Sport Management Studies

Assessing the Effects of Sports Brand on Brand Preference at the Time of Purchase (Case Study: Fans of Mazandaran Kaleh Volleyball Team)

Document Type : Research Paper

Authors

Maziyar Kalashi 1
Abdorahman Jami Alahmadi 2
Masoud Yamini Firouz 3
Hajar Ebrahimi Poor 4

1 Ph.D. Student in Sport Management, Razi University

2 Ph.D. Student in Sport Management, Ferdowsi University of Mashhad

3 M. Sc. in Sport Management, Shomal University, Amol

4 M. Sc. in Sport Management, AlZahra University, Tehran

https://doi.org/10.22089/smrj.2018.5854.2179
Abstract
Abstract
This study focuses on the effects of sports brand of Kaleh volleyball team on brand preference at the time of purchase. This is a descriptive-correlational study and its population consists of the fans of Kaleh volleyball team in Amol (Iran, Mazandaran). The samples were determined through Cochran formula and finally 317 questionnaires were analyzed. The results indicated that brand experience, identity, and personality have a significant and positive effect on brand satisfaction and brand loyalty. Furthermore, brand satisfaction and brand loyalty have a significant and positive effect on brand preference. However, brand satisfaction has an insignificant impact on brand loyalty. The results of Sobel test revealed that brand identity and personality positively affect brand preference through brand satisfaction and brand loyalty. Also, brand experience positively influences brand preference through brand satisfaction. However, brand experience has insignificant effects on brand preference through loyalty, and also brand personality, identity, and experience have insignificant effects on brand preference through brand satisfaction. Similarly, brand satisfaction has insignificant effects on brand preference through loyalty. Based on the results, it can be concluded that the fans of Kalleh team prefer the brand of Kalleh versus other brands at the time of purchase provided that the constituent elements of brand personality, identity, and experience are strong enough to be accepted by them which makes them satisfied and loyal.; In this way, it leads to brand preference at the time of purchase.

