Showing 10 results for Brand
Volume 4, Issue 7 (8-2014)
Abstract
Today, the brand's customer loyalty is key to business success, Many companies try to increase loyalty among customers to expand their brand. The aim of this study was to identify factors influencing the loyalty of purchase decision makers of the clubs and football players to sports apparel brand in the eleventh round of the Premier football League. Methodology of this research was surveying and population of this research formed as sports apparel purchase decision makers in the Premier League football clubs of Iran(the director and deputy director of the club, and the head coach and team coaches N=90). The study sample included 60 individuals purchasing decision makers in clubs and 263 people of Premier League football players of Iran. Questionnaire data collection tool for brand loyalty was Wong Foong and yahyah (2008) with reliability of (&alpha=0.82). The results showed that the factors of the product quality, model and brand of sports was more effective than other factors in loyalty of sport apparel brand in the Premier League football clubs of Iran. Therefore, sports apparel industry planners should try to modify models to increase brand loyalty and other factors affecting brand loyalty to expand their brand through customers. They provide basis increasing rate of customers loyalty and thus provide the long-term interests of their business.
Volume 5, Issue 9 (4-2015)
Abstract
Today, the brand's customer loyalty is key to business success, many companies
try to increase loyalty among customers to expand their brand. The aim of this
study was to identify factors influencing the loyalty of purchase decision makers
of the clubs and football players to sports apparel brand in the eleventh round of
the Premier League. Methodology of this research was surveying and population
of this research formed as sports apparel purchase decision makers in the
Premier League football clubs of Iran(the director and deputy director of the club,
and the head coach and team coaches N=90)and the players who participated in
the eleventh round of Premier League football (463= N).The study sample
included 60 individuals purchasing decision makers in clubs and 263 people of
Premier League football players of Iran. Questionnaire data collection tool for
brand loyalty was Wong Foong and yahyah (2008) with reliability of (α=0.82).
Face and content validity of the questionnaire was verified by masters of sport
marketing and confirmed by sport management. To analyse data Kolmogorov
Smirnov test, ANOVA (analysis of variance) with repeated measures, a
comparison Bunfrony test and independent t-tests at a significance level of 0.05
was conducted with spss19 software were used. The results showed that the
factors of the product quality, model and brand of sports was more effective than
other factors in loyaltyofsportsapparel brand and factors of service quality and
price perspective, No significant difference between group of purchasing decision
makers and players in the Premier League football clubs of Iran were found.
Therefore, program managers sports apparel industry planners should try to
create or modify models to increase brand loyalty and products quality and using
innovative strategies of develop and promote service quality and pricing to
expand their brand through customers. Moreover provide basis increasing rate of
customers loyalty and thus provide the long-term interests of their business
Dr Sara Keshkar, Dr Farzad Ghafoori, Mrs Samaneh Aramon,
Volume 6, Issue 11 (9-2016)
Abstract
Today sport celebrities are used as brand in marketing which is called as human branding. Thus the purpose of this study was to investigate if Iranians accept using people as brand for internal products marketing and also to identify the characteristics of a national human brand in sport. This research was a descriptive and Delphi research. The research population concluded of 45 panelists for Delphi method and three groups of university student athletes (N=322), sport coaches (N=196) and sport experts (N=100). The tools were two questionnaires. The validity and reliability of the questionnaire were approved. Also a factor analyzes method was used for the questionnaire. Results showed that using human as brand in sport marketing was not approval among population members. Also the characteristics identified for Iranian sport brands were similar to the western models in addition to religious, belief, magnanimity, and sport sprit, and moral behavior characteristics. So using human as brand in sport marketing is not an acceptable action among Iranians. But athletes can collaborate with Iranian producers if they can own the accepted characteristics
Dr Mehr Ali Hemmati Nezhad, Mr Hatam Masoomi,
Volume 7, Issue 14 (12-2017)
Abstract
The purpose of the present study was to explain the relationship between brand personality dimensions and customers’ loyalty to sport brands in Rasht. The method of present survey was descriptive and applied, also the statistical population was loyal customers to sport brands in Rasht. In order to data collection two questionnaires; Geuens & Wulf (2009) for measuring brand personality dimensions and Lau et all (2006) that investigated customers loyalty to sportswear in Hong Kong, after determining the validity and reliability was confirmed by using Cronbach’s alpha (0.7); were used. The results of Linear Regression of 407 loyal customers were shown there were positive and negative significant relationships between brand personality dimensions (Activity, Aggressiveness, Responsibility, Emotionality and Simplicity) and customers loyalty components to sport brands (Brand name, Service quality, Store environment, Product quality, Promotion, Price and Style). Some of these results are as below: activity dimension and brand name factor; activity and aggressiveness dimensions and service quality factor; activity, simplicity and responsibility dimensions and store environment factor; activity, aggressiveness and responsibility dimensions and product quality factor. There were also some negative ones between simplicity dimension and product quality and style factors. The result of Friedman test revealed that product quality, style, brand name, promotion, price, store environment and service quality were the most fundamental and crucial factors for the customers’ loyalty respectively. Regarding to the findings attention to customers’ demands and needs significantly has effect on performance improvement and local produced Sport brand’s success to attracting the customers and making them loyal in order to achieving more market share in comparison with competitors in international markets.
