پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,532 |
| تعداد مقالات | 70,501 |
| تعداد مشاهده مقاله | 124,095,164 |
| تعداد دریافت فایل اصل مقاله | 97,201,272 |
تاثیر مسئولیت اجتماعی شرکت بر ترجیح برند (مورد مطالعه: باشگاه فرهنگی ورزشی انقلاب تهران) | ||
| نشریه مدیریت ورزشی | ||
| مقاله 13، دوره 12، شماره 2، تیر 1399، صفحه 547-563 اصل مقاله (317.73 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2020.252200.2037 | ||
| نویسندگان | ||
| وجیهه جوانی* 1؛ احسان علمی2 | ||
| 1استادیار گروه مدیریت ورزشی، دانشکدة تربیت بدنی، دانشگاه تبریز، تبریز، ایران | ||
| 2دانشجوی کارشناسی ارشد گروه مدیریت ورزشی، دانشکدة تربیت بدنی، دانشگاه تبریز، تبریز، ایران | ||
| چکیده | ||
| هدف از این پژوهش مطالعه تاثیر مسئولیت اجتماعی شرکت بر ترجیح برند باشگاه انقلاب از منظر مشتریان آن بود. این پژوهش از نوع تحقیقات توصیفی-تحلیلی و از نظر هدف از نوع کاربردی بود. جامعه پژوهش حاضر، شامل تمامی مشتریان باشگاه فرهنگی ورزشی انقلاب تهران بود. انتخاب مشتریان باشگاه فرهنگی ورزشی انقلاب تهران از روش نمونه گیری تصادفی ساده استفاده شد. ابزار گردآوری داده‌ها، پرسشنامه استاندارد مسئولیت اجتماعی شرکت و ترجیح برند متیو تینگچی لیو و همکاران سال 2014 بود و جهت تجزیه و تحلیل داده‌ها و پردازش مدل از نرم افزار PLS استفاده شد. نتایج نشان داد که هر سه بعد؛ مسئولیت اجتماعی شرکت مربوط به محیط زیست، مسئولیت اجتماعی شرکت مربوط به جامعه و مسئولیت اجتماعی شرکت مربوط به ذینفعان هم به‌طور مستقیم و هم با میانجی‌گری کیفیت درک شده برند بر ترجیح برند باشگاه باشگاه فرهنگی ورزشی انقلاب تهران تاثیر معنادار داشتند. بنابراین, ﻓﻌﺎلیتﻫﺎﻳﻲ ﻛﻪ در جهت اﻳﻔﺎی ﻣﺴﺌﻮﻟﻴﺖ اﺟﺘﻤﺎﻋﻲ هستند ﺑﻪ اﻳﺠﺎد ﺗﺼﻮﻳﺮی ﺧﻮب از برند باشگاه و ﺗﺠﺮﺑﻪ ای ﻣﺜﺒﺖ در ﺑﻴﻦ ﻣﺸﺘﺮﻳﺎن بالفعل و بالقوه برند آن منجر شده، خشنودی آنها را از ترجیح برند در پی دارد. | ||
| کلیدواژه‌ها | ||
| کیفیت ادراک شده برند؛ ترجیح برند؛ مسئولیت اجتماعی شرکت؛ ذینفعان؛ جامعه؛ محیط زیست | ||
| عنوان مقاله [English] | ||
| The Effect of Corporate Social Responsibility on Brand Preference (Case Study: Tehran Enghelab Cultural Sport Club) | ||
| نویسندگان [English] | ||
| Vajiheh Javani1؛ Ehsan Elmi2 | ||
| 1Academic Remember of Tabriz University | ||
| 2University of Tabriz | ||
| چکیده [English] | ||
| The significant role of sport brands in the modern society provides a unique place for this industry to address social issues and seek benefits for consumers, organizations and bigger society. Therefore, the aim of this study was to investigate the effect of corporate social responsibility on the brand preference of Enghlab club from customers’ viewpoints. This study was descriptive-analytical and applied in terms of objectives which was conducted by internet and email. The population included all customers of Tehran Enghelab sport and cultural club. Simple random sampling method was used to select the customers of this club. The data were collected by the standard Corporate Social Responsibility and Brand Preference Questionnaire developed by Matthew Thingchi Liu et al. (2014). Structural equation modeling by partial least squares method and PLS software were used at the significance level of 0.05. The results showed that all three dimensions of corporate social responsibility (i.e. environment, society and stakeholders) had a direct and significant effect on brand preference of Tehran Enghelab cultural sport club. These dimensions also had a significant effect on brand preference of this club with the mediating role of brand perceived quality. Therefore, activities that are part of social responsibility lead to a good image of the club brand and a positive experience among the present and potential customers of that brand and result in their satisfaction from the brand preference. | ||
| کلیدواژه‌ها [English] | ||
| brand perceived quality, brand preference, corporate social responsibility, environment, society, stakeholders | ||
| مراجع | ||
|
