باشگاه خود اتخاذ نمایند.
 

کلیدواژه‌ها


عنوان مقاله [English]

Surrey the value of a sports brand in the clubs of the football Iranian Premier League

نویسندگان [English]

  • mojtaba ghorbany asiabar 1
  • mahdi naderi nasab 2
  • Ahmad RahChamani 3
1 phd student, Department of Physical Education and sport science, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 3Assisstant Professor, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 Assisstant Professor,,Islamic Azad University Qazvin Branch
چکیده [English]

Purpose: The main objective of this study was to Surrey the value of a sports brand in the clubs of the football Iranian Premier League.
Methodology: The purpose of the research was applied and its method was descriptive-survey. The research area of ​​the fans of the Iranian Premier League Clubs at Azadi Stadium in Tehran, Imam Reza (AS) of Mashhad, Yadagh Imam (PBUH) of Tabriz, the role of Jahan of Isfahan, Ghadir of Ahwaz on football clubs with geographical distribution (regional) in Premier League 2018 was conducted and questionnaires were distributed at these stadiums. The quota-sampling method was Convenient Sampling. A researcher-made questionnaire consisted of 48 questions, whose face and content validity was confirmed by the professors of sports management and economics, and its Cronbach's alpha was 0.927 For data analysis, multiple stepwise regression, one-sample t-test and Friedman test were used.
Results: The results showed that team history and club stars have the most influence and management of the clubs at the lowest level of influence among the factors influencing the brand value of the fans in the Iranian Football League clubs.
Conclusion: Based on the findings of this research, various strategies for developing brand equity have created the ability to properly develop brand effectiveness and effectiveness for managers in order to better manage their brands' brand management. Specifically, the proposed model provides a clear, precise, and detailed guide for managers to make strategic decisions in the area of ​​management and decisions about their club brand.

کلیدواژه‌ها [English]

  • brand
  • brand equity
  • brand awareness
  • club
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