دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها939
تعداد مقالات7,734
تعداد مشاهده مقاله12,750,782
تعداد دریافت فایل اصل مقاله9,073,867
Sarlab, Roghayeh, Darooghe Arefi, Nahid, Seidler, Maryam, Zare, Fateme. (1402). The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator. جلوه هنر, 4(1), 49-62. doi: 10.22051/sbj.2024.44246.1107
Roghayeh Sarlab; Nahid Darooghe Arefi; Maryam Seidler; Fateme Zare. "The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator". جلوه هنر, 4, 1, 1402, 49-62. doi: 10.22051/sbj.2024.44246.1107
Sarlab, Roghayeh, Darooghe Arefi, Nahid, Seidler, Maryam, Zare, Fateme. (1402). 'The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator', جلوه هنر, 4(1), pp. 49-62. doi: 10.22051/sbj.2024.44246.1107
Sarlab, Roghayeh, Darooghe Arefi, Nahid, Seidler, Maryam, Zare, Fateme. The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator. جلوه هنر, 1402; 4(1): 49-62. doi: 10.22051/sbj.2024.44246.1107

The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator

Sports Business Journal
مقاله 4، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 49-62    اصل مقاله (762.38 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2024.44246.1107
نویسندگان
Roghayeh Sarlab* 1؛ Nahid Darooghe Arefi2؛ Maryam Seidler3؛ Fateme Zare4
1Assistant Professor, Department of Motor Behavior and Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
2PhD in Sport Management, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran.
3Masters in Sports Management, Department of Sports Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.
4PhD candidate, Department of Sports Management, Hungarian University of Sports Science, Budapest, Hungary.
چکیده
Purpose: Domestic sports brands seek to establish consumer relations with the brand to survive and earn continuous profits among foreign competitors. Therefore, this manuscript investigates the effect of domestic brands' authenticity on consumers' emotional dependence on domestic sports goods, including the Daei, Majid, and Momentum brands, with customer bias as a mediator.
Methodology: This study was based on a practical purpose and a descriptive correlation data collection method conducted in the field. The statistical population was all consumers of domestic sports goods (Daei, Majid, and Momentum brands), and 191 people were selected as a statistical sample based on the law of structural equations (five times the number of observable variables). The research tools included three Kadirov's (2010) brand authenticity questionnaires, Lee et al.'s (2013) customer bias, and Thomson et al.'s (2005) emotional attachment. Experts confirmed the formal and content validity and the reliability of the questionnaires, estimated to be 0.7, 0.92, and 0.95, respectively. Statistical analysis was performed using SPSS/25 and Smart-PLS.3.2.8 software.
Findings: The research results indicated a positive and significant relationship between brand authenticity, emotional attachment, and customer bias. However, there was no significant relationship between customer bias and emotional attachment.
Originality: So far, no research has investigated the mediation of customer bias in the relationship between brand authenticity and consumer emotional attachment; therefore, this research is original.
کلیدواژه‌ها
Brand Authenticity؛ Bias؛ Consumers؛ Costumer؛ Iranian Brand
عنوان مقاله [English]
نقش اصالت برندهای ملی ایرانی بر وابستگی عاطفی مصرف‌کنندگان کالاهای ورزشی با میانجی‌گری تعصب مشتری
نویسندگان [English]
رقیه سرلاب1؛ ناهید داروغه عارفی2؛ مریم سیدلر3؛ فاطمه زارع4
1استادیار، گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
2دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران.
3کارشناسی ارشد مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
4دانشجوی دکترا، گروه مدیریت ورزشی، دانشگاه علوم ورزشی مجارستان، بوداپست، مجارستان.
چکیده [English]
هدف: برندهای ورزشی داخلی برای بقا و کسب سود مستمر در میان رقبای خارجی به دنبال برقراری روابط مصرف‌کننـده بـا برنـد می‌باشند. لذا، پژوهش حاضر به دنبال بررسی تأثیر اصالت برندهای داخلی بر وابستگی عاطفی مصرف‌کنندگان کالاهای ورزشی داخلی اعم از برند دایی، مجید و مومنتوم با میانجی‌گری تعصب مشتری بود.
