نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 استادیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3 استاد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
چکیده
هدف پژوهش حاضر مدلسازی نقش صحه گذاری در وفاداری به برند ورزشکاران تیراندازی با میانجی‌گری تبلیغات دهان به دهان الکترونیکی بود. تحقیق حاضر به لحاظ هدف کاربردی و از نظر روش تحلیل داده ها توصیفی- همبستگی بود. جامعه آماری تحقیق را کلیه ورزشکاران رشته تیراندازی که در رقابت های باشگاهی سال 1398 در لیگ های برتر آقایان و بانوان حضور داشتند، بود. حجم نمونه تحقیق با توجه به اهداف و با استفاده نرم افزار آماری PASS در سطح خطای 05/0، 150 نفر بود. ابزار جمع آوری اطلاعات در این پژوهش پرسشنامه تبلیغات دهان به دهان الکترونیکی بامبوئر (2011)، پرسشنامه صحه گذاری محمودی و همکاران (1397)، پرسشنامه وفاداری به برند موسوی و همکاران (1392) بود. نتایج تحقیق نشان داد که صحه گذاری هم به صورت مستقیم هم از طریق نقش میانجی تبلیغات دهان به دهان الکترونیکی بر وفاداری به برند ورزشکاران نقش دارد. همچنین تبلیغات دهان به دهان الکترونیکی نیز بر وفاداری به برند ورزشکاران نقش دارد. بنابراین می توان ابراز داشت، امروزه تبلیغات اثربخش، ابزاری مهم برای کسب مزیت رقابتی برای سازمانهای ورزشی محسوب می‌شوند که از طریق صحه‌گذاری ورزشکاران مشهور بر محصولات یا خدمات می‌توانند تصمیم افراد برای خرید کالا را تحت تأثیر قرار دهند.
کلیدواژه‌ها
عنوان مقاله [English]
Modeling the Role of Endorsement on Brand Loyalty of Shooting Athlete with Mediating E- Worth of Mouth (Case Study: Walther Gun)
نویسندگان [English]
- Marjan Bahreini 1
- Hossein Abdolmaleki 2
- parivash noorbakhsh 3
1 M.Sc. Student in sport management, Karaj Branch, Islamic Azad University, Karaj, Iran
2 Assistant Prof. in sport management, Karaj Branch, Islamic Azad University, Karaj, Iran
3 Prof. in sport management, Karaj Branch, Islamic Azad University, Karaj, Iran
چکیده [English]
The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all men and women shooting athlete of all devisions of Iran league in 2019 year. According to the research objectives and based on PASS statistical software, the sample size was 150 people. The data gathering tool in this study were E- Word of mouth questionnaire of Bambuer (2011), Endorsement of Mahmoudi et al (2018) and Brand Loyalty Questionnaire of Mousavi et al. (2013). The results showed that the Endoresement has a direct impact on the Brand loyalty through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the Brand loyalty. Therefore, it can be said that effective advertising is an important tool for competitive advantage for sports organizations that can influence the decision of individuals to buy goods by certifying famous athletes on products or services.
کلیدواژه‌ها [English]
- Electronic Word of Mouth
- Endorsement
- Loyalty
- Shooting
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