Consequences of Brand Hatred in Users of Sportswear

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Abdollahi Mahammad Hasan; Zareian Hossein; GHOLAMI TORKESALUYE SAJAD; abolhoseini ali

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Journal Paper

Paper Information

Journal: SPORT PSYCHOLOGY STUDIES Year:2021 | Volume:10 | Issue:36 Page(s): 275-292

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Information Journal Paper

Title

Consequences of Brand Hatred in Users of Sportswear

Author(s)

Abdollahi Mahammad Hasan | Zareian Hossein | GHOLAMI TORKESALUYE SAJAD | abolhoseini ali | Issue Writer Certificate

Keywords

Brand Hatred

Consequence

Sportswear

Abstract

The aim of the present study was to investigate the Consequences of Brand Hatred on Sportswear users. The research method was descriptive-correlational and in terms of purpose, it was applied in a field and the users of Sportswear were statistically. There were 360 samples selected by simple random sampling. Measuring Tools, Standard Questionnaires for Hateful from Hegener et al. (2017), Questionnaire for to Avoid Romania et al. (2012), Questionnaire for to Reduce or Stop Supporting Gregory and Fisher Brand (2006) The Questionand-Answer Questionnaire was a for Thomson et al. (2012), a questionnaire for Gregory and Fisher brand (2006), and questionnaire for revenge against the Romanian brand et al. (2012). For the validity of the translation, the forward-sonic translation validity method was used. The formal and content validity was confirmed by fifteen sports management professors. The reliability of the desired questionnaire was also estimated. Analysis of the results was performed by structural equation method with LISREL and SPIOSIAS software. The results showed that brand aversion significantly avoids branding, reducing / stopping support, negative word-ofmouth advertising, brand complaints, and brand revenge. general, given that hatred of the brand increases the negative Consequences on the brand, it is recommended to managers, managers are advised to take approaches in brand management to consider ways to deal with such crises.

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APA: Copy

Abdollahi, Mahammad Hasan, Zareian, Hossein, GHOLAMI TORKESALUYE, SAJAD, & abolhoseini, ali. (2021). Consequences of Brand Hatred in Users of Sportswear. SPORT PSYCHOLOGY STUDIES, 10(36 ), 275-292. SID. https://sid.ir/paper/966404/en

Vancouver: Copy

Abdollahi Mahammad Hasan, Zareian Hossein, GHOLAMI TORKESALUYE SAJAD, abolhoseini ali. Consequences of Brand Hatred in Users of Sportswear. SPORT PSYCHOLOGY STUDIES[Internet]. 2021;10(36 ):275-292. Available from: https://sid.ir/paper/966404/en

IEEE: Copy

Mahammad Hasan Abdollahi, Hossein Zareian, SAJAD GHOLAMI TORKESALUYE, and ali abolhoseini, “Consequences of Brand Hatred in Users of Sportswear,” SPORT PSYCHOLOGY STUDIES, vol. 10, no. 36 , pp. 275–292, 2021, [Online]. Available: https://sid.ir/paper/966404/en

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