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تاثیر ابعاد بصری تبلیغات محیطی بر وفاداری مشتریان با نقش میانجیگری آگاهی وترجیح برند در استادیوم فوتبال: (مطالعه موردی برند اسنوا) | ||
مطالعات بازاریابی ورزشی | ||
مقاله 2، دوره 5، شماره 2، مرداد 1403، صفحه 16-36 اصل مقاله (1 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2024.141088.1335 | ||
نویسندگان | ||
محمد رضا برومند دولق* 1؛ علی افروزه1؛ سیاوش فرهمند2 | ||
1استادیار مدیریت ورزشی دانشگاه شهید بهشتی | ||
2ندارم | ||
چکیده | ||
هدف پژوهش حاضر بررسی تاثیر ابعاد بصری در تبلیغات محیطی اطراف زمین فوتبال بر وفاداری مشتریان با نقش میانجی آگاهی و ترجیح برند بود. پژوهش حاضر از لحاظ هدف پژوهش، کاربردی و از منظر روش، توصیفی پیمایشی، میدانی و از نوع همبستگی محسوب میشود. جامعه آماری این پژوهش افرادی بودند که برای تماشای فوتبال در سال 1402 به ورزشگاه آزادی مراجعه کرده و از 384 نفر بهعنوان نمونه استفاده شد. ابزار پژوهش شامل پرسشنامه آگاهی برند (Buil et al., 2013)، ترجیح برند (Ebrahim et al., 2016)، وفاداری برند (Sahin et al., 2011) و بخش ابعاد بصری محقق ساخته بود. همچنین جهت تجزیه و تحلیل دادهها، از مدل سازی معادلات ساختاری با نرم افزار پیالاس 3 استفاده شد. بر اساس نتایج بهدست آمده، رابطه ابعاد بصری با دو متغیر آگاهی و ترجیح برند معنادار است اما با وفاداری رابطه معناداری ندارد. علاوه بر این آگاهیبرند با وفاداری برند رابطه معناداری ندارد و ترجیح برند بهعنوان متغیر میانجی بین ابعاد بصری و وفاداری برند ایفای نقش میکند. با توجه به اینکه تبلیغات محیطی با هدف جلب توجه و تأثیر مثبت روی مصرفکنندگان طراحی و اجرا میشود، توجه به ابعاد بصری این تبلیغات از اهمیت ویژهای برخوردار است و شرکتهای فعال در این حوزه با استفاده از ترکیب مناسب میان این ابعاد میتوانند اثربخشی تبلیغات محیطی خود را افزایش دهند و منجر به ایجاد آگاهی و ترجیح نسبت به برند خود شوند و در نهایت از طریق ایجاد ترجیح برند، وفاداری به برند را در مصرفکنندگان ایجاد کنند. | ||
کلیدواژهها | ||
تبلیغات محیطی؛ وفاداری برند؛ ترجیح برند؛ آگاهی برند؛ فوتبال | ||
مراجع | ||
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