نوع مقاله : مطالعه موردی
نویسندگان
1 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه بین‌المللی امام رضا، مشهد، ایران.
2 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی، مشهد، ایران.
3 استاد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی، مشهد، ایران.
چکیده
هدف: هدف پژوهش حاضر، ارزیابی عوامل مؤثر بر محبوبیت برندهای لباس ورزشی مانند آدیداس بر مصرف‌کنندگان از دیدگاه دانشجویان رشتۀ تربیت‌بدنی و علوم ورزشی بود.
روش: این پژوهش به روش توصیفی و از نوع پیمایشی انجام و داده‌های آن به‌صورت میدانی جمع‌آوری شدند. ابزار پژوهش پرسشنامۀ محبوبیت برند (کارول و آهوویا، 2006) بود که از معادلات ساختاری برای تائید ابزار پژوهش استفاده شد. جامعۀ آماری پژوهش شامل 457 نفر از دانشجویان رشتۀ تربیت‌بدنی دانشگاه فردوسی مشهد بودند. بر اساس فرمول کوکران، 210 نفر از این تعداد بهروش نمونه‌گیری تصادفی به‌عنوان نمونۀ آماری انتخاب شدند. برای تحلیل داده‌ها از آزمون‌های کلموگروف اسمیرنوف و تی تک نمونه‌ای استفاده شد.
یافته‌ها: نتایج پژوهش نشان داد همبستگی مثبتی بین عوامل مؤثر بر محبوبیت برند وجود دارد. میزان علاقه به یک برند، دارای بیشترین و نگرش قدرت، کمترین تأثیر را در محبوبیت یک برند دارند. تولیدکنندگان پوشاک ورزشی می‌توانند از این مؤلفه‌ها برای افزایش محبوبیت برند خود استفاده کنند. صنعت پوشاک ورزشی، نیز می‌تواند در کنار افزایش سهم برندها از بازار خود در بازار رقابتی و از طریق تأثیرگذاری مثبت بر مصرف‌کنندگان و استفاده از سایر مؤلفه‌های محبوبیت برند توسعه یابد.
اصالت و ابتکار مقاله: در این پژوهش، برای اولین بار در کشور ایران به بررسی محبوبیت یک برند ورزشی معتبر در سطح جهان پرداخته شده است.
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