The analysis of brand management and social responsibility in terms of staff, foreign clothing brand stores

Subject Areas : Innovation in Sports Management

Bita Mohseni zadeh tehrani ¹ , seyed salahedin naghshbandi ²

1 - M.A. in Sports Management, Islamic Azad University, Science and Research Unit, Tehran, Iran.
2 - phd of sport management islamic azad university science and research branch

Received: 2022-07-09 Accepted : 2022-08-23 Published : 2022-09-01

Keywords: Foreign Clothing Brand Stores, employees, Social responsibility, Brand Management,

Abstract :

The purpose of this research is to analyze brand management and social responsibility from the perspective of employees of foreign clothing brand stores. The statistical population of the research was all employees of foreign clothing brand stores, which number 200people. To determine the sample size from the Morgan table on the same basis, the sample size was estimated to be 125,and stratified sampling was used. It is worth noting that this research is descriptive and is a type of correlation study. For collecting data, the standard management model of Kelman et al.(2011)and Carroll Social Responsibility(1999)was used. Validity of the questionnaire was approved by10sports management and sports marketing experts. The reliability of the questionnaires was 0.85for Cronbach's Alpha coefficient for the brand manager questionnaire and 0.91for the social responsibility questionnaire. It should be noted that in this research all statistical analyzes were performed at error level of 0.05with SPSS version25and Smart PLS version3.2.6.The results showed that there is a positive and significant relationship between brand management and its subscales(stable relationships, human resource initiatives, customer focus, brand identity, brand identity)with social responsibility. Also, the results of fitting indicators of the measured model showed that the effect of brand management on social responsibility is in desirable conditions. According to these findings, it is suggested to directors of foreign apparel brand stores to further enhance the social aspects of brands and consider marketing strategies for them, and try to avoid strategies that are in contradiction with the goals of foreign apparel branded stores.