An Analysis of Factors Affecting the Development of Sportswear Brand

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Ghobadi Ali; SHETAB BUSHEHRI NAHID; KHATIBI AMIN

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Journal Paper

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Journal: Sport Management Journal Year:2021 | Volume:12 | Issue:4 Page(s): 979-995

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Information Journal Paper

Title

An Analysis of Factors Affecting the Development of Sportswear Brand

Author(s)

Ghobadi Ali | SHETAB BUSHEHRI NAHID | KHATIBI AMIN | Issue Writer Certificate

Keywords

Brand developmentQ1

role of the companyQ1

role of the governing bodiesQ1

role of the governmentQ1

sportswearQ1

Abstract

The aim of this study was to analyze those factors affecting the development of sportswear brands. This study was conducted by exploratory mixed method in two parts: qualitative and quantitative. In the qualitative part, the data were collected by in-depth and semi-structured interviews with experts. Based on the results of this part, a questionnaire was prepared and used in the quantitative section. The validity of the questionnaire was confirmed by seven sport marketing experts. The reliability of the questionnaire was obtained by Cronbach's alpha coefficient as 0. 96. The statistical population consisted of professors and faculty members of physical education faculties and physical education students (MSc and PhD). The sample size was determined based on the unlimited population formula and the questionnaire was distributed among 376 subjects electronically by simple random sampling. Finally, the collected data were analyzed by SPSS 22 and PLS 2 software and the research model was extracted and validated. The results showed that diversity and innovation in production, strategic planning, target market selection, ranking of sportswear and design tailored to market demand affected the vertical development and application of up-to-date technology in production affected the horizontal development of domestic sportswear brand. According to the research model, it can be said that the internal factors of the company, the external factors of the company, the factors related to the governing bodies, the legal role and the supportive role of the government had the most effect on the development of domestic sport brands.

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APA: Copy

Ghobadi, Ali, SHETAB BUSHEHRI, NAHID, & KHATIBI, AMIN. (2021). An Analysis of Factors Affecting the Development of Sportswear Brand. SPORT MANAGEMENT (HARAKAT), 12(4 ), 979-995. SID. https://sid.ir/paper/391310/en

Vancouver: Copy

Ghobadi Ali, SHETAB BUSHEHRI NAHID, KHATIBI AMIN. An Analysis of Factors Affecting the Development of Sportswear Brand. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;12(4 ):979-995. Available from: https://sid.ir/paper/391310/en

IEEE: Copy

Ali Ghobadi, NAHID SHETAB BUSHEHRI, and AMIN KHATIBI, “An Analysis of Factors Affecting the Development of Sportswear Brand,” SPORT MANAGEMENT (HARAKAT), vol. 12, no. 4 , pp. 979–995, 2021, [Online]. Available: https://sid.ir/paper/391310/en

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