دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها962
تعداد مقالات7,953
تعداد مشاهده مقاله13,438,670
تعداد دریافت فایل اصل مقاله9,555,362
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
مراجع
  1. Akyıldız, M., Argan, M. T., Argan, M., Sevil, T. (2013). Thematic events as an experiential marketing tool: Kite Festival on the experience stage. International Journal of Sport Management, Recreation & Tourism, 12, 17-28. https://doi.org/10.5199/ijsmart-1791874X-12b
  2. Al-Hayari, E. (2018). Investigating the effect of experimental marketing on brand equity [Master's Thesis, Hormozgan University].
  3. Alcañiz, E. B., Cáceres, R. C., & Pérez, R. C. (2010). Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image. Journal of Business Ethics, 96(2), 169-186. https://doi.org/10.1007/s10551-010-0461-x
  4. Bagheri, H., Shahbaz Pour, L., & Nazemi, A. (2020). The Effect of Service Experience on Future Attendance of Football Spectators at the Stadium. Sport Management Studies, 11(58), 183-200. https://doi.org/10.22089/smrj.2019.7484.2589
  5. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
  6. Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69(9), 3740-3747. https://doi.org/10.1016/j.jbusres.2015.12.066
  7. Davies, G., Chun, R., da Silva, R. V., & Roper, S. (2003). Corporate Reputation and Competitiveness. Routledge. https://books.google.com/books?id=eU4bVJmmKC4C
  8. Dehghan, S. A., & Peymanfar, M. H. (2021). The Factors Affecting the Entrepreneurial Intention of Sports Science Students Based on the Planned Behavior Theory. Sports Business Journal, 1(2), 33-46. https://doi.org/10.22051/sbj.2021.37889.1016
  9. Ebrahimpour Azbari, M., Akbari, M., & Rafiei Rasht Abadi, F. (2015). The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty. Journal of Business Management, 7(4), 783-804. https://doi.org/10.22059/jibm.2015.57091
  10. Garg, R., Rahman, Z., Qureshi, M., & Kumar, V. (2012). A Journey of Experience from Consumption to Marketing National Conference on Emerging Challenges for Sustainable Business, Department of Management Studies, Indian Institute of Technology, Roorkee, India. https://www.researchgate.net/publication/280040345_A_Journey_of_Experience_from_Consumption_to_Marketing
  11. Hemmatyar, M., & Saeidnia, H. R. (2016). Investigating the effect of brand experience, trust and satisfaction on brand loyalty in urban enterprises; Case study: Kaleh dairy products. Journal of Urban Management, 1(Serial 42), 355-368. https://www.magiran.com/ paper/1520410
  12. Hosseinzadeh Shahri, M., & Haddadi, S. (2017). The Effects of Experiential Marketing on Customer Experiential Value through Brand Personality. Quarterly Journal of Brand Management, 3(4), 41-64. https://doi.org/10.22051/bmr.2018.10585.1134
  13. Keshtkar Rajabi, Y. (2016). The Study of Impact Of Experiential Marketing On Consumer Attention (Case study: Television Industry) [Master Thesis, Faculty of Management and Economics, Tarbiat Modares University]. https://parseh.modares.ac.ir/thesis/1037161
  14. Kotler, P., & Pfoertsch, W. (2007). Being known or being one of many: the need for brand management for business‐to‐business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), 357-362. https://doi.org/10.1108/08858620710780118
  15. Mishina, Y., Block, E., & Mannor, M. (2011). The Path Dependence of Organizational Reputation: How Social Judgment Influences Assessments of Capability and Character. Strategic Management Journal, 33(5), 459-477. https://doi.org/10.1002/smj.958
  16. Okanga, B. (2018). Using experiential marketing to leverage the small and medium-sized enterprises’ brand repositioning and revitalisation. The Southern African Journal of Entrepreneurship and Small Business Management, 10(1), 1-20. https://doi.org/10.4102/sajesbm.v10i1.128
  17. Özdemir, O., & Erdem, S. (2018). The relationship between experiential marketing and corporate reputation: A research on Turkish operator companies. European Journal of Interdisciplinary Studies, 4(2), 7-14. https://doi.org/10.26417/ejis.v4i2a.p7-14
  18. Poursoltani Zarandi, H., Sultan Ali, E., & Sohrabi, A. (2018, May 16). The role of experimental marketing in the satisfaction of customers of swimming pools in Birjand. 4th National Conference on Sports Science and Physical Education of Iran, Association for the Development and Promotion of Basic Sciences and Technologies, Tehran, Iran. https://civilica.com/doc/774658
  19. Raisifar, K., Bakhtiari, H., & Taheri, M. (2013). Investigating the effect of brand experiences on willingness to pay higher. Journal of Industrial Strategic Management (Pajouheshgar), 10(32), 15-28. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=228318
  20. Reichheld, F. F., & Schefter, P. (2000, July 1). E-Loyalty: Your Secret Weapon on the Web. https://hbr.org/2000/07/e-loyalty-your-secret-weapon-on-the-web
  21. Roozfarakh, A. (2017). Investigating the effect of experimental marketing through experienced value on customer satisfaction and loyalty of Kohgiluyeh and Boyer-Ahmad sports complexes. [Master Thesis, Kurdistan University].
  22. Saeidnia, H. R., & Goodarzi, A. (2013). Investigating the effect of empirical marketing on post-purchase behavior of food consumers. Journal of Industrial Strategic Management (Pajouheshgar), 10(31), 79-90. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=221242
  23. Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
  24. Seyed Javadin, S. R., Khanlari, A., & Estiri, M. (2010). A Model for Evaluating the Impact of Service Quality on Loyalty of Sports Services Customers. Olympic, 18(4), 41-54. https://www.sid.ir/fa/journal/ViewPaper.aspx?ID=150101
  25. Shamma, H. M. (2012). Toward a comprehensive understanding of corporate reputation: Concept, measurement and implications. International Journal of Business and Management, 7(16), 151-169. https://doi.org/0.5539/ijbm.v7n16p151
  26. Smilansky, S. (2017, December 26). Experiential Marketing: A Practical Guide to Interactive Brand Experiences (2nd ed.). Kogan Page. https://www.amazon.com/Experiential-Marketing-Practical-Interactive-Experiences/dp/0749480963
آمار
تعداد مشاهده مقاله: 792
تعداد دریافت فایل اصل مقاله: 967


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب