Sport Management Journal

Role of Marketing Mix on Brand Power and Brand Experience in Sports Apparel in Iran

Document Type : Research Paper

Authors

Reza Heydari 1
Amin Dehghan Ghahfarokhi 2
Davood Moodi 3
Mohammad Kamali 4

1 Student of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran

2 Assistant Professor, Sport Management Department, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

3 Ph.D. Student of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

4 Master of Sports Marketing Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2020.303939.2498
Abstract
Today, the brand is considered a valuable asset and a competitive advantage for a product. The purpose of this study was to examine the role of marketing mix on brand power and brand experience in sports apparel industry in Iran. The research method was descriptive and correlational. 391 customers of department stores or authorized brands of indoor and outdoor sports shops of Tehran metropolitan area completed the 3 instruments of this study: Mixed marketing questionnaire (Dadana et al., 2015), (α = 0.78), The Brand Power Questionnaire (Acer, 1991) (α = 0.82) and the Brand Experience Questionnaire (Rezaei, 2015), (α = 0.85) assessed marketing mix, brand power and brand experience in sports apparel, respectively. Data were analyzed using Kolmogorov-Smirnov tests, independent t-test and structural equation modeling. All data were analyzed by SPSS24 and PLS 2 software at the significant level p

Keywords

marketing
sports marketing
Brand
brand experience. brand power
consumers
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Sport Management Journal
Volume 14, Issue 1
Spring 2022
Pages 234-217

  • Receive Date 21 August 2020
  • Revise Date 26 November 2020
  • Accept Date 01 December 2020

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