تبیین ویژگی‌های شخصیتی و ارزش ویژۀ برند پوشاک ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، پردیس البرز، دانشگاه تهران، تهران، ایران

2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

3 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

https://doi.org/10.34785/J017.2020.219

چکیده

< p>روش پژوهش، از نوع تحقیقات ترکیبی (آمیخته) بود که در دو مرحلۀ کیفی و کمّی انجام شد. جامعۀ آماری این تحقیق در بخش کیفی متخصصان، خبرگان و همچنین مدیران فروش و فروشندگان 5 برند پوشاک ورزشی داخلی (دایی، جامه پوش آرا، تابان، درفش ایران و مصطفی) و در بخش کمّی نیز مشتریان برندهای پوشاک ورزشی بودند که به دلیل نامشخص بودن تعداد دقیق مشتریان، نمونۀ آماری بر اساس جدول مورگان برای حجم جامعۀ نامشخص، 384 نفر و به صورت تصادفی ساده انتخاب شد. نتایج نشان داد که ابعاد شخصیت برند از دیدگاه متخصصان، خبرگان و همچنین مدیران فروش و فروشندگان برندهای پوشاک ورزشی عبارتند از: جذابیت، اصالت، اعتماد، خلاقیت و نوآوری، صلاحیت و شایستگی و تخصص. همچنین کیفیت ادراک شده، آگاهی برند، تداعی برند و وفاداری به برند به عنوان ابعاد اصلی ارزش ویژه برند پوشاک ورزشی شناسایی شدند. نتایج حاصل از مدلسازی معادلات ساختاری نیز نشان داد که تنها اصالت برند با ضریب رگرسیونی 258/0 و نسبت بحرانی 37/2 بر ارزش ویژۀ برند تاثیر مثبت معنی دار دارد. بنابراین میتوان گفت اصالت برند میتواند به عنوان یک دارایی ناملموس در ایجاد ارزش ویژۀ برند و یک ابزار راهبردی نقش موثری ایفا کند.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining the Personality Characteristics and the Brand Equity of Sport Apparel

نویسندگان [English]

  • Mehdi Najarian 1
  • Ebrahim Alidoust Ghahfarrokhi 2
  • Mohammad Khabiri 2
  • Afsar Jafari 3
1 PhD Student in Sports Management, Alborz Campus, University of Tehran, Tehran, Iran
2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]

< p >The research method was a combination of research that was done in two stages, qualitative and quantitative. The statistical population of this research in the qualitative part of specialists, experts as well as sales managers and sellers of 5 domestic sportswear brands (Daei, Jamehpoosh Ara, Taban, Darfash Iran and Mostafa) and in the quantitative part were customers of sportswear brands which due to unknown reasons Accurate number of customers, a statistical sample based on Morgan table for an unknown population size, 384 people and selected by simple random sampling. The results showed that the dimensions of brand personality from the perspective of experts, as well as sales managers and sellers of sportswear brands are: attractiveness, originality, trust, creativity and innovation, competence and expertise. Perceived quality, brand awareness, brand association and brand loyalty were also identified as the main dimensions of brand equity. The results of structural equation modeling also showed that only brand originality with a regression coefficient of 0.258 and a critical ratio of 2.37 has a significant positive effect on brand equity. Therefore, it can be said that brand originality can play an effective role as a tangible asset in creating brand equity and a strategic tool.

کلیدواژه‌ها [English]

  • brand personality
  • brand equity
  • sportswear
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press, New York, NY.
Aaker, D. A. (1996). Building Strong Brands. The Free Press, New York.
Aaker, J., Fournier, S., Brasel, S., and [David Glen Mick served as editor and Donald R. Lehmann served as associate editor for this article]. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1-16.
Aaker, J .L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-56.
Beverland, M. B., and Farrelly, F. J. (2010). The Quest for Authenticity inConsumption: Consumers’ Purposive Choice of Authentic Cues to shape Experienced Outcomes. Journal of Consumer Research 36(5), 838–856.
Bornmark, H., Goransson, A. and Svensson, C. (2005). A study to indicate theimportance of brand awareness in brand choice Bachelor Dissertation. International Business Program 5 (4), 45-60.
Brakus, J. J., Schmitt, B. H., and Zarantonello, L. (2009). Brand experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73 (3), 52-68.
Foong, J., and Yee, W. (2008). Influence of Brand Loyalty on Consumer Sportswear. International Journal of Economics and Management, 2 (2), 221-236.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., and Everitt Bryant, B. (1996). Growing the trust relationship [Electronic version]. Journal of Marketing, 60(4), 7-18. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/431/.
Freling, T. H., and Forbes, L.P. (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14 (7), 404 - 13.
Gil, R., Bravo, E., Fraj A., S. and Martı´nez S., E. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188–99.
Heidarzadeh, K., Zandhesami, H., and Hasanloo, M. Mahdi. (2009). Evaluating of customers preferences in buying decision making of foreign goods. Marketing Management Journal. 7: 46-67. [in Persian].
Heinberg, M., Katsikeas, C. S., Ozkaya, H. E., and Taube, M. (2019). How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of Marketing Science, 1-22.
Hyun, S. S., and Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. CornellHospitality Quarterly, 52 (4), 429-437.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kharazmi, E., Forghani, M. B., and Amani, H. (2014). Determining the effective factors of loyalty of national teams athletes to Apparel and Sports Brands. Sport Management Studies, 27, 31-46. [in Persian].
Kim, H. K., Kim, S. K., Kim, Y. D., Kim, H. J. and Kang, H. S. (2008). Brand equity in hospitalmarketing. Journal of Business Research, 61 (1), 75–82.
Ko, E., Taylor, C., Sung, H., Lee, J., Wagner, U., Navarro, D., and Wang, F. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research. 65, 1565-1575.
Lu, A. C. C., Gursoy, D., and Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
Magner, N., Welker, R. B., and Campbell, T. L. (1996). Testing a model of cognitive budgetary participation -processes in a latent variable structural equations framework. Accounting and Business Research, 27 (1), 41-50.
Mengxia, Z. (2007). Impact of brand personality on PALI: A comparative research between two different brands. International Management Review, 3 (3), 36-44.
Napoli, J., Dickinson-Delaporte, S., and Beverland, M. B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, 32 (13-14), 1201-1229.
Seyyad Javadein, S. R., Shams, R. (2010). Effective Factors of Brand Equity of Sport Shoes among the Youth Age Group. Journal of Human and Social Sciences, 90, 73-96. [in Persian].
Su, J., and Tong, X. (2015). Brand personality and brand equity: evidence from the sportswear industry. Journal of Product & Brand Management, 24 (2), 124-133.
Tong, X., and Hawley, J. M. (2009). Measuring customer-based brand equity: empirical evidencefrom the sportswear market in China. Journal of Product & Brand Management, 18 (4), 262-71.
Tsiotsou, R. (2012). Developing a scale for measuring the personality of sport teams. Journal of Services Marketing, 26 (4), 238–252.
Waytz A., and Morewedge, C. K. (2010). Making sense by making sentient: Effectance motivation increases anthropomorphism. Journal of Personality and Social Psychology, 3: 410–435.
Wood, L. M. (2004). Dimensions of brand purchasing behavior: consumer in the 18-24 age groups. Journal of Consumer Behaviour, 4 (1), 9-24.