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مقایسه تناسب حامیان مالی تیم ملی والیبال ایران | ||
| فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
| مقاله 9، دوره 8، شماره 2 - شماره پیاپی 30، مهر 1398، صفحه 77-87 اصل مقاله (310.23 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2019.33155.2671 | ||
| نویسندگان | ||
| اسیه قربانیان رجبی1؛ مهدی طالب پور* 2؛ گیوم مقتینو3؛ گیوم بوده4؛ آذر کفاش پور5 | ||
| 1دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد. | ||
| 2دانشیار مدیریت ورزشی، گروه مدیریت ورزشی و رفتار حرکتی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد. | ||
| 3دانشیار ورزش و روانشناسی تمرین، مرکز تحقیق و نوآوری در ورزش، دانشگاه کلودئو برنارد، لیون1، ویلوقبان، فرانسه. | ||
| 4استاد مدیریت و بازاریابی ورزشی، مرکز تحقیق و نوآوری در ورزش، دانشگاه کلودئو برنارد، لیون1، ویلوقبان، فرانسه. | ||
| 5دانشیار مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه فردوسی مشهد. | ||
| چکیده | ||
| هدف، مقایسه تناسب حامیان مالی تیم ملی والیبال با این تیم از دیدگاه تماشاچیان است. تحقیق از نوع پیمایشی و برای جمع‌آوری داده‌ها از روش نمونه‌گیری تصادفی استفاده شد. برای جمع‌آوری داده‌ها از پرسشنامه زدراوکویچ و همکاران استفاده شد. آن‌ها، برای بررسی تناسب از 9 بعد خرد و 2 بعد کلان استفاده کردند. برای مقایسه از آزمون تحلیل واریانس چندگانه و برای آزمون‌های تعقیبی از آزمون شفه و برای تحلیل از نرم افزار STATISTICA استفاده شد. آزمون‌های اندازه‌گیری و معادلات ساختاری برای سه حامی مالی نیز با استفاده از نرم افزار M Plus مورد بررسی قرار گرفت. نتایج آزمون تحلیل واریانس چندگانه نشان داد بین ابعاد مختلف خرد و کلان تناسب، بهجز بعد جغرافیایی، اختلاف معناداری بین سه حامی مالی وجود دارد. اما آزمون تعقیبی نشان داد بین ابعاد مختلف تناسب بانک دی و همراه اول، تفاوت معناداری وجود ندارد و بین ابعاد مختلف تناسب مجید و همراه اول و همچنین مجید و بانک دی، به جز مقایسه بعد مشارکت بین برند مجید و همراه اول و مقایسه بعد مأموریت بین برند مجید و بانک دی، همه ابعاد تفاوت معناداری را نشان می‌دهند. آزمون‌های اندازه‌گیری و معادلات ساختاری برای سه حامی مالی، با توجه به شاخص‌های تعریف شده، نتایج قابل قبولی را نشان دادند. با توجه به نتایج این تحقیق، حامیان مالی و تیم‌ها برای افزایش رابطه برد-برد، بهتر است بر رابطه متناسبی تمرکز کرده و در صورتی که این رابطه حمایتی از منظر پاسخ‌دهندگان، متناسب به نظر نمی‌رسد، با اقداماتی موارد متناسب خودشان با مورد حمایت شده را روشن‌سازی کنند. | ||
| کلیدواژه‌ها | ||
| تناسب؛ حامی مالی؛ تیم ملی والیبال | ||
| عنوان مقاله [English] | ||
| Comparison of the Fit of Sponsors in Iran National Volleyball Team | ||
| نویسندگان [English] | ||
| Asieh Ghorbanian Rajabi1؛ Mahdi Talebpour2؛ Guillaume Martinent3؛ Guillaume Bodet4؛ Azar Kafashpor5 | ||
| 1Ph.D. Student of Sport Management in Ferdowsi University of Mashhad. | ||
| 2Associate professor of sport management in Ferdowsi university of Mashhad. | ||
| 3Associate professor of sport and exercise psychology, Claude Bernard, Lyon1 university, France. | ||
| 4professor of Management and Sport Marketing, Claude Bernard, Lyon1 University, France. | ||
| 5Associate Professor of Management in Ferdowsi University of Mashhad. | ||
| چکیده [English] | ||
| Purpose of this study was to compare fit of sponsors of Iran national volleyball team from participants’ point of views. This study was survey-based and has been used random sampling to collect data. Zdravkovic and collegues’ questionnaire was used to collect required data. For measuring fitness, nine micro dimensions and two macro dimensions were studied. For comparison of these dimensions, MANOVA and Scheffe post-hoc tests were used by STATISTICA software. Measurement and SEM tests were analysed by M Plus software. Results: Results of MANOVA tests showed that there are significant difference between micro and macro dimensions fit -except geography- between three sponsors, but post-hoc tests showed that there are not significant difference between different dimensions of fit between Day bank and Hamrah Aval and there are significant difference between all fit dimensions of Merooj and Day bank –except involvement- and also between Merooj and Hamrah Aval –except mission-. Measurement and SEM tests showed good results (fit) for three sponsors. Discussion: According to obtained results, for improving this win-win relationship, it is better that sponsors and teams focus on a fit relationship and if it does not seem fit from participants’ point of view, they should do some promotional activity for clarifying this relationship. | ||
| کلیدواژه‌ها [English] | ||
| Fit, Sponsor, National Volleyball Team | ||
| مراجع | ||
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