ارائه مدل ساختاری برند رویدادهای ورزشی در ایران
مطالعات مدیریت ورزشی
مقاله 184 ، دوره 13، شماره 67 ، مرداد و شهریور 1400، صفحه 140-169 1.03 M )
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2020.8378.2870 نویسندگان
ریحانه نقش زن خواجویی 1 مهدی سلیمی* 2 رسول نظری 3 1 دانشجوی دکتری رشته مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران3 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایرانچکیده هدف از پژوهش حاضر طراحی مدل ساختاری برند رویدادهای ورزشی در ایران بود. این پژوهش، از نظر هدف، کاربردی و از حیث ماهیت، توصیفی- پیمایشی بود. جامعه آماری شامل کلیه اساتید دانشگاهی در حوزه مدیریت و بازاریابی ورزشی و مدیران و کارشناسان برگزاری رویدادهای ورزشی بود که حجم نمونه آماری به تعداد قابل کفایت بر اساس تعداد 16 متغیر پنهان، 354 نفر تعیین و از طریق نمونه‌گیری در دسترس و هدفمند گزینش شدند. برای گردآوری داده‌ها از پرسشنامه محقق ساخته و جهت تجزیه و تحلیل داده‌ها و بررسی برازش مدل از مدل‌سازی معادلات ساختاری استفاده شد. نتایج نشان داد که اثر ویژگی رویداد بر بازاریابی، نوآوری، مزیت رقابتی و قابلیت برند رویداد معنادار بود. همچنین قابلیت برند رویداد بر برندسازی و بازاریابی رویداد؛ بازاریابی رویداد بر مزیت رقابتی، ارزش برند، عملکرد برند رویداد و برندسازی؛ و نوآوری رویداد بر بازاریابی و مزیت رقابتی رویداد؛ مزیت رقابتی رویداد بر عملکرد برند و ارزش برند؛ و در نهایت عملکرد برند رویداد بر ارزش برند، اثری معنادار دارند. می‌توان بیان داشت که ارائه‌دهندگان رویدادهای ورزشی می‌توانند با اقداماتی مانند اجرای برنامه‌های کنترل کیفیت عملکردی، بهبود کیفیت خدمات و همچنین توجه به زیبایی ظاهری اماکن ورزشی، قیمت‌گذاری متناسب با نوع و کیفیت رویداد ورزشی و کاهش هزینه‌های غیرمستقیم مثل زمان، و حمل و نقل و کسب اطلاعات؛ کیفیت ادراک شده مشارکت‌کنندگان را از خدمات افزایش دهند و در نتیجه ارزش ویژه برندشان ارتقاء دهند. کلیدواژه‌ها
برند ؛ رویدادهای ورزشی ؛ تماشاگران
مراجع
Aaker, D.A (1996). Building strong brands. New York, NY: The Free Press .Allen, J (2006). Events management. 2nd Edition, United Kingdom: Butterworth Heinemann Publication, 40. Amado, C. A., Santos, S. P., & Marques, P. M (2012). Integrating the Data Envelopment Analysis and the Balanced Scorecard approaches for enhanced performance assessment. Omega, 40(3), 390–403. Avlonitis, G., Papastathopoulou, P., & Gounaris, S (2001). An empirically based typology of product innovativeness for new financial services: Success and failure scenarios, Journal of Product Innovation Management, 18(5), 324–342. Azadi, R., Yousefi, B., & Eidi, H (2016). The Effects of Selected Marketing Elements on Brand Equity in the Sports Apparel Industry from the Perspectives of Students and Graduates of Physical Education and Sport Sciences (Case Study, Valid Iranian Sports Brands Available in the Market) Country), Journal of Research in Educational Sport (Formerly Academic Sports Research) 3 (8), 53-73. (in Persian) .Azizi, Sh., & Esnaashari, M (2014). Internal branding and brand performance in the bank: the role of competitive atmosphere and job satisfaction. Management Research in Iran. 17(3), 151-165. (in Persian) .Baloglu, S., & Mangaloglu, M (2001). Tourism Destinations Images of Turkey, Egypt, Greece & Italy as Perceived by Us Based Tour Operators & Travel Agents. Tourism Management, 22(1), 1-9. Berry, L.L (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28, 128–137. Biscaia, R., Ross, S., Yoshida, M., Correia, A., Rosado, A., Moroco, J. (2015). Investigating the role of fan club membership on perceptions of team brand equity in football. Sport Management Review (SMR), 19(2), 157-170. Brown S.P., Cron, W.L., & Slocum, J.W (1998). Effects of trait competitiveness and perceived intraorganizational competition on salesperson goal setting and performance. Journal of