پژوهشگاه تربیت بدنی و علوم ورزشی

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منوچهری, جاسم. (1400). پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی. , 13(66), 17-54. doi: 10.22089/smrj.2019.6875.2438
جاسم منوچهری. "پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی". , 13, 66, 1400, 17-54. doi: 10.22089/smrj.2019.6875.2438
منوچهری, جاسم. (1400). 'پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی', , 13(66), pp. 17-54. doi: 10.22089/smrj.2019.6875.2438
منوچهری, جاسم. پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی. , 1400; 13(66): 17-54. doi: 10.22089/smrj.2019.6875.2438

پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی

مطالعات مدیریت ورزشی
مقاله 1، دوره 13، شماره 66، خرداد و تیر 1400، صفحه 17-54    اصل مقاله (1.23 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2019.6875.2438
نویسنده
جاسم منوچهری*
استادیار مدیریت ورزشی، دانشکدۀ تربیت‌بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
یکی از راهبردهای ارتباطات بازاریابی استفاده از مشاهیر ورزشکار صحه‌گذار در جهت ترویج برند می‌باشد هرچند حامیان مالی همواره از تجربه پیامدهای منفی مرتبط با دوپینگ در خصوص محصول و برند خود نگران هستند چراکه ایده و عقیده مصرف‌کنندگان در خصوص برند حمایت شده نیز ممکن است از طریق پیامدهای مذکور تغییر یابد. هدف اصلی تحقیق حاضر مدل‌سازی پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی بود. تعداد 56 سوال برای اندازه‌گیری متغیرهای تحقیق در نظر گرفته شد و مجموعاً 224 نفر دانشجویان زن و مرد مقطع کارشناسی تربیت بدنی و علوم ورزشی دانشگاه‌های کشور در تحقیق به منظور مدل‌سازی روابط عِلی بین متغیرهای تحقیق به سوالات پرسشنامه پاسخ دادند. داده‌های تحقیق با استفاده از روش تحلیل عاملی تائیدی و نهایتاً مدل سازی معادلات ساختاری تجزیه و تحلیل گردید. یافته‌های مدل‌سازی معادلات ساختاری نشان از برازش مناسب مدل روابط بین متغیرهای تحقیق داشت. همچنین یافته‌ها نشان داد متغیر توجیه عقلانی- اخلاقی اثر تعدیلگر در رابطه بین احساسات اخلاقی و نگرش به ورزشکار داشته است. در نهایت با توجه به تفاوت‌های فردی پاسخ‌دهندگان از جمله فرهنگی، اجتماعی، شخصیتی و معیشتی، نحوه پاسخ‌دهی به سوالات می‌تواند به عنوان یک محدودیت مورد توجه باشد. احساسات اخلاقی به عنوان متغیری مهم در پیشگویی نگرش و رفتار مصرف‌کننده در تحقیق حاضر تنها در ابعاد منفی آن (تحقیر، خشم، انزجار) مورد مطالعه بود و ابعاد مثبت آن نظیر قدردانی، هیبت و تحسین می تواند مورد توجه محققان آتی باشد.
کلیدواژه‌ها
بازاریابی؛ رسوایی دوپینگ؛ صحه‌گذار؛ معادلات ساختاری؛ ورزش
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