Consequences of Brand Hatred in Users of Sportswear

Document Type : Original research

Authors

1 Assistant Professor of Sport Management, Department of Sports Science, Faculty of Education & Psychology, Shiraz University, Shiraz, Iran.

2 Assistant Professor of Department of Sport Science, Apadana Institute of Higher Education, Shiraz, Iran.

3 M.A Sports Management, University of Tehran

Abstract

The aim of the present study was to investigate the consequences of brand hatred on sportswear users. The research method was descriptive-correlational and in terms of purpose, it was applied in a field and the users of sportswear were statistically. There were 360 ​​samples selected by simple random sampling. Measuring Tools, Standard Questionnaires for Hateful from Hegener et al. (2017), Questionnaire for to Avoid Romania et al. (2012), Questionnaire for to Reduce or Stop Supporting Gregory and Fisher Brand (2006) The Question-and-Answer Questionnaire was a for Thomson et al. (2012), a questionnaire for Gregory and Fisher brand (2006), and questionnaire for revenge against the Romanian brand et al. (2012). For the validity of the translation, the forward-sonic translation validity method was used. The formal and content validity was confirmed by fifteen sports management professors. The reliability of the desired questionnaire was also estimated. Analysis of the results was performed by structural equation method with LISREL and SPIOSIAS software. The results showed that brand aversion significantly avoids branding, reducing / stopping support, negative word-of-mouth advertising, brand complaints, and brand revenge. general, given that hatred of the brand increases the negative consequences on the brand, it is recommended to managers, managers are advised to take approaches in brand management to consider ways to deal with such crises

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References

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History

  • Receive Date: 05 October 2020
  • Revise Date: 28 February 2021
  • Accept Date: 12 April 2021

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