پژوهشگاه تربیت بدنی و علوم ورزشی

 آمار

تعداد نشریات9
تعداد شماره‌ها310
تعداد مقالات3,908
تعداد مشاهده مقاله7,902,410
تعداد دریافت فایل اصل مقاله2,906,453
فلاحی, احمد, احسانی, محمد, خبیری, محمد, کوزه چیان, هاشم. (1396). مدلی جامع برای اثربخشی حمایت از لیگ برتر فوتبال ایران. , 9(41), 37-60. doi: 10.22089/smrj.2017.914
احمد فلاحی; محمد احسانی; محمد خبیری; هاشم کوزه چیان. "مدلی جامع برای اثربخشی حمایت از لیگ برتر فوتبال ایران". , 9, 41, 1396, 37-60. doi: 10.22089/smrj.2017.914
فلاحی, احمد, احسانی, محمد, خبیری, محمد, کوزه چیان, هاشم. (1396). 'مدلی جامع برای اثربخشی حمایت از لیگ برتر فوتبال ایران', , 9(41), pp. 37-60. doi: 10.22089/smrj.2017.914
فلاحی, احمد, احسانی, محمد, خبیری, محمد, کوزه چیان, هاشم. مدلی جامع برای اثربخشی حمایت از لیگ برتر فوتبال ایران. , 1396; 9(41): 37-60. doi: 10.22089/smrj.2017.914

