نوع مقاله : پژوهشی
نویسندگان
1 دانشگاه علامه طباطبائی
2 دانشگاه تهران
3 دانشگاه بین المللی امام خمینی (ره)
4 دانشگاه آزاد اسلامی واحد تاکستان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
One way to maintain a high share in today's turbulent environment is to emphasize the historical and memorable components of the brand. The purpose of this study was modeling brand heritage and nostalgic experience on the love and brand preference sport products. The question is whether there is a relationship between brand heritage and nostalgic experience with brand preference with the mediating role of love for the brand of sport products? The research method was correlation with the structural equation model approach. The population included customers of sport stores in Tehran, 354 people were selected as a sample by random-cluster sampling method. 4 standard questionnaire were used to collect data. The validity of the questionnaires was confirmed by experts and their reliability was obtained using Cronbach's alpha above 0.7. Descriptive and inferential statistics such as Pearson correlation and SEM were used to analyze the data. The results showed that brand heritage and nostalgic experience had a significant positive effect on brand love and brand preference for sport goods. Also brand love has a mediating role in the relationship between brand heritage, nostalgic experience and brand preference for sport goods. The results of this study emphasize the need for managers to pay attention to indicators such as sports brand history, emotional, functional, social values, past good experiences, brand attachment, attention to sport customers' feelings to achieve new marketing in the sport industry.
کلیدواژهها [English]
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