Dr Vahid Saatchian, Mrs Soosan Rahimi, Dr Bahador Azizi,
Volume 9, Issue 17 (9-2019)
Abstract
The purpose of current study was "Predicting the Future Behavior of Customers of Aquatic Parks in Mashhad based on Social Identity of Brand". The method of this study was descriptive and correlative. The statistical population was consisted all customers in Mashhad aquatic parks in the summer of 2015, that based on the existing sources, 377 questionnaires were distributed with an expectancy of 90% returned. Also to collect information, 2 questionnaires including brand's social identity Hay et al. (2011) and the decisions of future behavior (BFIS) Berry (1996) were used. The results showed that all subscales of Brand's Social Identity are not effective on the future behavior of customers and the impact of these subscales that increase the future behavior of customers, according to a beta coefficient of components, that have the highest impact respectively: 1. Customers confiedence in brand (beta 0.35) 2. Consumer's satisfaction (beta 0.16) 3. Perceived value of the brand (beta 0.11). Results showed a good correlation between future behavior of the customer's and perceived value of the brand. If we define the perceived value of the product or service that is under the influence of brand identity as the measure of value by customers to brand's product and the cost that their spend to gain that product or service, then provided services by these aquatic parks have high value for the customers. Or we can say that the good identity of brand had a positive effect on percieved value of brand.
Sepideh Masomi, Maisam Shirkhodaie, Reza Ahmadi,
Volume 10, Issue 19 (8-2020)
Abstract
Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fans' willingness to charity programs. The purpose of this study is to investigate the role of sport fans' attitude in cause-related sport marketing. Survey of this study was the members of the Supporters' Association of Persepolis's and Esteghlal's clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.
Dr Mohammad Khabiri, Mohammad Reza Asadpour, Dr Abdolhossein Karampour,
Volume 11, Issue 21 (7-2021)
Abstract
Today, commercial companies have accepted that sportsponsoring can act as a powerful tool for promoting their value. This study examines the impact of sponsorship aspects on brand equity of sponsor while researching about Hamrah Aval Company. The research method is descriptive-analytical, and is practical in terms of research target. The research is implemented using Structural Equation Modeling (SEM). The statistical population of the research is consisted of the fans of Perspolis and Esteghlal football teams who are members of HamrahAval fan system.393 questionnaires were collected using stratified random sampling in the field.A researcher made questionnaire was used to collect primary data.The validity of the questionnaire was checked using confirmation of sport management and marketing professors, and its reliability was tested using Cronbach's alpha (α=0.95), and construct validity was made through confirmatory factor analysis.The findings showed that the suggested research model had a good fitness and all of the six aspects of sport sponsorship had a significant effect on the brand equity of the sponsor, and all the research hypotheses were confirmed.According to the findings, it is recommendedthat brand sponsors plan marketing activities (TV coverage and advertisements) to promote their brand equities.
Mr Shahoo Zamanidadaneh, Dr Mohamma Reza Esmaili, Dr Ali Zarei,
Volume 11, Issue 22 (12-2021)
Abstract
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.
Mr Hossein Brakhas, Dr Jabar Seifpanahi Shabani, Mr Mohamadjavad Ziya,
Volume 13, Issue 25 (9-2023)
Abstract
The purpose of this study was to provide a model for promoting the brand position in the country's sports club industry. The research method was qualitative with a systematic exploratory approach (content analysis). Participants consisted of two sections of human resources (club managers and coaches, sports marketing experts) and information resources (relevant and credible scientific, library and media) Participants in sufficient numbers, purposefully and based on saturation Theoretical was done (27 people and 39 documents). The research tools included semi-structured exploratory interviews along with a systematic library study. The validity of the instrument was evaluated and confirmed based on the scientific competence of the sample, the content validity of the experts and the agreement between the coding correctors. To analyze the findings, a multi-stage conceptual coding method (open, selective and thematic) with a system analysis approach was used. The final conceptual framework consisted of 121 components, 26 dimensions, 9 perspectives and 3 levels identified. Levels and perspectives, respectively, affect-effectiveness between their sub-variables, including the underlying level (structural, managerial and capacity perspectives of the club), the strategic level (marketing perspectives, brand strength, branding and innovation) and the functional level (functional perspectives and Brand values). Based on the research findings, it can be said that brand promotion in club management is a systematic process in which the marketing system should achieve the targeted values based on knowing the contexts and adopting appropriate strategies. It is suggested to the clubs that in order to promote the brand, they should not be satisfied with only a few occasional measures with short-term effect, but also define their branding project based on a scientific framework such as the model presented in this research.
Ali Shahhosseini, Seyed Nasrolah Sajadi, Hossein Rajabi,
Volume 13, Issue 26 (12-2023)
Abstract
The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.