روش: پژوهش حاضر به لحاظ هدف کاربردی و براسـاس شـیوه گـردآوری داده‌هــا توصیفــی از نــوع پیمایشی ـ همبســتگی بود که به صورت میدانی انجام گرفت. جامعه آماری کلیه مصرف­کنندگان کالاهای ورزشی داخلی (برند دایی، مجید و مومنتوم) و نمونه‌های تحقیق شامل 191 نفر بودند که به‌صورت تصادفی ساده انتخاب شدند. ابزار پژوهش شامل 3 پرسشنامه اصالت برند کادیروف (2010)، تعصب مشتری لی و همکاران (2013) و وابستگی عاطفی تامسون و همکاران (2005) بود. روایی صوری و محتوایی ان‌ها به تأیید خبرگان رسید. پایایی پرسشنامه‌ها نیز به ترتیب معادل 7/0، 92/0 و 95/0 برآورد شدند. تحلیل نتایج با استفاده از نرم‌افزارهای SPSS نسخه 25 و Smart-PLS.3.2.8 انجام شد.
یافته‌ها: نتایج، رابطه مثبت و معناداری را بین اصالت برند و وابستگی عاطفی و نیز بین اصالت برند و تعصب مشتری را نشان داد. لیکن، بین تعصب و وابستگی عاطفی مشتری رابطه معناداری به‌دست نیامد.
اصالت و ابتکار مقاله: تاکنون پژوهشی میانجی‌گری تعصب مشتری در ارتباط بین اصالت برند و وابستگی عاطفی مصرف‌کننده را مورد بررسی قرار نداده است. لذا، این تحقیق از این جهت دارای اصالت می‌باشد.
کلیدواژه‌ها [English]
اصالت برند, برند ایرانی, تعصب, مشتری, مصرف‌کننده
مراجع
  1. Adina, C., Gabriela, C., & Roxana-Denisa, S. (2015). Country-of-Origin Effects on Perceived Brand Positioning. Procedia Economics and Finance, 23, 422-427. https://doi.org/10.1016/S2212-5671(15)00383-4
  2. Ardiana, T. E., & Wardhani, D. P. (2022). The effect of brand image and product quality on consumer purchase decisions (Case Study on the ADIDAS Brand in Siman Ponorogo Sub-district). International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 56-64. https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/4327
  3. Aron, A., Paris, M., & Aron, E. N. (1995). Falling in love: Prospective studies of self-concept change. Journal of personality and social psychology, 69(6), 1102-1112. https://doi.org/10.1037/0022-3514.69.6.1102
  4. Auni Asbforoshani, A. (2014). The effect of national identity on the perceived value of the product through perceived product evaluation and customer prejudice (case study: mobile phone customers in Mashhad). [Master Thesis, Faculty of Administrative and Economic Sciences, Department of Management].
  5. Azadi, R., Yousefi, B., & Eydi, H. (2015). The role of media and advertising, to promote brand equity in the sports apparel industry. Communication Management in Sport Media, 2(2), 66-75. https://sportmedia.journals.pnu.ac.ir/article_1580.html?lang=en
  6. Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
  7. Baniasadi, M., & Naami, A. (2021). Systematic and Strategic Review of the Effectiveness of Brand DNA on Brand Authenticity Using Meta-Analysis Approach. Commercial Strategies, 17(16), 28-15. https://doi.org/10.22070/cs.2021.13837.1057
  8. Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment. Journal of Hospitality and Tourism Technology, 11(1), 109-135. https://doi.org/10.1108/JHTT-02-2018-0016
  9. Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
  10. Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of brand management, 9(3), 193-209. https://doi.org/10.1057/palgrave.bm.2540069
  11. Bowlby, J. (1969). Attachment and Loss. Pimlico. https://books.google.com/books?id=1h89j7-Oe5kC
  12. Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in consumer research, 40. https://ssrn.com/abstract=2402187
  13. Do, H., Ko, E., & Woodside, A. G. (2015). Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality. International Journal of Advertising, 34(4), 658-677. https://doi.org/10.1080/02650487.2015.1031062
  14. Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340-348. https://doi.org/10.1016/j.jwb.2012.07.018
  15. Fakaubun, U. F. K. (2019). Pengaruh citra merek terhadap minat beli ulang sepatu adidas di malang melalui kepuasan pelanggan sebagai variabel intervening (studi kasus pada toko sport station dinoyo, Malang). Jurnal Ilmu Manajemen (JIMMU), 4(2), 221-234. https://doi.org/10.33474/manajemen.v2i2.3743
  16. Foroz Shahristan, M., & Erfani, Z. (2019). The effect of brand authenticity on brand love, based on memory and lifestyle and customer trust. Quarterly of New Research Approaches in Management and Accounting, 3(16), 52-73. https://en.civilica.com/doc/990996/
  17. Ghafourian Shagerdi, A., Ghayour, M., & Chamani Heravi, T. (2020). Investigating the relationship between of Brand originality and Love the brand with considering the role of need for uniqueness in five star hotels in Mashhad. Journal of Tourism and Development, 9(2), 1-14. https://doi.org/10.22034/jtd.2019.174599.1669
  18. Ghasemi, V. (2012). Structural Equation Modeling in Social Research with Amos Graphics Approach. Sociologists Publications.
