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فتحیان, روح الله, الهی, علیرضا, اکبری یزدی, حسین. (1399). مطالعه تجربی تاثیر استفاده از ورزشکاران مشهور بر ارتقاء ارزش ویژه برند کالاهای ورزشی. , 12(1), 161-180. doi: 10.22059/jsm.2019.257347.2076
روح الله فتحیان; علیرضا الهی; حسین اکبری یزدی. "مطالعه تجربی تاثیر استفاده از ورزشکاران مشهور بر ارتقاء ارزش ویژه برند کالاهای ورزشی". , 12, 1, 1399, 161-180. doi: 10.22059/jsm.2019.257347.2076
فتحیان, روح الله, الهی, علیرضا, اکبری یزدی, حسین. (1399). 'مطالعه تجربی تاثیر استفاده از ورزشکاران مشهور بر ارتقاء ارزش ویژه برند کالاهای ورزشی', , 12(1), pp. 161-180. doi: 10.22059/jsm.2019.257347.2076
فتحیان, روح الله, الهی, علیرضا, اکبری یزدی, حسین. مطالعه تجربی تاثیر استفاده از ورزشکاران مشهور بر ارتقاء ارزش ویژه برند کالاهای ورزشی. , 1399; 12(1): 161-180. doi: 10.22059/jsm.2019.257347.2076

مطالعه تجربی تاثیر استفاده از ورزشکاران مشهور بر ارتقاء ارزش ویژه برند کالاهای ورزشی

نشریه مدیریت ورزشی
مقاله 9، دوره 12، شماره 1، فروردین 1399، صفحه 161-180    اصل مقاله (288.66 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2019.257347.2076
نویسندگان
روح الله فتحیان* 1؛ علیرضا الهی2؛ حسین اکبری یزدی3
1دانشجوی دکتری مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
2دانشیار، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
3استادیار، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
چکیده
هدف پژوهش حاضر بررسی تأثیر تبلیغات توسط افراد مشهور ورزشکار، در ارتقاء ارزش ویژه برند کالاهای ورزشی بود. پژوهش، به روش شبه تجربی و به صورت پیش‌آزمون و پس‌آزمون، در یک نمونه داوطلب ۶۰ نفره از دانشجویان رشته تربیت‌بدنی دانشگاه آزاد انجام شد. به همین منظور داوطلبان به مدت یک ماه تحت تأثیر تبلیغات شبیه سازی شده برای یک برند کفش ورزشی ساختگی و غیر واقعی به وسیله شخص مشهور ورزشکار منتخب، از طریق شبکه‌های اجتماعی تلفن‌های هوشمند قرار گرفتند. داده‌ها با استفاده از پرسشنامه استاندارد ارزش ویژه برند آکر (۱۹۹۱) جمع آوری و با استفاده از نرم افزار spss23و روش‌های آماری تی نمونه وابسته و آزمون d کوهن مورد تجزیه قرار گرفتند. نتایج نشان داد که تبلیغات انجام شده، به میزان ۰٫۸۷ درصد در آگاهی از برند، ۰٫۹۱ درصد در تداعی برند، ۰٫۸۶ درصد در درک کیفیت برند و ۰٫۸۶ درصد در وفاداری نگرشی به برند تأثیر گذاشته است؛ بنابراین توصیه می‌شود بازاریابان و دست اندرکاران صنعت تبلیغات ورزش کشور، استفاده تبلیغاتی از شخصیت‌های مشهور را به عنوان یکی از استراتژی‌های مؤثر در افزایش ارزش ویژه برند و کسب مزیت‌های رقابتی، مورد توجه ویژه قرار دهند.
کلیدواژه‌ها
ارزش ویژه برند؛ تبلیغات؛ شبکه‌های اجتماعی؛ کالاهای ورزشی؛ ورزشکاران مشهور
عنوان مقاله [English]
The empirical study of the effect advertising by celebrities in promoting the brand equity of sport goods.
نویسندگان [English]
rohollah fathian1؛ alireza elahi2؛ hossein akbari3
1PhD student in Sports Management, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
2Associate Professor, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
3Assistant Professor, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
چکیده [English]
The purpose of this study was to investigate the effectiveness of advertising by celebrities in promoting the brand equity of sport goods. The research method was quasi-experimental, pre-test and post-test, in a sample of 60 physical education students of Kermanshah Azad University. For this, volunteers have been exposed to simulations for a brand-of-the-art sport of athletic and unethical sports by a celebrity of selective sports through a social network of telegrams on smartphones for one month. Data were gathered by Brendaker's (1991) standard value questionnaire and then analyzed using SPSS23 software, dependent correlation statistical methods and Cook test. The results showed that the effect of advertising on the celebrity was significant and positive in all dimensions of brand equity, and ads made 0.87% in brand awareness, 0.91% in brand equity, 0.86% in brand quality understanding, and 0.86 percent had an impact on self-confidence. Therefore, it is strongly recommended that marketers and enthusiasts of the country's sports advertising industry pay special attention to the popularity of the athlete of the country as one of the most effective strategies in raising brand equity and gaining competitive advantage. It also makes use of social networking and mobile phone smartphone users as one of the most effective and low-cost communication tools for communication with audiences and promotion of their sporting goods.
Keywords: brand value, ads, celebrity characters, Sports goods
کلیدواژه‌ها [English]
Brand value, promotional, sports celebrity, social networks, sporting goods
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