Marketing, 62(4), 47-57. Davari, A & Rezazadeh, A (2015). Structural Equation Modeling with PLS Software, Jahad University Press. (in Persian) .Dehdashti Shahrokh, Z., & Kahiyari Haghighat, A (2013). Effect of the Industrial Brand Value on Brand Performance from the Point of View of the Purchasing Center (Case Study: Home Appliances Manufacturer). Quarterly Journal of Business Management, 6(3), 475-496. (in Persian) .Farhangi, A.A., & Abedini, R (2016). Influence of Mixed Media Elements on Service Brand Equity (Sina Bank Case Study). Marketing Management, 10 (26), 47-75. (in Persian) .Fortunato, J. A (2017). Sports leagues’ game exposure policies: Economic and legal complexities. Journal of Global Sport Management, 3(1), 1-17. Fourie, J., & Spronk, K (2011). South African mega-sport events and their impact on tourism. Journal of Sport & Tourism, 16(1), 75-97. Getz, D (2008). Event tourism: Definition, evolution, and research. Tourism management, 29(3), 403-428. Gladden, J M., Milne, G R., & Sutton, W A (1998). Conceptual framework for assessing brand equity in division 1 college athletics. Journal of Sport Management, 12, 1–19. Hadizadeh Moghadam, A., Jamali, S., Rezaei, M (2012). The Effect of Internal Branding on Brand Citizenship Behavior in Hotel Industry, Management Researches in Iran, 16(3), 203-226. (in Persian) .Hitt, M. A., Biermant, L., Shimizu, K., & Kochhar, R (2001). Direct and Moderating Effects of Human Capital on Strategy and Performance in Professional Service Firms: A Resource-based Perspective. Academy of Management Journal, 44(1), 13-28. https://www.tandfonline.com/doi/abs/10.1080/0965254X.2016.1148768 Jalali Farahani, M (2014). The Influence of Selected Marketing Mix Elements on Brand Equity in Sport Services. Journal of Applied Research in Sport Management, 2 (2), 11-20. (in Persian) .Jing, Z. Yanxin, J. Rizwan, S. & Miao, Z (2016). How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms. Journal of Business & Industrial Marketing, 31(1), 83 – 98. Kim, S.S., & Petrick, J.F (2005). Residents’ perceptions on impacts of the FIFA 2002 World Cup: the case of Seoul as a host city. Tourism Management, 26(1), 25-38. Kotler, P. T., Bowen, J. T., Baloglu, S., & Makens, J (2016). Marketing for Hospitality and Tourism: Pearson Education. Lachowetz, T., McDonald, M., Sutton, W., & Clark, J (2001). The National Basketball Association: Application of customer lifetime value, Sport Marketing Quarterly, 10(2), 181–184. Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C (2010). The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation. Journal of Business Ethics, 95(1), 457–469. Mohsin, A (2005). Tourist attitudes and destination marketing-the case of Australia's Northern Territory and Malaysia. Tourism Management, 26(5), 723-732. Morrison, A. M (2013). Marketing and managing tourism destinations: Routledge. Neale, L. Funk, D. (2006) “Investigating motivation, attitudinal loyalty and attendance behavior with fans of Australian Football”. International Journal of Sports Marketing & Sponsorship. 7(4), 307-317. Ork, F, Zekliki, M.A (2016), Evaluation of the Relationship between Marketing Capabilities and Organizational Performance in Food Manufacturing Companies in Tehran, Brand Management, 2(4), 147-176. (in Persian) .Parent, M M., & Chappelet, J.L (2015). Routledge Handbook of Sports Event Management: Routledge . Parent, M M., & Se´guin, B (2008). Toward a model of brand creation for international large scale events: The impact of leadership, context, and nature of the Journal of Sport Management, 22, 526–549. Parent, M M., &, Eskerud ,L, & , Hanstad ,D,V (2012). Brand creation in international recurring sports events, Sport Management Review 15, 145–159. Punjaisri K., & Wilson A (2007). The role of internal branding in the delivery of employee brand promise, Journal of Brand Management, 15(1), 57-70 .Rajabzadeh R, Talebpour M, Hadadian A, Jabari Noghabi M. (2018). Explaining the Effect of Brand Equity, Brand Image and Fan Commitment on International Branding of Iran Premier Football Clubs. 