Saeed Sadeghi Boruojerdi; Hossein Mansouri; javad bagmoradi
Abstract
The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, intention to buy and word of mouth in buying Sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. The statistical ...
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The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, intention to buy and word of mouth in buying Sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. The statistical population of the present study consisted of all physical education students in the country, which finally 367 samples were collected and analyzed based on sample estimates of Sample Power software. The measurement tool was Childs et al. (2019) questionnaire on a 5-point Likert scale. Brand Awareness 4; fashion Awareness 3; Satisfaction 3; Intention to buy 3; Word of mouth3; and the enjoyable experience included 3 questions. In order to check the validity of the questionnaire, 5 professors and PhD students in sports management were provided and after reviewing them, the final design questionnaire was distributed online among the statistical population. The results showed that brand awareness (0.50) and awareness fashion (0.225) had an effect on the enjoyable experience. enjoyable experience had an effect of 0.465 on satisfaction and satisfaction had an effect of 0.69 and 0.45 on the intention to buy and word of mouth In general, if brand and fashion awareness is evaluated at a high level, it will lead to a pleasant experience and customer satisfaction among customers, and as a result, word of mouth advertising and the intention to buy customers will develop.
Abdollah rouzfarakh; Hossein Mansouri; mortaza mohammadi; meysam sadaghi
Abstract
This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool ...
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This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) & Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social media marketing elements, consumer–brand engagement, brand Awareness & brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word of mouth & trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness & brand Awareness. This contrasts with the non-significant results found for the influence of entertainment & customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information & its role as a means to stimulate consumers’ brand engagement brand, Awareness & brand image. By empirically testing a theoretical model, this study confirms that specific social media marketing elements, namely Customisation, interaction, EWOM & trendiness, are critical drivers in the brandbuilding process
Hossein Mansouri; Moslem Gholami; Saeed Sadeghi Boroujerdi; Meysam Sadeghi
Abstract
The purpose of this study was to investigate the effect of Instagram advertising indices on the immediate and hidden behavioral response of sporting consumers. The statistical population of this study consists of consumers of sporting goods in Tehran Monirieh market who areusing Instagram. 341 ...
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The purpose of this study was to investigate the effect of Instagram advertising indices on the immediate and hidden behavioral response of sporting consumers. The statistical population of this study consists of consumers of sporting goods in Tehran Monirieh market who areusing Instagram. 341 questionnaires were used. Data analysis was performed using Smart-PLS software. The results showed that tendency index with 0.32 had the most effect on immediate behavioral responses and knowledge with 0.24, awareness with 0.216 and persuasion with 0.156 had the most effect on behavioral responses, while persuading with 0.284 had the most effect on hidden behavioral responses and awareness with 0.268, tendency with 0.244 and knowledge with 0.22 had effect on hidden behavioral responses, respectively. Expressing the benefits, added value, potential benefits of purchasing a product on Instagram and displaying product consumption by celebrities, such as heroes and artists, promotes sports marketing on Instagram, enhancing consumer interest and persuading consumers to shop and creativity in advertising can affect this relationship. Interacting and engaging through social media greatly facilitates the process of creating a stable intimate relationships between the company, its products and customers and it causes immediate and hidden positive behaviors such as transferring information and posts, interacting, and ultimately it leads to consumer purchasing behavior