تعیین عوامل موثر بر ارتقائ برند پوشاک ورزشی منتخب کشور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی ، دانشکده علوم ورزشی .، دانشگاه الزهرا، تهران، ایران .

2 دانشیار مدیریت ورزشی دانشگاه الزهراء تهران، ایران

3 استادیار گروه مدیریت ورزشی و رسانه، دانشگاه شهید بهشتی، تهران، ایران.

چکیده

روش تحقیق کاربردی توصیفی بوده است که به صورت میدانی انجام شده است. جامعه آماری شامل کلیه مصرف کنندگان برند پوشاک ورزشی بودند و 383 نفر از مصرف کنندگان پوشاک ورزشی منتخب کشور از جمله مجید، دایی، جورابان، جام جم، عقیلی، جهان نما، ایران ورزش و ورزش گستر را با استفاده از جدول مورگان به صورت تصادفی به عنوان نمونه آماری انتخاب شدند. از مقیاس لیکرت جهت سنجش نظرات پاسخ دهندگان تحقیق استفاده شده است و همچنین برای نرمال بودن داده ها از چولگی و کشیدگی و برای آزمون فرضیه های تحقیق از روشهای آماری t تک نمونه ای و تحلیل مسیر با نرم افزارAmos نسخه24و spss نسخه 25 در سطح معنی داری05/0>p استفاده شد. نتایج به دست آمده نشان می دهد عامل کیفیت محصولات (با ضریب 925/0) در اولویت اول در زمینه عوامل موثر بر ارتقائ برند پوشاک ورزشی کشور قرار دارد و اولویت آخر مربوط به قیمت محصولات (با ضریب 561/0) بوده است. ترتیب کلی 8 شاخص تحت بررسی در خصوص وضعیت عوامل موثر بر ارتقائ برند پوشاک ورزشی منتخب کشور بدین قرار بود: کیفیت خدمات، شهرت برند، تبلیغات دهانی، شیوه بازاریابی، تجربیات پیشین، کیفیت و مدل پوشاک ورزشی، محیط فروشگاه و قیمت محصولات.

کلیدواژه‌ها


عنوان مقاله [English]

Determining the factors affecting the promotion of the selected sports apparel brand of the country

نویسندگان [English]

  • sahar babaeinezhad 1
  • Nahid Atqia 2
  • Seyyed Emad Hosseini 3
1 Department of Sports Management, Faculty of Sports Sciences, Al-Zahra University, Tehran, Iran.
2 Associate Professor of Sports Management, Al-Zahra University, Tehran, Iran
3 Assistant Professor of Sports and Media Management, Faculty of Sports and Health Sciences, Shahid Beheshti University, Tehran, Iran
چکیده [English]

The applied research method has been descriptive that has been conducted field. The statistical population consisted of all sports clothing consumers and 383 selected sports consumers of the country, including Majid, Dae, Juraban, Jam Jam, Aghili, World of Sports and Sports Gostar using the Morgan table randomly Were selected as statistical samples. From the Likert scale, the research respondents have been used to measure the review of the research respondents, and also for the normalization of data from split and elongation and to test the research hypotheses of T-sample t-test methods and path analysis with the AMOS version 24 and SPSS version 25 at a significant level of 05 P <0.0 was used. The results show that the product quality factor (with a coefficient of 0.925) is in the first place in the field of effective factors on the promotion of sports clothing, and the last priority was related to the price of products (with a coefficient of 0.561). The overall arrangement of 8 indicators on the status of effective factors on the promotion of selected sports garment was: the quality of service, brand reputation, oral promotions, marketing practices, previous experiences, quality and sports clothing model, store environment and price of products.

کلیدواژه‌ها [English]

  • Keywords: Effective factors
  • brand promotion
  • sportswear
  • consumers
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