جستجوی مقالات مرتبط با کلیدواژه « آوازه برند » در نشریات گروه « تربیت بدنی »

The purpose of this study was to investigate the effect of brand reputation on encouraging customers to choose brands of sports products in Ardabil in 2020. The research method was applied and of a descriptive-correlation type. The statistical population was all customers of sports products in Ardabil city. Due to the unknown volume of the number, 384 samples were selected through Morgan method by random sampling method. Measurement tools included brand reputation questionnaires and brand selection. Data were analyzed by linear regression test. The results of the analysis showed that there is a positive and significant relationship between brand reputation and encouraging customers to choose brands of sports products and brand reputation has a significant effect on brand selection (B = 0.70). Dimensions of company reputation and word of mouth had a positive and significant relationship with brand selection and had a positive and significant effect on brand selection with impact coefficient (B = 0.63) and (B = 0.67). Between brand reputation and all components of brand selection such as brand name (r = 0.51), brand appearance (r = 0.64), internal brand features (r = 0.55), brand name prominence (= 0.64) r), brand attractiveness (r = 0.49), brand reputation (r = 0.53), brand truthfulness (r = 0.43), compliance with brand function (r = 0.36), and brand visibility (R = 0.37) There is a positive and significant relationship. According to the analysis, it can be concluded that if brands have more reputation among consumers, the ability to sell or buy that brand will increase due to customer choice.

The aim of this study was to investigate the effect of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers. The present study is a practical research in terms of purpose and quantitative in terms of strategy and correlation in terms of implementation path, field knowledge in terms of data collection and futuristic in terms of time. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. Attention to research objectives The appropriate tools for this research were a questionnaire; For this purpose, its questionnaire was used by Kim and Lee (2016). The Brand Evidence Questionnaire consists of 17 questions and 5 components (brand name, price, main services, employee services, service delivery environment). Also, brand reputation consists of 3 questions, brand distinction consists of 3 questions and brand citizenship behavior consists of 4 questions. Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that brand evidence, brand reputation and brand differentiation had an impact on brand citizenship behavior, and brand evidence and reputation also affected brand differentiation. Finally, the mediating role of brand differentiation between the impact of brand evidence and reputation on brand citizenship behavior was confirmed.