نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشگاه هرمزگان، بندرعباس
2 کارشناس ارشد مدیریت بازرگانی، دانشگاه آزاد اسالمی، بندرعباس
3 کارشناس ارشد مدیریت استراتژیک، دانشگاه تربیت مدرس، تهران
چکیده
هدف این پژوهش تبیین پیامدهای جذابیت شخصیت برند انسانی در برنامه های ورزشی(مجری برنامه تلویزیونی 34 )است. به همین منظور با استناد به مبانی نظری و پیشینه پژوهش مدل مفهومی محقق ساخته ارائه و آزمون شد. به منظور گردآوری داده ها از ابزار پرسشنامه استفاده و به روش نمونه گیری در دسترس استفاده شد. آلفای کرونباخ پرسشنامه 0/876بوده که نشان از پایایی مناسب آن دارد. فرضیات پژوهش با استفاده از تحلیل عاملی تأییدی و مدلسازی معادله ساختاری با نرم افزار ایموس مورد آزمون قرار گرفت. یافته های پژوهش نشان داد جاذبه تبلیغاتی بر جذابیت شخصیت برند تأثیر مثبت دارد. همچنین جذابیت شخصیت برند بر کیفیت رابطه، وفاداری به برند و وابستگی به برند تأثیر مثبت دارد. کیفیت رابطه و وفاداری به برند نیز بر نقل قول دهان به دهان تأثیر مثبت دارند. همچنین وابستگی به برند بر کیفیت رابطه و وفاداری به تأثیر میگذارد.
کلیدواژه‌ها
عنوان مقاله [English]
Explaining the Consequences of Human Brand Personality Appeal in Sports TV Programs(Case Study: Navad TV Program)
نویسندگان [English]
- Vahid Makizadeh 1
- Adel Mohebbi 2
- Fatemeh Sharaei 3
1 Assistant Professor in Business Management, Hormozgan University, Bandar Abbas
2 M. A. in Business Management, Islamic Azad University, Bandar abbas
3 M. A. in Strategic Management, Tarbiat Modares University, Tehran
چکیده [English]
The Purpose of this paper is to investigate the consequences of brand personality appeal (BPA) in the sports program (90 TVprogram). After the literature review and inline with the previous researches, thetheoretical framework was presented and tested. This research used convenience sampling as a sampling method. The reliability of the questionnaire was 0.876 using Cronbach's alpha coefficient.Hypotheses were tested by confirmatory factor analysis (CFA) and structural equation modeling (SEM) using Amos 24 software.The results indicate that advertising appeal has positive impact on brand personality appeal. Brand personality appeal also has positive impact on relationship quality, brand loyalty, and brand attachment. Relationship quality and brand loyalty also have positive impact on word of mouth. Attachment to the brand has positive impact on relationship quality and brand loyalty.
کلیدواژه‌ها [English]
- Brand Personality Appeal
- Human Brand
- Brand Loyalty
- Navad Program
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