دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها967
تعداد مقالات8,010
تعداد مشاهده مقاله13,573,743
تعداد دریافت فایل اصل مقاله9,616,361
Sarlab, Roghayeh, Khodadadi, Mohammad Rasoul, Asli, Rasoul. (1401). Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools. جلوه هنر, 2(2), 287-299. doi: 10.22051/sbj.2022.41543.1045
Roghayeh Sarlab; Mohammad Rasoul Khodadadi; Rasoul Asli. "Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools". جلوه هنر, 2, 2, 1401, 287-299. doi: 10.22051/sbj.2022.41543.1045
Sarlab, Roghayeh, Khodadadi, Mohammad Rasoul, Asli, Rasoul. (1401). 'Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools', جلوه هنر, 2(2), pp. 287-299. doi: 10.22051/sbj.2022.41543.1045
Sarlab, Roghayeh, Khodadadi, Mohammad Rasoul, Asli, Rasoul. Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools. جلوه هنر, 1401; 2(2): 287-299. doi: 10.22051/sbj.2022.41543.1045

Factors Affecting the Branding of Sports Goods and its Relationship with the Purchase of Sports Goods in Schools

Sports Business Journal
مقاله 17، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 287-299    اصل مقاله (807.17 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2022.41543.1045
نویسندگان
Roghayeh Sarlab* 1؛ Mohammad Rasoul Khodadadi2؛ Rasoul Asli3
1Assistant Professor, Department of sport management, Faculty of Sport Science, Urmia University, Urmia, Iran.
2Associate Professor, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran.
3M.A in Sport Management, the Higher Educational Institute of Charkhe Niloufari Azarbaijan, Tabriz, Iran.
چکیده
Purpose: The general purpose of this study is to investigate the factors affecting the branding of sports goods and its relationship with the purchase of sports goods in schools. Practical elements in product branding effectively create a competitive and sustainable position in the market.
Methodology: The present study is a descriptive-survey study and, in terms of the purpose of applied research and time, is performed cross-sectionally. The statistical population of this research is all consumers of school sports products (students) in Tabriz. According to the mentioned population, the statistical sample size is selected using the Morgan table equal to 384. Also, the sampling method based on a simple random process is. Data collection in this study was done using a questionnaire of factors affecting the branding method with a questionnaire of the brand's dimensions (tangible and intangible) by Dehdashti (2012) and the purchase amount questionnaire. The reliability of this questionnaire was confirmed using Cronbach's alpha reliability coefficient (0.84). In this research, the method of structural equations and preferably Amos software has been used to investigate the relationships between research variables.
Findings: The research findings indicate that the brand's intangible and tangible dimensions have a significant relationship with the number of sports goods purchased in schools.
Originality: So far, two tangible and intangible dimensions of the brand have not been addressed explicitly in school sports goods.
کلیدواژه‌ها
Branding؛ Intangible؛ Purchase Amount؛ Sporting Goods؛ Tangible
عنوان مقاله [English]
عوامل مؤثر بر برندسازی کالاهای ورزشی و ارتباط آن با میزان خرید کالاهای ورزشی در مدارس
نویسندگان [English]
رقیه سرلاب1؛ محمدرسول خدادادی2؛ رسول اصلی3
1استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
2دانشیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
3کارشناسی ارشد مدیریت ورزشی، موسسه آموزش عالی چرخ نیلوفری آذربایجان، تبریز. ایران.
چکیده [English]
هدف: عناصر موثر در برندسازی محصول برای ایجاد موقعیت رقابتی و پایدار در بازار مؤثر است. لذا، هدف اختصاصی تحقیق حاضر بررسی عوامل موثر بر برندسازی کالاهای ورزشی و ارتباط آن با خرید کالاهای ورزشی در مدارس می‌باشد.
روش: جامعه آماری این تحقیق شامل کلیه مصرف‌کنندگان محصولات ورزشی مدارس (دانش‌آموزان) در شهر تبریز می‌باشد. نمونه آماری 384 نفر از دانش‌آموزان مدارس بودند که بصورت تصادفی ساده انتخاب گردیدند. ابزار تحقیق پرسشنامه ابعاد (ملموس و ناملموس) نام تجاری دهدشتی (۱۳۹۱) و پرسشنامه میزان خرید  می‌باشد. پایایی پرسش‌نامه‏‌ها با استفاده از ضریب پایایی آلفای کرونباخ (84/0) مورد تائید قرار گرفت. جهت بررسی روابط بین متغیرهای حاضر در این  تحقیق از روش معادلات ساختاری و با کمک نرم افزار آموس استفاده شد.
