The relationship between personality components of sport brands with risk avoidance and customer loyalty from the viewpoint of market sociology

Subject Areas : sociology

Mehdi Rostami ¹ (دانشجوی دکتری تخصصی رشته مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران.)
Hamid Froghipour ² (استادیار، گروه مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران (نویسنده مسئول).)
Reza Sabounchi ³ (استادیار، گروه مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران.)

Received: 2020-03-09 Accepted : 2020-03-09 Published : 2020-02-20

Keywords: brand, loyalty, Brand Personality, Risk Aversion, valid sports brands,

Abstract :

This research aims to explain the relationship between the personalityof sport brands with risk avoidance and customer loyalty. This researchwas applied in terms of its purpose, descriptive correlation in terms ofdata gathering and was based on structural equation model. The statisticalpopulation included all valid sports brand clients (5 famous and high-endsports brands Adidas, Nike, Puma, Al Sport and Asics).With regard to theunlimited statistical population, 384 people were selected as the statisticalsample based on Morgan's table. The brand personality standardquestionnaire (Jones et al., 2009), Customer loyalty Anisimova (2007),and researcher-made risk avoidance questionnaire were used to collectdata. The formal validity and content of these questionnaires wereapproved by 10 sport management supervisors and reliability ofquestionnaire was 0.894, 0.85 and 0.957 respectively, using Cronbach'salpha coefficient. The validity of questionnaire structure was alsoconfirmed by factor analysis. Descriptive tests (mean and standarddeviation) and inferential tests (Kolmogorov-Smirnov, Pearsoncorrelation, and multiple regression and structural equations) were usedfor analyzing data by SPSS and Amos software. According to the resultsof Pearson correlation test, there was a significant correlation between thepersonality of sport brands and risk aversion customers, and betweenpersonality of sport brands and customer loyalty. Also, there was asignificant positive correlation between personality components of sportsbrands (responsiveness, dynamism, sensitivity, courage, simplicity) withrisk aversion and customer loyalty. According to regression results,dynamic and audacity components have a significant effect on riskaversion. Responsibility and sensitivity components have a significanteffect on customer loyalty. The results of structural equation showed that,the personality of sport brands had a direct and positive effect on riskaversion (factor=359), attitude loyalty (factor=575) and customer loyaltybehavior (factor=548). Also, the model's indices confirmed the fitness ofresearch communication model.

References:

رضایی، کامران؛ حسینی آشتیانی، حمیدرضا؛  هوشیار، محمد؛ و وزیری، فرزانه. (1384).رویکردی مشتری­ مداربهطرح­ریزیو بهبودکیفیتمحصول. نشر آتنا، چاپ سوم.

رضایی، مرتضی. (1391). بررسی اثر صفات ­اخلاقی بر ابعاد شخصیت و خلق ارزش ­ویژه برند. (پایان­نامه ارشد)، دانشگاه شهید بهشتی، تهران.

سیفی، اصغر. (1396). بررسی دلایل ترجیح برند از دیدگاه مصرف کننده و عوامل موثر بر آن، فصلنامهمطالعاتمدیریتو حسابداری. دوره 3، شماره 1.

صادقلو، زهرا. (1394). طراحی الگوی ارتباط بین شخصیت برند با رضایت و وفاداری مشتریان مجموعه­های ورزشی آبی منتخب کشور. پایان­نامه ارشد تربیت بدنی، دانشگاه الزهرا.

فارسیانی، حسین؛ و سعیدی، پرویز. (۱۳۹۳). بررسی تاثیر شخصیت برند بر وفاداری مشتریان در صنعت خرده فروشی. کنفرانس ملی رویکردهای نوین در مدیریت کسب و کار، تبریز، دانشگاه تبریز و سازمان مدیریت صنعتی. 

کدیور، عباسعلی. (1393). تأثیر ادراک مصرف کنندگان از کشور مبدا برند بر ارزش ویژه برند محصولات، فصلنامه مدیریت. سال 11، شماره 34.

نایب­زاده ،شهناز؛ و شهبازی، پروانه. (1392). بررسی رابطه بین ریسک­گریزی و وفاداری به نام تجاری با توجه به نقش اعتماد و احساسات مشتری در این رابطه، مجله مدیریت بازاریابی. مقاله 2، دوره 8، شماره 21، زمستان 1392، صص 26-15.

نصیری­پور، اشکان؛ گوهری، محمودرضا؛ و نفیسی، ابوالفضل. (1389). رابطه برندسازی و شاخص­های عملکردی، مجله مدیریت سلامت. شماره 13.

یکتایار، آذر. (1391). بررسی رابطه میان شخصیت برند و وفاداری مشتریان در بخش محصولات سامسونگ. پایان نامه ارشد تربیت بدنی، دانشگاه تهران، دانشکده مدیریت.

Aaker, D., A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.

Aaker, D., A. (1996). Measuring brand equity across products and markets, California Management Review. V.38, N. 3, P.p: 102-120.

