مطالعات بازاریابی ورزشی

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

اصول اخلاقی انتشار مقاله

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

فرایند پذیرش مقالات

اطلاعات آماری نشریه

اخبار و اعلانات

The Relationship between Cultural Values and Purchasing Behavior of Clothing Customers Considering the Mediating Role of Brand Choice (Case Study: Technique Sportswear in Khuzestan)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 M.Sc. Student in Sports Marketing Management, Payame Noor University, Karaj, Iran

2 Associate Professor of Sports Management, Payame Noor University, Tehran, Iran

3 Assistant Professor of Sports Management, Payame Noor University, Tehran, Iran

چکیده

Objective: This study examines the mediating role of brand choice in the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand in Khuzestan Province.
Method: The research methodology is descriptive-correlational, applied, and cross-sectional. The statistical population includes all customers of the Technique sportswear brand and sportswear manufacturers in Khuzestan. A sample size of 216 individuals was selected using a non-random convenience sampling method. Data collection tools included standardized questionnaires on Hofstede's cultural values, the marketing mix from the customers' perspective, and factors influencing brand choice by Mirdavoodi (2015). Data analysis was conducted using one-sample t-tests and structural equation modeling with Smart PLS version 3 and SPSS version 26 software.
Results: The results showed that cultural values influence the brand choice of sportswear customers and that brand choice partially mediates the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand.
Conclusions: It is recommended that companies and brands adjust their marketing strategies by understanding the cultural values of their customers, and update products, packaging, advertising, and customer experience in line with cultural changes. Additionally, continuous collection and analysis of customer feedback and implementing improvements based on this feedback are essential for greater success.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Relationship between Cultural Values and Purchasing Behavior of Clothing Customers Considering the Mediating Role of Brand Choice (Case Study: Technique Sportswear in Khuzestan)

نویسندگان [English]

  • Negar Bandani 1
  • Hossein Poursoltani Zarandi 2
  • Reza Shajie 3

1 M.Sc. Student in Sports Marketing Management, Payame Noor University, Karaj, Iran

2 Associate Professor of Sports Management, Payame Noor University, Tehran, Iran

3 Assistant Professor of Sports Management, Payame Noor University, Tehran, Iran

چکیده [English]

Objective: This study examines the mediating role of brand choice in the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand in Khuzestan Province.
Method: The research methodology is descriptive-correlational, applied, and cross-sectional. The statistical population includes all customers of the Technique sportswear brand and sportswear manufacturers in Khuzestan. A sample size of 216 individuals was selected using a non-random convenience sampling method. Data collection tools included standardized questionnaires on Hofstede's cultural values, the marketing mix from the customers' perspective, and factors influencing brand choice by Mirdavoodi (2015). Data analysis was conducted using one-sample t-tests and structural equation modeling with Smart PLS version 3 and SPSS version 26 software.
Results: The results showed that cultural values influence the brand choice of sportswear customers and that brand choice partially mediates the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand.
Conclusions: It is recommended that companies and brands adjust their marketing strategies by understanding the cultural values of their customers, and update products, packaging, advertising, and customer experience in line with cultural changes. Additionally, continuous collection and analysis of customer feedback and implementing improvements based on this feedback are essential for greater success.

کلیدواژه‌ها [English]

