the purpose of this research is to examine consumers’ brand value and brand loyalty toward luxury brands and current distribution channels for those brands (i.e. free standing, shopping center, specialty store, internet retailing). the population consisted of  the costumers, aged 19-39 years, who use branded apparel that is in kerman. about 200 questionnaires were distributed among the consumer...

Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...

Understanding influencer credibility and online advertising explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible growth of through platforms using micro-influencers, compared to former trend celebrities creating brand awareness with purpose reach many customers influence their buying decisions. The aim this study examine h...

PURPOSE This study aimed to identify the dimensions of sport brand authenticity and develop a valid reliable scale for measuring such dimensions. METHODS Along with sequential mixed method design, qualitative researches were conducted (a literature review on inherent value sport, 5 one-to-one expert interviews, Delphi survey 10 researchers). Based research results, an EFA (n=304), 2 times CFA (...

Consumer awareness about environmental problems is important in guiding their purchasing decisions. The aim of this research to validate the moderating effect concern two relationships: between celebrity–brand congruity and attitudes toward brand and, purchase intentions, specifically when consumers are exposed green advertising including a celebrity endorser. data were collected via an online ...