یافته‌ها: یافته‌های پژوهش نشان داد که بین  ابعاد ملموس و ناملموس برند بر میزان خرید کالاهای ورزشی در مدارس شهر تبریز ارتباط معنی‌داری وجود دارند.
اصالت: تاکنون به دو بعد ملموس و ناملموس برند به صورت اختصاصی در حوزه کالاهای ورزشی مدارس پرداخته نشده است. 
کلیدواژه‌ها [English]
برندسازی, ملموس, ناملموس, کالاهای ورزشی میزان خرید
مراجع
  1. Aaker, D. A. (2012). Building Strong Brands. Simon & Schuster UK. https://books.google.com/books?id=OLa_9LePJlYC
  2. Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: using Instagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 18(4), 413-438. https://doi.org/10.1080/16184742.2017.1410202
  3. Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106. https://doi.org/10.1016/j.smr.2013.04.003
  4. Askarian, F., Khodadadi, M. R., & Farid Fathi, M. (2017). An Identification and Prioritization of Factors Affecting Brand Preferences of Sporting Goods Using AHP [Research]. New Trends in Sport Management, 4(15), 55-67. http://ntsmj.issma.ir/article-1-865-en.html
  5. Azizi, S., Jamali, S., & Rezaie, M. (2013). Surveying the relationship between brand equity and brand-customer personality congruency. New Marketing Research Journal, 2(4), 63-81. https://nmrj.ui.ac.ir/article_17630.html?lang=en
  6. Bačevac, S., Veselinović, J., & Životić, D. (2020). Branding and brand as factor of the competitive advantage in sports. Facta Universitatis. Series: Physical Education and Sport, 17(3), 569-578. https://doi.org/10.22190/FUPES190315051B
  7. Bahrami, S., Kiani, M. S., Nazari, L., & Shahbazpour, L. (2021). Experimental marketing, Brand equity, and Reputation of customer behaviors in Sports Venues. Sports Business Journal, 1(2), 115-128. https://doi.org/10.22051/sbj.2022.38814.1019
  8. Baugh, D. F., & Davis, L. L. (1989). The Effect of Store Image on Consumers' Perceptions of Designer and Private Label Clothing. Clothing and Textiles Research Journal, 7(3), 15-21. https://doi.org/10.1177/0887302x8900700303
  9. Clow, K. E., Baack, D. E., & Peloza, J. (2012). Integrated Advertising, Promotion, and Marketing Communications, Canadian Edition. Pearson Education. https://books.google.com/books?id=f5pKBAAAQBAJ
  10. Dehdashti, Z., Jafarzadeh Kenari, M., & Bakhshizadeh, A. (2012). Investigating brand social identity perspective and its influence on brand loyalty development the case of kaleh dairy company. New Marketing Research Journal, 2(2), 87-106. https://www.sid.ir/paper/194658/en
  11. Ghasemy Yaghin, R., & Sadeghi, M. R. (2019). Brand Evaluation and Selection in Sportswear Using a Fuzzy Multi-Criteria Decision-Making Approach. Journal of Textile Science and Technology, 8(2), 5-13. http://www.jtst.ir/article_111012.html?lang=en
  12. Gladden, J. M., Milne, G. R., & Sutton, W. A. (1998). A Conceptual Framework for Assessing Brand Equity in Division I College Athletics. Journal of Sport Management, 12(1), 1-19. https://doi.org/10.1123/jsm.12.1.1
  13. Hasanzadeh, S. J., Nobakhat, F., & Zare Abandansari, M. (2022). Customers' Buying Intention on Sports Products Domestic Brands. Sports Business Journal, 2(2), 217-227. https://doi.org/10.22051/sbj.2022.41975.1058
  14. Jankovic, M., & Jaksic-Stojanovic, A. (2019). Challenges of sports branding. Sport  Montenegro, 17(1), 75-78. https://doi.org/10.26773/smj.190213
  15. Javani, V., & Aghajani, F. (2022). The tendency towards sports brands based on consumption experience among women. Sociology and lifestyle management, 6(16), 1-26. https://doi.org/20.1001.1.24237558.1399.5.2.1.9
  16. Karamian, H., Shekarchizadeh, A., & Rismankarzadeh, R. (2015). An Investigation of Influential Factors in Choosing Brands of Washing Products by Female Isfahanis Customers. Jounal of Marketing Management, 10(27), 17-34. https://jomm.srbiau.ac.ir/article_6992.html#ar_info_pnl_cite
  17. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
  18. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. http://anandahussein.lecture.ub.ac.id/files/2015/09/article-4.pdf