Keywords

Sports Brand Aspects
Brand Loyalty
Brand Satisfaction
Brand Preference
Subjects
  1. Abdolahzadeh, A., & Takali, H. (2017). Survey brand equity Volleyball team of Mazandaran Kale. Sport Management Studies, 9(43), 185-98. (Persian).
  2. Abedi, R., Azma, F. (2015). The relationship between brand identity with brand equity regard to the mediating role of perceived value of the brand, brand trust, and customer satisfaction of brand. Journal of Management Sciences, 1(2), 15-9. (Persian).
  3. Adinehfar, A. R., & Gayem, A. (2016). Impact of brand personality on satisfaction and loyalty of customer (Case study: Luxury brands of watches in the city Isfahan). Journal of Fundamental and Applied Sciences, 8(3S), 462-77.
  4. Aghazadeh, H., Gholipor, R., & Bakhshizadeh, E. (2013). Assessment the effect of brand personality to repurchasing intention through perceived value and brand loyalty (Case study: Life insurers of Saman insurance company). Quarterly Journal of New Marketing Research, 3(11), 1-22. (Persian).
  5. Ahamadi, P., Jafarzadeh kenari, M., & Bakhshizadeh, A. (2014). A look brand identity and its effect on brand loyalty and brand equity (Case study: The dairy and meat production of Kalleh). Commerce Journal, 18(71), 65-94. (Persian).
  6. Alavi, S., Najafi, M., & Samiee, M. (2015). Matching brand personality with customer self-concept and its effects on their satisfaction and loyalty (Case study: Parsian Bank). Brand Management, 2(1), 115-34. (Persian).
  7. Alhadid, A. Y. (2015). The impact of brand personality on brand loyalty: An empirical study on mobile market at Jordan. International Review of Management and Business Research, 4(2), 431-3. ‏
  8. Andreani, F., Tan Lucy, T., & Ruth Natalia, M. P. (2012). The impact of brand image, customer loyalty with customer satisfaction as a mediator in McDonald’s. Journal of Management and Kewirasuahaan, 14(1), 63−70.
  9. Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The influence of advertising on consumer brand preference. Journal of Social Science, 10(1), 9-16.
  10. Babakus, E., & Mangold, W, (2012. Adapting the SERVQUAL scale to hospital services: An empirical investigation. Health Services Research, 26(6), 767-86.
  11. Bakhshizadeh, A. R., Kord Naeij, A., Khodadad Hossaini, S. H., & Ahmadi, P. (2017). The impact of visual aspects of outdoor advertising on consumer brand awareness, brand preference and brand loyalty (Case study: Palladium Mall). Journal of New Marketing Research, 6(4), 1-24. (Persian).
  12. Bilgili, B., & Ozkul, E. (2015). Brand awareness, brand personality, brand loyalty and consumer satisfaction relations in brand positioning strategies (TORKU brand sample). Journal of Global Strategic Management, 9(2), 89-106.
  13. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  14. Bridges, S., Keller, K., & Sood, S. (2012). Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links. Journal of Advertising. 29(4), 1-11.
  15. Buil, I., Chernatony, L. D., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-22.
  16. Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. International Business & Economics Research Journal, 12(10), 1303-16.
  17. Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-90.
  18. Dehdashti Shahrokh, Z., Jafarzadeh Kenari, M., & Bahkshizadeh, A. (2012). Investigating brand social identity perspective and its influence on brand loyalty development the case of Kaleh Dairy company. Journal of New Marketing Research, 2(2), 87-106.
  19. Ebrahimi, A., Alavi, S., & Najafi Siahrodi, M. (2014). Examine the effect of brand benefits on brand satisfaction and loyalty (Case study: Pars Khazar brand). Quarterly Journal of Management Science of Iran, 9(35), 95-117. (Persian).
  20. Ebrahimipor, T., Amirnejad, S., Hosseini, S., & Kalashi, M. (2016). The relationship between brand identity and fans loyalty of fans of Persepolis and Esteghlal (Case study: Mazandaran province). Applied Research in Sport Management, 5(2), 86-77. (Persian).
  21. Ebrahimipor, T., Ramzaninejad, R., & Kalashi, M. (2015). The relationship between brand personality and brand loyalty in fans of Persepolis and Esteghlal soccer teams. Papaer Presentes at the 4th National Student Conference on Sport Sciences at Shahid Beheshti University, Tehran. (Persian).
  22. Fanayee, M. (2014). Examine the role of brand identity on consumer satisfaction (Case study: Consumer of Samsung mobile in Shiraz). (Upublished masterʼs thesis). Payam Noor University, Tehran. (Persian).
  23. Farsiani, H., & Saeedi, P. (2014). Examine the effect of brand personality to consumer loyalty in retail industry. Paper Presented at the National Conference on New Approaches in Business Management, Tabriz University and Industrial Management Organization, Tabriz. (Persian).
  24. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343‐473.
  25. Ghandehari, Z., Karimi, M., & Maleki, M. (2015). The effect of brand experience on brand loyalty (Case study: Branches of City bank in Tehran). Paper Presented at the International Conference on New Orientations in Management, Economics and Accounting, Industrial Management Organization of the East Azarbaijan province Representation, Tabriz. (Persian).
  26. Ghareh Baghi, H. (2010). Reviewing the challenges and barriers to the development of privatization of Iranian Football Clubs. (Unpublished doctoral dissertation). Tarbiat Modares University, Tehran. (Persian).
  27. Govender, K., & Govender, K. (2013). Shopping habits, brand loyalty and brand preference: Exploring consumersʼs behaviour during a recession. Business Management and Strategy, 4(2), 12-28.
  28. Groppel‐Klein, A., Domke, A., & Bartman, B. (2006). Pretty woman or erin brockovich? Unconscious and conscious reactions to commercials and movies shaped by fairy tale archetypes: Results from two experimental studies. Advances in Consumer Research, 33, 163-74.
  29. Ha, Y. H., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behavior, 4(6), 438-52.
  30. Ha, Y. H., John, J., Janda, S. & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673-91.
  31. Hadizadeh Moghadam, A., Jamali, Sh., & Mosavi, S. (2012). Outcomes and consequences of brand equity of green brand. Business Management Perspective, 11(10), 31-51.
  32. He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65, 648–57.
  33. Heidarzadeh, K., & Rais Rohani, F. (2014). Exploring the effects of demographic factors and brand perception on the intention of Iranian consumers to purchase luxury automobiles. Journal of Development Evolution Management, 18, 13-22. (Persian).
  34. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-800.