  • Brand Choice
  • Cultural Values
  • Purchasing Behavior
  • Customers
  • Sportswear
مراجع
Alatawy, K. (2023). Applying the theory of The Social Representation on customer buying Behavior towards Significant Sportswear Brands in Saudi Arabia. Journal of Umm Al-Qura University for Social Sciences, 15(1), 58–69. https://doi.org/10.54940/ss17290327
Alfifto, Salqaura, S. A., Amelia, W. R., & Hasman, H. C. P. (2023). ANALYSIS OF PURCHASING DECISIONS FOR ADIDAS SPORTSWEAR BASED ON CELEBRITY ENDORSERS AND BRAND IMAGE. International Journal of Economic Business Accounting Agriculture Management and Sharia Administration (IJEBAS), 3(4), 1121–1128. https://doi.org/10.54443/ijebas.v3i4.984
Andihka, G., Yuliati, L. N., & Kirbrandoko, K. (2016). FACTORS AFFECTING BRAND CHOICE OF THE CONSUMERS ON SPORTS DRINKS. Indonesian Journal of Business and Entrepreneurship, 2(3), 208. https://doi.org/10.17358/ijbe.2.3.208
Chekima, F., Wafa, S., & Sulong, R. (2018). The impact of celebrity credibility on purchase intention of cosmetic products: the moderating role of ethnocentrism. Asian Journal of Economics Business and Accounting, 7(1), 1–10. https://doi.org/10.9734/ajeba/2018/41283
Chowdhury, R., Chun, W., Choi, S., & Friend, K. (2020). Brand and firm values in distinct national cultures. Asia Pacific Journal of Marketing and Logistics, 32, 1737-1758. https://doi.org/10.1108/apjml-03-2019-0121.
Dhurup, M., Mafini, C., & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1). https://doi.org/10.4102/ac.v14i1.194
Falahati, Mehdi, Elahi, Alireza and Akbari Yazdi, Hossein. (2021). Presenting a model for measuring consumer purchasing decision-making styles: A study of sportswear. Journal of Sports Management, 13(1), 99-117.  https://doi.org/10.22059/jsm.2017.230401.1833 . [in Persian]
Funk, D. C., Alexandris, K., & McDonald, H. (2022). Influence of the social-cultural environment. In 293-310 (pp. 293–310). https://doi.org/10.4324/9781003092537-18
García, M. L. M., & Yábar, D. P. (2023). IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY. Scientific Journal of Applied Social and Clinical Science, 3(12), 2–9. https://doi.org/10.22533/at.ed.2163122307068
Hassami, S., Khadamarpour, M., & Zamani Dadaneh, S. (2022).* The effect of brand evidence and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers. Sports Marketing Studies, 2(4), 35-64.  https://www.doi.org/10.34785/J021.2022.621 [in Persian]
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, Repeat-Purchase product. Journal of Consumer Research, 17(2), 141. https://doi.org/10.1086/208544
Hussain, S., & Huang, J. (2022). The impact of cultural values on green purchase intentions through ecological awareness and perceived consumer effectiveness: An empirical investigation. Frontiers in Environmental Science, 10. https://doi.org/10.3389/fenvs.2022.985200
Idris, U. P. S., Harun, M. F., Fadly, F. V. A., Idris, U. P. S., Abdullah, N. N. N., Mara, U. T., Bakry, N. S. A., & Idris, U. P. S. (2023). The effects of religiosity in ads toward brand image. Jurnal Komunikasi Malaysian Journal of Communication, 39(2), 119–135. https://doi.org/10.17576/jkmjc-2023-3902-07
Kaur, J., Bhardwaj, N., Fernandes, R., Vidya, V., & Farooqui, N. A. (2022). A meta-analytical study on the role of religiosity on purchase intention in the theory of planned behavior. Journal of Islamic Marketing. https://doi.org/10.1108/jima-09-2021-0304
Khosravi, M., & Mohammadi, S. (2025). The effect of click and brick strategy on consumer behavior in sports clubs. Sports Marketing Studies, 6(4), 100-112.  https://doi.org/10.22034/sms.2025.143325.1485[in Persian]
 Lakshmi, S., & Muthumani, S. D. (2017). Building brand power. IOP Conference Series Materials Science and Engineering, 197, 012071. https://doi.org/10.1088/1757-899x/197/1/012071
Liu, H., & Huang, S. (2026). The Influence of Brand Image on Customer Purchase Intention from the Perspective of Perceived Value: Evidence from the Fast Fashion Apparel Products. MANAGEMENT AND ECONOMICS REVIEW, 151. https://doi.org/10.24818/mer/2026.01-10
