اثر مسئولیت اجتماعی بر ارزش ویژۀ برند تیم: نقش میانجی هویت تیمی و جامعۀ آنلاین هواداران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت ورزشی، دانشکده تربیت ‌بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران.

2 دانشیار، گروه مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران.

چکیده

این پژوهش با هدف تعیین اثر مسئولیت اجتماعی بر ارزش ویژه برند تیم و نقش میانجی هویت تیمی و جامعه‌ آنلاین هواداران در تیم نفت الوسط عراق، انجام شد. تحقیق حاضر به لحاظ هدف کاربردی و از نظر روش از نوع همبستگی بود. هواداران تیم فوتسال نفت الوسط عراق که در گروه‌های مجازی آنلاین یا جوامع آنلاین هواداران عضو بودند، جامعه آماری پژوهش را تشکیل دادند. با توجه به قاعده تعیین حجم نمونه بهینه مولر، 277 نفر از هواداران به‌عنوان نمونه در پژوهش شرکت کردند. ابزار گردآوری اطلاعات، پرسش‌نامه‌های استاندارد مسئولیت‌اجتماعی درک‌شده، هویت تیمی، هویت جامعه آنلاین و ارزش ویژه برند کیم و مانولی (2022) بود. برای تجزیه‌وتحلیل داده‌ها از مدل معادلات ساختاری واریانس‌محور استفاده شد. نتایج پژوهش نشان داد، مسئولیت‌ اجتماعی درک‌شده بر ارزش ویژه برند (322/0=β)، هویت تیمی (652/0=β) و هویت جامعه آنلاین (695/0=β) تأثیر مثبت و معناداری دارد. همچنین هویت تیمی (315/0=β) و هویت جامعه آنلاین (311/0=β) تأثیر مثبت و معناداری بر ارزش ویژه ‌برند دارند. مسئولیت‌اجتماعی درک‌شده بر ارزش ویژه برند با نقش میانجی هویت تیمی و هویت جامعه آنلاین در هواداران تیم فوتسال نفت الوسط، تأثیر معناداری دارد (422/0=β). با توجه به نتایج پژوهش، مدیران تیم می‌توانند برای بهبود ارزش ویژه برند خود سطح مسئولیت ‌اجتماعی خود را افزایش دهند و هویت تیمی هواداران و هویت هواداران در جوامع آنلاین باشگاه را تقویت کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect of social responsibility on team brand equity: The mediating role of team identification and online community identification

نویسندگان [English]

  • Hossein Karim Abbas 1
  • shirin zardoshtian 2
1 Master, Department of Sport Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran.
2 Associate Professor, Department of Sport Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran.
چکیده [English]

The purpose of this research was to determine the effect of perceived social responsibility on brand equity with the mediating role of team identification and online community identification among fans of Iraq's Naft al-Wasat futsal team. The present research was applied in terms of objective and correlational in terms of method. The statistical population consisted of fans of the Naft Al-Wasat futsal team who were members of online fan groups or communities. According to Mueller's optimal sample size rule, 277 fans participated in the study. The data collection tool was Kim and Manoli's (2022) standard questionnaires on perceived social responsibility, team identification, online community identification, and brand equity. Variance-based structural equation modeling (SEM) was used to analyze the data. The results showed that perceived social responsibility has a positive and significant effect on brand equity (β=0.322), team identification (β=0.652), and online community identification (β=0.695). Moreover, team identification (β=0.315) and online community identification (β=0.311) positively and significantly affect brand equity. Finally, perceived social responsibility has a significant effect on brand equity through the mediating role of team identification and online community identification among Naft Al-Wasat futsal team fans (β=0.422). Based on these findings, team managers can enhance their brand equity by increasing their level of social responsibility and strengthening fans' team identification and their identification within the club's online communities.

کلیدواژه‌ها [English]

  • Perceived Social Responsibility
  • Brand Equity
  • Team identification
  • Online Community identification
  • Iraq's Naft Al-Wasat

مراجع

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مدیریت ارتباطات در رسانه های ورزشی
دوره 12، شماره 3 - شماره پیاپی 47
اردیبهشت 1404
صفحه 77-96

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  • تاریخ دریافت: 23 اردیبهشت 1403
  • تاریخ بازنگری: 31 تیر 1403
  • تاریخ پذیرش: 06 شهریور 1403

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