Sport Management Studies

Development of Effect Model Community Brand on the Characteristic of Brand

Document Type : Research Paper

Authors

Mehdi Rastgari 1
Seyed Ehsan Amirhosseyni 2
Ahmad Torkfar 1

1 Department of Sport Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

2 Department ofSport Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

https://doi.org/10.22089/smrj.2017.4366.1839
Abstract
The purpose of the research is to investigate and develop the model of the effect of the brand community on brand attributes through brand mediation and the role of modifying the similarity of society-brand in the domestic and foreign apparel industry. Correlational research method, the purpose of the form was carried out. The population includes sports brands of domestic and foreign clients in the area of Shiraz. Instrument, the questionnaire had 34 questions in Likert scale. The findings suggest that similarities brand community relationship between commitment to the brand and attachment to the brand and the relationship between commitment to the brand and brand commitment to adjust while the same brand community as a moderator between identification the brand and not brand identification. Generally, sports are society's perceptions of customers if accepted, is effective. Create a positive mentality also occurs in the perception of customers that are based on the purchase and consent of the community raised and just having a brand identity and a commitment to their community to make a positive change, it is efficient.

Keywords

Brand Community
Attachment to the Brand
Brand Commitment
Like Society - Brand
Customers

Subjects

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Sport Management Studies
Volume 9, Issue 46
February & March 2018
January and February 2018
Pages 125-140

  • Receive Date 19 June 2017
  • Revise Date 07 November 2017
  • Accept Date 09 December 2017

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