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تاثیر تبلیغات دهان به دهان بر ایجاد ارزش ویژه برند مبتنی بر مصرفکننده در خدمات ورزشی | |
مطالعات مدیریت ورزشی | |
مقاله 5، دوره 7، شماره 31، مهر 1394، صفحه 85-104 اصل مقاله (747.85 K) | |
نوع مقاله: مقاله پژوهشی | |
نویسندگان | |
محسن بهنام* 1؛ ماهرخ مدیری2؛ سیده زهرا هاشمی3 | |
1دانشجوی دکتری مدیریت و برنامهریزی در تربیت بدنی دانشگاه تهران | |
2دانشجوی کارشناسی ارشد دانشگاه ارومیه | |
3دانشگاه تهران | |
چکیده | |
هدف این پژوهش بررسی تأثیر تبلیغات دهان به دهان بر ایجاد ارزش ویژه برند مبتنی بر مصرفکننده بود. روش تحقیق توصیفی از نوع همبستگی بود. جامعه آماری این تحقیق، مشتریان مرکز موجهای آبی بودند که تعداد 352 نفر به عنوان نمونه انتخاب شدند. برای جمعآوری دادهها از پرسشنامههای تبلیغات دهان به دهان سوینی و سوایت (2008)، کیفیت ادراک شده هنسلر، ویلسون و وستبرگ (2011)، تداعی و وفاداری به برند واشبورن و پلانک (2002) و آگاهی از برند کلر (2001) استفاده شد و پایایی آنها با استفاده از روش آلفای کرونباخ به ترتیب 75/0، 79/0، 82/0، 80/0 و 77/0 بدست آمد. بطور کلی، نتایج رگرسیون نشان داد کهتبلیغات دهان به دهان بر ابعاد ارزش ویژه برند تاثیر دارد. نتایج این مطالعه اهمیت و نقش تبلیغات دهان به دهان را در ساخت ارزش نام برند قوی نشان میدهد. به منظور افزایش قدرت یک برند، مدیران باید بر روی تبلیغات دهان به دهان سرمایهگذاری کنند. | |
کلیدواژهها | |
تبلیغات دهان به دهان؛ کیفیت ادراک شده؛ وفاداری به برند؛ آگاهی از برند؛ تداعی برند | |
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