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Bahrami, Shahab, Kiani, Mohammad Saeid, Nazari, Leila, Shahbazpour, Leila. (1400). Experimental Marketing, Brand Equity, and Reputation of Customer Behaviors in Sports Venues. جلوه هنر, 1(2), 115-128. doi: 10.22051/sbj.2022.38814.1019
Shahab Bahrami; Mohammad Saeid Kiani; Leila Nazari; Leila Shahbazpour. "Experimental Marketing, Brand Equity, and Reputation of Customer Behaviors in Sports Venues". جلوه هنر, 1, 2, 1400, 115-128. doi: 10.22051/sbj.2022.38814.1019
Bahrami, Shahab, Kiani, Mohammad Saeid, Nazari, Leila, Shahbazpour, Leila. (1400). 'Experimental Marketing, Brand Equity, and Reputation of Customer Behaviors in Sports Venues', جلوه هنر, 1(2), pp. 115-128. doi: 10.22051/sbj.2022.38814.1019
Bahrami, Shahab, Kiani, Mohammad Saeid, Nazari, Leila, Shahbazpour, Leila. Experimental Marketing, Brand Equity, and Reputation of Customer Behaviors in Sports Venues. جلوه هنر, 1400; 1(2): 115-128. doi: 10.22051/sbj.2022.38814.1019

Experimental Marketing, Brand Equity, and Reputation of Customer Behaviors in Sports Venues

Sports Business Journal
مقاله 8، دوره 1، شماره 2، مهر 2021، صفحه 115-128    اصل مقاله (789.03 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2022.38814.1019
نویسندگان
Shahab Bahrami1؛ Mohammad Saeid Kiani* 2؛ Leila Nazari3؛ Leila Shahbazpour4
1Assistant Professor, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
2PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
3PhD Student, Department of Sports Management, Kurdistan University, Sanandaj, Iran.
4PhD Student in Sports Management, Faculty of Physical Education and Sport Sciences, Guilan University, Rasht, Iran.
چکیده
Introduction: The present study investigated the effect of experimental marketing on brand equity and reputation in Tehran Municipality sports venues.
Methodology: The statistical population includes all users of sports facilities in Tehran Municipality. According to the Morgan table, the statistical sample was 384 customers selected by random clustering. This research tool included Schmidt (2016) Experimental Marketing Questionnaire, Sarmad and Bazargan Brand Value Questionnaire (2005), and Fembran et al. (2019) Brand Reputation Questionnaire. Structural equation modelling test of Smart PLS statistical software was used to analyze the data. According to the results, the path coefficient for the experimental marketing relationship on the brand equity is positive, and the T-value is more than 1.96. Therefore, practical marketing has a significant effect on the brand equity of Tehran Municipality sports venues. Also, the path coefficient for the experimental marketing relationship is positive for reputation, and the T-value is more than 1.96.
Findings: As a result, experimental retrieval can lead to the reputation of places and increase their brand value. These factors indicate the need for more attention of managers of sports venues using the current research model and practical use of experimental marketing.
Originality: Finding helps predict customers' behavioral tendencies.
کلیدواژه‌ها
Experimental Marketing؛ Brand Equity؛ Good Name؛ Sports Places؛ Sports Marketing
عنوان مقاله [English]
بررسی تاثیر ارتباط بازاریابی تجربی بر ارزش ویژه برند و خوشنامی اماکن ورزشی
نویسندگان [English]
شهاب بهرامی1؛ محمد سعید کیانی2؛ لیلا نظری3؛ لیلا شهبازپور4
1استادیار، گروه مدیریت ورزشی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.
2دانشجوی دکتری، گروه مدیریت ورزشی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.
3دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران.
4دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران.
چکیده [English]
هدف: پژوهش حاضر، تأثیر بازاریابی تجربی بر ارزش ویژه برند و خوشنامی در اماکن ورزشی مطالعه موردی شهرداری تهران، بود.
روش: روش انجام پژوهش حاضر از نظر هدف کاربردی و از نظر روش گردآوری داده‌ها، در گروه تحقیقات پیمایشی و مبتنی بر روش توصیفی(همبستگی) و جامعه آماری آن شامل کلیه استفاده‌کنندگان از اماکن ورزشی شهرداری تهران بود. نمونه آماری با توجه به جدول مورگان 384 نفر در نظر گرفته شد که این افراد به‌صورت خوشه‌ای تصادفی انتخاب شدند. این ابزار پژوهش شامل پرسشنامه بازاریابی تجربی اشمیت (2016)، پرسشنامه ارزش ویژه برند سرمد و بازرگان (2005) و پرسشنامه خوشنامی برند فامبران و همکاران (2019) بود. روایی آن‌ها توسط اساتید تأیید و پایایی آن‌ها در حد بالایی برآورد شد. در تجزیه‌وتحلیل داده‌ها از آزمون مدل‌سازی معادلات ساختاری نرم‌افزار آماری Smart PLS  استفاده شد.
یافته‌ها: در نتیجه با توجه نتایج، ضریب مسیر برای رابطه بازاریابی تجربی بر ارزش ویژه برند مثبت و مقدار T-Value  معنی‌دار بود. همچنین ضریب مسیر برای رابطه بازاریابی تجربی بر خوشنامی مثبت و مقدار T-Value  معنی‌دار بود. در نتیجه بازیابی تجربی هم می‌تواند به خوشنامی اماکن منجر شود و هم ارزش برند آن‌ها را افزایش دهد و این عوامل لزوم توجه بیشتر مدیران اماکن ورزشی شهرداری تهران در استفاده از مدل پژوهش حاضر و استفاده عملی از بازاریابی تجربی را نشان می‌دهد.
اصالت و ابتکار مقاله: این یافته‌ها به پیش‌بینی تمایلات رفتاری مشتریان کمک می‌کند.
کلیدواژه‌ها [English]
ارزش ویژه برند, اماکن ورزشی, بازاریابی ورزشی, بازاریابی تجربی, خوشنامی
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