ﺗﺄﺛﯿﺮ ﺷﻮاﻫﺪ و آوازه ﺑﺮﻧﺪ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺑﺮﻧﺪ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺗﻤﺎﯾﺰ ﺑﺮﻧﺪ در ﺑﯿﻦ ﻣﺸﺘﺮﯾﺎن ﮐﺎﻻﻫﺎي ورزﺷﯽ

The impact of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers

ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎ ﺿﺮ ﺑﺮر ﺳﯽ ﺗﺄﺛﯿﺮ ﺷﻮاﻫﺪ و آوازه ﺑﺮﻧﺪ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺑﺮﻧﺪ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺗﻤﺎﯾﺰ ﺑﺮﻧﺪ در ﺑﯿﻦ ﻣﺸــﺘﺮﯾﺎن ﮐﺎﻻﻫﺎي ورزﺷــﯽ ﻣﯽﺑﺎﺷــﺪ. ﺗﺤﻘﯿﻖ ﺣﺎﺿــﺮ از ﻧﻈﺮ ﻫﺪف ﯾﮏ ﺗﺤﻘﯿﻖ ﮐﺎرﺑﺮدي و ﺑﻪ ﻟﺤﺎظ راﻫﺒﺮدي ﮐﻤﯽ و ﺑﻪ ﺣﯿﺚ ﻣﺴــﯿﺮ اﺟﺮا ﻫﻤﺒﺴــﺘﮕﯽ، ﺑﻪ ﻟﺤﺎظ ﮔﺮدآوري دادهﻫﺎ ﻣﯿﺪاﻧﯽ و از ﻧﻈﺮ زﻣﺎن آﯾﻨﺪهﻧﮕﺮ ﻣﯽﺑﺎ ﺷﺪ. در ﭘﮋوﻫﺶ ﺣﺎ ﺿﺮ ﺟﺎﻣﻌﻪ آﻣﺎري ﻣ ﺸﺘﺮﯾﺎن ﺑﺮﻧﺪﻫﺎي ورز ﺷﯽ ﻣﻌﺘﺒﺮ ﺧﺎرﺟﯽ )آدﯾﺪاس، ﻧﺎﯾﮑﯽ، ﭘﻮﻣﺎ، آﻟﺸــﭙﻮرت و ﻣﺎﮐﺮون( ﺑﻮدﻧﺪ، ﮐﻪ ﺗﻌﺪاد 360 ﻧﻔﺮ ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪ ﭘﮋوﻫﺶ اﻧﺘﺨﺎب ﮔﺮدﯾﺪﻧﺪ و از روش ﻧﻤﻮﻧﻪﮔﯿﺮي در دﺳﺘﺮس و ﺑﻪﺻﻮرت داوﻃﻠﺒﺎﻧﻪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. از ﭘﺮﺳﺸﻨﺎﻣﻪ آن، ﮐﯿﻢ وﻟﯽ )2016( اﺳﺘﻔﺎده ﺷﺪ. ﭘﺮﺳﺸﻨﺎﻣﻪ ﺷﻮاﻫﺪ ﺑﺮﻧﺪ ﻣﺘﺸﮑﻞ از 17 ﺳﺆال ﺑﻮد. ﻫﻤﭽﻨﯿﻦ آوازه ﺑﺮﻧﺪ از 3ﺳﻮال، ﺗﻤﺎﯾﺰ ﺑﺮﻧﺪ از 3 ﺳﺆال و رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺑﺮﻧﺪ ﻧﯿﺰ از 4 ﺳﺆال ﺗﺸﮑﯿﻞ ﺷﺪه اﺳﺖ. ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي و ﺑﺮرﺳﯽ اﺛﺮات و ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺗﺤﻘﯿﻖ در ﺳـــﻄﺢ ﺧﻄﺎ 5% و ﺑﺎ اﺳـــﺘﻔﺎده از ﻧﺮماﻓﺰارﻫﺎي 25 SPSS و Smart PLS 3.2.9 ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﮔﺮدﯾﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﺷﻮاﻫﺪ ﺑﺮﻧﺪ، آوازه ﺑﺮﻧﺪ و ﺗﻤﺎﯾﺰ ﺑﺮﻧﺪ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮﮔﺬار ﺑﻮده اﺳــﺖ، ﻫﻤﭽﻨﯿﻦ ﺷــﻮاﻫﺪ و آوازه ﺑﺮﻧﺪ ﻧﯿﺰ ﺑﺮ ﺗﻤﺎﯾﺰ ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ داﺷــﺖ. درﻧﻬﺎﯾﺖ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺗﻤﺎﯾﺰ ﺑﺮﻧﺪ ﺑﯿﻦ ﺗﺄﺛﯿﺮ ﺷﻮاﻫﺪ و آوازه ﺑﺮﻧﺪ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺑﺮﻧﺪ ﺗﺎﺋﯿﺪ ﮔﺮدﯾﺪ.

The aim of this study was to investigate the effect of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers. The present study is a practical research in terms of purpose and quantitative in terms of strategy and correlation in terms of implementation path, field knowledge in terms of data collection and futuristic in terms of time. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. Attention to research objectives The appropriate tools for this research were a questionnaire; For this purpose, its questionnaire was used by Kim and Lee (2016). The Brand Evidence Questionnaire consists of 17 questions and 5 components (brand name, price, main services, employee services, service delivery environment). Also, brand reputation consists of 3 questions, brand distinction consists of 3 questions and brand citizenship behavior consists of 4 questions. Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that brand evidence, brand reputation and brand differentiation had an impact on brand citizenship behavior, and brand evidence and reputation also affected brand differentiation. Finally, the mediating role of brand differentiation between the impact of brand evidence and reputation on brand citizenship behavior was confirmed.