  35. Hosseini, S. A., Kalashi, M., Sahebkaran, M. A., JamiAlahmadi, A., & Savari, N. (2017). Assessing the impact of brand equity based on fans’ brand loyalty (Case study: Foolad Khuzestan, Iran). European Online Journal of Natural and Social Sciences, 6(1), 28-36.
  36. Hosseini, S. A., Delafrooz, N., & Fadaei, M. (2014). Investigate the effect of brand identity on customer loyalty. Indian Journal of Fundamental and Applied Life Sciences, 4(S4), 3491-506. (Persian).
  37. Jaberi, A., Soltan Hosseini, M., Nederian Jahromi, M., & Khazaei Pool, J. (2014). Providing a model for developing football teams’ brand loyalty of pro league in IRAN by applying SEM. Journal of Sport Management, 6(3), 475-92.
  38. Kazemi, H., & Pejman, R. (2014). Examine the relationship between brand equity, brand preference, and customer buying intention (Case study: Audiovisual equipment industry). Paper Presented at the International Conference of Management in 21st Century, Institute of Idealist Manager of Vieira Capital, Tehran. (Persian).
  39. Keshtidar, M., Sahebkaran, M. A., Talebpour, M., & Kalashi, M. (2018). Investigating the effect of brand identity and character on brand loyalty of football team fans. International Journal of Sport Management and Marketing, 18(1/2), 105-15.
  40. Khani, S., Imanikhah, S, M., Ghaysari, H., Kamali, S, S., Ghorbanzadeh, T. (2013). The relationship of appliance consumer personality trait, brand personality, brand loyalty and brand equity in the mobile phone industry, International Journal of Fundamental Psychology and Social Sciences, 3(4), 63-70.
  41. Khodadad Hoseini, S. H. Rezvani, N. (2016). Brand management (schools, valuation and development of national brand) (2nd ed.). Tehran: Cultural Research Bureau, 23-4. (Persian).
  42. Leong, R., & Michael, E. (2012). A study of the influenceof customer loyalty on sportswear buying behaviour of Malaysian male consumers. European Journal of Social Sciences. 28(1), 50-63.
  43. Lin, Y. L. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product and Brand Management, 19 (1), 4-17.
  44. Ling, Y. J., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ishak, N., Haji, L. T., & Ismail, M. K. (2014). Brand personality, brand loyalty and brand quality rating in the contact lens perspective. ‏ Review of Integrative Business & Economics Research. 3(2), 433-48.
  45. Mishra, P., & Data, B. (2011). Perpetual asset management of customer-based brand equity-The PAM evaluator. Journal of Social Sciences, 3(1), 34-43.
  46. Mohammadian, M., & Khajeh Dehdashti, M. (2016). The effect of consumer-retailing emotional attachment on purchase intention. Explore Business Administration, 8(15), 39-58. (Persian).
  47. Moodi, D., Mirkazemi, S., & Vahdani, M. (2015). The relationship between brand features and brand loyalty in sport shows. Contemporary Research in Sport Management, 5(9), 61-72.
  48. Motahri Nejad, F., Samadi, S., Tavalaee, Z., & Porashraf, Y. (2014). Examine the relationship between brand and consumer (Case study: Electric home appliance). Journal of Marketing Management, 33, 127-47. (Persian).
  49. O’Sullivan, D., & McCallig, J. (2012). Customer satisfaction, earnings and firm value. European Journal of Marketing, 46(6), 827–43.
  50. Patwardhan, H., & Balasubramanian, S. (2011). Brand romance a complementary approach to explain emotional attachment toward brands. Journal of Product & Brand Management, 20(4), 297-308.
  51. Rajabi, M., Soltan Hoseini, M., Razavi, M. H., & Hoseini, S. E. (2012). The role of media and sports audiences in attracting private sector investment in championship sports. Sports Management Studies, 4(1), 93-106. (Persian).
  52. Rajumesh, S. (2014). The impact of consumer experience on brand loyalty: The mediating role of brand attitude. International Journal of Management and Social Sciences Research (IJMSSR), 3(1), 73-9.
  53. Rashidi, H., & Rahamani, Z. (2013). Brand and its effect on consumer loyalty. Economic Journal, 9/10(5), 65-80. (Persian).
  54. Rezaee Dolatabadi, H., Khazaeepor, J., & Amani, M. (2013). The effect of brand personality to brand loyalty: investigating the mediating role of effect structures, trust, and brand preference. Quarterly Journal of Management Science of Iran, 8(29), 73-88. (Persian).
  55. Sadeghlo, Z. (2015). Designing the model of relationship between brand personality and consumer satisfaction and loyalty of selected water sport complex of Iran. Unpublished bachlor thesis). Al Zahra University, Tehran. (Persian).
  56. Sahin, A., Zehir, C., & Kitapc, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia - Social and Behavioral Sciences, 24: 1288-301.
  57. Sanayee, A., Hadadian, A., & Bagheriyeh, A. (2015). Examine the model of consumer loyalty in consumers of chain stores in Iran. New Marketing Researches, 5(1), 149-68. (Persian).
  58. Shirazi, A., Zeynvand Lorestani, H., & Karimi Mazidi, A. R. (2013). Investigating the effects of brand identity on customer loyalty from social identity perspective. Iranian Journal of Management Studies (IJMS), 6(2), 153-78. (Persian).
  59. Su, J., & Tong, X. (2016). Brand personality, consumer satisfaction, and loyalty: A perspective from Denim Jeans brands. Family and Consumer Sciences Research Journal, 44(4), 427–46.
  60. Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology and Marketing, 27, 639–61.
  61. Tolba, A. H. (2011). The impact of distribution intensity on brand preference and brand loyalty. International Journal of Marketing Studies, 3(3), 56-66.
  62. Tsai, Y. C., Chang, H. C., Ho, K. C. (2015). A study of the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. Contemporary Management Research, 11(2), 97-116.
  63. Valta, S. K. (2013). Do relational norms matter in consumer-brand relationships? Journal of Business Research, 66(1), 98-104.
  64. Walter, N., Cleff, T., & Chu, G. (2013). Brand experiences influence on customer satisfaction and loyalty: A mirage in marketing research. International journal of Management Research and Business strategy, 2(1), 130-44.
  65. Yee, R., Yeung, A., & Edwin Cheng, T. (2009). An empirical study of employee loyalty, service quality and firm performance in the service industry. International Journal of Production Economics. 56(12), 238-50.
  66. Zarantonello, L. & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532-40.
Sport Management Studies
Volume 10, Issue 52
February & march 2019
January and February 2019
Pages 203-228

  • Receive Date 19 May 2018
  • Revise Date 21 August 2018
  • Accept Date 02 September 2018

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us