3. 6(21), 21-33. (in Persian) .Ren, Ch (2017). Coupling Research of Large Scale Sports Events and Host City Development, Revista de la Facultad de Ingeniería U.C.V, 32, 472-478. Reyhani, M (2015). Designing a model of competitive advantage of sports production industries, PhD dissertation of Guilan University. (in Persian) .Ross, S. D (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20, 22–38. Seyed Javadin, Seyyed Reza., & Raheil, Shams (2007). Factors determining the value of sport shoes brand among young age group. Humanities and Social Sciences Journal, 25, 74. (in Persian) .Soltanhoseini M, Nasr Esfahani D, Javani D, Salimi M (2011). Determination of the Relative Contribution Brand Loyalty from Brand Association in Professional Football League of Iran. Journal of Sport Management, 3(9), 87-107. (in Persian) Taks, M., Green, B. C., Misener, L., & Chalip, L (2014). Evaluating sport development outcomes: the case of a medium-sized international sport event. European Sport Management Quarterly, 14(3), 213-237. Ta-Wei, K., &, T. L (2016). The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208–218. Ulrich, D., & Smallwood, N (2007). Leadership brand: Developing customer-focused leaders to drive performance and build lasting value. Boston, MA: Harvard Business School Press. Urde, M (2003). Core value-based corporate brand building. European Journal of Marketing, 37, 1017–1040. Urique, F., & Babaei, Z., Mohammad, A (2016). Evaluation of the relationship between marketing capabilities and organization performance in food producing companies in Tehran. Brand Management Quarterly, 2(4), 147-176. (in Persian) .Vahdani, M., Moharamzadeh, M., & Talaee, R (2015). Analysis of the factors influencing the hosting of sporting events in Urmia based on Porter's competitive advantage model. Sport Management Journal, 7(5), 765-778. (in Persian) .Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33, 295–312. Vinzi, V. E., Trinchera, L., & Amato, S (2010). PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement, Handbook of Partial Least Squares, 47-82. Veysi, I., Heydarinezhad, S., Ghatbasbi, A (2017). Identification of effective factors on the presence of Ahwaz football fans in the stadium with an emphasis on the category of social security, Journal of Social Science, 3(16), 70-47. (in Persian) .Wang, B., Yang, Z., Han, F. & Shi, H (2017). Car tourism in Xinjiang: The meditation effect of perceived value and tourist satisfaction on relationship between destination image and loyalty. Sustainability, 9(1), 1-16. Watanabe, Y., Gilbert, C., Aman, M.S. & Zhang, J. (2018). Attracting international spectators to a sport event held in Asia: The case of Formula One Petronas Malaysia Grand Prix. International Journal of Sports Marketing and Sponsorship, 19(2), 194-216. Yoshida, M., & Gordon, B (2012). Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context, Sport Management Review, 15(4), 389–403. Zhang, J.J., Kim, E., Marstromartino, B., Qian, T.Y. & Nauright, J. (2018). The sport industry in growing economies: Critical issues and challenges. International Journal of Sports Marketing and Sponsorship, 19(2), 110-126.
آمار
تعداد مشاهده مقاله: 817
تعداد دریافت فایل اصل مقاله: 157
