نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

پژوهش حاضر با هدف بررسی ارتباط گرایش به ورزش، شخصیت و محبوبیت ورزشکار با برند ورزشی در باشگاه‌های ورزشی ایران طراحی و اجرا گردید. روش پژوهش حاضر توصیفی- تحلیلی و از روش علی و مبتنی بر مدل‌سازی معادلات ساختاری بود. جامعة پژوهش مصرف‌کنندگان باشگاه‌های ورزشی می‌باشند که شامل کلیة مشتریان باشگاه‌های ورزشی سطح شهر تهران (ورزشکاران) اعم از زن و مرد بود که جهت اجرای فعالیت‌های ورزشی به باشگاه مراجعه و دارای کارت بیمة ورزشی بودند. ابزار گردآوری اطلاعات شامل پرسش‌نامة محقق ساخته و روش آماری مورد استفاده شامل روش معادلات ساختاری بود. جهت تحلیل داده‌های پژوهش حاضر از نرم‌افزار اس.پس.اس.اس نسخة 20 و ایموس استفاده شد. نتایج پژوهش حاضر نشان داد گرایش به ورزش، شخصیت و محبوبیت ورزشکار بر برند ورزشی در باشگاه‌های ورزشی ایران تاثیر معناداری دارد. به عبارتی بهبود وضعیت گرایش به ورزش، شخصیت و محبوبیت ورزشکاران می‌تواند زمینة بهبود برند ورزشی باشگاه‌های ورزشی را فراهم نمود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Tendency to Sports, Personality and Popularity of Athletes with Sport Brands in Iranian Sport Clubs

نویسندگان [English]

  • Alireza Hasani
  • Farshad Tojari
  • Abdolreza Amirtash

Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

The present study was designed and conducted to investigate the relationship between sports orientation, personality and popularity of athletes with sport brands in Iranian sports clubs. The method of the present study was descriptive-analytical and was a causal method based on structural equation modeling. According to the research topic, the study population is the consumers of sports clubs, which includes all customers of sports clubs in Tehran (athletes), both men and women, who go to the club to perform sports activities and obtain a sports insurance card. Data collection tools in the present study included a researcher-made questionnaire. The statistical method used in the present study included the structural equation method. SPSS and AMOS software were used to analyze the data of the present study. The results of the present study showed that the tendency to sports, personality and popularity of athletes have a significant effect on sports brand in Iranian sports clubs. In other words, improving the attitude towards sports, personality and popularity of athletes can provide a basis for improving the sports brand of sports clubs.

کلیدواژه‌ها [English]

  • Popularity
  • personality
  • sport club
  • athlete
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