  19. Keller, K. L. (2013). Building strong brands in a modern marketing communications environment. In D. E. Schultz, C. H. Patti, & P. J. Kitchen (Eds.), The Evolution of Integrated Marketing Communications (pp. 73-90). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315872728-9/building-strong-brands-modern-marketing-communications-envir onment-kevin-lane-keller
  20. Khabiri, M., Alidoust Ghahfarokhi, E., Khosromanesh, R., Asadolahi, A., & Talkhabi, A. (2020). Designing Conceptual Model of Iranian Sports Goods Industry. Sport Management and Development, 9(3), 184-197. https://doi.org/10.22124/jsmd.2020.4497
  21. Khanna, M., Jacob, I., & Chopra, A. (2019). Promoting Business School Brands Through Alumni (Past Customers)-Analyzing Factors Influencing Their Brand Resonance. Journal of Promotion Management, 25(3), 337-353. https://doi.org/10.1080/10496491.2019.1557812
  22. Kottler, P., & Keller, K. L. (2014). Marketing management (15 ed.). Pearson. https://www.amazon.com/Marketing-Management-15th-Philip-Kotler/dp/0133856461
  23. Kunkel, T., & Biscaia, R. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3-17. https://doi.org/10.32731/SMQ.291.032020.01
  24. Mindrut, S., Manolica, A., & Roman, C. T. (2015). Building Brands Identity. Procedia Economics and Finance, 20, 393-403. https://doi.org/10.1016/S2212-5671(15)00088-X
  25. Peppiatt, D., Mitchell, J., & Holzmann, P. (2001). Cash transfers in emergencies: evaluating benefits and assessing risks. Overseas Development Institute London. https://www.calpnetwork.org/publication/cash-transfers-in-emergencies-evaluating-benefits-and-assessing-risks/
  26. Ranjbarian, B., & Berari, M. (2010). Relationship marketing, an approach to improve customer satisfaction. Journal of Executive Management, 1(36), 63-82. https://jem.journals.umz.ac.ir/article_191.html
  27. Răzvan, B. M. C., & Cătălin, P. (2018). Branding in sport. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy Series(5), 35-41. https://www.utgjiu.ro/revista/ec/pdf/2018-05/04_barbu.pdf
  28. Ross, S. D. (2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity. Journal of Sport Management, 20(1), 22-38. https://doi.org/10.1123/jsm.20.1.22
  29. Saatchian, V., Azizi, B., & Talebpour, M. (2021). ADIDAS Sportswear Brand Popularity Model in Iranian Consumers. Sports Business Journal, 1(1), 163-177. https://doi.org/10.22051/sbj.2021.36650.1004
  30. Samiei Nasr, M., Alavi, S. M., & Nadjafi Siahroudi, M. (2011). An Investigation into Factors that Affect Brand Choice Using Factor Analysis Approach. Jounal of Marketing Management, 6(10), 47-64. https://jomm.srbiau.ac.ir/article_1684.html?lang=en
  31. Sarlab, R., Alipour Nadinluoi, Z., & Babanzadeh, S. (2020). Modelling the Effect of the Competitive Environment on Brand Performance of the Sports Goods with the Mediating Role of Marketing Strategies. Journal of New Studies in Sport Management, 1(1), 30-36. https://doi.org/10.22103/jnssm.2020.16401.1000
  32. Sarlab, r., Askariyan, F., & Asgharpour, H. (2019). The effect of exchange rate regimes on the rate of exchange rate passage on the index of prices of imports of sports goods of Iran and business partners. Sport Management Journal, 11(2), 339-358. https://doi.org/10.22059/jsm.2018.244273.1957
  33. Singh, P. K., & Pattanayak, J. (2014). The impact of brand loyalty on consumers' sportswear brand purchase. IUP Journal of Brand Management, 11(4), 40-52. https://www.proquest.com/openview/d5e1475412aafe5798ceebf6eeb96021/1?pq-origsite=gscholar&cbl=2029986
  34. Su, J., & Tong, X. (2015). Brand personality and brand equity: evidence from the sportswear industry. Journal of Product & Brand Management, 24(2), 124-133. https://doi.org/10.1108/JPBM-01-2014-0482
  35. Wigley, S. M., Nobbs, K., & Larsen, E. (2013). Making the Marque: Tangible Branding in Fashion Product and Retail Design. Fashion Practice, 5(2), 245-263. https://doi.org/10.2752/175693813X13705243201577
آمار
تعداد مشاهده مقاله: 387
تعداد دریافت فایل اصل مقاله: 489


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب