The effect of Outdoor Advertising with the mediating role of Brand Equity on brand image from the viewpoints of Isfahan Sporting Goods customers (Case study: Darafsh sportswear brand)

Subject Areas : Jounal of Marketing Management

Abbas Ghaedamini Harouni ¹ , Reza Ebrahimzadeh Dastjerdi ² , Mehrdad Sadeghi deh cheshmeh ³ , Homira abdi ⁴

1 - PhD Student in Cultural Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Media Management Department, Isfahan Branch, Islamic Azad University, Isfahan, Iran
3 - Assistant Professor, Cultural Planning Management Department , Isfahan Branch, Islamic Azad University, Isfahan, Iran
4 - PhD Student in Cultural Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2019-07-21 Accepted : 2020-01-12 Published : 2019-09-23

Keywords: Outdoor Advertising, Brand Equity, Brand Image,

Abstract :

The purpose of this study was to determine the effect of Outdoor Advertising with the mediating role of brand equity on brand image from the viewpoints of Isfahan Sporting Goods customers (Case study: Darafsh sport apparel brand). The sample size of the study was 384 according to Morgan table. The research tool was Taylor's et al. (2006) standard questionnaire of environmental advertising, Olson brand specific value questionnaire. (2008) and the Ahmed Salam Brand Image Standard Questionnaire (2017) The validity of the questionnaires was assessed by content validity using the experts' viewpoints, formally based on the viewpoints of a number of statistical populations and constructs with factor analysis method, and after validity terms were validated, and the other by question validity. Letters were estimated using Cronbach's alpha for Outdoor Advertising 0.90, brand equity 0.95 and brand image 0.91, respectively. (SEM). The results showed that Outdoor Advertising had a coefficient of influence of 0.77 on brand image and this effect was significant less than 0.05. On the other hand, the value of moderating effect of brand equity was 0.55 and this value was significant less than 0.05, this moderating effect was significant.

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