نقش میانجی آگاهی از برند و تصویر برند در ارتباط بین آگاهی از تبلیغات و ارزش ویژه برند (مطالعه موردی: برند ورزشی مروژ)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

2 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران

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

4 دانشیار تربیت بدنی و علوم ورزشی، دانشکده علوم تربیتی، سویا، اسپانیا

چکیده

روش ­تحقیق حاضر توصیفی-­پیمایشی و مبتنی بر معادلات ساختاری بود. از پرسشنامه ­های استاندارد آگاهی از تبلیغات، آگاهی از برند و ارزش برند و تصویر برند استفاده شد. جامعه آماری کلیه مشتریان برند ورزشی مروژ در کشور ایران بود. روایی پرسشنامه ­ها توسط 5 تن از اساتید متخصص تایید گردید. پایایی پرسشنامه ­ها نیز بالاتر از 8/0 به ­دست آمد. جهت تجزیه و تحلیل داده ­ها از نرم افزار  Smart-PLS استفاده شد. طبق نتایج، مدل تحقیق از برازش متوسط برخوردار است، آگاهی از تبلیغات بر متغیرهای آگاهی از برند، تصویر برند و ارزش ­ویژه ­برند به ­صورت مستقیم تاثیرگذار بود. هم­چنین آگاهی از تبلیغات به ­طور غیرمستقیم از طریق آگاهی از برند و تصویر برند بر ارزش ویژه برند تاثیر داشت. مدیران برندهای ورزشی باید به این نکته، که برند شدن در یک صنعت راهی است؛ بی ­پایان و نیازمند تحقیق و به­ کارگیری علوم مربوطه می ­باشد، توجه کنند و با درک اهمیت ارزش برند و تاثیری که بر وفاداری مشتریان دارد به بررسی و سرمایه ­گذاری بر عوامل اثرگذار بر آن هم­چون تبلیغات، ایجاد آگاهی از برند و تصویر برند بپردازند.

کلیدواژه‌ها


عنوان مقاله [English]

The mediator role of brand-awareness and brand image in the realtionship between the advertisment-awareness and the brand equity

نویسندگان [English]

  • samaneh Almasi 1
  • keywan zamany dadaneh 2
  • Hossein Eydi 3
  • Jerónimo García Fernández 4
1 PhD Student in Sports Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran
2 PhD Student in Sports Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran
4 Associate Professor of Physical Education and Sport Sciences, Faculty of Educational Sciences, Seville, Spain
چکیده [English]

The method of the present study was descriptive-survey and based on structural equations. Standard questionnaires of advertising awareness, brand awareness and brand value and brand image were used. The statistical population was all customers of Morooj sports brand in Iran. The validity of the questionnaires was confirmed by 5 expert professors. The reliability of the questionnaires was higher than 0.8. Smart-PLS software was used to analyze the data. According to the results, the research model has a moderate fit, advertising awareness had a direct effect on the variables of brand awareness, brand image and brand equity. Also, awareness of advertising indirectly affected brand equity through brand awareness and brand image. Sports brand managers need to realize that branding in an industry is the way to go; Endless and requires research and application of relevant sciences, pay attention and understand the importance of brand value and the impact it has on customer loyalty to study and invest in the factors that affect it, such as advertising, brand awareness and brand image.

کلیدواژه‌ها [English]

  • Advertising Awareness
  • brand awareness
  • Brand equity
  • Brand Image
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