Comparing Brand Communication Model in Sports Shoes and Sports Clothing Industries

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Kalashi Maziyar; SAHEBKARAN MOHAMMAD ALI; KARIMI JAVAD; Jami Alahmadi Abdorahman; Mohammadi Askarabadi Masoud

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Journal Paper

Paper Information

Journal: JOURNAL OF NEW STUDIES IN SPORT MANAGEMENT Year:2021 | Volume:2 | Issue:1 Page(s): 82-94

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Title

Comparing Brand Communication Model in Sports Shoes and Sports Clothing Industries

Author(s)

Keywords

Brand Communication

sport consumers

sport industry

sport shoes

sport clothing

Abstract

The purpose of this study was to compare the brand communication dimensions in the clothing and footwear industry. This research was descriptive-correlational and its statistical population consisted of consumers of footwear and sports clothing in Iran. The statistical sample was estimated according to the Cochran formula. Finally, 379 questionnaires were used to analyse the data. The findings of this study showed that all the paths except for the effect of brand experience on satisfaction in both industries and the effect of experience on loyalty in the shoe industry was significant. The role of mediator of brand loyalty and satisfaction in all directions, except the path of brand experience to loyalty, has been confirmed in the sports shoes industry. Comparing the two proposed models, only trust path on brand satisfaction, had a significant difference between the sports shoes industry and the sports clothing industry.

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APA: Copy

Kalashi, Maziyar, SAHEBKARAN, MOHAMMAD ALI, KARIMI, JAVAD, Jami Alahmadi, Abdorahman, & Mohammadi Askarabadi, Masoud. (2021). Comparing Brand Communication Model in Sports Shoes and Sports Clothing Industries. JOURNAL OF NEW STUDIES IN SPORT MANAGEMENT (JNSSM), 2(1), 82-94. SID. https://sid.ir/paper/690469/en

Vancouver: Copy

Kalashi Maziyar, SAHEBKARAN MOHAMMAD ALI, KARIMI JAVAD, Jami Alahmadi Abdorahman, Mohammadi Askarabadi Masoud. Comparing Brand Communication Model in Sports Shoes and Sports Clothing Industries. JOURNAL OF NEW STUDIES IN SPORT MANAGEMENT (JNSSM)[Internet]. 2021;2(1):82-94. Available from: https://sid.ir/paper/690469/en

IEEE: Copy

Maziyar Kalashi, MOHAMMAD ALI SAHEBKARAN, JAVAD KARIMI, Abdorahman Jami Alahmadi, and Masoud Mohammadi Askarabadi, “Comparing Brand Communication Model in Sports Shoes and Sports Clothing Industries,” JOURNAL OF NEW STUDIES IN SPORT MANAGEMENT (JNSSM), vol. 2, no. 1, pp. 82–94, 2021, [Online]. Available: https://sid.ir/paper/690469/en

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