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فهرست داوران 1401

اثر رنگ بر تعهد به برند در خریداران کالاهای ورزشی: نقش میانجی ارزش ویژه برند

نوع مقاله : پژوهشی اصیل

نویسندگان

1 دانشجوی کارشناسی ارشد گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه جهرم، جهرم، ایران.

2 دانشیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه جهرم، جهرم، ایران.

3 استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه جهرم، جهرم، ایران.

چکیده

هدف: رنگ معمولاً به عنوان یک نماد اصلی است که باعث جذب، علاقه یا بیزاری مشتریان می‌شود. در این تحقیق ارتباط رنگ با دو ویژگی برند یعنی تعهد به برند و ارزش ویژه برند مورد بررسی قرار گرفته است.
روش: روش تحقیق مطالعه حاضر، توصیفی-همبستگی بود که به صورت پیمایشی انجام شد. جامعه آماری را کلیه مشتریان فروشگاه‌های ورزشی شهرستان جهرم تشکیل می‌داد. با توجه به نامشخص بودن تعداد جامعه آماری، تعداد 384 پرسشنامه به روش در دسترس توزیع شد که 300 پرسشنامه قابل تحلیل بود. برای جمع‌آوری داده‌ها از پرسشنامه رنگ (بر اساس مطالعه حاج حسنی و همکاران، 1397)، پرسشنامه ارزش ویژه برند (آکر و کلر، 1990) و پرسشنامه تعهد به برند (مومن، 1393) استفاده شد. روایی صوری و محتوایی پرسشنامه‌ها توسط اساتید مدیریت ورزشی و پایایی پرسشنامه‌ها هم از طریق ضریب آلفای کرونباخ مورد تأیید قرار گرفت. آلفای کرونباخ برای پرسشنامه رنگ 0/89، برای ارزش ویژه برند 0/92 و برای تعهد به برند 0/87 به‌دست آمد. برای برازش و آزمودن فرضیه‌ها با استفاده از الگوهای ساختاری، از روش حداقل مربعات جزئی با استفاده از نرم‌افزار پی.ال.اس استفاده شد.
یافته‌ها:  نتایج نشان داد که رنگ تاثیر مستقیم و معناداری بر ارزش ویژه برند و تعهد به برند دارد (0/50= ضریب مسیر، 7/96=t-value). همچنین نقش میانجی ارزش ویژه‌ی برند در نقش رنگ روی تعهد به برند در خریداران کالاهای ورزشی مورد تأیید است  (0/84= ضریب مسیر، 6/50=t-value). بررسی برازش مدل نیز نشان داد مدل ارائه شده پژوهش از برازش مطلوبی برخوردار می‌باشد (0/57=GOF). با توجه به یافته‌های تحقیق، تولیدکنندگان و مدیران ورزشی در انتخاب استراتژی موثر و جامع برای برند، باید اهمیت رنگ، که به مراتب چیزی بیش از جنبه زیباشناختی آن است، را همواره در نظر داشته باشند.
اصالت و ابتکار مقاله: رنگ در ورزش به عنوان یک نماد منحصر به فرد ارائه می‌شود که اغلب بر تعصبات طرفداران ورزش تأثیر گذاشته و آنها را به هیجان می‌آورد. با توجه به این موضوع، در این تحقیق تأثیر رنگ در برند کالاهای ورزشی مورد بررسی قرار گرفت که در ادبیات بررسی شده کمتر به آن توجه شده است.

کلیدواژه‌ها

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نشریه کسب و کار در ورزش
دوره 3، شماره 4 - شماره پیاپی 8
آبان 1402
صفحه 29-48
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هم رسانی
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