مقايسۀ عوامل مؤثر بر ارزش ويژة برندهاي ورزشي داخلي و خارجي

A Comparison of Factors Affecting the Equity of Domestic and Foreign Sport Brands

ﻫﺪف از اﯾﻦ ﻣﻄﺎﻟﻌﻪ ﻣﻘﺎﯾﺴﮥ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ارزش وﯾﮋة ﺑﺮﻧﺪﻫﺎي ورزﺷﯽ داﺧﻠﯽ و ﺧﺎرﺟﯽ ﺑﻮد. روش ﭘﮋوﻫﺶ از ﻧﻮع ﺗﻮﺻﯿﻔﯽ ﭘﯿﻤﺎﯾﺸﯽ ﺑﻮد. ﺗﻌﺪاد 210 ﻧﻔﺮ از ورزﺷﮑﺎران ﻧﺨﺒﮥ ﺷﻬﺮ اﻫﻮاز ﺑﺎ اﺳﺘﻔﺎده از ﻧﻤﻮﻧﻪﮔﯿﺮي ﺗﺼﺎدﻓﯽ و ﺟﺪول ﮐﺮﺟﺴﯽ و ﻣﻮرﮔﺎن ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ )N=450(. اﺑﺰار ﻣﻮرد اﺳﺘﻔﺎده ﭘﺮﺳﺸﻨﺎﻣﮥ ﻣﺤﻘﻖﺳﺎﺧﺘﻪ ﺑﻮد. رواﯾﯽ آن ﺗﻮﺳﻂ ﺗﻌﺪادي از اﺳﺘﺎدان ﺻﺎﺣﺐﻧﻈﺮ در اﯾﻦ ﺣﻮزه ﺳﻨﺠﺶ و ارزﯾﺎﺑﯽ و ﭘﺎﯾﺎﯾﯽ آن ﺑﻪ ﻣﻘﺪار 0/91 ﻣﺤﺎﺳﺒﻪ ﺷﺪ. ﺑﺮاي ﺗﺤﻠﯿﻞ ﺗﻮﺻﯿﻔﯽ و اﺳﺘﻨﺒﺎﻃﯽ از ﻧﺮماﻓﺰار SPSS ﺑﻬﺮه ﮔﺮﻓﺘﻪ ﺷﺪ. ﻧﺘﺎﯾﺞ ﻣﻘﺎﯾﺴﮥ ارزش وﯾﮋه و آﻣﯿﺨﺘﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺑﺮﻧﺪﻫﺎي ورزﺷﯽ داﺧﻠﯽ و ﺧﺎرﺟﯽ ﻧﺸﺎن داد ﻣﯿﺰان ارزش وﯾﮋة ﺑﺮﻧﺪﻫﺎي ﺧﺎرﺟﯽ و ﻣﻘﺪار آﮔﺎﻫﯽ و ﺷﻨﺎﺧﺖ، ﮐﯿﻔﯿﺖ ﻣﻮرد اﻧﺘﻈﺎر و ﺗﻼش ﺑﺮاي ﺧﺮﯾﺪ ﻣﺠﺪد آﻧﻬﺎ ﺑﻪﻣﺮاﺗﺐ ﺑﯿﺸﺘﺮ از ﺑﺮﻧﺪﻫﺎي داﺧﻠﯽ اﺳﺖ و ﻫﻤﭽﻨﯿﻦ آﻣﯿﺨﺘﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ )ﻣﺤﺼﻮل، ﻗﯿﻤﺖ، ﺗﻮزﯾﻊ و ﺗﺮوﯾﺞ( در ﺑﺮﻧﺪ ﺧﺎرﺟﯽ ﺑﯿﺸﺘﺮ ﺑﻪ اﺟﺮا درﻣﯽآﯾﺪ. ﻣﻬﻢﺗﺮﯾﻦ ﻋﺎﻣﻞ ﺗﺮﺟﯿﺢ ﻣﺤﺼﻮل ﺧﺎرﺟﯽ ﻧﺴﺒﺖ ﺑﻪ ﻧﻤﻮﻧﮥ داﺧﻞ ﮐﺸﻮر ﮐﯿﻔﯿﺖ آن اﺳﺖ. ازاﯾﻦرو ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن ورزﺷﯽ داﺧﻠﯽ ﺑﺎﯾﺪ ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮل ﺧﻮد را ﺑﯿﺸﺘﺮ ﯾﺎ ﻫﻤﺴﻄﺢ ﺑﺎ ﻧﻤﻮﻧﮥ ﺧﺎرﺟﯽ آن ﻗﺮار دﻫﻨﺪ.

The aim of this study was to compare those factors affecting the equity of domestic and foreign sport brands. The study was a descriptive survey. 210 elite athletes in Ahvaz city were randomly selected as the sample using Morgan and Krejcie Table (N = 450). A researcher-made questionnaire was used. Its validity was measured and evaluated by a number of professors and its reliability was calculated as 0.91. SPSS software was used for descriptive and inferential analysis. The results of the comparison of the brand equity and the marketing mix of domestic and foreign sport brands showed that the amount of the equity of foreign brands and the amount of knowledge, expected quality and trying to buy them again were far more than domestic brands and also marketing mix (product, price, distribution and promotion) were more implemented in foreign brands. The most important factor of the foreign product's preference to the domestic product was the quality, hence the domestic sport manufacturers should promote their product quality higher or equal to its foreign model.