نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه اصفهان
2 دانشگاه یزد
3 دانشگاه کردستان
چکیده
هدف از پژوهش حاضر بررسی تاثیر انواع اخبار نامطلوب (اخبار نامطلوب مرتبط با ارزش‌ها و اخبار نامطلوب مرتبط با عملکرد) در منفوریت برند محصولات ورزشی بود. پژوهش حاضر از نظر هدف کاربردی و جامعه‌ی آماری پژوهش، کلیۀ استفاده‌کنندگان از محصولات ورزشی در دانشگاه کردستان بودند که نمونه‌ی آماری 550 نفر انتخاب شد. به منظور مقایسۀ 2 نوع اخبار نامطلوب، نمونه پژوهش به 2 گروه تقسیم شدند و از روش نمونه‌گیری تصادفی ساده برای جمع‌آوری داده‌ها استفاده شد. جهت اندازه‌گیری متغیرهای پژوهش از پرسشنامه، و برای تحلیل داده‌ها از روش-های آمار توصیفی (فراوانی، درصد، میانگین) و استنباطی (تحلیل مسیر) استفاده شد. نتایج پژوهش نشان داد هر دو نوع اخبار نامطلوب (منفی) در نفرت از برند محصولات ورزشی تاثیرگذار است، اما اخبار منفی مرتبط با ارزش‌ها تاثیر قوی‌تری دارد. همچنین نتایج بیانگر این بود که در هر دو گروه، تنفر از برند تاثیر مثبت و معناداری در هر سه پیامد رفتاری (اجتناب از برند، تبلیغات توصیه‌ای منفی علیه برند و انتقام از برند) دارد. بر این اساس، پیشنهاد می‌شود مدیران شرکت‌ها نسبت به اخبار منتشر شده از محصولات و شرکت خود در رسانه‌ها و فضاهای مجازی حساس باشند و از انتشار اخبار نامطلوب (بخصوص اخبار مربوط به ارزش‌ها) که در اکثر موارد نیز ممکن است دروغ و یا شایعه باشد، جلوگیری کنند.
کلیدواژه‌ها
عنوان مقاله [English]
The influence of unfavorable news on brand hate of sports products
نویسندگان [English]
- Mohammad Soltan Hosseini 1
- Leili Khavari Khorasani 2
- Mojtaba Ghasemi Siani 3
1 University of Isfahan
2 University of Yazd
3 University of Kurdistan
چکیده [English]
The purpose of the present study was to investigated the impact of different types of unfavorable news (negative value-related news and negative performance-related news) on brand hate of sports products. The present study was practical. The statistical population of the study consisted of all users of sport products at University of Kurdistan, that statistical sample of 550 people was selected. In order to compare the two types of undesirable news, the research sample was divided into two groups. Simple random sampling method was used for data collection. Questionnaire was used to measure research variables and descriptive (frequency, percentage, mean) and inferential (path analysis) methods were used for data analysis. The results showed that both types of unfavorable (negative) news influenced on the brand hate of sports products, but negative value-related news had a stronger effect. The results also indicated that in both groups, brand hate had a positive and significant effect on all three behavioral outcomes (Brand Avoidance, Negative WOM and Brand Retaliation). Accordingly, it is suggested that corporate executives be sensitive to the news of their products and their company in the media. And prevent the dissemination of undesirable news (especially value-related news) which in most cases may also be false or rumored.
کلیدواژه‌ها [English]
- Brand hate
- Negative news
- Sports products
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