Measuring Customer-Centered Brand Equity in the Imported Sport Apparel Market in Iran

Based on the conceptual framework of Aaker’s brand equity model, the purpose of this study was to measure customer-centered brand equity in the imported sports apparel market (Adidas) in Iran. The present study is an applied research and of a descriptive-survey type. Customers referring to and purchasing from the official representatives of Adidas in Tehran were defined as the target population. Using random sampling, 404 questionnaires were completed by customers. The questionnaire was previously employed by Tong and Hawley (2009) and its reliability and validity was confirmed for this study. Data were analyzed using Structural Equation Modeling (SEM). The results showed that brand associations and brand loyalty were influencial factors on brand equity. The findings of this study showed that in order to build and make customer-centered brand equity, marketing managers and branding planners in Adidas sport apparel brand must primarily focus on building customer loyalty and enhancing brand image in their products. Future research can contribute to the development of literature in sport apparel industry and enhancement of its applied principles by evaluating factors affecting brand associations and brand loyalty.