تحليل مسير ارتباط ابزارهاي ترويجي با انتقال هويت برند و ميزان تعهد ورزشي در مصرف كنندگان ليگ برتر فوتبال (مورد مطالعه: باشگاه فوتبال پديده)

Path Analysis of Relationship of Promotional Tools with Transferring Brand Identity and Sport Commitment in the Consumers of Premier League of Football (case study: Padideh F.C)

ﺑﺮﻧﺪ ﺑﺨﺸﯽ از ﻫﻮﯾﺖ ﯾﮏ ﺑﺎﺷﮕﺎه را ﺷﮑﻞ ﻣﯽ دﻫﺪ. ﺑﻨﺎﺑﺮاﯾﻦ، ﺑﺎﺷﮕﺎه ﻣﯽ ﮐﻮﺷﺪ ﺑﺮ اﺳﺎس ﺗﻌﺮﯾﻔﯽ ﮐﻪ از ﻫﻮﯾﺖ ﺧﻮد دارد، ﺑﺮﻧﺪي ﻣﺘﻨﺎﺳﺐ ﺑﺎ آن ﻫﻮﯾﺖ را اﯾﺠﺎد ﮐﺮده و ﺗﻮﺳﻌﻪ دﻫﺪ. ﻫﺪف ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ ارﺗﺒﺎط اﺑﺰارﻫﺎي ﺗﺮوﯾﺠﯽ ﺑﺎ اﻧﺘﻘﺎل ﻫﻮﯾﺖ ﺑﺮﻧﺪ و ﻣﯿﺰان ﺗﻌﻬﺪ ورزﺷﯽ در ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ورزﺷﯽ ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل اﺳﺖ. ﺑﺮاي دﺳﺖ ﯾﺎﺑﯽ ﺣﺪاﮐﺜﺮي ﺑﻪ وﯾﮋﮔﯽ ﻫﺎي ﺟﺎﻣﻌﻪ آﻣﺎري، 500=N ﻧﻔﺮ از ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﺧﺪﻣﺎت ورزﺷﯽ )ﺑﺎ ﺳﻄﺢ ﺑﺎﻻي ﻣﺸﺎرﮐﺖ( در ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل ﮐﺸﻮر ﺑﻪ ﺻﻮرت ﺗﺼﺎدﻓﯽ ﺳﺎده و ﮐﺎﻣﻼ داوﻃﻠﺒﺎﻧﻪ اﻧﺘﺨﺎب و ﭘﺮﺳﺶ ﻧﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ اﺛﺮ اﺑﺰار ﻫﺎي ﺗﺮوﯾﺠﯽ، اﻧﺘﻘﺎل ﻫﻮﯾﺖ ﺑﺮﻧﺪ و ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد ﻣﯿﺰان ﺗﻌﻬﺪ ورزﺷﯽ را ﺗﮑﻤﯿﻞ ﮐﺮدﻧﺪ. ﯾﺎﻓﺘﻪ ﻫﺎي ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ ﻧﺸﺎن داد اﺑﺰارﻫﺎي ﺗﺮوﯾﺠﯽ از ﺗﻮاﻧﺎﯾﯽ ﻣﻄﻠﻮﺑﯽ ﺟﻬﺖ ﭘﯿﺶ ﺑﯿﻨﯽ اﻧﺘﻘﺎل ﻫﻮﯾﺖ ﺑﺮﻧﺪ و ﺗﻌﻬﺪ ورزﺷﯽ ﺑﺮﺧﻮردار ﻣﯽ ﺑﺎﺷﺪP-value=0.0000, RMSEA=0.035, GFI=0.94 ﻫﻤﭽﻨﯿﻦ ﯾﺎﻓﺘﻪ ﻫﺎي آزﻣﻮن ﻓﺮﯾﺪﻣﻦ ﻧﺸﺎن داد از ﺑﯿﻦ ﻣﯿﺰان اﺛﺮ اﺑﺰار ﻫﺎي ﺗﺮوﯾﺠﯽ ﻣﻨﺘﺨﺐ، اﺑﺰار ﺗﻠﻮﯾﺰﯾﻮﻧﯽ در رﺗﺒﻪ اول ﺟﻬﺖ اﻧﺘﻘﺎل ﻫﻮﯾﺖ ﺑﺮﻧﺪ و اﯾﺠﺎد ﺗﻌﻬﺪ ورزﺷﯽ از دﯾﺪﮔﺎه ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﻗﺮار دارد.ﻧﺘﯿﺠﻪ ﮐﻠﯽ ﭘﮋوﻫﺶ ﺿﻤﻦ ﺗﺎﯾﯿﺪ و ﺗﻮﺳﻌﻪ ﯾﺎﻓﺘﻪ ﻫﺎي ﺳﺎﯾﺮ ﻣﺤﻘﻘﺎن ﻧﺸﺎن داد ﮐﻪ ﻣﺴﺌﻮﻟﯿﻦ ﺑﺎﺷﮕﺎه ﻫﺎي اراﺋﻪ دﻫﻨﺪه ﺧﺪﻣﺎت و ﻣﺤﺼﻮﻻت ورزﺷﯽ، ﻣﯽ ﺗﻮاﻧﻨﺪ ﺑﺎ اﺳﺘﻔﺎده از ﻫﺪف آﮔﺎﻫﯽ دادن، ﯾﺎدآوري و ﻣﺠﺎب ﮐﺮدن( و ﻣﯿﺰان اﺛﺮ ﻫﺮ ﯾﮏ از اﻧﻮاع اﺑﺰارﻫﺎي ﺗﺮوﯾﺠﯽ، ﻫﻮﯾﺖ ﺑﺮﻧﺪ ﺧﻮد را ﺑﺪرﺳﺘﯽ ﻣﻨﺘﻘﻞ ﻧﻤﺎﯾﻨﺪ و در ﺟﻬﺖ ﺗﮑﺮار ﻣﺸﺎرﮐﺖ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ورزﺷﯽ ﮔﺎم ﺑﺮدارﻧﺪ.

The brand forms part of the identity of a club. Therefore, Club seeks According to the definition of its identity, brand identity, create and develop accordingly. The purpose of the present study was to investigate Path Analysis of relationship of promotional tools with the transfer of brand identity and sports commitment in the Premier League of Football. in order to achieve maximum features population, N=500 of Sport consumers (with high levels of participation) in Premier League of Football were selected as randomly and voluntarily and responded to questionnaires effect of promotional tools, transfer brand identity and standard questionnaire of sport commitment.Findings of path analysis showed that promotional tools have the ability to predict brand identity and sport commitment (P-value=0.0000, RMSEA=0.035, GFI=0.94). Also, findings of Friedman test, showed that among the effectiveness of the promotional tools selected, television was ranked first in the brand identity transfer and the creation of sport commitment from the perspective of consumers. The overall result of the study, while confirming and developing other researchers, showed that officials of clubs sporting goods and service provider, can with use the purpose (Awareness, Reminder and Encourage) and the magnitude of the effect of each type of promotional tool, transmit their brand identity and take steps to re-participation sport consumers.