Title of article :
Comparing Brand Communication Model in Sports Shoes and Sports Clothing Industries
Author/Authors :
Kalashi, Maziyar Faculty of Physical Education and Sport Sciences - Razi University, Kermanshah, Iran , sahebkaran, Mohammad Ali Sport Management - Faculty of Sport Sciences - University of Birjand, Birjand, Iran , karimi, javad Faculty of Physical Education and Sport Sciences - Razi University, Kermanshah, Iran , Jami Alahmadi, Abdorahman Sport Management - Faculty of Physical Education and Sport Sciences - Ferdowsi University of Mashhad, Mashhad, Iran
Abstract :
The purpose of this study was to compare the brand communication dimensions
in the clothing and footwear industry. This research was descriptive
correlational and its statistical population consisted of consumers of footwear
and sports clothing in Iran. The statistical sample was estimated according to
the Cochran formula. Finally, 379 questionna ires were used to analyse the data.
The findings of this study showed that all the paths except for the effect of brand
experience on satisfaction in both industries and the effect of experience on
loyalty in the shoe industry was significant. The role of mediator of brand
loyalty and satisfaction in all directions, except the path of brand experience to
loyalty, has been confirmed in the sports shoes industry. Comparing the two
proposed models, only trust path on brand satisfaction, had a significant
diffe rence between the sports shoes industry and the sports clothing industry.
Keywords :
Sport Clothing , Sport Shoes , Sport Industry , Sport consumers , Brand Communication
Journal title :
Journal of New Studies in Sport Management
