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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
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