تحلیلی بر برندها و عوامل موثر بر بازاریابی برند پیراهن ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مهندسی پوشاک و مدیریت، دانشکده مهندسی نساجی، دانشگاه صنعتی امیرکبیر

2 دانشکده مهندسی نساجی، دانشگاه صنعتی امیرکبیر، تهران، ایران

چکیده

عناصر موثری در برندسازی محصولات برای ایجاد یک موقعیت رقابتی ممتاز و پایدار در بازار تاثیرگذار است. این عناصر در صنایع مختلف اثرات مختلفی را بر مشتریان هدف می‌گذارد. در این مقاله، عوامل موثر بر برند پوشاک ورزشی با یک رویه چهار مرحله‌ای در قالب دو دسته عوامل ملموس و ناملموس شناسایی و تبیین می‌شود. سپس نظرات خبرگان بازارِ پوشاک ورزشی، به صورت متغیر بیانی در قالب پرسشنامه جمع‌آوری می‌شود. با استفاده از روش‌های تاپسیس فازی و فرایند تحلیل سلسله مراتبی فازی، عوامل شناسایی شده و برندهای فعال رتبه‌بندی می‌شوند. نتایج نشان می‌دهد که عوامل ملموس بر عوامل ناملموس برند در بازار پیراهن ورزشی ترجیح دارند. مضاف بر آنکه، نام و لوگوی برند، ستارگان ورزشی، تبلیغات و بازاریابی از عناصر موثر ملموسی هستند که بر مشتریان پوشاک ورزشی اثرگذار هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Brand Evaluation and Selection in Sportswear Using a Fuzzy Multi-Criteria Decision-Making Approach

نویسندگان [English]

  • R. Ghasemy Yaghin 1
  • Mohammad Reza Sadeghi 2
1 Textile Engineering Department, Amirkabir University of Technology, Tehran, Iran
2 Amirkabir University of Technology
چکیده [English]

Some factors can promote and create a competitive brand’s position in the market. These factors may vary from one industry to another. In this paper, the effective factors in the selection of sportswear were identified and investigated via a four-step process in two main categories of tangible and intangible factors. We collected market experts' opinions by conducting a survey. The parameters were then evaluated by using fuzzy TOPSIS and fuzzy analytical hierarchy process analyses (AHP). Our results showed that the tangible factors were much more detrimental than the intangible factors. These tangible factors affecting customers were found to be the name of a brand, celebrity endorsement, advertising and marketing activities.

کلیدواژه‌ها [English]

  • Sportswear
  • Brand management
  • Fuzzy Decision Making
  • Brand factors
  • Multi-criteria decision making methods
[1] Kapferer, J.N.; The new strategic brand management: Advanced insights and strategic thinking, Kogan page publishers, 2012.
[2] Vernor, J.D.; and Rabianski, J.; Shopping center appraisal and analysis, Second edition, Appraisal Institute, 2009.
[3] Nobbs, K.; Making the marque: Tangible branding in fashion product and retail design, Fashion Practice, 5(2), 245-263, 2013.
[4] Wigley, S. M., Nobbs, K.; Larsen ,E; Making the marque: Tangible branding in fashion product and retail design, Fashion Practice, 5(2), 245-263, 2013.
[5] Dawna, F.; and Davis, L.; The effect of store image on consumers' perceptions of designer and private label clothing, Clothing and Textiles Research Journal, 7(3), 15-21 ,1989.
[6] Vahie, A., Paswan, A., Private label brand image: its relationship with store image and national brand, International Journal of Retail & Distribution Management, 34(1), 67-84, 2006.
[7] Islam, J.U., Rahman, Z.; Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands, Journal of Global Fashion Marketing, 7(1), 45 – 59, 2016.
[8] Keller, K.L., Building strong brands in a modern marketing communications environment, Journal of Marketing Communications, 15 (2-3), 139-155, 2009.
[9] Su, J., Tong, X., Brand personality and brand equity: evidence from the sportswear industry, Journal of Product & Brand Management, 24 (2), 124-133, 2015.
[10] Singh, P.K., and Pattanayak, J.K., The Impact of Brand Loyalty on Consumers' Sportswear Brand Purchase, IUP Journal of Brand Management, 11(4), 40, 2014.
[11] Lau, M.M., Chang, M.T., Moon, K.L.; and Liu, W.S.; The brand loyalty of sportswear in Hong Kong, Journal of Textile and Apparel, Technology and Management, 2006.
[12] Simonian, M.A., Forsythe, S., Kwon, W.S., Chattaraman, V., The role of product brand image and online store image on perceived risks and online purchase intentions for apparel, Journal of Retailing and Consumer Services, 19(3), 325 – 331, 2012.
[13] Pettijohn, L.S., Mellott, D.W.; and Pettijohn, C.E.; The relationship between retailer image and brand image, Psychology & Marketing, 9 (4), 311-328, 1992.
[14] Baumann-Pauly, D., Scherer, A.G., and Palazzo, G.; Managing institutional complexity: A longitudinal study of legitimacy strategies at a sportswear brand company, Journal of Business Ethics, 137(1), 31-51, 2016.
[15] Dawes, J., Brand loyalty in the UK sportswear Market, International Journal of Market Research, 51 (4), 1-12, 2009.
[16] Collins-Dodd, C., Lindley, T., Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions, Journal of Retailing and Consumer Services, 10(6), 345-352, 2003.
[17] Keller, K.L., Strategic Brand Management, Building, Measuring, and Managing Brand Equity. 3rd Ed., New Jersey; Pearson Education International, 2008.
[18] Tong, X., and Hawley, J.M., Measuring customer-based brand equity: empirical evidence from the sportswear market in China, Journal of Product & Brand Management, 18 (4), 262-271, 2009.
[19] قدسی‌پور، حسن؛ فرایند تحلیل سلسله مراتبی؛ انتشارات دانشگاه صنعتی امیرکبیر (پلی‌تکنیک تهران)؛ 1379.
[20] Govindan, K., Khodaverdi, R., Jafarian, A., A fuzzy multi criteria approach for measuring sustainability performance of a supplier based on triple bottom line approach, Journal of Cleaner Production, 47(1), 345-354, 2013.
[21] Klir, G.; Yuan, B.; Fuzzy sets and fuzzy logic: theory and applications, New Jersey: Prentice Hall PTR, 1995.