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Sarlab, Roghayeh, Darooghe Arefi, Nahid, Seidler, Maryam, Zare, Fateme. (1402). The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator. جلوه هنر, 4(1), 49-62. doi: 10.22051/sbj.2024.44246.1107
Roghayeh Sarlab; Nahid Darooghe Arefi; Maryam Seidler; Fateme Zare. "The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator". جلوه هنر, 4, 1, 1402, 49-62. doi: 10.22051/sbj.2024.44246.1107
Sarlab, Roghayeh, Darooghe Arefi, Nahid, Seidler, Maryam, Zare, Fateme. (1402). 'The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator', جلوه هنر, 4(1), pp. 49-62. doi: 10.22051/sbj.2024.44246.1107
Sarlab, Roghayeh, Darooghe Arefi, Nahid, Seidler, Maryam, Zare, Fateme. The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator. جلوه هنر, 1402; 4(1): 49-62. doi: 10.22051/sbj.2024.44246.1107

The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator

Sports Business Journal
مقاله 4، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 49-62    اصل مقاله (762.38 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2024.44246.1107
نویسندگان
Roghayeh Sarlab* 1؛ Nahid Darooghe Arefi2؛ Maryam Seidler3؛ Fateme Zare4
1Assistant Professor, Department of Motor Behavior and Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
2PhD in Sport Management, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran.
3Masters in Sports Management, Department of Sports Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.
4PhD candidate, Department of Sports Management, Hungarian University of Sports Science, Budapest, Hungary.
چکیده
Purpose: Domestic sports brands seek to establish consumer relations with the brand to survive and earn continuous profits among foreign competitors. Therefore, this manuscript investigates the effect of domestic brands' authenticity on consumers' emotional dependence on domestic sports goods, including the Daei, Majid, and Momentum brands, with customer bias as a mediator.
Methodology: This study was based on a practical purpose and a descriptive correlation data collection method conducted in the field. The statistical population was all consumers of domestic sports goods (Daei, Majid, and Momentum brands), and 191 people were selected as a statistical sample based on the law of structural equations (five times the number of observable variables). The research tools included three Kadirov's (2010) brand authenticity questionnaires, Lee et al.'s (2013) customer bias, and Thomson et al.'s (2005) emotional attachment. Experts confirmed the formal and content validity and the reliability of the questionnaires, estimated to be 0.7, 0.92, and 0.95, respectively. Statistical analysis was performed using SPSS/25 and Smart-PLS.3.2.8 software.
Findings: The research results indicated a positive and significant relationship between brand authenticity, emotional attachment, and customer bias. However, there was no significant relationship between customer bias and emotional attachment.
Originality: So far, no research has investigated the mediation of customer bias in the relationship between brand authenticity and consumer emotional attachment; therefore, this research is original.
کلیدواژه‌ها
Brand Authenticity؛ Bias؛ Consumers؛ Costumer؛ Iranian Brand
عنوان مقاله [English]
نقش اصالت برندهای ملی ایرانی بر وابستگی عاطفی مصرف‌کنندگان کالاهای ورزشی با میانجی‌گری تعصب مشتری
نویسندگان [English]
رقیه سرلاب1؛ ناهید داروغه عارفی2؛ مریم سیدلر3؛ فاطمه زارع4
1استادیار، گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
2دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران.
3کارشناسی ارشد مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
4دانشجوی دکترا، گروه مدیریت ورزشی، دانشگاه علوم ورزشی مجارستان، بوداپست، مجارستان.
چکیده [English]
هدف: برندهای ورزشی داخلی برای بقا و کسب سود مستمر در میان رقبای خارجی به دنبال برقراری روابط مصرف‌کننـده بـا برنـد می‌باشند. لذا، پژوهش حاضر به دنبال بررسی تأثیر اصالت برندهای داخلی بر وابستگی عاطفی مصرف‌کنندگان کالاهای ورزشی داخلی اعم از برند دایی، مجید و مومنتوم با میانجی‌گری تعصب مشتری بود.
روش: پژوهش حاضر به لحاظ هدف کاربردی و براسـاس شـیوه گـردآوری داده‌هــا توصیفــی از نــوع پیمایشی ـ همبســتگی بود که به صورت میدانی انجام گرفت. جامعه آماری کلیه مصرف­کنندگان کالاهای ورزشی داخلی (برند دایی، مجید و مومنتوم) و نمونه‌های تحقیق شامل 191 نفر بودند که به‌صورت تصادفی ساده انتخاب شدند. ابزار پژوهش شامل 3 پرسشنامه اصالت برند کادیروف (2010)، تعصب مشتری لی و همکاران (2013) و وابستگی عاطفی تامسون و همکاران (2005) بود. روایی صوری و محتوایی ان‌ها به تأیید خبرگان رسید. پایایی پرسشنامه‌ها نیز به ترتیب معادل 7/0، 92/0 و 95/0 برآورد شدند. تحلیل نتایج با استفاده از نرم‌افزارهای SPSS نسخه 25 و Smart-PLS.3.2.8 انجام شد.
یافته‌ها: نتایج، رابطه مثبت و معناداری را بین اصالت برند و وابستگی عاطفی و نیز بین اصالت برند و تعصب مشتری را نشان داد. لیکن، بین تعصب و وابستگی عاطفی مشتری رابطه معناداری به‌دست نیامد.
اصالت و ابتکار مقاله: تاکنون پژوهشی میانجی‌گری تعصب مشتری در ارتباط بین اصالت برند و وابستگی عاطفی مصرف‌کننده را مورد بررسی قرار نداده است. لذا، این تحقیق از این جهت دارای اصالت می‌باشد.
کلیدواژه‌ها [English]
اصالت برند, برند ایرانی, تعصب, مشتری, مصرف‌کننده
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