شناسایی عوامل موثر بر وابستگی به برند باشگاه‌های لیگ برتر فوتسال ایران

مطالعات جامعه شناختی در ورزش

دوره 2، شماره 1 - شماره پیاپی 2، فروردین 1401   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30486/4s.2022.1951579.1017

نویسندگان

رسول طریقی^{* 1}؛ حسین احمدی²؛ ملیحه صالحی رستمی²

¹گروه مدیریت ورزشی،دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شمال، آمل، ایران.

²گروه مدیریت ورزشی، موسسه آموزش عالی غیر دولتی ادیب، ساری، ایران.

چکیده

هدف: وابستگی به برند می‌تواند تمایل مشتری برای خرید مجدد و وفاداری به برند را تقویت کند. از این رو هدف از انجام این تحقیق شناسایی عوامل اثرگذار بر وابستگی به برند باشگاه‌های لیگ برتر فوتسال ایران می‌باشد.
روش‌شناسی: پژوهش مورد نظر همبستگی از نوع کاربردی بود. جامعه آماری پژوهش شامل کلیة هواداران تیم فوتسال شهروند ساری بوده است. حجم نمونه بی‌نهایت و اندازه نمونه برابر با 384 نفر بودند. همچنین برای محاسبه حجم نمونه از فرمول‌ کوکران برای جوامع نامحدود‌ استفاده شد. محقق با مطالعه‌ی متغییرهای بسیاری از مقالات خارجی پرسشنامه محقق ساخته‌ای را تهیه نمود که روایی آن توسط ده تن از اساتید خبره و پایایی آن از طریق آزمون آلفایی کرونباخ تایید شد. برای تجزیه و تحلیل داده‌های تحقیق از آزمون‌های آماری مدل‌یابی معادلات ساختاری SEM و تحلیل عامل تاییدی CFA استفاده شد.
یافته‌ها: یافته‌های نشان داد که همه متغییرهای تحقیق که شامل موفقیت و هویت هوادار، دانش، سرمربی، اجتماعی شدن، سنت، محصول، اهمیت، لوگو، پذیرش گروه همسالان، مدیریت، نوستالوژی، استادیوم، رهایی از روزمرگی، جو استادیوم، تعلیم و تربیت، بازیکن ستاره و افتخار به مکان زندگی به ترتیب در وابستگی به برند باشگاه‌ لیگ برتری فوتسال شهروند ساری تاثیر مثبت و معناداری دارند.
نتیجه‌گیری: پیشنهاد می‌شود به مدیران و مسئولان باشگاه لیگ برتری فوتسال شهروند ساری که در استفاده از نتایج این پژوهش برای پیشبرد اهداف باشگاه اهتمام لازم را داشته باشند.

کلیدواژه‌ها

صنعت ورزش؛ بازاریابی ورزشی؛ وابستگی برند؛ مدیریت برند

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