| Autor: |
RASTEGARI, MEHDI, AMIRHOOSINI, SEYED EHSAN, TORKFAR, AHMAD |
| Zdroj: |
Journal of Physical Education & Sport; Mar2018, Vol. 18 Issue 1, p319-326, 8p |
| Abstrakt: |
This research aims at investigating and modeling the role of brand community on brand characteristics by mediation of brand attachment in domestic and foreign sport wear. This is an applied research which is nonexperimental in terms of the possibility for controlling variables and is a descriptive-correlational research. The studied statistical community in this research includes Iranian and foreign customers of sport brands (two Iranian brands of Daei and Majid and two international brands of Adidas and Lening) in the sport shops of Shiraz city and the statistical sample was randomly selected. Measurement tool was a 29-question questionnaire of 6-point Likert Scale which was used after confirmation of its formal and content validity by faculties and its internal reliability by Cronbach's alpha test. Factor analysis and test equation modeling were used in statistical methods. The findings showed appropriate fitting indexes which confirm the model. Therefore, it can be said that brand community is directly and prominently affecting the increase of identification and determination of brand identity and brand attachment, and affects the increase of communitybrand commitment community by mediation of brand attachment. But with regard to the effect of brand commitment community on the variable of brand attachment and indirectly their high influence on increasing brand commitment and also the effect of identification and determination of brand identity and identity of brand community on brand commitment community, it can be inferred that brand identity has direct influence on brand commitment community and on brand commitment via brand attachment. [ABSTRACT FROM AUTHOR] |
| Databáze: |
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