مدلی جامع برای اثربخشی حمایت از لیگ برتر فوتبال ایران

مطالعات مدیریت ورزشی
مقاله 2، دوره 9، شماره 41، اردیبهشت 1396، صفحه 37-60    اصل مقاله (878.19 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2017.914
نویسندگان
احمد فلاحی* 1؛ محمد احسانی2؛ محمد خبیری3؛ هاشم کوزه چیان2
1دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت‌مدرس
2استاد مدیریت ورزشی، دانشگاه تربیت‌مدرس
3دانشیار مدیریت ورزشی، دانشگاه تهران
چکیده
هدف از پژوهش حاضر، آزمون مدل اثربخشی حمایت از لیگ برتر فوتبال ایران بود. این پژوهش از نوع مطالعات توصیفی ـ پیمایشی می‌باشد. جهت انجام پژوهش، 515 نفر از تماشاچیان لیگ برتر فوتبال ایران با استفاده از فرمول کوکران انتخاب شده و در آن شرکت نمودند. نتایج نشان داد که مدل پیشنهادی (با اصلاحاتی جزئی) از نکویی برازش برخوردار می‌باشد و حمایت از لیگ برتر فوتبال موجب افزایش آگاهی از محصول، بهبود وجهۀ حامی، مسئولیت‌پذیری اجتماعی و تمایل به خرید از حامی می‌شود. همچنین، آگاهی از حامی، وجهۀ حامی، مسئولیت‌پذیری اجتماعی و سازگاری، تأثیر مثبتی بر تمایل به خرید از حامی دارد؛ اما تأثیر رفتار منفی و بازاریابی کمین بر تمایل به خرید از حامی منفی می‌باشد. به‌طور‌کلی، می‌توان گفت که حمایت از لیگ برتر فوتبال، تأثیر مثبتی بر نگرش جامعۀ هدف نسبت به حامی دارد و از اثربخشی برخوردار می‌باشد.
کلیدواژه‌ها
حمایت؛ حامی؛ اثربخشی؛ لیگ برتر فوتبال ایران
مراجع
  1. Aaker, D. A. (2012). Building strong brands. London: Free Press Business. 1st ed. 165.
  2. Alexandris, K., Tsaousi, E., & James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs the case of a professional basketball event. Sports Marketing Quarterly, 16(3), 130-9.
  3. Amoako, G. K., Dartey-Baah, K., Dzogbenuku, R. K., & Kwesie, S. J. (2012). The effect of sponsorship on marketing communication performance, A case study of Airtel Ghana. African Journal of Marketing Management, 4(2), 65-79.
  4. Andrew, G., & Kasper, T. (2009). A theoretical approach to sport sponsorship. BAMMC. (Unbublished bachelor dissertation). Lulea University of Technology, Department of Business; Administration and Social Sciences.
  5. Bal, C., Quester, P. G., & Boucher, S. (2007). Emotions and sponsorship marketing. ADMAP, 486(1), 51-2.
  6. Becker-Olsen, K. L. (2003). And now, a word from our sponsor. Journal of Advertising, 32(2), 17−32.
  7. Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46−53.
  8. Brown, T. J., & Dacin, P. A. (1997). The company and the product corporate associations and consumer product responses. J Mark, 61(1), 68–84.
  9. Carrillat, F. A., Lafferty, B. A., & Harris, E. G. (2005). Investigating sponsorship effectiveness do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements? Brand Management, 13(1), 50-64.
  10. Chien, P. M., Cornwell, T. B., & Pappu, R. (2011). Rejoinder to commentary on Chein, Cornwell, and Pappu (2010) advancing research on sponsorship portfolio effects. Journal of Business Research, 65 (1), 12, 1-5.
  11. Close, A. G., Finney, R., Lacey, R., & Sneath, J. (2006). Engaging the consumer through event marketing linking attendees with the sponsor, community, and brand. Journal of Advertising Research, 46(4), 20-33.
  12. Cornwell, T., Humphreys, M., Maguire, A., Weeks, C., & Tellegen, C. (2006). Sponsorship-linked marketing the role of articulation in memory. Journal of Consumer Research, 33(3), 312-21.
  13. Cunningham, S., Cornwell, T., & Coote, L. (2003). Expressing identity and shaping image the relationship between corporate mission and corporate sponsorship. Journal of Sports Management, 23(1), 65-86.
  14. Dees, W., Bennett, G., & Villegas, J. (2008). Measuring the effectiveness of sponsorship of Elite intercollegiate football program. Sport Marketing Quarterly, 17(2), 79-89.
  15. Deloitte. (2012). Annual review of football finance. London: Deloitte and touche. 3.
  16. Dolphin, R. (2003). Sponsorship perspectives on its strategic role. Corporate Communication. An International Journal, 8(3), 173-‌86.
  17. Elahi, A., Sajadi, N., Khabiri, M., & Abrishami, H. (2008). Barriers to attracting revenue from sponsorship in the Republic Islamic of Iran football industry. Sport Management Journal, 1(1), 189-202. (Persian).
  18. Erik, L. O. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing, 44(1/2), 180-99.
  19. Eshghi, K. (2009). Investigating sport sponsorship in football fans. (Unpublished master dissertation). University of Tehran, Management Faculty. (Persian).
  20. Fahy, J., Farrelly, F., & Quester, P. (2004). Competitive advantage through sponsorship. European Journal of Marketing, 38(8), 1013-30.
  21. Filho, W. (2009). Corporate social responsibility in the 21st centurysome thoughts. Professional’s perspectives of corporate social responsibility. Berlin Springer, 12(3),  409–12.
  22. Fill, C. (2006). Marketing communications‐engagement, strategies and practice. Essex Prentice Hall. 1st ed. Great Britain. 316.
  23. Geffrey. J., Robert, J., Donovan Billie, G., & Arcy J. H. (2002). Sponsorship impact on brand awareness and brand attitude. Sport Management Quarterly, 8(1), 15-23.
  24. Gilaninia, S., & Abbaszadeh, M. R. (2011). Assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. J. Basic. Appl. Sci. Res, 1(7), 606-16.
  25. Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025.
  26. Grohs, R., Wagner, U., & Vsetecka, S. (2004). Assessing the effectiveness of sport sponsorships, An empirical examination. Schmalenbach Business Review, 56(April), 119-38.