1. Aaker DA, Joachimsthaler E. Brand leadership: Simon and Schuster; 2012. 2. Robertson J, Eime R, Westerbeek H. Community sports clubs: are they only about playing sport, or do they have broader health promotion and social responsibilities? Annals of Leisure Research. 2019;22(2):215-32. 3. Zerk JA. Multinationals and corporate social responsibility: Limitations and opportunities in international law: Cambridge University Press; 2006. 4. Sheth H, Babiak KM. Beyond the game: Perceptions and practices of corporate social responsibility in the professional sport industry. Journal of Business Ethics. 2010;91(3):433-50. 5. Singh J, Del Bosque IR. Understanding corporate social responsibility and product perceptions in consumer markets: A cross-cultural evaluation. Journal of Business Ethics. 2008;80(3):597-611. 6. Wesley SC, Lee M-Y, Kim EY. The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behavior in South Korea. Journal of Global Marketing. 2012;25(1):29-44. 7. Turker D. Measuring corporate social responsibility: A scale development study. Journal of business ethics. 2009;85(4):411-27. 8. Kotler P. Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing. 2017. 9. Liu MT, Wong IA, Shi G, Chu R, Brock JL. The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing. 2014. 10. Hoeffler S, Keller KL. Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing. 2002;21(1):78-89. 11. Walker M, Kent A, Vincent J. Communicating socially responsible initiatives: An analysis of US professional teams. Sport Marketing Quarterly. 2010;19(4):187-95. 12. Chen C-F, Tseng W-S. Exploring customer-based airline brand equity: Evidence from Taiwan. Transportation journal. 2010:24-34. 13. Tian Z, Wang R, Yang W. Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics. 2011;101(2):197-212. 14. Hsu K-T. The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of business ethics. 2012;109(2):189-201. 15. Babiak K,Wolfe R. Determinants of corporate social responsibility in professional sport: Internal and external factors. Journal of sport management. 2009;23(6):717-42. 16. Trendafilova S, Babiak K, Heinze K. Corporate social responsibility and environmental sustainability: Why professional sport is greening the playing field. Sport Management Review. 2013;16(3):298-313. 17. Breitbarth T, Walzel S, van Eekeren F. ‘European-ness’ in social responsibility and sport management research: anchors and avenues. European Sport Management Quarterly. 2019;19(1):1-14. 18. Walzel S, Robertson J, Anagnostopoulos C. Corporate social responsibility in professional team sports organizations: An integrative review. Journal of Sport Management. 2018;32(6):511-30. 19. Funk DC, Pritchard MP. Sport publicity: Commitment's moderation of message effects. Journal of Business Research. 2006;59(5):613-21. 20. Becker-Olsen KL, Cudmore BA, Hill RP. The impact of perceived corporate social responsibility on consumer behavior. Journal of business research. 2006;59(1):46-53. 21. Iglesias O, Singh JJ, Casabayó M, Alamro A, Rowley J. Antecedents of brand preference for mobile telecommunications services. Journal of Product & Brand Management. 2011. 22. Banks S. The relationships between preference and purchase of brands. Journal of Marketing. 1950;15(2):145-57. 23. Yoo B, Donthu N, Lee S. An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science. 2000;28(2):195-211. 24. Stinson JL, Pritchard MP. Leveraging sport for social marketing and corporate social responsibility (CSR). Leveraging Brands in sport business. 2013:221-38. 25. Wong KK-K. Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin. 2013;24(1):1-32. 26. Henderson JC. Corporate social responsibility and tourism: Hotel companies in Phuket, Thailand, after the Indian Ocean tsunami. International Journal of Hospitality Management. 2007;26(1):228-39. 27. Peloza J, Shang J. How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the academy of Marketing Science. 2011;39(1):117-35. 28. Prado-Lorenzo J-M, Gallego-Álvarez I, García-Sánchez I-M, Rodríguez-Domínguez L. Social responsibility in Spain: Practices and motivations in firms. Management Decision. 2008;46(8):1247-71. 29. Paramio-Salcines JL, Llopis-Goig R. Structures and Policies at the main European football leagues. Routledge Handbook of Football Business and Management. 2018. 30. Calabrese A, Lancioni F. Analysis of corporate social responsibility in the service sector: does exist a strategic path? Knowledge and Process Management. 2008;15(2):107-25. | ||
|
آمار تعداد مشاهده مقاله: 1,075 تعداد دریافت فایل اصل مقاله: 567 |
||