اولویت بندی پیامدهای تداعی قدیمی بودن برندهای ورزشی

روش پژوهش، توصیفی و از نوع مطالعات همبستگی می‌باشد. جامعه آماری این پژوهش تمامی خریداران برندهای ورزشی ایرانی هستند. از آنجا که تعداد جامعه مشخص نمی‌باشد از فرمول کوهن برای براورد حجم نمونه اسفاده شد. برای اطمینان 400 پرسشنامه توزیع شد و از این تعداد پرسشنامه 391 پرسشنامه به طور صحیح بازگشت خورد و در تجزیه و تحلیل‌ها از آن‌ها استفاده شد. روایی صوری و محتوایی با استفاده از نظر 8 نفر از اساتید مدیریت ورزشی تایید شد. روایی سازه با استفاده از آزمون تحلیل عاملی تاییدی مورد تایید قرار گرفت و پایایی متغیرها توسط آزمون آلفای کرونباخ مورد تایید قرار گرفت. در این تحقیق جهت تجزیه وتحلیل داده‌ها از نرم افزارهای spss و lisrel جهت ارایه مدل استفاده شد. بر اساس یافته‌ها ضریب معناداری نشان می‌دهد که شاخص‌ها بیشتر از مقدار 1.96 است و می‌توان نتیجه گرفت که تداعی برند تاثیر مثبت و معناداری بر عوامل ذکر شده دارد. همچنین بر اساس یافته‌ها به ترتیب خاطره گویی، بی زمانی، نگهداری، تجربه و تخصص و سنت از مهم ترین پیامدهای تداعی برند هستند. لذا در جهت تداعی برند باید شاخص های مورد نظر مورد تاکید بازاریابان قرار گیرد.

prioritizing the associative consequences of old sports brands

today’s competitive environment has become extremely turbulent and one of the ways to deal with the environmental disturbances is to emphasize the historical components and show the stability and stability of the brand. appealing to the past has become a common thing for consumers today, and brands with images that have components such as credibility, heritage, and stability are gaining popularity. brand age is defined as consumers’ perception of the brand’s long existence and is part of the concept of brand heritage. therefore, the effect of brand antiquity on consumer-brand relationships is well established. however, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; it is not focused. the associative approach is important because it focuses on the spontaneous activation of learned sets of associations or responses developed by consumers through repeated activation in memory. this activation starts automatically with the presence of environmental stimuli. for example, an indication of the product’s country of origin activates associations stored in memory and stereotypes about countries. therefore, emotions are one of the topics that motivate customers to choose and communicate with a product or service. an emotional connection between the brand and the customer is formed gradually. we live in a world full of emotions; where emotions influence our decisions. for this reason, marketers often try to create an emotional connection between their brand and their customers; this becomes possible when the consumer develops an emotional connection with the brand. attachment is considered as the strength of the emotional and cognitive relationship between the consumer and the brand. the current research was conducted with the aim of prioritizing the associative consequences of old sports brands. the research method is descriptive and of the type of correlational studies. the statistical population of this research was all buyers of iranian sports brands. the sampling method is accessible, which was selected from the customers of sports brands in the virtual space. since the number of the community cannot be counted and it takes a high amount. therefore, the sample size is based on an unlimited population. since the number of the population is not known, cohen’s formula was used to estimate the sample size. to be sure, 400 questionnaires were distributed and out of this number, 391 questionnaires were returned correctly and were used in the analysis. in this research, the standard questionnaire of richard and white (2020) was used. this questionnaire contains 15 questions, which are categorized in the form of 5 components and measures the consequences of association of old brands in the range of 5 likert options. form and content validity was confirmed using the opinion of 8 sports management professors. the validity of the structure was confirmed by using the confirmatory factor analysis test and the reliability of the variables was confirmed by cronbach’s alpha test. in this research, spss and lisrel software were used for data analysis to present the model. according to the findings, brand association is effective at 0.90 on experience and expertise, at 0.95 at 0.96 on reminiscence, at 0.96 at timelessness and at 0.85 at tradition. also, the significant coefficient shows that the indicators are more than 1.96 and it can be concluded that brand association has a positive and significant effect on the mentioned factors. also, based on the findings, reminiscence, timelessness, maintenance, experience, expertise, and tradition are among the most important consequences of brand association.