  27. Hamlin, R. P., & Wilson, T. (2004). The impact of cause branding on consumer reactions to products does product/cause fit really matter? Journal of Marketing Management, 20(7-8), 663-81.
  28. Harvey, B. (2001). Measuring the effects of sponsorships. Journal of Advertising Research, 41(1), 59−65.
  29. https://www.sponsorship.com / IEG / files / 4e / 4e525456 - b2b1 – 4049 - bd51 -03d9c35ac507. pdf. 2.
  30. Izadi, A. (2004). Describing the factors affecting companies to sponsoring Iran professional football. (Unpublished master dissertation). Kharazmi University, Physical Education and Sport Science Faculty. (Persian).
  31. Kazem Nezhad, A., Heidari, M. R., & Naowroozzadeh, R. (2010). Statistics methods (health care researches). Tehran: Jame-Negar. 1st ed. 481. (Persian).
  32. Keshock, C. M. (2004). The effects of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities. (Unpublished doctoral dissertation). The Florida State University.
  33. Koo, G., Quarterman, J., & Flynn, L. (2006). Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions. Sport Marketing Quarterly, 15(2), 80-90.
  34. Kuzma, J. R., & Shanklin, W. L. (1994). Corporate sponsorship, An application for analysis. In P. J. Graham (Ed.), Sport business, operational and theoretical aspects. Madison, Wisconsin Brown and Benchmark. 189.
  35. Lance, K., & McDaniel, S. R. (1996). Strategic implications of attitude-toward-the-Ad in leveraging event sponsorship. Journal of Sport Management, 10(3), 250-61.
  36. Leung, T. K., Lai, Kh., Chan, R. Y., & Wong, Y. H. (2005). The roles of Xinyong and Guanxi in Chinese relationship marketing. Eur J Mark, 39(5/6), 528–59.
  37. Martensen, A., Gronholt, L., Bendtsen, L., & Juul, M. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47(3), 283-301.
  38. Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 1035-47.
  39. Menon, S., & Kahn, B. E. (2003). Corporate sponsorship of philanthropic activities when do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316-27.
  40. Miyazaki, A. D., & Morgan, A. G. (2001). Assessing market value of event sponsoring corporate Olympic sponsorships. Journal of Advertising Research, 41(1), 9-15.
  41. Mohammadi, R., Honari, H., & Sadeghi, R. (2012). The role of sport sponsorship on football fans’ commitment to sponsors. Sport Management and Kinetic Science Research, 4(2), 71-82. (Persian).
  42. Nickell, D., Cornwell, T. B., & Johnston, W. J. (2001). Sponsorship-linked marketing a set of research propositions. Journal of Business & Industrial Marketing, 26(8), 577–89.
  43. Olkkonen, R., Tikkanen, H., & Alajousijarvi, K. (2007). Sponsorship as relationship and networks implication for research. Corporate Communication an International Journal, 5(1), 12-8.
  44. Pham, M. T. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology & Marketing, 18(2), 123−43.
  45. Pitt, L., Parent, M., Berthon, P., & Steyn, P. G. (2010). Event sponsorship and ambush marketing; lessons from the Beijing Olympics. Business Horizons, 53(3), 281-90.
  46. Poon, D., & Prendergast, G. (2006). A new framework for evaluating sponsorship opportunities. International Journal of Advertising, 25(4), 471-88.
  47. Roy, D., & Cornwell, T. (2004). The effects of consumer knowledge on responses to event sponsorships. Psychology and Marketing, 21(3), 185-207.
  48. Russell, L., Angeline, G. C., & Finney, R. Z. (2010). The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness. Journal of Business Research, 63(11), 1222–8.
  49. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. J Mark Res, 38(2), 225–43.
  50. Simmons, C. J., & Becker-Olsen, K. L. (2007). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154−69.
  51. Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091–7.
  52. Sneath, J., Finney, R., & Close, A. (2006). An IMC approach to event marketing the effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(4), 373-81.
  53. Tripodi, J. A. (2001). Sponsorship a confirmed weapon in the promotional armory. International Journal of Sports Marketing & Sponsorship, 3(1), 17-31.
  54. Tsai, S. P. (2007). Message framing strategy for brand communication. J Advert Res, 47(3), 364–77.
  55. Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-9.
  56. Verity, J. (2002). Maximizing the marketing potential of sponsorship for global brands. European Business Journal, 14(4), 161-73.
  57. Votolato, N. L., & Unnava, H. R. (2006). Spillover of negative information on brand alliances. Journal of Consumer Psychology, 16(2), 196−202.
  58. Wakefield, K., Becker-Olsen, K., & Cornwell, T. (2007). I spy a sponsor the effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy. Journal of Advertising, 36(4), 61-74.
  59. Walker, M., Kaplanidou, K., Gibson, H., Thapa, B., Geldenhuys, S., & Coetzee, W. (2013). Win in Africa, with Africa social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa. Tourism Management, 34(Feb), 80-90.
  60. Westberg, K., Stavros, C., & Wilson, B. (2011). The impact of degenerative episodes on the sponsorship B2B relationship implications for brand management. Industrial Marketing Management, 40(4), 603–11.
  61. Yong Jae, K., Kyoungtae, K., Cathryn, L. C., & Tae Hee, K. (2008). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing & Sponsorship, 9(2), 79-92.
آمار
تعداد مشاهده مقاله: 1,291
تعداد دریافت فایل اصل مقاله: 1,169


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب