نوع مقاله : پژوهشی اصیل
نویسندگان
1 دانشجوی دکتری گروه مدیریت ورزشی، واحد کرمانشاه ، دانشگاه آزاد اسلامی، کرمانشاه، ایران.
2 دانشجوی دکتری، مدیریت ورزشی دانشگاه کردستان، سنندج، ایران.
چکیده
هدف: هدف از پژوهش حاضر مطالعۀ نقش ارزش ویژه برند در تبلیغات محصولات ورزشی و توصیه آن به مصرف کنندگان دیگر بود.
روش: جامعه آماری پژوهش شامل تمامی دانشجویان تربیت بدنی استان کرمانشاه که از مصرف کنندگان کالاهای ورزشی بوده‌اند تشکیل شده که از این میان به صورت نمونه‌گیری تصادفی 400 نفر انتخاب شدند. داده‌ها با آزمون‌های آماری همبستگی پیرسون و مدلسازی معادلات ساختاری تحلیل شدند.
یافته‌ها: نتایج نشان داد بین نگرش به تبلیغات با ارزش ویژه برند و توصیه خرید ارتباط مستقیم و معناداری وجود دارد. هم‌چنین ارزش ویژه برند ارتباط مثبت و مستقیمی بر توصیه خرید دارد. با توجه به اهمیت ارزش ویژه برند و توصیه خرید، سازمان‌های تجاری می‌توانند از استراتژی صحه‌گذاری ورزشکاران مشهور استفاده کنند و از این طریق با انتقال بهتر مفاهیم پیام‌های تبلیغاتی، در جذب مشتریان، موفق‌تر عمل کنند.
اصالت و ابتکارمقاله: محقق در این پروهش به بررسی چالش‌های مهم پیش روی شرکت‌ها به منظور باقی ماندن در جهان رقابتی و پرتلاطم امروز و ایجاد، حفظ یک نام تجاری معتبر است پرداخته و دریافت که در این میان تأثیر تبلیغات در رسیدن و حفظ این مزیت رقابتی می‌تواند قابل توجه باشد.
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