نوع مقاله : مقاله پژوهشی
1 دانشکده تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
2 مدرس دانشگاه و دانشجوی دکترا، دانشکده تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
3 گروه تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
عنوان مقاله [English]
In order to create a successful brand, it is necessary that first of all its target market as well as target audiences are checked and the existing risks of failure can be minimized with behavioral analysis. nowadays, many products start advertising before entering the market and seek to create a sense of trust and increase feedback. In this paper, one of the essential items is to examine the influencing variables for the target community and also examine the mood of the audience. One of the products that depends on individual desires and tastes, and also the brand is one of the main features, is sports products. One of the problems seen in Iran is the lack of special attention to sports product brands for Islamic Iranian. In this research, it was tried to investigate six influential variables including background conditions, causal factors, intervening factors, central phenomenon, strategies and consequences in branding sports products for women in the country, and a model was developed using PLS structural equation statistical software. The results show that the variables of the causal factors had a significant effect on the variables of the central phenomenon, and they also had a significant effect on the strategic variables. This means that creating the right quality and feeling of trust in products is more important than creating visual identities, personality and mental image of the brand. According to the presented model, the basic factors are the start of an effective brand in women's sportswear. Finally, the competitive advantage of creating appropriate strategies in line with customers' demands also plays a significant role in keeping customers loyal to the brand. The highest level of statistics was also related to the impact of strategies on brand outcomes in this research, which shows that a suitable strategy in branding women's sportswear can create more emotional engagement and brand loyalty.