Document Type : Research Paper
Authors
1 Department of Sport Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
2 Department ofSport Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
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
Main Subjects
- Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from Eropean car clubs. Journal of Marketing, 69(3), 19–34.
- Bagozzi, R.P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61.
- Belaid, S., & Behi, T. A. (2011). The role of attachment in building consumer-brand relationships: An empirical investigation in the utilitarian consumption context. Journal of Product & Brand Management, 20(1), 37-47.
- Carlson, B. D. (2005). Brand-based community: The role of identification in developing a sense of community among brand users. (Doctoral dissertation). Oklahoma State University.
- DehdashtiShahrokh, Z., Taghavifard, M. T., & Rostami, N. (2010). A model for measuring the effects of banks' brand credibility on customers' loyalty commitment. Management Sciences in Iran, 5(20), 69-89.) Persian(.
- Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.
- Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of research in Marketing, 14(5), 451-72.
- Hamidi, M., Javani, V., & Takli, H. (2016). Brand management and ticket sales in the organization's sports. Institute of Physical Education and Sport Sciences. Tehran.
- Hedarzadeh, K., Alvani, S. M., & Ghlandari, K. (2010). Investigation the effect of brand social power dimensions on purchasing decisions based on customers’ subjective readiness levels. Journal of Futures Studies Management, 21(86), 27-52.) Persian(.
- Klein, I. (2001). Thyroid hormone and the cardiovascular system. New England Journal of Medicine, 344(7), 501-9.
- Kleine, S. S., & Baker, S. M. (2004). An integrative review of material possession attachment. Academy of Marketing Science Review, Available at: http://www.amsreview.org/articles/kleine01-2004.pdf (Accessed 26 July 2017).
- Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.
- Maehle, N., & Shneor, R. (2010). Between brand and human personalities. On congruence. Journal of Product & Brand Management, 19(1), 44–53.
- Mathwick, C., Wiertz, C. & de Ruyter, K. (2008). Social capital production in a virtual P3 community. J Consum Res; 34: 832–49.
- Modi D., Meirkazami, S. O., & Vahdani, M. (2015). Relationship between brand characteristics and brand loyalty in product of sport shoes. Contemporary Studies on Sport Management, 5(9), 61-71.) Persian(.
- Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-28.
- Park, C.W. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. J Mark, 74:1–17.
- Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer– brand identification. International Journal of Research in Marketing, 29(4), 406–18.
- Tenenhaus, M., Vinizi, V, E., & Cgatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48 (1), 159 -205.
- Terechshenko, M., & Radionova, V. (2011). Brand communities: A quantitative study of brand community influence on prospective and existing members. (Master`s thesis). Umeå University, Sweden.
- Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: The strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
- Tsai, S. P. (2011). Fostering international brand loyalty through committed and attached relationships. International Business Review, 20(5), 521-34.
- Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of selfcongruity theory. Tourism Management, 32(1), 114-27.
- Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-23.
- Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890–5.
)