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Sarlab, Roghayeh, Khodadadi, Mohammad Rasoul, Asli, Rasoul. (1401). Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools. جلوه هنر, 2(2), 287-299. doi: 10.22051/sbj.2022.41543.1045
Roghayeh Sarlab; Mohammad Rasoul Khodadadi; Rasoul Asli. "Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools". جلوه هنر, 2, 2, 1401, 287-299. doi: 10.22051/sbj.2022.41543.1045
Sarlab, Roghayeh, Khodadadi, Mohammad Rasoul, Asli, Rasoul. (1401). 'Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools', جلوه هنر, 2(2), pp. 287-299. doi: 10.22051/sbj.2022.41543.1045
Sarlab, Roghayeh, Khodadadi, Mohammad Rasoul, Asli, Rasoul. Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools. جلوه هنر, 1401; 2(2): 287-299. doi: 10.22051/sbj.2022.41543.1045

Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools

Sports Business Journal
مقاله 17، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 287-299    اصل مقاله (807.17 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2022.41543.1045
نویسندگان
Roghayeh Sarlab* 1؛ Mohammad Rasoul Khodadadi2؛ Rasoul Asli3
1Assistant Professor, Department of sport management, Faculty of Sport Science, Urmia University, Urmia, Iran.
2Associate Professor, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran.
3M.A in Sport Management, the Higher Educational Institute of Charkhe Niloufari Azarbaijan, Tabriz, Iran.
چکیده
Purpose: The general purpose of this study is to investigate the factors affecting the branding of sports goods and its relationship with the purchase of sports goods in schools. Practical elements in product branding effectively create a competitive and sustainable position in the market.
Methodology: The present study is a descriptive-survey study and, in terms of the purpose of applied research and time, is performed cross-sectionally. The statistical population of this research is all consumers of school sports products (students) in Tabriz. According to the mentioned population, the statistical sample size is selected using the Morgan table equal to 384. Also, the sampling method based on a simple random process is. Data collection in this study was done using a questionnaire of factors affecting the branding method with a questionnaire of the brand's dimensions (tangible and intangible) by Dehdashti (2012) and the purchase amount questionnaire. The reliability of this questionnaire was confirmed using Cronbach's alpha reliability coefficient (0.84). In this research, the method of structural equations and preferably Amos software has been used to investigate the relationships between research variables.
Findings: The research findings indicate that the brand's intangible and tangible dimensions have a significant relationship with the number of sports goods purchased in schools.
Originality: So far, two tangible and intangible dimensions of the brand have not been addressed explicitly in school sports goods.
کلیدواژه‌ها
Branding؛ Intangible؛ Purchase Amount؛ Sporting Goods؛ Tangible
عنوان مقاله [English]
عوامل مؤثر بر برندسازی کالاهای ورزشی و ارتباط آن با میزان خرید کالاهای ورزشی در مدارس
نویسندگان [English]
رقیه سرلاب1؛ محمدرسول خدادادی2؛ رسول اصلی3
1استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
2دانشیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
3کارشناسی ارشد مدیریت ورزشی، موسسه آموزش عالی چرخ نیلوفری آذربایجان، تبریز. ایران.
چکیده [English]
هدف: عناصر موثر در برندسازی محصول برای ایجاد موقعیت رقابتی و پایدار در بازار مؤثر است. لذا، هدف اختصاصی تحقیق حاضر بررسی عوامل موثر بر برندسازی کالاهای ورزشی و ارتباط آن با خرید کالاهای ورزشی در مدارس می‌باشد.
روش: جامعه آماری این تحقیق شامل کلیه مصرف‌کنندگان محصولات ورزشی مدارس (دانش‌آموزان) در شهر تبریز می‌باشد. نمونه آماری 384 نفر از دانش‌آموزان مدارس بودند که بصورت تصادفی ساده انتخاب گردیدند. ابزار تحقیق پرسشنامه ابعاد (ملموس و ناملموس) نام تجاری دهدشتی (۱۳۹۱) و پرسشنامه میزان خرید  می‌باشد. پایایی پرسش‌نامه‏‌ها با استفاده از ضریب پایایی آلفای کرونباخ (84/0) مورد تائید قرار گرفت. جهت بررسی روابط بین متغیرهای حاضر در این  تحقیق از روش معادلات ساختاری و با کمک نرم افزار آموس استفاده شد.
یافته‌ها: یافته‌های پژوهش نشان داد که بین  ابعاد ملموس و ناملموس برند بر میزان خرید کالاهای ورزشی در مدارس شهر تبریز ارتباط معنی‌داری وجود دارند.
اصالت: تاکنون به دو بعد ملموس و ناملموس برند به صورت اختصاصی در حوزه کالاهای ورزشی مدارس پرداخته نشده است. 
کلیدواژه‌ها [English]
برندسازی, ملموس, ناملموس, کالاهای ورزشی میزان خرید
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