بررسی پاسخ هواداران تیم استقلال نسبت به حامی مالی تیم رقیب ‌با نقش تعدیلگر خوشحالی از ناراحتی دیگران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران

2 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران

3 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.

10.34785/J018.2020.162

چکیده

به منظور بررسی درک پاسخ هواداران تیم استقلال نسبت به حامی مالی تیم رقیب همچنین نقش تعدیلگر خوشحالی از ناراحتی دیگران، تحقیقی توصیفی از نوع مدل معادلات ساختاری اجرا شد. جامعه آماری تحقیق شامل کلیه هواداران تیم استقلال تهران بود(n=450). به منظور اندازه‌گیری متغیرهای تحقیق از پرسشنامه استاندارد نگرش قبلی(میتچل و اولسن)، تناسب درک شده(تامسون و اسپید)، هویت هوادار(دالاکاس و ملانکن،آنجل و همکاران)، خوشحالی از ناراحتی دیگران(دالاکاس و ملانکن،آنجل و همکاران) و پیامدهای حامیگری(اسپید و تامپسون، آنجل و همکاران، بریک ویست) در مقیاس 5 ارزشی لیکرت استفاده گردید. به منظور بررسی روایی صوری پرسشنامه از نظرات متخصصین، روایی محتوایی از مدل لاشه(CVR=0/62)، روایی‌سازه از تحلیل عاملی تائیدی و مدل معدلات ساختاری استفاده گردید. یافته‌ها نشان دادند مدل پیامد حامیگری از برازش مناسبی برخوردار است(70/0 =R2). نگرش قبلی و هویت هوادار روی پیامدهای حامیگری اثر داشتند و خوشحالی از ناراحتی دیگران نیز رابطه بین تناسب درک شده و پیامدهای حامیگری را تعدیل کرد. بطورکلی عدم تجانس در پاسخ‌های حامی موضوع جدیدی در تئوری بازاریابی ورزشی است که تا به امروز به خوبی مورد بررسی قرار نگرفته است. این موضوع نیز نیاز به تحقیقات بیشتری در آینده دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigation of response of the Esteghlal team fans to the sponsorship of rival team with a schadenfreude moderator role

نویسندگان [English]

  • nasim salehi 1
  • korosh veisi 2
  • Khaidan Hatami khaibari 3
1 Islamic Azad university Sananadaj
2 Assistance professor sport management Islamic Azad university Sananadaj
3 Assistant professor of sport management, department of physical education and sport sciences, Sanandaj branch, Islamic Azad University, Sanandaj, Iran.
چکیده [English]

In order to evaluate the response of Understanding the response of the Esteghlal team fans to the rival team sponsorship and also schadenfreude moderator role, a descriptive study of the structural interactions model was implemented. The statistical population of the study consisted of all the Esteghlal team fans of Tehran(n = 450). In order to measure the variables of the research, standard questionnaires such as previous attitude(Mitchell and Olson), perceived congruent(Speed and Thompson), fan identity(Dallas and Melankon, Angel et al.), schadenfruede(Dallas and Melankon, Angel et al.), sponsorship consequences (Speed and Thompson, Angel et al., Briqist) on a Likert scale of 5, were used. In order to evaluate the formal validity of the questionnaire, experts' opinions, content validity of the Karakas model (CVR=0/62), structural validity, confirmatory factor analysis and structural interactions model were used. The findings demonstrated that the sponsorship consequences model has a suitable fit (R2= 0/70). The previous attitude and the fan identity influenced on the sponsorship consequences, and the schadenfruede also moderated the relationship between perceived congruent and sponsorship consequences. In general, heterogeneity in sponsor responses is a new topic in sports marketing theory, which has not been well investigated to date. This also requires more research in the future.

کلیدواژه‌ها [English]

