Explaining the Personality Characteristics and the Brand Equity of Sport Apparel

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Najarian Mehdi; ALIDOUST GHAHFARROKHI EBRAHIM; KHABIRI MOHAMMAD; JAFARI AFSAR

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Journal: SPORT MARKETING STUDIES Year:2020 | Volume:1 | Issue:1 Page(s): 19-41

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Title

Explaining the Personality Characteristics and the Brand Equity of Sport Apparel

Author(s)

Najarian Mehdi | ALIDOUST GHAHFARROKHI EBRAHIM | KHABIRI MOHAMMAD | JAFARI AFSAR | Issue Writer Certificate

Keywords

brand personality

Brand equity

sportswear

Abstract

< p >The research method was a combination of research that was done in two stages, qualitative and quantitative. The statistical population of this research in the qualitative part of specialists, experts as well as sales managers and sellers of 5 domestic sportswear brands (Daei, Jamehpoosh Ara, Taban, Darfash Iran and Mostafa) and in the quantitative part were customers of sportswear brands which due to unknown reasons Accurate number of customers, a statistical sample based on Morgan table for an unknown population size, 384 people and selected by simple random sampling. The results showed that the dimensions of brand personality from the perspective of experts, as well as sales managers and sellers of sportswear brands are: attractiveness, originality, trust, creativity and innovation, competence and expertise. Perceived quality, brand awareness, brand association and brand loyalty were also identified as the main dimensions of brand equity. The results of structural equation modeling also showed that only brand originality with a regression coefficient of 0. 258 and a critical ratio of 2. 37 has a significant positive effect on brand equity. Therefore, it can be said that brand originality can play an effective role as a tangible asset in creating Brand equity and a strategic tool.

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APA: Copy

Najarian, Mehdi, ALIDOUST GHAHFARROKHI, EBRAHIM, KHABIRI, MOHAMMAD, & JAFARI, AFSAR. (2020). Explaining the Personality Characteristics and the Brand Equity of Sport Apparel. SPORT MARKETING STUDIES, 1(1 ), 19-41. SID. https://sid.ir/paper/392523/en

Vancouver: Copy

Najarian Mehdi, ALIDOUST GHAHFARROKHI EBRAHIM, KHABIRI MOHAMMAD, JAFARI AFSAR. Explaining the Personality Characteristics and the Brand Equity of Sport Apparel. SPORT MARKETING STUDIES[Internet]. 2020;1(1 ):19-41. Available from: https://sid.ir/paper/392523/en

IEEE: Copy

Mehdi Najarian, EBRAHIM ALIDOUST GHAHFARROKHI, MOHAMMAD KHABIRI, and AFSAR JAFARI, “Explaining the Personality Characteristics and the Brand Equity of Sport Apparel,” SPORT MARKETING STUDIES, vol. 1, no. 1 , pp. 19–41, 2020, [Online]. Available: https://sid.ir/paper/392523/en

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