تصویرسازی برند با تأکید بر عوامل هدایتی افراد مشهور ورزشی در تبلیغات رسانه‌ای

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازاریابی ورزشی، دانشگاه گیلان

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه رازی کرمانشاه

3 دانشجوی دکتری مدیریت ورزشی، دانشگاه شهید چمران اهواز

10.30473/jsm.2019.46828.1330

چکیده

هدف این پژوهش تصویرسازی برند با تأکید بر عوامل هدایتی افراد مشهور ورزشی در تبلیغات رسانه­ ای است. روش تحقیق توصیفی-پیمایشی و از نظر هدف کاربردی است. حجم نمونه براساس فرمول کوکران معادل 385 نفر برآورد شد. برای جمع­ آوری داده‌ها از پرسش‌نامه‌ استفاده شد. روایی و پایایی پرسش‌نامه‌ها مورد تائید قرار گرفت. داده‌ها با استفاده از نرم‌افزار لیزرل به‌وسیله آزمون تحلیل مسیر مورد تجزیه ‌و تحلیل قرار گرفته‌اند. یافته‌ها نشان داد اثری که تعداد افراد مشهور بر تصویرسازی برند دارد برابر است با 12/0، اثر تناسب افراد مشهور بر تصویرسازی برند برابر با 27/0 و همچنین فعالیت افراد مشهور بر تصویرسازی برند برابر با 28/0 است. بنابراین نتیجه می­گیریم صرف به­ کارگیری افراد مشهور ورزشی در تبلیغات متضمن افزایش میزان فروش و دستیابی به هدف نیست؛ بلکه افراد مشهور ورزشی زمانی که مشتریان در انتخاب یک محصول در جست­جوی برقراری نوعی روابط تقلیدی و یکسان­سازی با شخصیت‌های برجسته و خاص هستند، قابلیت پذیرش و تأثیرگذاری بیشتری دارند. این افراد به سبب شهرت، افتخارات و دیگر دستاوردها به عنوان گروه مرجع شناخته ­شده و با در اختیار گذاشتن تصویر، اعتبار و شهرت خود به یک شرکت تجاری، موجبات افزایش آگاهی مخاطبان را فراهم آورده و باغث ترغیب آنان به خرید محصولات شده که در نهایت موفقیت شرکت تجاری را به دنبال خواهد داشت.

کلیدواژه‌ها


عنوان مقاله [English]

Brand Image with Emphasis on the Leading Factors of Sports Celebrities in Media Advertising

نویسندگان [English]

  • Leila Beirami jeghanab 1
  • Javad Karimi 2
  • Maryam Hosseini 3
1 M.A. of Sport Marketing Management, Guilan University
2 Ph.D. Student in Sports Management, Razi University of Kermanshah
3 Ph.D. Student in Sport Management, Shahid Chamran University of Ahwaz
چکیده [English]

The aim of this study is to brand image (visualization) with emphasis on the guiding factors of sport celebrities in media advertising. the research method is descriptive - survey and it is applicable in terms of purpose. Sample size was estimated at 385 persons according to the Cocran formula. In order to collect data, the questionnaire was used. Validity and reliability of the questionnaires were approved. The data were analyzed by using the LISREL software by path analysis test. The Results showed that the effect of celebrity on brand image is 0.12, the proportion of celebrity on brand image is 0.27 and the activity of celebrity on brand image is 0.28. Therefore, we conclude that using sport - based people in advertising does not involve increasing sales and achievement; famous sport celebrities have more acceptance and effectiveness when customers select a product in search of a form of imitative relationships and similarity with salient and specific characters. For the sake of fame, glory and other achievements as reference groups and by providing image, credit and reputation to a business company, they increase the awareness of the audience, encourage them to buy products that will eventually succeed in the business company.

کلیدواژه‌ها [English]

  • Activity Proportion
  • Brand Number
  • Media advertising
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