  • previous attitude
  • schadenfruede
  • fan identity
  • football

مراجع

Angell, R. J., Gorton, M., Bottomley, P., & White, J. (2016). Understanding fans’ responses to the sponsor of a rival team. European Sport Management Quarterly, 16(2), 190-213.‏
BBC (2015). Spinnaker Tower rebranded with name of sponsor Emirates. Accessed: 26th Nov2015.
Bee, C., & Dalakas, V. (2015). Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages. Journal of Marketing Communications, 21(6), 408-424.‏
Bergkvist, L. (2012). The flipside of the sponsorship coin: do you still buy the beer when the brewer underwrites a rival team?. Journal of Advertising Research, 52(1), 65-73.‏
Cikara, M., & Fiske, S. T. (2012). Stereotypes and schadenfreude: Affective and physiological markers of pleasure at outgroup misfortunes. Social Psychological and Personality Science, 3(1), 63-71.‏
Cornwell, T. B. (2013). State of the art and science in sponsorship-linked marketing. In Handbook of research on sport and business. Edward Elgar Publishing.‏
Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of consumer research, 33(3), 312-321.‏
Dalakas, V., & Levin, A. M. (2005). The balance theory domino: How sponsorships may elicit negative consumer attitudes. ACR North American Advances,32, 91-97.
Dalakas, V., & Melancon, J. P. (2012). Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN). Journal of Services Marketing, 26(1), 51-59.
Davies, F., Veloutsou, C., & Costa, A. (2006). Investigating the influence of a joint sponsorship of rival teams on supporter attitudes and brand preferences. Journal of Marketing communications, 12(1), 31-48.‏
Dean, D. H. (2002). Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77-87.‏
Grohs, R., Reisinger, H., & Woisetschläger, D. M. (2015). Attenuation of negative sponsorship effects in the context of rival sports teams’ fans. European Journal of Marketing. 49(11/12), 1880-1901.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57.‏
Harris, L. C., & Ogbonna, E. (2008). The dynamics underlying service firm—customer relationships: Insights from a study of English premier league soccer fans. Journal of Service Research, 10(4), 382-399.‏
Havard, C. T. (2014). Glory out of reflected failure: The examination of how rivalry affects sport fans. Sport Management Review, 17(3), 243-253.‏
Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Psychology Press.
Herrmann, J. L., Walliser, B., & Kacha, M. (2011). Consumer consideration of sponsor brands they do not remember: taking a wider look at the memorisation effects of sponsorship. International Journal of Advertising, 30(2), 259-281.‏
Hickman, T., & Ward, J. (2007). The dark side of brand community: Inter-group stereotyping, trash talk, and schadenfreude. ACR North American Advances,34, 314
Hognestad, H. K. (2012). Split loyalties: football is a community business. Soccer & Society, 13(3), 377-391.‏
Hoogland, C. E., Schurtz, D. R., Cooper, C. M., Combs, D. J., Brown, E. G., & Smith, R. H. (2015). The joy of pain and the pain of joy: In-group identification predicts schadenfreude and gluckschmerz following rival groups’ fortunes. Motivation and Emotion, 39(2), 260-281.‏
Jones, I. (2000). A model of serious leisure identification: The case of football fandom. Leisure studies, 19(4), 283-298.‏
Leach, C. W., Spears, R., Branscombe, N. R., & Doosje, B. (2003). Malicious pleasure: Schadenfreude at the suffering of another group. Journal of personality and social psychology, 84(5), 932.‏
Lings, I. N., & Owen, K. M. (2007). Buying a sponsor's brand: the role of affective commitment to the sponsored team. Journal of Marketing management, 23(5-6), 483-496.‏
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of advertising, 29(4), 13-24.‏
Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & marketing, 18(2), 145-165.‏
Martensen, A., Grønholdt, L., Bendtsen, L., & Jensen, M. J. (2007). Application of a model for the effectiveness of event marketing. Journal of advertising research, 47(3), 283-301.‏
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.‏
Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts?. European Journal of Marketing, 44(1-2), 180-199.
Olson, E. L., & Thjømøe, H. M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57-70.‏
Ouwerkerk, J. W., & Van Dijk, W. W. (2014). 12 Intergroup rivalry and schadenfreude. Schadenfreude: Understanding pleasure at the misfortune of others, 186.‏Cambridge: Cambridge University Press.
Pakari, A., Vazifedoost, H., Hamdi, K., & Khalili, M. (2020). Providing a Model for Measuring the Impact of Mental, Social and Behavioral Stimuli on Consumer Purchasing Decisions. Consumer Behavior Studies Journal, 7(1), 245-276.‏
Petrovici, D., Shan, Y., Gorton, M., & Ford, J. (2015). Patriot games? Determinants of responses to Chinese and foreign sponsors of the Beijing Olympics. Journal of Business Research, 68(6), 1324-1331.‏
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer, New York, NY.‏
Pracejus, J. W. (2004). Seven psychological mechanisms through which sponsorship can influence consumers. Sports marketing and the psychology of marketing communication, 57(6), 175-190.‏
Roy, D. P., & Cornwell, T. B. (2003). Brand equity’s influence on responses to event sponsorships. Journal of Product & Brand Management, 12(6), 377-393.
Smith, R. H., Powell, C. A., Combs, D. J., & Schurtz, D. R. (2009). Exploring the when and why of schadenfreude. Social and Personality Psychology Compass, 3(4), 530-546.‏
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the academy of marketing science, 28(2), 226-238.
Stuart, E. W., Shimp, T. A., & Engle, R. W. (1987). Classical conditioning of consumer attitudes: Four experiments in an advertising context. Journal of Consumer Research, 14(3), 334-349..
Sundie, J. M., Ward, J. C., Beal, D. J., Chin, W. W., & Geiger-Oneto, S. (2009). Schadenfreude as a consumption-related emotion: Feeling happiness about the downfall of another's product. Journal of Consumer Psychology, 19(3), 356-373.‏
Ward, M. (2005). Gullhanger: How I Learned to Love Brighton and Hove Albion. London: Random House.
Wilson, T. D., & Gilbert, D. T. (2003). Affective forecasting.‏ Advances in Experimental Social Psychology, 35(3), 345–411.
مطالعات رفتار مصرف‌کننده
دوره 7، شماره 2
دی 1399
صفحه 156-171

فایل ها

هم رسانی

ارجاع به این مقاله

آمار