DOI•
ADIDAS Sportswear Brand Popularity Model in Iranian Consumers
01 Apr 2021-Vol. 1, Iss: 1, pp 163-177
TL;DR: In this article, the influential factors that lead to the popularity of sportswear brands like Adidas AG in consumers from the perspective of physical education students have been investigated based on a survey, which revealed a significant positive correlation of factors affecting brand popularity.
Abstract: Purpose: This research aimed to test the influential factors that lead to the popularity of sportswear brands like Adidas AG in consumers from the perspective of physical education students.Methodology: The methodology utilized in this research was descriptive and based on a survey. The data collection tools used for brand popularity took from Carroll and Ahuvia (2006) questionnaires. The statistical population of the study included 457 students of physical education at the Ferdowsi University of Mashhad. According to the Cochran formula, 210 samples were chosen by a simple random sampling method. The K-S test, T-test, and SEM were used for the confirmatory factor of data analysis.Findings: The results revealed a significant positive correlation of factors affecting brand popularity. The affection to a brand had a significant impact, while the attitude strength component had the most negligible influential effect on the popularity of a brand. Thus, sportswear apparel manufacturers may plan and apply these components to increase the popularity of their brand. The sportswear industry could improve along with brands increasing their market share in competitive markets through the affection of consumers and implementing other components of brand popularity.Originality: For the first time, the popularity of a reputable sports brand in the world has been investigated in Iran.
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22 Nov 2013
TL;DR: In this article, the authors investigated the factors that influence consumer's emotional attachment to the brands and the results of this relationship for the companies and found that consumer emotional attachment affected by brand experience and brand attitudes.
Abstract: Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies.
Design/methodology/approach: A questionnaire-based survey was used to test the hypotheses based on the proposed theoretical model. This paper is based on confirmatory studies that provide a model that explains the relationship between consumer's emotional attachment, prerequisitesand outcomes. A Structural equation modeling is used to assess the hypothetical links.
Findings: The findings of the structural model confirm the majority of the hypothesized Relationships. It is found that consumer’s emotional attachment affected by brand experience and brand attitudes. In contrast, consumer’s satisfaction and brand knowledge have no significant impact on emotional attachment to the brands. Also, emotional attachment to the Brand is considered as an important input to brand loyalty, W.O.M and willing to pay extra prices for brand.
Research limitations/implications: Limitations of this study include use of a student sample. Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Findings of this study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It is recommended that practitioners use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it.
1 citations
TL;DR: In this paper , the authors propose a VOLUME 7, 2019 VOLUME 6, 2019 approach: VOLUME 5, 2019.VolVolVol.Vol. 6, 2018.
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TL;DR: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. But they also understand that this relation is asymmetric as mentioned in this paper. Although loyal consumers are most...
Abstract: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...
8,021 citations
"ADIDAS Sportswear Brand Popularity ..." refers background in this paper
...It is the perception of a long-term relationship between a business and consumers (Oliver, 1999; Shevchenko, 2014)....
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TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
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5,694 citations
"ADIDAS Sportswear Brand Popularity ..." refers background in this paper
...These research results are under Fournier (1998), which showed that consumers have a strong brand relationship....
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TL;DR: The authors found that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands.
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"ADIDAS Sportswear Brand Popularity ..." refers background or methods in this paper
...This item was only investigated in Carroll and Ahuvia (2006)'s research and indicated that if less popular brands enter production, the opportunity for increasing brand popularity increases....
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...The data collection tools used for brand popularity took from Carroll and Ahuvia (2006) questionnaires....
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...The brand popularity questionnaire of Carroll and Ahuvia (2006) was utilized for information gathering....
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08 Feb 2007TL;DR: In this paper, the authors discuss the social psychology of brands and understand the meaning of brands in terms of emotion, emotion, and brand equity, as well as how to build brands through marketing communication.
Abstract: PART 1: THE SOCIO-CULTURAL MEANING OF BRANDS 1. Understanding the Social Psychology of Brands 2. Emotion and Brands 3. The Symbolic Meaning of Brands 4. Cultural Meaning Systems and Brands PART 2: BRAND EQUITY AND BRAND BUILDING 5. Brand Equity 6. Building Brands through Marketing Communication 7. Measuring Brand Performance and Equity PART 3: MANAGING BRANDS 8. Brand Strategies 1 - Symbolic brands 9. Brand Strategies 2 - Low-involvement brands 10. Brands, Innovation and High Technology 11. Brand Stretching and Retrenching 12. Managing Corporate Reputation
1,340 citations
"ADIDAS Sportswear Brand Popularity ..." refers background in this paper
...The brand name consists of a name, phrase, term, symbol, sign, design, or a combination that serves the purpose of introducing a product or a service that a seller or a group of sellers offer and differentiates it from competitor companies (Keller, 2008)....
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...It introduces a product or a service that a seller or a group of sellers offer, differentiating it from competitors (Keller, 2008)....
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1,085 citations
"ADIDAS Sportswear Brand Popularity ..." refers background in this paper
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