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جابری, اکبر, سجادی, سید نصرالله, اسدی دستجردی, حسن, خبیری, محمد. (1399). تأثیر عناصر نیاز به خودابرازی بر ارزش ویژة برند باشگاه‌های لیگ برتر فوتبال ایران. , 12(3), 601-620. doi: 10.22059/jsm.2021.113748.1266
اکبر جابری; سید نصرالله سجادی; حسن اسدی دستجردی; محمد خبیری. "تأثیر عناصر نیاز به خودابرازی بر ارزش ویژة برند باشگاه‌های لیگ برتر فوتبال ایران". , 12, 3, 1399, 601-620. doi: 10.22059/jsm.2021.113748.1266
جابری, اکبر, سجادی, سید نصرالله, اسدی دستجردی, حسن, خبیری, محمد. (1399). 'تأثیر عناصر نیاز به خودابرازی بر ارزش ویژة برند باشگاه‌های لیگ برتر فوتبال ایران', , 12(3), pp. 601-620. doi: 10.22059/jsm.2021.113748.1266
جابری, اکبر, سجادی, سید نصرالله, اسدی دستجردی, حسن, خبیری, محمد. تأثیر عناصر نیاز به خودابرازی بر ارزش ویژة برند باشگاه‌های لیگ برتر فوتبال ایران. , 1399; 12(3): 601-620. doi: 10.22059/jsm.2021.113748.1266

تأثیر عناصر نیاز به خودابرازی بر ارزش ویژة برند باشگاه‌های لیگ برتر فوتبال ایران

نشریه مدیریت ورزشی
مقاله 1، دوره 12، شماره 3، آذر 1399، صفحه 601-620    اصل مقاله (460.25 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2021.113748.1266
نویسندگان
اکبر جابری* 1؛ سید نصرالله سجادی2؛ حسن اسدی دستجردی2؛ محمد خبیری3
1استادیار مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران
2استاد مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
3دانشیار مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
چکیده
موفقیت در بازاریابی ورزشی مستلزم توجه ویژه به کیفیت رابطة بین هواداران و تیم‌های ورزشی است. ازاین‌رو هدف از تحقیق حاضر مطالعة تأثیر عناصر نیاز به خودابرازی بر ارزش ویژۀ برند باشگاه‌های لیگ برتر فوتبال ایران است. روش تحقیق توصیفی- همبستگی و از نوع پیمایشی و کاربردی است و داده‌ها با استفاده از پرسشنامه‌های استاندارد تمایز هویت، تشابه هویت و پرستیژ هویتِ باتاچاریا و سن (2003) و پرسشنامة ارزش ویژۀ برند یو و دانته (2001) گردآوری شد. جامعة آماری تحقیق شامل هواداران تیم‌های پرطرفدار لیگ برتر فوتبال ایران بود که 200 نفر از آنها به‌طور تصادفی به‌عنوان نمونة آماری تحقیق انتخاب شدند. روایی پرسشنامه با استفاده از نظرهای متخصصان مدیریت ورزشی و مدیریت بازرگانی تأیید و پایایی پرسشنامه‌ها براساس آلفای کرونباخ ارزیابی شد. برای تجزیه‌وتحلیل داده‌ها از نرم‌افزارSPSS  نسخۀ 18 و PLS استفاده شد. براساس نتایج این پژوهش، تمامی مسیرها در سطح معنا‌داری 05/0p<  تأیید شد. نتایج نشان داد که عناصر نیاز به خودابرازی که شامل تشابه هویت، تمایز هویت و پرستیژ هویت است، تأثیر مثبت و معناداری بر ارزش ویژۀ برند تیم‌های لیگ برتر فوتبال ایران داشته‌اند.
کلیدواژه‌ها
ارزش ویژه؛ برندسازی؛ خودابرازی؛ هواداران فوتبال؛ هویت برند
عنوان مقاله [English]
The Effect of Self-Definitional Need Elements on Brand Equity of Iran Football Premier League Clubs
نویسندگان [English]
Akbar Jaberi1؛ seyed nasrollah sajjadi2؛ Hasan Asadi2؛ Mohammad Khabiri3
1Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, IRAN
2Professor in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, IRAN
3Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, IRAN
چکیده [English]
Success in sport marketing requires special attention to the quality of the relationship between fans and sport teams. Therefore, the aim of the current study was to investigate the effect of self-definitional need elements on brand equity in Iran football premier league clubs. The research method was descriptive – correlation, survey and applied. The data were collected by Bhattacharya and Sen (2003) distinction identity, similarity identity, and prestige identity standard questionnaires as well as Yoo and Donthu (2001) brand equity questionnaire. The research population consisted of fans of Iran football premier league popular teams and 200 subjects were randomly selected as the sample. The validity of the questionnaires was confirmed by viewpoints of sport management and business management experts and their reliability was evaluated by Chronbach alpha. PLS and SPSS18 were used for data analysis. The results showed that all directions were verified (P<0.05). Also, self-definitional needs involving similarity identity, distinction identity, and prestige identity, had positive and significant effects on brand equity of Iran football premier league teams.
کلیدواژه‌ها [English]
Brand equity, brand identity, branding, football fans, self-definition
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آمار
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