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Ashkani, Mahmoud, Nazari, Shahram, Norouzi Seyed Hossini, Rasool. (1402). Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee. جلوه هنر, 4(1), 13-29. doi: 10.22051/sbj.2023.43257.1085
Mahmoud Ashkani; Shahram Nazari; Rasool Norouzi Seyed Hossini. "Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee". جلوه هنر, 4, 1, 1402, 13-29. doi: 10.22051/sbj.2023.43257.1085
Ashkani, Mahmoud, Nazari, Shahram, Norouzi Seyed Hossini, Rasool. (1402). 'Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee', جلوه هنر, 4(1), pp. 13-29. doi: 10.22051/sbj.2023.43257.1085
Ashkani, Mahmoud, Nazari, Shahram, Norouzi Seyed Hossini, Rasool. Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee. جلوه هنر, 1402; 4(1): 13-29. doi: 10.22051/sbj.2023.43257.1085

Integrated Marketing Communications and Brand Prestige in the Iranian National Olympic Committee

Sports Business Journal
مقاله 2، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 13-29    اصل مقاله (822.3 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43257.1085
نویسندگان
Mahmoud Ashkani1؛ Shahram Nazari* 2؛ Rasool Norouzi Seyed Hossini3
1Master's degree in Sports Management, Non-Profit Ivanki University, Tehran, Iran.
2Assistant Professor of Physical Education Instruction, Farhangian University, Shahid Chamran Campus, Tehran, Iran.
3Associate Professor in Sport Management, Department of Sport Sciences, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.
چکیده
Purpose: Today, sports organizations have recognized the significance of their brand concerning their products and services. This study investigated the association between integrated marketing communications and brand prestige in the national olympic committee of Iran.
Methodology: The research utilized a descriptive-correlational approach, employing structural equation modeling as the research method. The participants comprised all the 140 managers and specialists affiliated with the national olympic committee. Questionnaires on integrated marketing communication from Lee and Park (2007) and brand prestige questionnaires from Beak et al. (2010) were employed to collect data. SPSS26 and AMOS24 software were used to analyze data.
Findings: The findings showed a significant positive relationship between integrated marketing communications and its influence on brand prestige. The path analysis results indicated that the effectiveness of individual communication in delivering a consistent message and creating a favorable impression, as well as strengthening communication with recent customers, had a considerable positive impact on the brand prestige of the national olympic committee. The coefficient of dimensions showed 33.6% of the total variance in brand prestige changes. The structural equation model results further indicated that integrated marketing communications had a significant positive effect on the brand prestige of the national olympic committee.
Originality: Sports organizations must employ diverse and innovative communication methods to nurture customer relationships in today's evolving landscape. A well-designed marketing communication program should assist organizations in achieving this objective by reinforcing customer engagement through practical communication activities.
کلیدواژه‌ها
Customer؛ Customer Satisfaction؛ Structural Equation Modeling؛ Target Market
عنوان مقاله [English]
ارتباطات بازاریابی یکپارچه و پرستیژ برند کمیته ملی المپیک ایران
نویسندگان [English]
محمود اشکانی1؛ شهرام نظری2؛ رسول نوروزی سید حسینی3
1کارشناسی ارشد مدیریت ورزشی، دانشگاه غیرانتفاعی ایوانکی، تهران، ایران.
2استادیار آموزش تربیت بدنی، دانشگاه فرهنگیان، پردیس شهید چمران، تهران، ایران.
3دانشیار مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.
چکیده [English]
هدف: امروزه سازمان‌های ورزشی به این باور رسیده‌اند که یکی از باارزش‌ترین دارایی‌هایشان، برند محصول‌ها و خدمات آن‌هاست. هدف از انجام این تحقیق مطالعه رابطه بین ارتباطات یکپارچه بازاریابی و پرستیژ برند کمیته ملی المپیک ایران بود.
روش: تحقیق حاضر توصیفی- همبستگی مبتنی بر مدل معادلات ساختاری بود. شرکت‌کنندگان در تحقیق ۱۴۰ نفر از مدیران و کارشناسان کمیته ملی المپیک بودند. به‌منظور جمع‌آوری داده‌ها از پرسشنامه‌های ارتباطات بازاریابی یکپارچه از پرسشنامه لی و پارک (2007) و پرستیژ برند از پرسشنامه بیک و همکاران (2010) استفاده شد. در بخش تجزیه‌وتحلیل داده‌های پژوهش از نرم‌افزارهای SPSS نسخه ۲۶ و AMOS نسخه ۲۴ استفاده شد.
یافته‌ها:  نتایج نشان داد بین ارتباطات بازاریابی یکپارچه و ابعاد آن با پرستیژ برند رابطه مثبت معناداری وجود دارد. نتایج تحلیل مسیر نشان داد ابعاد ارتباطات واحد برای پیام و تصویر ثابت و تقویت ارتباطات با مشتریان فعلی تأثیر مثبت معناداری بر پرستیژ برند کمیته ملی المپیک داشته و بر اساس ضریب تعیین 33/6 درصد از واریانس کل میزان تغییرات پرستیژ برند به این ابعاد مربوط می‌شود. نتایج مدل معادلات ساختاری نشان داد ارتباطات بازاریابی یکپارچه بر پرستیژ برند کمیته ملی المپیک اثر مثبت معناداری داشت.
نتیجه‌گیری: در محیط متغیر امروزی، سازمان‌ها به‌منظور حفظ روابط با مشتریان ناچار به استفاده از روش‌های متنوع و نوین ارتباطی هستند. برنامه ارتباطات بازاریابی باید به سازمان در رسیدن به این هدف به‌وسیله تحکیم روابط با مشتریان از طریق فعالیت‌های ارتباطی کمک کند.
اصالت و ابتکار مقاله: سازمان‌های ورزشی باید از روش‌های ارتباطی متنوع و نوآورانه برای پرورش روابط با مشتری در چشم‌انداز در حال تحول امروزی استفاده کنند. این تحقیق نشان داد که یک برنامه ارتباطی بازاریابی یکپارچه که به‌خوبی طراحی شده باشد می‌تواند به تقویت پرستیژ برند سازمان‌های ورزشی کمک کند. این امر از طریق مشارکت مشتری و فعالیت‌های ارتباطی حاصل می‌شود.
کلیدواژه‌ها [English]
بازار هدف, رضایت مشتریان, مشتری, مدل‌سازی معادلات ساختاری
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