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نقش هویت تیم ورزشی و سازمانی بر موفقیت برنامه های بازاریابی سببی ورزشی(مورد مطالعه: شرکت میزو) | ||
| نشریه مدیریت ورزشی | ||
| مقاله 7، دوره 11، شماره 1، فروردین 1398، صفحه 89-106 اصل مقاله (603.65 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2019.231530.1827 | ||
| نویسندگان | ||
| محمدرضا اسدپور* 1؛ روح الله نیکخواه کیارمش2؛ محمد خبیری3 | ||
| 1کارشناسی ارشد مدیریت بازرگانی، کارشناسی ارشد، دانشکدۀ مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران | ||
| 2کارشناسی ارشد مدیریت منابع انسانی، کارشناسی ارشد، دانشکدۀ مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران | ||
| 3دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| ورزش به دلیل عمومیت داشتن، عرصه مناسبی برای ایجاد ارتباط با فعالیت های اجتماعی شرکت های تجاری از طریق بازاریابی سببی است. هدف پژوهش حاضر بررسی نقش هویت تیم و سازمان در موفقیت برنامه های بازاریابی سببی است. روش تحقیق از نوع توصیفی- همبستگی و از دیدِ هدف تحقیق، کاربردی - توسعه ای بوده که براساس معادلات ساختاری و به شکل میدانی انجام گرفته است. جامعه آماری پژوهش حاضر مشتریان شرکت میزو بوده؛ که براساس روش نمونه گیریِ تصادفیِ طبقه ای، 393 پرسشنامه بصورت حضوری و اینترنتی میان آن ها توزیع شده است. پایایی از طریق آلفای کرونباخ و پایایی ترکیبی (CR)، روایی همگرا از طریق شاخص(AVE) و روایی واگرا از ماتریس فورنل و لارکر بدست آمد. تجزیه و تحلیل داده ها نیز با استفاده از دو نرم افزار SPSS24 و WarpPLS انجام شد. نتایج نشان داد که تمام فرضیه های پژوهش تایید می شود ؛ هویت تیمی و هویت سازمانی بر نگرش مصرف کننده، و نگرش مصرف کننده بر متغیر قصد خرید تاثیر مثبت و معنادار دارد. بر مبنای نتایج توصیه می شود که شرکت "میزو" متناسب با نشان تجاری خود، اولویت همکاری را در اجرای برنامه های بازاریابی سببی با تیم های ورزشی بزرگ و پرسابقه قرار بدهد. | ||
| کلیدواژه‌ها | ||
| بازاریابی سببی ورزشی؛ شرکت میزو؛ نگرش مصرف کننده؛ هویت تیم ورزشی؛ هویت سازمانی | ||
| عنوان مقاله [English] | ||
| A role of team and organizational identification in the success of cause-related sport marketing(case study: meizo company) | ||
| نویسندگان [English] | ||
| Mohammadreza Asadpour1؛ Rohollah Nikkhah Keyarmash2؛ Mohammad Khabiri3 | ||
| 1MSc. Business Management | ||
| 2MSc. Human Resources Management | ||
| چکیده [English] | ||
| In order that the universality of sport, it is an appropriate field for the Communicate with Social activities of the commercial companies through the cause-related marketing. The purpose of this research is investigating on the role of team and Organization Identity in cause-related sport marketing success. The research method is a descriptive- analytical and in terms of the research target, it is functional-developmental which has been implemented based on the Structural Equation Modeling (SEM) and the field operations. The statistical population of the research consists of the customers of the "Meizu" Company; Based on stratified random sampling, 393 questionnaires were collected in two ways:it is in person and online methods. For collecting primary data, a questionnaire was used; which was made by the researcher. Its reliability by Cronbach's alpha and Composite Reliability, the validity was made through Average Variance Extracted and Divergent validity was obtained Through the Fornell and Larker matrix. The data analysis was done with the SPSS24 and the warppls. The result showed that team identification and organizational identification have a positive effect on the consumer attitude and consumer attitude has a positive effect on purchase intention. According to the findings, it is recommended that the that the Meizu company, Fits with its brand, Place Priority cooperation in cause marketing programs implementation with the Large and veteran sports teams. | ||
| کلیدواژه‌ها [English] | ||
| Cause-Related Sport Marketing, Consumer Attitude, Meizu Company, Organizational identification, Sport Team Identification | ||
| مراجع | ||
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