Document Type : Research Paper

Authors

1 M.Sc. of Sport Marketing Management, University of Kurdistan

2 Ph.D. Student of Sport Marketing Management, University of Kurdistan

3 Professor of Sport Management, University of Kurdistan

Abstract

In the present age, the body has become very important with the growth of consumer culture and mass communication media. The purpose of this study was to investigate the effect of using luxury outdoor sports brands on body management, with emphasis on mediating the role of physical pride and social influence among athletes. The methodology of the research is from the perspective of the applied objective, in terms of collecting field information, and the correlation type that is based on the structural equation modeling with the smart pls3 software. The statistical population was athletes of sports complexes in Karaj Municipality. A total of 380 people was selected by random sampling. A tool for measuring the questionnaire, whose factual and content validity was examined by some of the sports management professors and after the corrections. The findings showed that the use of luxury outdoor sports brands is influential on body management. Also, the use of luxury brands with the mediator role of physical pride and social influence also influenced body management, but this effect was due to physical pride relative to social influence at a higher level. Therefore, factors such as physical grasses and social influence are effective in the attitude of athletes in the management of the body and the use of luxury outdoor sports brands. They tend to focus on the management of the body and the use of luxury outdoor sports brands because of the need to show and show the body and the community's luck and show their socio-economic status.

Keywords

  1. Ahmadi, P., Jafarzade Kenari, M., & Bakhshizade, A. (2014). A look at brand identity and its impact on brand loyalty and brand equity (Case study: Dairy products and meat products Kale). Journal of Business Research, (73), 65-93. (Persian).
  2. Berry, C. J. (1994). The idea of luxury: A conceptual and historical investigation (30). Cambridge University Press.
  3. Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.
  4. Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.
  5. Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-51.
  6. Burger, P. A., & Luckman, T. (1996). Social construction of reality (A treatise on sociology of cognition). Translation: Fariborz Majidi, Tehran: Scientific and Cultural Company, 88. (Persian)
  7. Chevailier, M., & Mazzalovo, G. (2008). Management et marketing du luxe [Luxury brand management: a world of Privilege] (J Randon-Furling Trans). Dunod, Paris.
  8. Da Silveira, C., Lages, C., & Simões, C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66(1), 28-36.
  9. Emami Ghafari, M., Maleki, A., & Zahedi., M. J. (2015). Imagination about the body and its social acceptance (an empirical study among female students of Payame Noor University of Tehran). Social Studies and Research in Iran, 4(4), 571-91. (Persian).
  10. Fatehi, A., & Ekhlasi, E. (2008). Body management and its relationship with social acceptance of body (Case study of women in Shiraz). Women's Strategic Studies (Women's Books), 11(41), 9-42. (Persian).
  11. Fatma, M., Khan, I., & Rahman, Z. (2016). How does corporate association influence consumer brand loyalty? Mediating role of brand identification. Journal of Product & Brand Management, 25(7), 629-41.
  12. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  13. Hansen, J., Rid, E., Waters, M. A. (2002). Make-up, fashion and exploitation of women (A. Maghsodi, Trans). Tehran: Gol Azin Publishers. (Original work published, 2000). (Persian).
  14. Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.
  15. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.
  16. Hung, K. P., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R., & Chou, C. L. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), 457-67.
  17. Jenkins, R. (2004). Social Identity (2nd ed.). London: Routledge.
  18. Johnson, B. A., & Nunes, P. E. (2002). Target the almost rich. Harvard Business Review, 80(6), 4-22.
  19. Kaufman-Scarborough, C., & Forsythe, S. (2009). Current issues in retailing: Relationships and emerging opportunities: Introduction to the special issue from the American Collegiate Retailing Association 2005 and 2006 conferences.
  20. Lash, S. (2004). Postmodernism sociology (H. Chavooshian, Trans). Tehran: Markaz Publication. (Original work published, 2003). (Persian).
  21. Lopez, J., & Scott, J. (2006). Making social (H. Ghazian, Trans). Tehran: Nei Publication. (Original work published, 2003). (Persian).
  22. Lotf Abadi, H. (2014). Developmental psychology (Vol. 2). Tehran: SAMT Publication. (Persian).
  23. Nori, A., & Mohseni Tabrizi, A. (2017). Sociological explanation of factors affecting body management with emphasis on visibility (Case study: Men in Tehran). Social Issues in Iran, 7(2), 29-53. (Persian).
  24. Rahim Nia, F., Kafash Por, A., & Feiz Mohamadi, Sh. (2014). Investigating the effect of brand differentiation and prestige on customer loyalty by customer identification with brand (Case study: Customers Toyota dealers). Journal of Research in New Marketing Research, 4(3), 1-16. (Persian).
  25. Razaghi., Z. & Farzam., M. (2015). Factors Affecting Body Management Among Women, International Conference on Behavioral Sciences and Social Studies, Tehran. (Persian).
  26. Rezaei, A., Enanlo, M., & Fekri, M. (2010). Body management and its relation with social factors among girls of Mazandaran University. Women's Strategic Studies (Women's Books), 12(47), 141-70. (Persian).
  27. Shahoseini, M. A., Parishan, F., & Heidari, T. (2017). A study of the effect of personality characteristics of adolescents and youth on the intent of buying Luxury brands (A case study of Shiraz). Paper presented at the Second International Conference on Management Coherence and Development Economics, Tehran. (Persian).
  28. Smart, B. (2007). Michel Foucault (L. Jo Afshani & H. Chavooshian, Trans), Tehran: Akhtaran Publication. (Original work published, 2006). (Persian).
  29. Smith, F. (2004). Income on cultural theory (H. Poyan, Trans). Tehran: The Office of Cultural Studies, in collaboration with the International Center for Dialogue on Civilizations. (Original work published, 2003). (Persian).
  30. Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406-18.
  31. Taghdir, M., Ghaiuor, S. M., & Rojoei, M. (2017). Investigating the factors affecting brand loyalty with the role of intermediary identity and brand branding in five star hotels in Mashhad. Scientific Journal of Tourism and Development Research, 6(4), 121-38. (Persian).
  32. Tavasoli, A., Samavati, F., & Fatalizade, M. (2017). Sociological factors affecting brand use among women referring to shopping centers in Tehran. Social Issues in Iran, 8(2), 259-76. (Persian).
  33. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205.
  34. Thorbjørnsen, H. (2005). Brand extensions: Brand concept congruency and feedback effects revisited. Journal of Product & Brand Management, 14(4), 250-7.
  35. Twigg, J. (2007). Clothing, age and the body: a critical review. Ageing & Society, 27(2), 285-305.
  36. Wellington, C. A., & Bryson, J. R. (2001). At face value? Image consultancy, emotional labour and professional work. Sociology, 35(4), 933-46.
  37. Zokaei, M. S. (2007). Sociology of young Iranians. Tehran: Agah Publication. (Persian).
  38. Zuckerman, D., & Abraham, A. (2008). Teenagers and cosmetic surgery: Focus on breast augmentation and liposuction. Journal of Adolescent Health, 43(4), 318-24.