Document Type : Original Article
Authors
1 Master of Sports Management, Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran
2 Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran iversity
3 Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran
Abstract
Objective: This study investigates the causes and consequences of negative consumer emotions toward Iranian sportswear brands. Given the increasing importance of brand-consumer relationships and the relative neglect of negative emotional dimensions in marketing literature, this research addresses a critical gap.
Method: Using a descriptive-correlational field method, data were collected from 384 consumers of three major Iranian sportswear brands—Majid, Daei, and Shekari—through validated questionnaires adapted from Hegner et al. (2017) and Grégoire and Fisher (2006). Structural equation modeling (PLS-SEM) was employed for data analysis.
Results: Findings confirm that past negative experience, symbolic incompatibility, and ideological incompatibility significantly influence negative feelings toward sportswear brands. These negative emotions subsequently lead to brand avoidance, reduced/terminated support, negative word-of-mouth, brand complaints, and brand revenge. The model demonstrated strong overall fit (GOF = 0.474).
Conclusions: The study concludes that managing negative brand emotions is not merely advisable but strategically imperative for Iranian sportswear manufacturers seeking survival and competitive advantage in today's market. Practical recommendations include creating favorable brand images, actively listening to customer grievances, and delivering consistently pleasant consumption experiences.
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