Sport Management Journal

Evaluating Brand Equity and Its Determinants in Sportswear Industry (A Comparison of Iranian and Foreign Authentic Sport Brands)

Document Type : Research Paper

Authors

Rasoul Azadi 1
Bahram Yousefi 2
Hossein Eydi 3

1 PhD Student in Sport Management, Faculty of Physical Education and Sport Sciences, Tabriz University, Tabriz, Iran

2 Associate Professor, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran

3 Assistant Professor, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran

https://doi.org/10.22059/jsm.2017.64744
Abstract
This study was conducted to investigate the relationship between brand equity dimensions and those factors affecting it in Iran sportswear industry. The study was descriptive and correlation. The statistical population consisted of students and graduates of physical education and sport sciences and 805 subjects were selected as the sample using questionnaires in person and online. The standard questionnaire of Yoo and Donthu (2001) was used to collect data. The reliability of this questionnaire was determined using Cronbach's alpha as 0.95. Results showed that all 805 subjects used foreign brands while this figure was 0.65 for Iranian brands. Also, the mean of all dimensions of foreign brand equity was higher than Iranian brands which showed higher satisfaction from foreign brands. The results showed that all dimensions had a positive and significant relationship with brand equity. In the meantime, awareness and association and then loyalty and perceived quality had the highest relationship. Also, Fisher Z test reported no significant differences in the correlation of foreign and Iranian brands. Linear regression analysis showed that these dimensions alone predicted about 0.40 of total brand equity changes and the rest belonged to other variables.

Keywords

brand awareness
brand equity
Brand Loyalty
Perceived Quality
sportswear
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Sport Management Journal
Volume 9, Issue 3
Autumn 2017
Pages 515-529

  • Receive Date 18 October 2015
  • Revise Date 28 August 2016
  • Accept Date 17 September 2016

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