پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 45 |
| تعداد شماره‌ها | 1,219 |
| تعداد مقالات | 10,473 |
| تعداد مشاهده مقاله | 20,218,618 |
| تعداد دریافت فایل اصل مقاله | 13,907,617 |
بررسی مدل ساختاری اثر دانش محصول مصرف‌کننده بر پذیرش برند لباس‌های ورزشی بر اساس تحلیل چند گروهی در AMOS | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 2، دوره 6، شماره 1 - شماره پیاپی 21، آبان 1397، صفحه 23-33 اصل مقاله (344.84 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2018.39550.1255 | ||
| نویسندگان | ||
| رسول مرادی هزاری* 1؛ انسیه فردی2؛ اکبر درخشان2 | ||
| 1کارشناسی ارشد مدیریت بازاریابی ورزشی | ||
| 2کارشناس ارشد گروه تربیت‌بدنی دانشگاه سما واحد کرج | ||
| چکیده | ||
| هدف پژوهش، بررسی معادلات ساختاری اثر دانش محصول مصرف کننده بر پذیرش توسعه برند لباس های ورزشی بر اساس تحلیل چند گروهی است. روش تحقیق توصیفی- پیمایشی مبتنی بر معادلات ساختاری، ازنظر هدف کاربردی و به شکل میدانی انجام گرفته است. جامعه آماری پژوهش، مصرف کنندگان برند ورزشی مجید در شهر تهران بود. با توجه به اینکه حجم جامعه نامشخص بود با استفاده از جدول مورگان حجم نمونه 384 برآورد شد، لذا با توجه به‌احتمال ریزش نمونه ها 400 پرسشنامه در بین مصرف کنندگان پخش که از این تعداد 380 پرسشنامه قابل‌قبول مورد تجزیه‌وتحلیل قرار گرفت. جهت گردآوری داده ها از پرسشنامه کلیسر و مانتل (1994)، النا دلگادو (2005) و چانگ و همکاران (2001) استفاده شده است. روایی صوری و محتوایی پرسشنامه توسط چند تن از اساتید و دانشجویان دکتری مدیریت بازاریابی ورزشی بررسی و پس از اصلاحات، مورد استفاده قرار گرفت. همچنین پایایی و روایی سازهای با استفاده از معادلات ساختاری ارائه گردیده است. یافته ها نشان داد دانش مصرفی زنان و مردان بر پذیرش توسعة برند کالای ورزشی و سپس اعتماد به آن‌ها اثرگذار است. این در حالی بود که وزن رگرسیونی مسیرهای مدل نشان داد دانش محصول بر پذیرش توسعه برند در زنان نسبت به مردان اثرگذاری نسبتاً بهتری دارند. | ||
| کلیدواژه‌ها | ||
| دانش محصول مصرف کننده؛ لباس ورزشی؛ پذیرش توسعه برند؛ اعتماد برند والد؛ تحلیل چند گروهی | ||
| عنوان مقاله [English] | ||
| The Structural Modeling of the Effect of Consumer Product Knowledge on the Adoption of Sporting Brand Based on Multi Group Analysis in AMOS | ||
| نویسندگان [English] | ||
| Rasol Moradi Hezari1؛ Ensiye Fardi2؛ Akbar Derakhshan2 | ||
| 1M.A. of Sport Marketing Management | ||
| 2M.A., Department of Physical Education, Sama University, Karaj Branch | ||
| چکیده [English] | ||
| The purpose of the study was to investigate the structural equation of the effect of consumer product knowledge on the adoption of sport brand clothing based on multi-group analysis. The research method of descriptive-survey based on structural equations is applied in terms of purpose and is a field research. The statistical population of this study was the consumers of Majid sports brand in Tehran. Considering the size of the community was unclear, using the Morgan table, the sample size was estimated to be 384, therefore, with regard to the probability of the loss of samples, 400 questionnaires were distributed among consumers, of which 380 acceptable questionnaires were analyzed. Data were collected by questionnaire Clariser and Mantel (1994), Elena Delgado Ballester (2005) and Chang Kim et al. (2001). The face and content validity of the questionnaire was evaluated by some of the professors and Ph.D students. Also structural validity and reliability is presented using structural equations. The findings show that the consumer knowledge of women and men would effect on accepting the promotion of sporting goods brand and trusting them respectively.However, the regression weights of model paths showed that the effect of product knowledge on brand acceptance in women is relatively better than men | ||
| کلیدواژه‌ها [English] | ||
| Consumer Product Knowledge, Sports Clothing, Brand Acceptance, Brand Trust, Multi-Group Analysis | ||
| مراجع | ||
|
1- Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 27-41.
2- Ashkannejad, M.(2007). The Effect of Consumer Knowledge on Product and Identification on Brand Development Assessment. Master's Thesis, Shahid Beheshti University. (Persian)
3- Chen, K., & Liu, C.M.(2004). Positive brand extension trial and choice of parent brand. Product & Brand Management, 13(1), 25-36.
4- Delgado-Ballester, E., & Luis Munuera-Alemán, J. (2005). Does brand trust matter to brand equity? Journal of product & brand management, 14(3), 187-196.