Aaker, D. A., and Joachithaler, E. (2000). Brand leadership. New York: Free Press.

Anna., Gerke, Chanavat Nicolas a, Benson-Rea M. (2014).  How can Country-of-Origin image be leveraged to create global sporting goods brands?; Sport Management Review. Vol. 17, P.p: 174-189 .

Bao., Y et al. (2003). Face Consciousness and Risk Aversion: Do They Affect Consumer Decision-Making? Psychology & Marketing. Vol. 20 (8), P.p: 733–755.

Chunling, Y., Z., AND Haizhong, W. (2008). An empirical customer-based brand equity model and its managerial evaluation of a implications, Journal of Marketing Science. V.2, P.p: 31-42.

Gladden, J., Milne, GR. & Sutton, w. (1998). A conceptual framework for assessing brand equity in division I athletics, Journal of sport management. vol 12, P.p: 1-19.

Gladden, J., M. And Funk, D., C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport, Journal of Sport Management.Vol.16, P.p: 54-81.

Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Empirical Study, BrandManagement. 11 (4), P.p: 283-306.

Heslop, L. A., Cary, D., & Armenakyan, A. (2010). Cue incongruity in wine personality formation and purchasing, International Journal of Wine BusinessResearch. 22 (3), P.p: 288-307.

Irfan Tariq, Muhammad. (2015). Examining the Relationship between Risk Aversion and Behavioral Loyalty in the presence of Brand Affects and Attitudinal Loyalty as mediator: Evidence from Emerging Market. Proceedings of Business and Management Conferences 2303924, International Institute of Social and Economic Sciences.  

Jones, M., & Reynolds, K. (2006). The Role of Retailer Interest on Shopping Behavior, Journal of Retailing.82 (2), P.p: 1-13.

Jones, T. O. & Sasser, E. W. J. (1993). Why Satisfied Customers Defect, Harvard Bussiness Review. 73 (6), P.p: 88-99.

Georgia Yfantidou, Aikaterini Tsernou. ( 2011). Criteria of Participation at the Sport and Recreation Services of Municipal Organizations, International Journal of Sport Management, Recreation & Tourism. Vol.7, P.p: 1-10.

Kang, A. & Sharma, H. (2012). Using brand personality to enhance brand trust and perceived value: an empirical study of brand Lux, Asia-Pacific Journal ofManagement Research and Innovation. 8 (3), P.p: 323-335.

Karim., Jeannot Abdul   et al. (2012). Risk Aversion and Its Relationship To Brand Loyalty towards Mobile Phones. Conference: Conference: International Conference on Enterprise Marketing and Globalization (EMG), At Singapore.

Karjaluoto, Heikki., Juha, Munnukka., Milja, Salmi. (2016). How do brand personality, identification, and relationship length drive loyalty in sports? Journal of Service Theory and Practice. Vol. 26 Issue: 1, P.p: 50-71, https://doi.org/10.1108/JSTP-09-2014-0206.

Keller, K. (2003). Brand syntesis: The multidimensionality of brand knowledge, Journal of Consumer Research. 29 (1), P.p: 1-22.

Keller, K., L. (1993). Conceptualizing, measuring and managing customer-based brand equity, Journal of marketing. V.57, N. 1, P.p: 1-22.

Keller, K., L. (2001). Building customer-based brand equity: A blueprint for creating strong brands, Marketing Management. V.10, N. 1, P.p: 15-19.

Kim, K. (2008). Brand equity in hospital marketing, Journal of Business Research. 61, P.p: 75-82.

Lagrosen, S., & Lagrosen, Y. (2007). Exploring service quality in the health and fitness industry, Managing Service Quality. 17, P.p: 41-53.

Mabkhot, H. (2015). The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysiam ISSN 1923-9343 (Online) -ISSN 1923-9335 (Print)- Quarterly Publication.Volume 6, Issue 1, P.p: 87-98, 2016.

Matzler, k., Sonja G.-K. & Sonja, B. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect, Journal of Product and Brand Management. 17 (3), P.p: 154-162.

Mishra., Mukesh Kumar , Ankit Kesharwani, Dolly Das. (2016). The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry, Journal of Indian Business Research. Vol. 8, Issue: 2, P.p: 78-97.

Oliver, R., L. (1999). Whence consumer loyalty, Journal of Marketing. 63 (7), P.p: 33- 44.

Su, J. & Tong, X. (2016). Brand personality, consumer satisfaction and loyalty: A perspective from denim jeans brands, Family & Consumer Sciences Research Journal. 44 (4), P.p: 427-446.  

Shimp, T. A., & Bearden, W., O. (1982). Warranty and other extrinsic cue effects on consumers’ risk perceptions, Journal of Consumer Research. 9, P.p: 38–46.

Williams, S. (2010). EXAMINING THE ROLE OF BRAND ASSOCIATIONS IN MULTIPURPOSE FITNESS FACILITIES, International Journal of Sports Marketing & Sponsorship. 22 (4), P.p: 142-153