ارائۀ مدلي از تأثير تبليغات بر توسعۀ برند باشگاه پرسپوليس با تأكيد بر نقش واسط شخصيت برند

Designing a Model of the Effect of Advertisement on Brand Development in Persepolis Club with an Emphasis on the Mediating Role of Brand Personality

ﭼﮑﯿﺪه ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ اراﺋﮥ ﻣﺪﻟﯽ از ﺗﺄﺛﯿﺮ ﺗﺒﻠﯿﻐﺎت ﺑﺮ ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ ﺑﺎﺷﮕﺎه ﭘﺮﺳﭙﻮﻟﯿﺲ ﺑﺎ ﺗﺄﮐﯿﺪ ﺑﺮ ﻧﻘﺶ واﺳﻂ ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ ﺑﻮد. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻧﻈﺮ روش ﮔﺮدآوري دادهﻫﺎ ﺗﻮﺻﯿﻔﯽ، از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ و از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي ﺑﻮد ﮐﻪ ﺑﻪ ﺷﮑﻞ ﻣﯿﺪاﻧﯽ اﺟﺮا ﺷﺪ. ﺟﺎﻣﻌﮥ آﻣﺎري ﻋﺒﺎرت ﺑﻮد از ﮐﻠﯿﮥ ﺗﻤﺎﺷﺎﭼﯿﺎن ﯾﮑﯽ از ﺑﺎزيﻫﺎي ﺗﯿﻢ ﻓﻮﺗﺒﺎل ﭘﺮﺳﭙﻮﻟﯿﺲ، ﮐﻪ ﺑﻠﯿﺖ ﺗﻬﯿﻪ ﮐﺮده و ﺑﻪ ورزﺷﮕﺎه رﻓﺘﻪ ﺑﻮدﻧﺪ ﮐﻪ ﺗﻌﺪاد 350 ﻧﻔﺮ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي در دﺳﺘﺮس اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﯾﺎﻓﺘﻪﻫﺎي ﻣﻮرد ﻧﯿﺎز از ﻃﺮﯾﻖ ﺑﻬﺮهﮔﯿﺮي از ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻪدﺳﺖ آﻣﺪه اﺳﺖ. ﺑﺮاي ﺗﻨﻈﯿﻢ ﺳﺆاﻻت ﭘﮋوﻫﺶ، ﻣﻄﺎﻟﻌﺎت ﻣﻮﺟﻮد در زﻣﯿﻨﮥ ﺗﺒﻠﯿﻐﺎت، ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ و ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ ﺑﺮرﺳﯽ و ﭘﺲ از ﭼﻨﺪﯾﻦ ﺟﻠﺴﻪ ﻣﺸﺎوره و ﺑﺮرﺳﯽ ﺳﺆاﻻت ﺗﻮﺳﻂ ﮔﺮوه ﭘﮋوﻫﺶ و اﺧﺬ ﻧﻈﺮ ﺧﺒﺮﮔﺎن، ﭘﺮﺳﺸﻨﺎﻣﻪ ﻃﺮاﺣﯽ ﺷﺪ. ﺑﺮاي ﺳﻨﺠﺶ رواﯾﯽ ﺳﺆاﻻت، رواﯾﯽ ﻣﺤﺘﻮا و رواﯾﯽ ﺳﺎزه ﻣﺪﻧﻈﺮ ﻗﺮار ﮔﺮﻓﺖ ﮐﻪ رواﯾﯽ ﻣﺤﺘﻮا ﺑﺮاي ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺗﻮﺳﻂ ﺟﻤﻌﯽ از ﺻﺎﺣﺐﻧﻈﺮان داﻧﺸﮕﺎﻫﯽ ﺗﻌﯿﯿﻦ و ﺗﺄﯾﯿﺪ ﺷﺪ و رواﯾﯽ ﺳﺎزه ﺑﺎ اﺳﺘﻔﺎده از ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ اﮐﺘﺸﺎﻓﯽ و ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي ﺻﻮرت ﮔﺮﻓﺖ، ﺑﻪﻃﻮريﮐﻪ KMO از 0/80 ﺑﯿﺸﺘﺮ ﺑﻮد. ﻫﻤﭽﻨﯿﻦ ﭘﺎﯾﺎﯾﯽ ﺳﺆاﻻت از ﻃﺮﯾﻖ ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﺗﺄﯾﯿﺪ ﺷﺪ. ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎ از روش ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﺗﺒﻠﯿﻐﺎت داراي ﺿﺮﯾﺐ اﺛﺮ 0/51 ﺑﺮ ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ و ﺿﺮﯾﺐ اﺛﺮ 0/55 ﺑﺮ ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ اﺳﺖ. ﻫﻤﭽﻨﯿﻦ ﺿﺮﯾﺐ اﺛﺮ ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ ﺑﺮ ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ 0/59 ﺑﻪدﺳﺖ آﻣﺪ. در ﻧﻬﺎﯾﺖ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﯾﺎﻓﺘﻪﻫﺎي ﺣﺎﺻﻞ از اﯾﻦ ﻣﺪل ﺑﻪ ﻣﺪﯾﺮان و ﺑﺎزارﯾﺎﺑﺎن ﺑﺎﺷﮕﺎهﻫﺎي ورزﺷﯽ ﭘﯿﺸﻨﻬﺎد ﻣﯽﺷﻮد ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ را ﮐﺸﻒ ﮐﻨﻨﺪ و ﺷﯿﻮهﻫﺎي ﺗﺒﻠﯿﻐﺎﺗﯽ ﺑﺮاي ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ را ﻣﺪﻧﻈﺮ ﻗﺮار دﻫﻨﺪ.

The aim of this study was to design a model of the effect of advertisement on brand development in Persepolis club with an emphasis on the mediating role of brand personality. The current study was descriptive and correlation in terms of data collection and application in terms of aims which was conducted as a field study. The statistical population included the whole spectators of one of Persepolis football games who bought the tickets and attended the stadium. 350 spectators were selected by convenience sampling method. The required data were collected with a questionnaire. To designing the items of the questionnaire, studies on advertisement, brand personality and brand development were reviewed. After some consulting meetings were held, the items were checked by research group and the experts’ viewpoints were collected, the questionnaire was designed. Content and construct validity were used to measure the validity of the items. Content validity was determined and approved by a group of academic experts. Construct validity was conducted using exploratory factor analysis and confirmatory factor analysis so that KMO was more than 0.80. Also, the reliability of items was approved by Cronbach’s alpha coefficient. Structural equation modeling was used to analyze the data. The results showed that advertisement had the impact factor (0.51) on brand development and (0.55) on brand personality. Also, the impact factor of brand personality on brand development was (0.59). Finally, given the findings resulted from this model, managers and marketers of sport clubs are recommended to discover those factors influencing brand personality and to pay attention to advertising techniques for brand development.