تاثیر مسئولیت اجتماعی باشگاه بر رفتار حمایتی از برند هواداران فوتبال: مطالعه موردی باشگاه پرسپولیس تهران

نویسندگان

دانشگاه آزاد اسلامی واحد مرکزی تهران

چکیده
امروزه مسئولیت اجتماعی به سازمان خاصی محدود نمی­شود و باشگاه­ها و تیم­های ورزشی نیز شکل­های مختلفی از مسئولیت­های اجتماعی را در اهداف خود قرار داده و درگیر اجرای آنها شده­اند. هدف از پژوهش حاضر بررسی تاثیر مسئولیت­اجتماعی باشگاه­ بر رفتار حمایتی از برند هواداران فوتبال با نقش میانجی نگرش: نقش تعدیگر همدلی بود. روش پژوهش حاضر توصیفی-پیمایشی بوده و با توجه به هدف از نوع مطالعات کاربردی بود. در پژوهش حاضر باشگاه پرسپولیس به عنوان باشگاه مورد مطالعه و جامعه آماری پژوهش حاضر را کلیه­ی هواداران باشگاه پرسپولیس تشکیل دادند. تعداد 360 نفر به عنوان نمونه پژوهش انتخاب گردیدند و از روش نمونه­گیری در دسترس استفاده شد. جهت ارزیابی مسئولیت­اجتماعی از پرسشنامه گالبریث(2010)، رفتارهای حمایتی از برند از پرسشنامه ژی و همکاران(2019) و برای اندازه­گیری متغیرهای نگرش و همدلی از پرسشنامه ژی و همکاران(2019) استفاده شد. جهت بررسی و تحلیل داده­ها از آمار توصیفی و استنباطی با رویکرد مدل معادلات ساختاری استفاده گردید که از نرم افزارهای 25 SPSS و Smart PLS 3.2.9 برای تجزیه و تحلیل استفاده گردید. نتایج بدست آمده نشان داد که مسئولیت اجتماعی بر رفتارهای حمایتی از برند و نگرش هوادار اثرگذار بوده است، همچنین نگرش هواداران بر رفتارهای حمایتی از برند تاثیر گذار بوده و نقش میانجی نگرش هواداران در رابطه با تاثیر مسئولیت­اجتماعی بر رفتارهای حمایتی مورد تایید قرار گرفت. در نهایت همدلی نقش تعدیل­گری بین تاثیر مسئولیت­اجتماعی باشگاه بر رفتارهای حمایتی از برند هواداران ایفا می­کند.

کلیدواژه‌ها


عنوان مقاله English

The Effect of Club Social Responsibility on the Supportive Behavior of the Football Fans Brand: (Case Study of Persepolis Tehran Club)

نویسندگان English

SHahoo ZamaniDadaneh
Mohamma Reza Esmaili
Ali Zarei
Islamic Azad University Central Tehran Branch
چکیده English

Nowadays, social responsibility is not limited to specific organization, and clubs and sports teams have included various forms of social responsibility in their goals and are involved in their implementation. The purpose of this study was to investigate the effect of club social responsibility on the supportive behavior of the brand of football fans with the mediating role of attitude: The moderator role was empathy. The method of the present study was descriptive-survey and was applied studies according to the purpose. In the present study, Persepolis Club as the study club and the statistical population of the present study consisted of all fans of Persepolis Club.360 people were selected as the research sample and the available sampling method was used. Galbraith (2010) questionnaire was used to evaluate social responsibility, Zhi et al. (2019) questionnaire was used to support brand behaviors, and Zhi et al. (2019) questionnaire was used to measure attitude and empathy variables.To review and analyze of the data, descriptive and inferential statistics were used using the construction equation model, which used SPSS 25 and Smart PLS 3.2.9 software for experiments and analysis. The results showed that social responsibility had an effect on brand support behaviors and fan attitudes, also,the attitude of the fans on the supportive behaviors of the brand was influential and the mediating role of the fans' attitude regarding the impact of social responsibility on the supportive behaviors was confirmed. Finally, empathy plays a moderating role between the impacts of club social responsibility on fan supportive behaviors.

کلیدواژه‌ها English

Relationship Marketing
Brand Supportive Behavior
Social Responsibility in Sports
Fan Attitude
empathy
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