مدلسازي نقش بازاريابي ارتباطي بر عشق برند هواداران باشگاه‌هاي ليگ برتر فوتسال ايران (مورد مطالعه: باشگاه فرهنگي ورزشي فرش‌آرا مشهد)

Developing the Model of the Role of Communication Marketing on the Brand Love of Iran Futsal Premier League Fans (Case Study: Mashhad Farsh Ara Sport Cultural Club)

ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﺗﺤﻘﯿﻖ ﻣﺪل ﺳﺎزي ﻧﻘﺶ ﺗﺎﮐﺘﯿﮏﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ارﺗﺒﺎﻃﯽ در ﻋﺸﻖ ﺑﻪ ﺑﺮﻧﺪ ﻫﻮاداران ﺑﺎﺷﮕﺎه ﻫﺎي ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺴﺎل اﯾﺮان اﺳﺖ ﮐﻪ ﺑﻪ ﺻﻮرت ﻣﻮردي در ﺑﺎﺷﮕﺎه ﻓﺮﻫﻨﮕﯽ ورزﺷﯽ ﻓﺮش آراي ﻣﺸﻬﺪ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻧﻮع ﺗﺤﻘﯿﻘﺎت ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ ﻣﯽ ﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ اﯾﻦ ﺗﺤﻘﯿﻖ، ﻫﻮاداران ﺑﺎﺷﮕﺎه ورزﺷﯽ ﻓﺮش آراي ﻣﺸﻬﺪ ﺑﻮدﻧﺪ. ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ از آﻣﺎر ﺗﻮﺻﯿﻔﯽ و از آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ در ﺳﻄﺢ ﻣﻌﻨﺎداري 0/05 اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻘﺪار ﺿﺮﯾﺐ ﻣﺴﯿﺮ ﺑﯿﻦ ﺑﺎزارﯾﺎﺑﯽ ارﺗﺒﺎﻃﯽ و ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ ﺑﺮاﺑﺮ ﺑﺎ 0/24 ﮐﻪ ﻣﻘﺪاري ﻣﺜﺒﺖ ﻣﯽ ﺑﺎﺷﺪ و ﻣﻘﺪار آﻣﺎره ﺗﯽ )t( ﻣﺮﺑﻮط ﺑﻪ آن ﺑﺮاﺑﺮ ﺑﺎ 15/16، ﺑﻨﺎﺑﺮاﯾﻦ ﺑﺎ اﻃﻤﯿﻨﺎن 95 درﺻﺪ ﻣﯽ¬ﺗﻮان ﻧﺘﯿﺠﻪ ﮔﺮﻓﺖ ﮐﻪ اﯾﻦ ﺿﺮﯾﺐ ﻣﺴﯿﺮ در ﺳﻄﺢ ﺧﻄﺎي 0/05 ﻣﻌﻨﺎدار اﺳﺖ و وﺟﻮد راﺑﻄﻪ ﻣﻌﻨﺎدار و ﻣﺴﺘﻘﯿﻢ )ﻣﺜﺒﺖ( ﺑﯿﻦ ﺑﺎزارﯾﺎﺑﯽ ارﺗﺒﺎﻃﯽ و ﻋﺸﻖ ﺑﺮﻧﺪ ﺗﺎﯾﯿﺪ ﻣﯽ ﺷﻮد. ﺑﻪ ﻃﻮر ﮐﻠﯽ ﻃﺮاﺣﯽ ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﻧﻘﺶ ﺑﺎزارﯾﺎﺑﯽ ارﺗﺒﺎﻃﯽ ﺑﺮ ﻋﺸﻖ ﺑﺮﻧﺪ ﻫﻮاداران ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺴﺎل اﯾﺮان، ﺑﯿﺎﻧﮕﺮ آن اﺳﺖ ﮐﻪ ﻧﯿﺎز ﺑﻪ ورود ﻣﻔﻬﻮﻣﯽ ﺟﺪﯾﺪ ﺑﻪ ﻧﺎم ﻋﺸﻖ در ﺑﺎﺷﮕﺎه ﻫﺎي ﻟﯿﮓ ﺑﺮﺗﺮ اﯾﺮان ﻧﯿﺎزي ﺟﺪي اﺳﺖ و ﻻزﻣﻪ رﺳﯿﺪن ﺑﻪ اﯾﻦ ﻣﻬﻢ و ﺑﻬﺮه ﮔﯿﺮي از ﻧﺘﺎﯾﺞ ﻣﺜﺒﺖ اﯾﻦ ورود در ﻓﻮﺗﺒﺎل اﯾﺮان، ﺗﻮﺟﻪ ﺑﯿﺸﺘﺮ ﺑﻪ ﻧﯿﺎزﻫﺎ و ﺧﻮاﺳﺘﻪ ﻫﺎي ﻫﻮاداران ﻣﯽ ﺑﺎﺷﺪ.

The aim of this study was to develop the model of the role of communication marketing tactics in the brand love of Iran futsal premier league clubs fans which was a case study in Mashhad Farsh Ara sport cultural club using structural equation modeling. This study was descriptive-survey. an‎d the population consisted of Mashhad Farsh Ara sport club fans. Descriptive and inferential statistics were used to analyze the data at the significance level of 0.05. As the path coefficient between communication marketing and brand personality was almost positive (0.24) and the related t statistic was equal to 15.16, it can be concluded (with 95% confidence) that this path coefficient was significant at the error level of 0.05. The significant and direct (positive) relationship between communication marketing and brand love was confirmed. Generally, the development of structural equation modeling of the role of communication marketing in brand love of Iran futsal premier league fans stated that an insertion of a new concept named love into Iran premier league clubs is a serious need and more attention to the fans’ needs is required to reach this important issue and to employ the positive results of this insertion into Iran football