Maghsoudi, M. (2020). Desert landscapes and landforms of Iran. In Geography of the physical environment. https://doi.org/10.1007/978-3-030-58912-7 [in Persian]
Niknam, A. M., & Milasi, S. F. (2025). The effect of brand social identity and narrative branding on consumer behavioral intentions: The mediating role of brand image in selected luxury sports clubs in Tehran. Sports Marketing Studies, 6(4), 13-26. https://doi.org/10.22034/sms.2025.141883.1396[in Persian]
Nufer, G., Bühler, A., & Chadwick, S. (2016). Arts branding. In 16 (pp. 480–489). https://doi.org/10.4324/9781315796789-41
Opelík, D., Voráček, J., Bernardová, G., & Bačuvčík, R. (2025). Communicating sport, sustainability and social activism to generation Z: consumer perceptions. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1677490
Pei, H. (2023). Cultivation Strategy of Sports Product Culture Brand. Academic Journal of Science and Technology, 5(2), 137-139. https://doi.org/10.54097/ajst.v5i2.6465
Sadeghi, S., Yen-Chun, L., Sajjadi, S. N., Nooshabadi, H. R., & Farahani, M. J. (2023). The design of a sports marketing model for Iranian women’s professional sport. International Journal of Social Science and Human Research, 06(02). https://doi.org/10.47191/ijsshr/v6-i2-57
Sikandar, M., & Ansari, A. M. (2023). Cultural values as business strategy in product Marketing: A study of select Indian toothpaste and body soap brands. Journal of Economics Finance and Management Studies, 06(01). https://doi.org/10.47191/jefms/v6-i1-30 [in Persian]
The Impact of Power Distance Belief on Consumers’ Brand Preferences. (2022). International Journal of Research in Marketing, 39(3), 804–823. https://doi.org/10.1016/j.ijresmar.2021.11.004
Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in China's sportswear market. Asia Pacific Journal of Marketing and Logistics, 25, 491-509. https://doi.org/10.1108/APJML-08-2012-0081.
Tulasi, D. (2012). Marketing Communication dan Brand Awareness. Humaniora, 3(1), 215. https://doi.org/10.21512/humaniora.v3i1.3253
Tung, R. L., & Verbeke, A. (2010). Beyond Hofstede and GLOBE: Improving the quality of cross-cultural research. Journal of International Business Studies, 41(8), 1259–1274. https://doi.org/10.1057/jibs.2010.41
Vakil, N. (2022). The Cultural Landscape of the Persian Qanat. In 16 (pp. 420–435). https://doi.org/10.4324/9781003099994-31[in Persian]
Vukasović, T., & Petrič, A. (2022). Consumer behaviour and loyalty when purchasing sporting goods. International Journal of Management Knowledge and Learning, 11. https://doi.org/10.53615/2232-5697.11.71-83
Wall, B. S. (2017). The culture of sport, bodies of desire, and the body of Christ. Journal of Disability & Religion, 21(2), 142–151. https://doi.org/10.1080/23312521.2017.1287617
‏Xing, Y., & Jin, C. (2023). The Impact of Cultural Values on Attitude Formation toward Cultural Products: Mediating Effects of Country Image. Sustainability, 15(14), 11172. https://doi.org/10.3390/su151411172
Zam, M., Tavakoli, M., Ramezanian, H., & Rezasoltani, A. (2022). Assessing the different aspects of consuming fashion and the role of self-confidence on the buying behaviour of fashion consumers in the clothing market as a mediator. arXiv (Cornell University). https://doi.org/10.48550/arxiv.2209.02367
Zarotis, G. F., & Tokarski, W. (2020). Change of society values and the effects on “Sports for All.” Journal of Advances in Sports and Physical Education, 03(05), 73–81. https://doi.org/10.36348/jaspe.2020.v03i05.001
Zhang, J. J., Pitts, B. G., & Kim, E. (2017). Introduction. In 20 (pp. 3–22). https://doi.org/10.4324/9781315265490-1
Zort, Ç., Karabacak, E., Öznur, Ş., & Dağlı, G. (2023). Sharing of cultural values and heritage through storytelling in the digital age. Frontiers in Psychology, 14, 1104121. https://doi.org/10.3389/fpsyg.2023.1104121
مطالعات بازاریابی ورزشی
دوره 7، شماره 2 - شماره پیاپی 26
تیر 1405
صفحه 50-68
فایل ها
هم رسانی
ارجاع به این مقاله
آمار