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

Today, the brand is considered a valuable asset and a competitive advantage for a product. The purpose of this study was to examine the role of marketing mix on brand power and brand experience in sports apparel industry in Iran. The research method was descriptive and correlational. 391 customers of department stores or authorized brands of indoor and outdoor sports shops of Tehran metropolitan area completed the 3 instruments of this study: Mixed marketing questionnaire (Dadana et al., 2015), (α = 0.78), The Brand Power Questionnaire (Acer, 1991) (α = 0.82) and the Brand Experience Questionnaire (Rezaei, 2015), (α = 0.85) assessed marketing mix, brand power and brand experience in sports apparel, respectively. Data were analyzed using Kolmogorov-Smirnov tests, independent t-test and structural equation modeling. All data were analyzed by SPSS24 and PLS 2 software at the significant level p

Nowadays, with a growing number of services and raising the access level to information and distribution channels, customers show more flexibility in decision-making. Due to intense competition in service industries such as Gyms, managers of these centers need to take new approaches to attract and retain customers. Accordingly, this research aims to investigate the impact of experience creation through sensory stimuli in gyms on perceived value, brand strength, and word-of-mouth advertising.This research is applied in terms of purpose and is descriptive-correlational in terms of data collection. The sample consisted of 215 customers of luxury gyms in Tehran selected through purposive sampling. The main data collection tool was a questionnaire composed of Semi self-made and pre-existing questions. The questionnaires used include sensory stimuli scale (Hosseini et al., 2017), brand experience scale (Brakus et al., 2009), perceived value scale (Wiedmann et al., 2018), brand strength scale (Wymer., 2013), satisfaction scale (Chung et al., 2005), and word-of-mouth advertising scale (Helgesen & Nesset, 2007). Finally, structural equation modeling was applied using Smart PLS 3 software to identify the interactions between the variables.The results indicated that sensory stimuli lead to brand experience creation, and this path leads to customers’ perceived value. Furthermore, perceived value leads to brand strength and ultimately to positive word-of-mouse advertising.

The aim of this study was to investigate the role of marketing mix in the brand strength of sportswear. The present study was applied in terms of the nature and objectives, and descriptive-correlation in terms of methodology. The population and the sample included those customers who bought sportswear from domestic and foreign sport brands mentioned in the questionnaire at least once. According to the Morgan table, the minimum number of sample needed was estimated to be 384. A marketing mix and brand strength questionnaire was used to collect data. The content validity of the questionnaire was confirmed by 11 sport management professors and experts. Also, for the reliability of the questionnaire, Cronbachchr('39')s alpha coefficient was used. The alpha of the marketing mix questionnaire was 0.86 and the alpha of the brand strength questionnaire was 0.85, indicating a high reliability of the questionnaires. To analyze the data, descriptive statistics were used to describe the demographic characteristics of the respondents and the mean of the elements. In the inferential statistics, Kolmogorov-Smirnov tests, Pearson correlation test and multiple regression were performed using SPSS version 22 software. According to the findings, there was a linear relationship between marketing mix elements and brand strength. According to the results of the study, it is suggested that sportswear manufacturers and retailers should pay close attention to the factors influencing the elements of product, price, promotion and distribution in order to increase their brand strength.