تاثیر بازاریابی کمین بر دستیابی به اهداف حامیان مالی از طریق توسعه برند

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری - مدیریت ورزشی دانشگاه ازاد - واحد قزوین، قزوین، ایران

2 استادیار، گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی،ایران

چکیده

با توجه به فضای ابهام و تنش های محیطی استفاده از شیوه های جدید بازاریابی در سطح داخلی افزایش پیدا کرده است. هدف پژوهش حاضر به بررسی تاثیر بازاریابی کمین بر میزان دستیابی به اهداف حامیان مالی از طریق توسعه برند حامیان لیگ برتر فوتبال ایران پرداخته است. نوع پژوهش از منظر هدف کاربردی و از منظر روش توصیفی- تحلیلی بود.جامعه آماری پژوهش کلیه مدیران بالادستی تیم های لیگ برتری و دسته یک در ایران بودند که با توجه به نامحدود جامعه تعداد 385  پرسشنامه از طریق روش نمونه گیری در دسترس توزیع و جمع آوری شد. پس از تایید روایی و پایایی پرسشنامه تحلیل ها  با استفاده از نرم افزاری 16 SPSS  در بخش توصیفی و در بخش  بررسی فرضیها هم از مدل سازی معادلات ساختاری و نرم افزار SMARTPLS استفاده شد. نتایج نشان داد که بازاریابی کمین بر میزان دستیابی به اهداف حامیان مالی با میانجی گری توسعه برند حامیان  تاثیر مستقیم و معناداری داشت. در بین تاثیر ابعاد بازاریابی کمین بر دستیابی به اهداف حامیان مالی بازاریابی کمین – مستقیم دارای بیشتری تاثیرگذاری و بازارکمین – ضمنی دارای کمترین تاثیر بوده و همچنین در میان تاثیر بازاریابی کمین بر ابعاد اهداف حامیان مالی ، تاثیرآن بر اهداف شرکت دارای بیشترین تاثیرگذاری  و تاثیر آن بر اهداف بازاریابی دارای کمترین تاثیر گذاری بوده است .

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Affecting of Ambush Marketing on Purposes of Sponsors' Through Brand Development

نویسندگان [English]

  • saleh bahari 1
  • mehdi nadeerinasab 2
  • seyed abbas biniaz 2
1
2 Assistant Professor , department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University, Qazvin, IranAssistant Professor , department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University,
چکیده [English]

 objective: Due to ambiguity and environmental tensions, use of new marketing methods at the domestic level has increased purpose of this study was to investigate the Ambush marketing: With Modeling Approach The Achievement On purposes of Sponsorship Through Brand Development in Iran football Premier League  Metodology: This research is an applied and descriptive-analytical study and its statistical population was all employees and managers of sponsoring companies participating in the Iranian Premier League (N = 1500). The statistical sample was selected according to Morgan table (313 persons) by available sampling and finally 313 persons completed the questionnaires. After confirming validity and reliability of the analysis questionnaire using SPSS 16 software in the descriptive section and in the hypothesis review section, structural equation modeling and SMARTPLS software were used.  Finding: The results showed that ambush marketing had a direct and significant effect on the achievement of sponsors ‘objective by mediating the brand development.  Conclution:Among impact of ambush marketing dimensions on achieving the objective of sponsors ambush - direct marketing has the most impact and ambush marketing - implicit has the least impact and also among the impact of ambush marketing on the dimensions of sponsors' objective, its impact on the corporate's objective Has had the least impact on marketing objective.

کلیدواژه‌ها [English]

  • ambush marketing
  • purposes of Sponsorship
  • brand development

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