نوع مقاله : پژوهشی
نویسندگان
1 استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
2 دانشیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
3 کارشناسی ارشد مدیریت ورزشی، موسسه آموزش عالی چرخ نیلوفری آذربایجان، تبریز. ایران.
چکیده
هدف: عناصر موثر در برندسازی محصول برای ایجاد موقعیت رقابتی و پایدار در بازار مؤثر است. لذا، هدف اختصاصی تحقیق حاضر بررسی عوامل موثر بر برندسازی کالاهای ورزشی و ارتباط آن با خرید کالاهای ورزشی در مدارس می‌باشد.
روش: جامعه آماری این تحقیق شامل کلیه مصرف‌کنندگان محصولات ورزشی مدارس (دانش‌آموزان) در شهر تبریز می‌باشد. نمونه آماری 384 نفر از دانش‌آموزان مدارس بودند که بصورت تصادفی ساده انتخاب گردیدند. ابزار تحقیق پرسشنامه ابعاد (ملموس و ناملموس) نام تجاری دهدشتی (۱۳۹۱) و پرسشنامه میزان خرید می‌باشد. پایایی پرسشنامهها با استفاده از ضریب پایایی آلفای کرونباخ (84/0) مورد تائید قرار گرفت. جهت بررسی روابط بین متغیرهای حاضر در این تحقیق از روش معادلات ساختاری و با کمک نرم افزار آموس استفاده شد.
یافته‌ها: یافته‌های پژوهش نشان داد که بین ابعاد ملموس و ناملموس برند بر میزان خرید کالاهای ورزشی در مدارس شهر تبریز ارتباط معنی‌داری وجود دارند.
اصالت: تاکنون به دو بعد ملموس و ناملموس برند به صورت اختصاصی در حوزه کالاهای ورزشی مدارس پرداخته نشده است.
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