5- Dens, N., & De Pelsmacker, P. (2010). Attitudes toward the extension and parent brand in response to extension advertising. Journal of Business Research, 63(11), 1237-1244.
6- Dwivedi, A., Merrilees, B., & Sweeney, A. (2006). A Model of the Feedback Effect of Brand-Extensions on Parent-Brands. Griffith University.
7- Erenkol, A. D., & Duygun, A. (2010). Customers perceived brand equity and a research on the customers of Bellona which is a Turkish furniture brand. The Journal of American Academy of Business, 16(1), 93-109.
8- Eze, U. C., & Lee, C. (2012). Consumers' Attitude towards Advertising. International Journal of Business & Management, 7(13) ,94-108.
9- Fatahi, Y., Kakaie, S., & Mohamadi, M .(2016). The study of the influence of consumer knowledge on Iranol brand product and brand on the evaluation of brand scope. Third International Conference on Accounting and Management with New Science Research Approach, Tehran, Iran. (Persian)
10- Fornell, C.,& Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1), 39-50.
11- Hem, L.E.,& Iversen, N.M. (2009). Effect of different types of perceived similarity and subjective Knowledge in evaluations of brand extensions. MARKET RESEARCH, 51(6), 797-818.
12- Hem, L. E., De Chernatony, L., & Iversen, N. M. (2013). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.
13- Kapferer, J. N.(2006). Strategic Brand Management. Translation: Ghorbanlo, S, Mobaleghan Publishers. First Printing, Tehran, 155 & 160. (Persian)
14- Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term.London, England: Kogan Page.
15- Kapoor, K., & Heslop, L.A .(2009). Brand positivity and competitive effects on the evaluation of brand extensions. Research in Marketing, 26, 228-237.
16- Li, Y., & He, H. (2013). Evaluation of international brand alliances: brand order and consumer ethnocentrism. Journal of Business Research, 66(1), 89-97.
17- Martinez, E.,& Polo, Y.(2008). Effect of brand extension Strategies on brand Image. International Marketing Review, 25(1), 107-137.
18- Moghadas, M., & Kalateh Seyfari, M. (2017). Analysis of the impact of media on consumer attitudes toward the brand and purchase intention (Case study: sports apparel manufacturer Majid), Communication Management in Sports Media, 5(17), 53-63. (Persian)
19- Molahoseini, A., & Mosa Ali, F .(2014). The relationship between consumer involvement, product knowledge and sudden buying behavior. First National Conference on Future Studies, Management and Development, Tehran, Center for the Development of Modern Education in Iran (Metana). (Persian)
20- Moradi Hezari, R., & Fardi, E. (2018). The effect of reception social identity by using valid foreign sports brands on consumer behavior of customers, Communication Management in Sports Media, 5(19), 54-65. (Persian)
21-Nathalie, D.,& Patrick,D. P.(2009). Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation. Market Lett, 21, 175-189.
22- Reast, J. (2005). Brand trust and brand extension acceptance: the relationship. Product & Brand Management, 14, 4-13.
23- Sadeghi Broujerdi, S., Sadeghi, M., & Mermongreh, M. (2017). Impact of social stimulus on the decision to purchase foreign sports wearers. Sport Management Studies, Ready to releas. (Persian)
24- Salazar-Ordóñez, M., Rodríguez-Entrena, M., Cabrera, E. R., & Henseler, J. (2018). Survey data on consumer behaviour in olive oil markets: The role of product knowledge and brand credence. Data in brief.
25- Seltene, M., & Brunel, O. (2009). Brand extension: the moderating role of the category to which the brand extension is found. Product & Brand Management, 17(6), 393-402.
26- Sharma, S., Durand, R.,& Gure-Arie, O. (1981). Identification and Analysis of Moderator Variables. Marketing Research, 291-300.
27- Sofianti, T. D., Suryadi, K., Govindaraju, R. & Prihartobo, B. (2016). Customer knowledge co-creation process in new product development, Proceedings of the World Congress on Engineering, 1, 1- 8.
28- Song, P., Zhang, C., Xu, Y. C., & Huang, L. (2010). Brand extension of online technology products: Evidence from search engine to virtual communities and online news. Decision support systems, 49(1), 91-99.
29- Steenkamp, J., Hostede, F.,& Wedel, M. (1999). A cross-national investigation into the Individual and national cultural antecedents of consumer innovativeness. Marketing, 63, 55-69.
30- Subin, I., Barry, L. B., & Charlotte, H. (2003). An empirical study of innate consumer innovativeness, personal characteristic and new-product adoption behavior. marketing scince, 31, 61-73.
31- Weitz, R., Ratneshwar, S., & Shocker, A. D. (2011). Substitution in use and the role of usage context in product category structures. Journal of Marketing Research, 281-295.
32- Xie, Y. H. (2008). Consumer innovativeness and consumer Acceptance of brand extensions. product & brand management, 17, 235-243.
33- Yeung, A. H., Lo, V. H., Yeung, A. C., & Cheng, T. C. (2008). Specific customer knowledge and operational performance in apparel manufacturing, Int. J. Production Economics, 114(2), 520– 533. | ||
|
آمار تعداد مشاهده مقاله: 1,001 تعداد دریافت فایل اصل مقاله: 853 |
||