تبیین ویژگی‌های شخصیتی و ارزش ویژۀ برند پوشاک ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، پردیس البرز، دانشگاه تهران، تهران، ایران

2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

3 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

https://doi.org/10.34785/J017.2020.219

چکیده

< p>روش پژوهش، از نوع تحقیقات ترکیبی (آمیخته) بود که در دو مرحلۀ کیفی و کمّی انجام شد. جامعۀ آماری این تحقیق در بخش کیفی متخصصان، خبرگان و همچنین مدیران فروش و فروشندگان 5 برند پوشاک ورزشی داخلی (دایی، جامه پوش آرا، تابان، درفش ایران و مصطفی) و در بخش کمّی نیز مشتریان برندهای پوشاک ورزشی بودند که به دلیل نامشخص بودن تعداد دقیق مشتریان، نمونۀ آماری بر اساس جدول مورگان برای حجم جامعۀ نامشخص، 384 نفر و به صورت تصادفی ساده انتخاب شد. نتایج نشان داد که ابعاد شخصیت برند از دیدگاه متخصصان، خبرگان و همچنین مدیران فروش و فروشندگان برندهای پوشاک ورزشی عبارتند از: جذابیت، اصالت، اعتماد، خلاقیت و نوآوری، صلاحیت و شایستگی و تخصص. همچنین کیفیت ادراک شده، آگاهی برند، تداعی برند و وفاداری به برند به عنوان ابعاد اصلی ارزش ویژه برند پوشاک ورزشی شناسایی شدند. نتایج حاصل از مدلسازی معادلات ساختاری نیز نشان داد که تنها اصالت برند با ضریب رگرسیونی 258/0 و نسبت بحرانی 37/2 بر ارزش ویژۀ برند تاثیر مثبت معنی دار دارد. بنابراین میتوان گفت اصالت برند میتواند به عنوان یک دارایی ناملموس در ایجاد ارزش ویژۀ برند و یک ابزار راهبردی نقش موثری ایفا کند.

کلیدواژه‌ها

عنوان مقاله [English]

Explaining the Personality Characteristics and the Brand Equity of Sport Apparel

نویسندگان [English]

  • Mehdi Najarian 1
  • Ebrahim Alidoust Ghahfarrokhi 2
  • Mohammad Khabiri 2
  • Afsar Jafari 3
1 PhD Student in Sports Management, Alborz Campus, University of Tehran, Tehran, Iran
2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]

< p >The research method was a combination of research that was done in two stages, qualitative and quantitative. The statistical population of this research in the qualitative part of specialists, experts as well as sales managers and sellers of 5 domestic sportswear brands (Daei, Jamehpoosh Ara, Taban, Darfash Iran and Mostafa) and in the quantitative part were customers of sportswear brands which due to unknown reasons Accurate number of customers, a statistical sample based on Morgan table for an unknown population size, 384 people and selected by simple random sampling. The results showed that the dimensions of brand personality from the perspective of experts, as well as sales managers and sellers of sportswear brands are: attractiveness, originality, trust, creativity and innovation, competence and expertise. Perceived quality, brand awareness, brand association and brand loyalty were also identified as the main dimensions of brand equity. The results of structural equation modeling also showed that only brand originality with a regression coefficient of 0.258 and a critical ratio of 2.37 has a significant positive effect on brand equity. Therefore, it can be said that brand originality can play an effective role as a tangible asset in creating brand equity and a strategic tool.

کلیدواژه‌ها [English]

  • brand personality
  • brand equity
  • sportswear

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