Testing the model of the role of mediating brand personality in relation to the cause of advertising and promoting the special value of the Adidas brand in Karaj customers
Subject Areas : Innovation in Sports Management
1 - Master of Science in Sports Marketing Management, Payam Noorkraj University, Alborz, Iran
Keywords: Karaj, Brand Personality, Advertising, Adidas, Brand Equity Promotion,
Abstract :
A brand's personality is something that consumers can relate to, and an effective brand maintains its value by promoting a set of attributes. Brand equity is one of the most famous and important marketing concepts, which is widely discussed and discussed by marketing experts today. Advertising is rooted in human social life and it is a practice in which an organization, seller or producer tries to make potential buyers aware of their product by doing something. The meaning of advertising is communicating with customers to express a message about services and products, and it is an effective type of communication that conveys a specific message to a large number of audiences. In general, advertising is an efficient and effective way to promote goods, services and ideas. The purpose of this research is to test the model of the mediating role of brand personality in the relationship between advertising and promoting the special value of the Adidas brand among the customers of Shahr Karaj. The current research is applied in terms of purpose and descriptive-correlation type. The statistical population was all the male and female customers of the Adidas brand in Shahr Karaj in unlimited numbers. The non-random sampling method was available. The statistical sample size was 278 people using the Krejcie-Morgan table. Data was collected with Akers's brand personality questionnaire (1997), Egret and Yulaga's (2020) brand value questionnaire, and Jang's sports advertising questionnaire (2007). Reliability of questionnaires respectively for Advertising was reported as 0.86, brand personality as 0.88, and brand value as 0.81, which was evaluated as acceptable. For data analysis, structural equation modeling was used by partial least squares method with the help of SPSS and PLS Smart statistical software. Also, the model of the mediating role of brand personality in the causal relationship of advertising with promoting the special value of the brand had the necessary fit. The results of the research show a significant direct relationship between the advertisement variable and the variables of brand personality and brand equity, and the brand personality variable has a mediating effect on the relationship between advertising and the promotion of adidas brand equity.
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