فهرست مطالب شیوا صفری تکیه

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.

The purpose of this systematic review and meta-analysis was to study consumption of anabolicsteroids prevalence and awareness of their side effects among male body builders in Iran. 31studies were eligible for entry into the study by using anabolic steroids, ergogenic drugs andbodybuilder keywords from Persian and Latin databases. Data analysis was performed usingmeta-analysis (random effects model). The heterogeneity between studies was assessed by usingI2 test. It was found that the total prevalence of anabolic steroid consumption in Iranianbodybuilders was 32.9% (95% confidence interval 17 to 48%), and the prevalence of four drugclasses consumption’ including Testosterone, Nandrolone , Oxymethanol and Dianabol werefound as 29, 24, 19 and 15% respectively. Moreover, 74% of the athletes introduced theircoaches and/or friends as the most influential persons to encourage the for using sportssupplements. Only 34% of athletes have awareness about anabolic steroids side effects.Therefore, it is necessary to increase both athletes and their coaches’ information in connectionwith anabolic steroids side effects to diminish consumption prevalence.

The purpose of this study was to compare brand equity components among Adidas sportswear shoppers, both athletes and non-athletes.
It was a descriptive survey. Since Adidas is a well- known and popular sports brand in the world, it has official agency in Iran. The target population was defined as customers who had referred to and purchased from the Adidas official agency in Tehran (Iran capital city). 404 questionnaires were filled out by costumers using randomly simple method. The tool has already been applied by Tong and Hawley (2009). Apart from demographic questions (age and gender), the main part of this questionnaire included five items measuring various dimensions of brand equity including brand awareness, brand loyalty, brand association and its perceived quality. For analyzing data, Mann-Whitney U test, Spearman correlation coefficient and Fisher's Z test were utilized.
The findings indicated that athlete and non-athlete Sportswear customers were different in brand awareness and loyalty, while in the dimensions of brand association and perceived quality, there was no significant difference among them. Furthermore, these results showed that there was a significant and positive relation between four dimensions of brand equity (brand awareness, brand loyalty, brand association and perceived quality) and sportswear brand equity.
According to the obtained results of this study, the managers of sportswear industry have to focus their marketing activities on brand association and its perceived quality for extending brand.