چکیده:
The purpose of this study was to compare the brand communication dimensions in the clothing and footwear industry. This research was descriptive-correlational and its statistical population consisted of consumers of footwear and sports clothing in Iran. The statistical sample was estimated according to the Cochran formula. Finally, 379 questionnaires were used to analyse the data. The findings of this study showed that all the paths except for the effect of brand experience on satisfaction in both industries and the effect of experience on loyalty in the shoe industry was significant. The role of mediator of brand loyalty and satisfaction in all directions, except the path of brand experience to loyalty, has been confirmed in the sports shoes industry. Comparing the two proposed models, only trust path on brand satisfaction, had a significant difference between the sports shoes industry and the sports clothing industry.
خلاصه ماشینی:
Comparing the two proposed models, only trust path on brand satisfaction, had a significant difference between the sports shoes industry and the sports clothing industry.
Considering different research findings (Table 1), brand trust, experience, and awareness also may affect brand satisfaction and ultimately brand loyalty.
In addition, current work with studies the mediator role of brand satisfaction and loyalty in this relationship, and compares research models in sports shoes and clothing industries in order to investigate whether brand trust, experience and awareness influence preference of purchasing products and services of sports shoes and clothing industries through satisfaction and loyalty.
Since achievement of new solutions and use of proper trust making for the brand as well as creating awareness among consumers and brand experience in orientation of manufacturing companies of brand is significantly important, results of the current research may provide appropriate information for the present and potential managers and actors in sports industry for development of their product and entry to new markets so t hat they can adopt suitable strategy in their future decision-making.
html Results of table indicate that the difference between values of the paths in models of sports shoes and clothing industries is not significant except for impact of brand trust on brand satisfaction.
Research findings indicated that there is significant difference between path values of brand trust on brand satisfaction in models of sports shoes and clothing industries.
The Role of Satisfaction and Trust in Mediating the Relationship of Brand Experience and Loyalty a Study on Consumers of HiLo Brand Milk Product.