تأثیر ابعاد بصری تبلیغات محیطی بر وفاداری مشتریان با نقش میانجی گری آگاهی و ترجیح برند در استادیوم فوتبال: (مطالعه موردی برند اسنوا) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف پژوهش حاضر بررسی تاثیر ابعاد بصری در تبلیغات محیطی اطراف زمین فوتبال بر وفاداری مشتریان با نقش میانجی آگاهی و ترجیح برند بود. پژوهش حاضر از لحاظ هدف پژوهش، کاربردی و از منظر روش، توصیفی پیمایشی، میدانی و از نوع همبستگی محسوب می شود. جامعه آماری این پژوهش افرادی بودند که برای تماشای فوتبال در سال 1402 به ورزشگاه آزادی مراجعه کرده و از 384 نفر به عنوان نمونه استفاده شد. ابزار پژوهش شامل پرسشنامه آگاهی برند (Buil et al., 2013)، ترجیح برند (Ebrahim et al., 2016)، وفاداری برند (Sahin et al., 2011) و بخش ابعاد بصری محقق ساخته بود. همچنین جهت تجزیه و تحلیل داده ها، از مدل سازی معادلات ساختاری با نرم افزار پی ال اس 3 استفاده شد. بر اساس نتایج به دست آمده، رابطه ابعاد بصری با دو متغیر آگاهی و ترجیح برند معنادار است اما با وفاداری رابطه معناداری ندارد. علاوه بر این آگاهی برند با وفاداری برند رابطه معناداری ندارد و ترجیح برند به عنوان متغیر میانجی بین ابعاد بصری و وفاداری برند ایفای نقش می کند. با توجه به اینکه تبلیغات محیطی با هدف جلب توجه و تأثیر مثبت روی مصرف کنندگان طراحی و اجرا می شود، توجه به ابعاد بصری این تبلیغات از اهمیت ویژه ای برخوردار است و شرکت های فعال در این حوزه با استفاده از ترکیب مناسب میان این ابعاد می توانند اثربخشی تبلیغات محیطی خود را افزایش دهند و منجر به ایجاد آگاهی و ترجیح نسبت به برند خود شوند و در نهایت از طریق ایجاد ترجیح برند، وفاداری به برند را در مصرف کنندگان ایجاد کنند.The effect of visual aspects of environmental advertising on customer loyalty with the mediating role of brand awareness and preference in football stadium: (Case study of Snowa brand)
Today, due to its many attractions, football has spread significantly around the world, making it difficult to define limits for the sport, which has completely separated itself from others. This sport has become an effective platform for advertising by large companies. Advertisements appear in various forms, such as those inside stadiums, commercials broadcast during games, and printed advertisements on clothing and sports equipment (Kordalo, 2020). Among the types of advertising, the outdoor advertising industry is one of the oldest media sectors. With advancements in technology in recent years, we have witnessed a significant transformation in this industry; outdoor digital boards now offer new and exciting ways to communicate (Cho et al., 2022). Kumar and Tripathi (2022) argue that the role of advertising is evolving and is no longer limited to informing and persuading consumers. Companies are now seeking new functions, such as changing consumer behavior. Additionally, due to increased competition, companies believe they must capture consumer attention by employing effective tools in their advertisements (Pieters et al., 2010). Among the identified tools that influence the effectiveness of environmental advertisements are the visual aspects, which include brand, logo, typography, color, and slogan. Therefore, the purpose of this research is to investigate the effect of visual dimensions on customer loyalty, with the mediating roles of brand awareness and preference in environmental advertising around the football satadiums.
The current research is applied in terms of purpose and descriptive, survey, field, and correlational in terms of methodology. The statistical population for this research consisted of individuals who attended Azadi Stadium to watch football in 2024, with a sample size of 384 participants selected. The research tools included a brand awareness questionnaire by Boyle et al. (2013), a brand preference questionnaire by Ebrahim et al. (2016), a brand loyalty questionnaire by Shahin et al. (2011), and a researcher-developed section on visual dimensions. All questions in the questionnaire were designed according to a five-point Likert scale (1 = completely disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = completely agree). To assess the reliability of the questionnaire, Cronbach's alpha test was employed. The content validity was confirmed by several expert professors in the field, and the construct validity was verified using factor analysis (CFA). Structural equation modeling with PLS3 software was also utilized for data analysis.
All participants in the research were men. Among them, 68.5% were single and 35.5% were married. In terms of age, 25.3% were under 20 years old, 46.6% were between 21 and 30 years old, 16.9% were between 31 and 40 years old, 10.2% were between 41 and 50 years old, and 1% were over 50 years old. Regarding education, 18.5% had below a diploma, 26.6% held a diploma, 15.6% had a post-diploma qualification, 25.5% had a Bachelor's degree, 6.9% held a Master's degree, and 4.2% had a Doctorate. The indices for Cronbach's alpha, RHO, composite reliability, and average variance demonstrated good validity for all research constructs. Additionally, an examination of the factor loading values and t-values of the questions in the questionnaire indicated that the questions were suitable representatives of their respective constructs. Furthermore, the analysis of the relationships between the variables, including their t-values and path coefficients, revealed that the relationship between visual dimensions and both brand awareness and brand preference is significant; however, there is no significant relationship with brand loyalty. Additionally, brand awareness did not demonstrate a significant relationship with brand loyalty, while brand preference acted as a mediating variable between visual dimensions and brand loyalty. Finally, the model fit indices, including Q² and R², were assessed for each variable. All R² and Q² values for the variables, except for brand preference, were within optimal ranges, indicating an acceptable level for brand preference.
Therefore, considering that environmental advertisements are designed and implemented with the aim of attracting attention and having a positive impact on consumers, paying attention to the visual dimensions of these advertisements is of particular importance. Companies active in this field can increase the effectiveness of their advertisements by using appropriate tools. For this reason, we provided suggestions to companies regarding the applicability of the research. In relation to the brand name, it is suggested that companies comply with the necessary linguistic requirements and standards to create more effective environmental advertising. Additionally, the logo plays a significant role in the brand's appeal, so it is recommended that innovation and creativity in logo design be prioritized to attract consumers. Regarding the visual dimensions of typography, it is suggested that the principles of order and coherence in the selection of words and phrases used in advertisements should be observed in a suitable and correct manner to enhance brand preference and awareness among consumers. Concerning color, it can be confidently stated that it is one of the most important visual dimensions in all types of advertisements. Therefore, it is recommended to use attractive colors in the design of advertisements that align with the identity and personality of the brand. Another important point to consider is that, in football, there is a highly competitive environment between rival teams. Thus, care should be taken when choosing the color of advertisements, as a color choice similar to a team's shirt may be significant for the team's fans. Finally, regarding the slogan, it is suggested that companies keep their main message in the minds of consumers by choosing an attractive and understandable slogan. This will help create or increase awareness, preference, and ultimately loyalty to the brand.
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