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Saatchian, Vahid, Azizi, Bahador, Talebpour, Mahdi. (1399). ADIDAS Sportswear Brand Popularity Model in Iranian Consumers. جلوه هنر, 1(1), 159-173. doi: 10.22051/sbj.2021.36650.1004
Vahid Saatchian; Bahador Azizi; Mahdi Talebpour. "ADIDAS Sportswear Brand Popularity Model in Iranian Consumers". جلوه هنر, 1, 1, 1399, 159-173. doi: 10.22051/sbj.2021.36650.1004
Saatchian, Vahid, Azizi, Bahador, Talebpour, Mahdi. (1399). 'ADIDAS Sportswear Brand Popularity Model in Iranian Consumers', جلوه هنر, 1(1), pp. 159-173. doi: 10.22051/sbj.2021.36650.1004
Saatchian, Vahid, Azizi, Bahador, Talebpour, Mahdi. ADIDAS Sportswear Brand Popularity Model in Iranian Consumers. جلوه هنر, 1399; 1(1): 159-173. doi: 10.22051/sbj.2021.36650.1004

ADIDAS Sportswear Brand Popularity Model in Iranian Consumers

Sports Business Journal
مقاله 11، دوره 1، شماره 1، فروردین 2021، صفحه 159-173    اصل مقاله (841.5 K)
نوع مقاله: Case Study
شناسه دیجیتال (DOI): 10.22051/sbj.2021.36650.1004
نویسندگان
Vahid Saatchian1؛ Bahador Azizi* 2؛ Mahdi Talebpour3
1Assistant Professor in Sport Management, Sports Sciences Group, Imam Reza International University, Mashhad, Iran.
2PhD Student, in Sport Management, Faculty of Sports Sciences, Ferdowsi University, Mashhad, Iran.
3Professor in Sport Management, Faculty of Sports Sciences, Ferdowsi University, Mashhad, Iran.
چکیده
Purpose: This research aimed to test the influential factors that lead to the popularity of sportswear brands like Adidas AG in consumers from the perspective of physical education students.
Methodology: The methodology utilized in this research was descriptive and based on a survey. The data collection tools used for brand popularity took from Carroll and Ahuvia (2006) questionnaires. The statistical population of the study included 457 students of physical education at the Ferdowsi University of Mashhad. According to the Cochran formula, 210 samples were chosen by a simple random sampling method. The K-S test, T-test, and SEM were used for the confirmatory factor of data analysis.
Findings: The results revealed a significant positive correlation of factors affecting brand popularity. The affection to a brand had a significant impact, while the attitude strength component had the most negligible influential effect on the popularity of a brand. Thus, sportswear apparel manufacturers may plan and apply these components to increase the popularity of their brand. The sportswear industry could improve along with brands increasing their market share in competitive markets through the affection of consumers and implementing other components of brand popularity.
Originality: For the first time, the popularity of a reputable sports brand in the world has been investigated in Iran.
کلیدواژه‌ها
Adidas AG؛ Brand؛ Brand Popularity؛ Sportswear
عنوان مقاله [English]
مدل محبوبیت برند ورزشی آدیداس در مصرف کنندگان ایرانی
نویسندگان [English]
وحید ساعتچیان1؛ بهادر عزیزی2؛ مهدی طالب‌پور3
1استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه بین‌المللی امام رضا، مشهد، ایران.
2دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی، مشهد، ایران.
3استاد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی، مشهد، ایران.
چکیده [English]
هدف: هدف پژوهش حاضر، ارزیابی عوامل مؤثر بر محبوبیت برندهای لباس ورزشی مانند آدیداس بر مصرف‌کنندگان از دیدگاه دانشجویان رشتۀ تربیت‌بدنی و علوم ورزشی بود.
روش: این پژوهش به روش توصیفی و از نوع پیمایشی انجام و داده‌های آن به‌صورت میدانی جمع‌آوری شدند. ابزار پژوهش پرسشنامۀ محبوبیت برند (کارول و آهوویا، 2006) بود که از معادلات ساختاری برای تائید ابزار پژوهش استفاده شد. جامعۀ آماری پژوهش شامل 457 نفر از دانشجویان رشتۀ تربیت‌بدنی دانشگاه فردوسی مشهد بودند. بر اساس فرمول کوکران، 210 نفر از این تعداد بهروش نمونه‌گیری تصادفی به‌عنوان نمونۀ آماری انتخاب شدند. برای تحلیل داده‌ها از آزمون‌های کلموگروف اسمیرنوف و تی تک نمونه‌ای استفاده شد.
یافته‌ها: نتایج پژوهش نشان داد همبستگی مثبتی بین عوامل مؤثر بر محبوبیت برند وجود دارد. میزان علاقه به یک برند، دارای بیشترین و نگرش قدرت، کمترین تأثیر را در محبوبیت یک برند دارند. تولیدکنندگان پوشاک ورزشی می‌توانند از این مؤلفه‌ها برای افزایش محبوبیت برند خود استفاده کنند. صنعت پوشاک ورزشی، نیز می‌تواند در کنار افزایش سهم برندها از بازار خود در بازار رقابتی و از طریق تأثیرگذاری مثبت بر مصرف‌کنندگان و استفاده از سایر مؤلفه‌های محبوبیت برند توسعه یابد.
اصالت و ابتکار مقاله: در این پژوهش، برای اولین بار در کشور ایران به بررسی محبوبیت یک برند ورزشی معتبر در سطح جهان پرداخته شده است.
کلیدواژه‌ها [English]
البسۀ ورزشی, آدیداس, برند, محبوبیت برند
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