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Rahmati, Soodabeh, Safari Jafarloo, Hamid Reza, Afroozeh, Mohammad Sadegh. (1402). The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity. جلوه هنر, 3(4), 29-48. doi: 10.22051/sbj.2023.44525.1114
Soodabeh Rahmati; Hamid Reza Safari Jafarloo; Mohammad Sadegh Afroozeh. "The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity". جلوه هنر, 3, 4, 1402, 29-48. doi: 10.22051/sbj.2023.44525.1114
Rahmati, Soodabeh, Safari Jafarloo, Hamid Reza, Afroozeh, Mohammad Sadegh. (1402). 'The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity', جلوه هنر, 3(4), pp. 29-48. doi: 10.22051/sbj.2023.44525.1114
Rahmati, Soodabeh, Safari Jafarloo, Hamid Reza, Afroozeh, Mohammad Sadegh. The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity. جلوه هنر, 1402; 3(4): 29-48. doi: 10.22051/sbj.2023.44525.1114

The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity

Sports Business Journal
مقاله 2، دوره 3، شماره 4 - شماره پیاپی 8، بهمن 2023، صفحه 29-48    اصل مقاله (1.26 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.44525.1114
نویسندگان
Soodabeh Rahmati1؛ Hamid Reza Safari Jafarloo* 2؛ Mohammad Sadegh Afroozeh3
1MSc Sports Science Department, Human Sciences Faculty, Jahrom University, Jahrom, Iran.
2Associate Professor, Sports Science Department, Human Sciences Faculty, Jahrom University, Jahrom, Iran.
3Assistance Professor, Sports Science Department, Human Sciences Faculty, Jahrom University, Jahrom, Iran.
چکیده
Purpose: Color is commonly regarded as the primary symbol that elicits customers' attraction, interest, or aversion. This research examines brand characteristics concerning color: Brand Commitment and Brand Equity.
Methodology: The statistical population consisted of all customers of sports shopping stores in Jahrom City. Due to the uncertainty of the number of the statistical population, 384 questionnaires were distributed by convenience sampling, 300 of which were analyzable. The Color questionnaires based on Haji Hassani et al. (2018), the Brand Equity questionnaire (Aaker & Keller, 1990), and the Brand Commitment questionnaire (Momen, 2014) were used for data collection. The face and content validity of the questionnaires was confirmed by sports management professors who were experts in sports marketing, and Cronbach's alpha coefficient confirmed the reliability of the questionnaires. Cronbach's alphas of questionnaires achieved 0.89 for color, 0.92 for brand equity, and 0.87 for brand commitment. PLS software was used for fitting and testing the hypotheses using structural patterns.
Findings: The results showed that color directly and significantly affects brand equity and commitment (Path coefficient = 0.50, t-value = 7.96). The mediating role of brand equity value on the role of color in brand commitment in sporting goods buyers is also confirmed (Path coefficient = 0.84, t-value = 6.50). The model fit analysis also showed that the proposed model has a goodness of fit (GOF = 0.57). According to the research findings, manufacturers and sports executives must always consider the importance of color, which is far more than its aesthetic aspect, in choosing a practical and comprehensive brand strategy.
Originality: Color in sports is presented as a unique symbol that often affects the biases of sports fans and excites them. According to this issue, the effect of color on the brand of sports goods was investigated in this research, which has been given less attention in the reviewed literature.
کلیدواژه‌ها
Brand Attitude؛ Brand Commitment؛ Brand Strategy؛ Sports Branding؛ Symbol
عنوان مقاله [English]
اثر رنگ بر تعهد به برند در خریداران کالاهای ورزشی: نقش میانجی ارزش ویژه برند
نویسندگان [English]
سودابه رحمتی1؛ حمیدرضا صفری جعفرلو2؛ محمدصادق افروزه3
1دانشجوی کارشناسی ارشد گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه جهرم، جهرم، ایران.
2دانشیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه جهرم، جهرم، ایران.
3استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه جهرم، جهرم، ایران.
چکیده [English]
هدف: رنگ معمولاً به عنوان یک نماد اصلی است که باعث جذب، علاقه یا بیزاری مشتریان می‌شود. در این تحقیق ارتباط رنگ با دو ویژگی برند یعنی تعهد به برند و ارزش ویژه برند مورد بررسی قرار گرفته است.
روش: روش تحقیق مطالعه حاضر، توصیفی-همبستگی بود که به صورت پیمایشی انجام شد. جامعه آماری را کلیه مشتریان فروشگاه‌های ورزشی شهرستان جهرم تشکیل می‌داد. با توجه به نامشخص بودن تعداد جامعه آماری، تعداد 384 پرسشنامه به روش در دسترس توزیع شد که 300 پرسشنامه قابل تحلیل بود. برای جمع‌آوری داده‌ها از پرسشنامه رنگ (بر اساس مطالعه حاج حسنی و همکاران، 1397)، پرسشنامه ارزش ویژه برند (آکر و کلر، 1990) و پرسشنامه تعهد به برند (مومن، 1393) استفاده شد. روایی صوری و محتوایی پرسشنامه‌ها توسط اساتید مدیریت ورزشی و پایایی پرسشنامه‌ها هم از طریق ضریب آلفای کرونباخ مورد تأیید قرار گرفت. آلفای کرونباخ برای پرسشنامه رنگ 0/89، برای ارزش ویژه برند 0/92 و برای تعهد به برند 0/87 به‌دست آمد. برای برازش و آزمودن فرضیه‌ها با استفاده از الگوهای ساختاری، از روش حداقل مربعات جزئی با استفاده از نرم‌افزار پی.ال.اس استفاده شد.
یافته‌ها:  نتایج نشان داد که رنگ تاثیر مستقیم و معناداری بر ارزش ویژه برند و تعهد به برند دارد (0/50= ضریب مسیر، 7/96=t-value). همچنین نقش میانجی ارزش ویژه‌ی برند در نقش رنگ روی تعهد به برند در خریداران کالاهای ورزشی مورد تأیید است  (0/84= ضریب مسیر، 6/50=t-value). بررسی برازش مدل نیز نشان داد مدل ارائه شده پژوهش از برازش مطلوبی برخوردار می‌باشد (0/57=GOF). با توجه به یافته‌های تحقیق، تولیدکنندگان و مدیران ورزشی در انتخاب استراتژی موثر و جامع برای برند، باید اهمیت رنگ، که به مراتب چیزی بیش از جنبه زیباشناختی آن است، را همواره در نظر داشته باشند.
اصالت و ابتکار مقاله: رنگ در ورزش به عنوان یک نماد منحصر به فرد ارائه می‌شود که اغلب بر تعصبات طرفداران ورزش تأثیر گذاشته و آنها را به هیجان می‌آورد. با توجه به این موضوع، در این تحقیق تأثیر رنگ در برند کالاهای ورزشی مورد بررسی قرار گرفت که در ادبیات بررسی شده کمتر به آن توجه شده است.
کلیدواژه‌ها [English]
استراتژی برند, برندسازی ورزشی, تعهد به برند, سمبل, نگرش به برند
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