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Kiani, Mohammad Saeid, Nazari, Leila. (1401). Investigating Brand Equity in Sports Product Advertisements and Recommending it to Consumers. جلوه هنر, 2(2), 169-181. doi: 10.22051/sbj.2022.41652.1050
Mohammad Saeid Kiani; Leila Nazari. "Investigating Brand Equity in Sports Product Advertisements and Recommending it to Consumers". جلوه هنر, 2, 2, 1401, 169-181. doi: 10.22051/sbj.2022.41652.1050
Kiani, Mohammad Saeid, Nazari, Leila. (1401). 'Investigating Brand Equity in Sports Product Advertisements and Recommending it to Consumers', جلوه هنر, 2(2), pp. 169-181. doi: 10.22051/sbj.2022.41652.1050
Kiani, Mohammad Saeid, Nazari, Leila. Investigating Brand Equity in Sports Product Advertisements and Recommending it to Consumers. جلوه هنر, 1401; 2(2): 169-181. doi: 10.22051/sbj.2022.41652.1050

Investigating Brand Equity in Sports Product Advertisements and Recommending it to Consumers

Sports Business Journal
مقاله 10، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 169-181    اصل مقاله (687.61 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2022.41652.1050
نویسندگان
Mohammad Saeid Kiani* 1؛ Leila Nazari2
1PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
2PhD Student, Sports Management, Kurdistan University, Sanandaj, Iran
چکیده
Purpose: This research aimed to study brand equity in product advertisements and its recommendation to other consumers.
Methodology: The statistical population of the research consists of all physical education students of Kermanshah province who were consumers of sports goods. Four hundred people were selected by random sampling, and the data were analyzed by Pearson correlation and structural equation modeling.
Findings: The results showed a direct and significant relationship between the attitude towards advertisements with brand equity and the purchase recommendation. Also, brand equity positively and directly correlates with the purchase recommendation. Considering the importance of brand value and purchase recommendation, commercial organizations can use the strategy of endorsement by famous athletes. In this way, better conveying the concepts in advertising messages can be more successful in attracting customers.
Originality: In this research, the researcher has investigated the critical challenges companies face to remain in today's competitive and turbulent world and create and maintain a reliable brand name. We have found that the effect of advertising to reach and maintain this competitive advantage is significant.
کلیدواژه‌ها
Brand Equity؛ Competitive Advantage؛ Endorsement؛ Sports Management؛ Word-of-Mouth
عنوان مقاله [English]
بررسی ارزش ویژه برند در تبلیغات محصولات ورزشی و توصیه آن به مصرف‌کنندگان
نویسندگان [English]
محمد سعید کیانی1؛ لیلا نظری2
1دانشجوی دکتری گروه مدیریت ورزشی، واحد کرمانشاه ، دانشگاه آزاد اسلامی، کرمانشاه، ایران.
2دانشجوی دکتری، مدیریت ورزشی دانشگاه کردستان، سنندج، ایران.
چکیده [English]
هدف: هدف از پژوهش حاضر مطالعۀ نقش ارزش ویژه برند در تبلیغات محصولات ورزشی و توصیه آن به مصرف کنندگان دیگر  بود.
روش: جامعه آماری پژوهش شامل تمامی دانشجویان تربیت بدنی استان کرمانشاه که از مصرف کنندگان کالاهای ورزشی بوده‌اند تشکیل شده که از این میان به صورت نمونه‌گیری تصادفی 400 نفر انتخاب شدند. داده‌ها با آزمون‌های آماری همبستگی پیرسون و مدلسازی معادلات ساختاری تحلیل شدند.
یافته‌ها: نتایج نشان داد بین نگرش به تبلیغات با ارزش ویژه برند و توصیه خرید ارتباط مستقیم و معناداری وجود دارد. هم‌چنین ارزش ویژه برند ارتباط مثبت و مستقیمی بر توصیه خرید دارد. با توجه به اهمیت ارزش ویژه برند و توصیه خرید، سازمان‌های تجاری می‌توانند از استراتژی صحه‌گذاری ورزشکاران مشهور استفاده کنند و از این طریق با انتقال بهتر مفاهیم پیام‌های تبلیغاتی، در جذب مشتریان، موفق‌تر عمل کنند.
اصالت و ابتکارمقاله: محقق در این پروهش به بررسی  چالش‌های مهم پیش روی شرکت‌ها به منظور باقی ماندن در جهان رقابتی و پرتلاطم امروز و ایجاد، حفظ یک نام تجاری معتبر است پرداخته و دریافت که در این میان تأثیر تبلیغات در رسیدن و حفظ این مزیت رقابتی می‌تواند قابل توجه باشد.             
کلیدواژه‌ها [English]
ارزش ویژه برند, بازاریابی دهان به دهان, صحه‌گذاری, مزیت رقابتی, مدیریت ورزشی
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