  19. Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582. https://doi.org/10.1057/bm.2010.58
  20. Kadirov, D. (2010). Brand authenticity: Scale development and validation Proceeding of Annual Conference of the Australian & New Zealand Marketing Academy, New Zealand,  https://www.anzmac2010.org/proceedings/pdf/anzmac10Final00512.pdf
  21. Keshtidar, M., Moodi, D., & Ghasemi, N. (2020). Analysis of the relationship model of identity, originality, love and social power of brand on students sports Olympiads. Research on Educational Sport, 8(19), 163-178. https://doi.org/10.22089/res.2019.6307.1521
  22. Kheiri, B., Samii Nasr, M., & Azim Pourkhujin, M. (2012). Consumers' affective brand attachment: Antecedents and outcomes. Journal of Marketing Management, 8(20), 49-65. https://sid.ir/paper/218899/en
  23. Liu, H.-H., & Chang, J.-H. (2017). Relationship type, perceived trust, and ambiguity aversion. Marketing letters, 28(2), 255-266. https://doi.org/10.1007/s11002-016-9408-z
  24. Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38-47. https://doi.org/10.1016/j.ijhm.2018.03.005
  25. Mohammadian, M., & Khajeh Dehdashti, M. (2016). The Effect of Consumer-Retailing Emotional Attachment on Purchase Intention. Journal of Business Administration Researches, 8(15), 39-58. https://bar.yazd.ac.ir/article_799.html?lang=en
  26. Mohsenin, S., & Esfidani, M. R. (2013). Structural equations based on partial least squares approach with the help of smart pls software: educational and practical. Mehrban. https://www.adinehbook.com/gp/product/6007317404
  27. Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006
  28. Mugge, R., Schifferstein, H. N. J., & Schoormans, J. P. L. (2010). Product attachment and satisfaction: understanding consumers' post‐purchase behavior. Journal of Consumer Marketing, 27(3), 271-282. https://doi.org/10.1108/07363761011038347
  29. Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098. https://doi.org/10.1016/j.jbusres.2013.06.001
  30. Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products—evidence from Vietnam. Journal of Consumer Behaviour, 7(1), 88-100. https://doi.org/10.1002/cb.238
  31. Nyagadza, B., Kadembo, E. M., & Makasi, A. (2020). Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding. Cogent Business & Management, 7(1), 1816254. https://doi.org/10.1080/23311975.2020.1816254
  32. Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714-729. https://doi.org/10.1080/0965254X.2018.1466828
  33. Pourasadollahi, K., Saeednia, H., & Alipour Darvishi, Z. (2019). A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior. Consumer Behavior Studies Journal, 6(1), 125-148. https://doi.org/10.34785/j018.2019.986
  34. Samadi Qurbani, S., & Khaliqpour, R. (2018). Prejudice in the consumption of Iranian goods, an important strategy in facing the full-scale economic invasion. Journal of Eghtesad-e-Moghavemati Research, 3(5), 53-74. https://civilica.com/doc/1353339/
  35. Saputra, E. (2018). Pengaruh Brand Authenticity Terhadap Brand Attachment (Studi Kasus Pada Sepatu Olahraga Adidas). Jurnal Manajemen Bisnis dan Kewirausahaan, 2(6). https://doi.org/10.24912/jmbk.v2i6.4907
  36. Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276-292. https://doi.org/10.1108/IJRDM-02-2014-0024
  37. Shabani Nashtaee, M., Heidarzadeh Hanzaei, K., & Mansourian, Y. (2017). How to develop brand attachment in various product categories? Asia Pacific journal of marketing and logistics, 29(5), 1198-1220. https://doi.org/10.1108/APJML-01-2017-0003
  38. Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289. https://doi.org/10.1177/002224378702400304
  39. Tran, V.-D. (2018). The Brand Authenticity Scale : Development and Validation. 14(4), 277-291. https://doi.org/10.7903/cmr.18581
  40. Zareyi, H., Asgarnezhad Nouri, B., & Azarbayejani, M. (2022). The effect of brand personality attraction and perception of brand globalization on consumer emotional dependence with the mediating role of perception of brand luxury (Case study: Turkish clothing in Ardabil). Journal of Business Management Perspective, 21(52), 176-203. https://doi.org/10.52547/jbmp.2023.226551.1305
آمار
تعداد مشاهده مقاله: 188
تعداد دریافت فایل اصل مقاله: 159


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب