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Article
Publication date: 24 June 2024

Sardar Mohammadi, Mojtaba Ghasemi Siani and Geoff Dickson

The purpose of this study was to investigate the determinants of purchase intentions for utilitarian and hedonic counterfeit sporting goods among Muslim’ consumers. The moderating…

Abstract

Purpose

The purpose of this study was to investigate the determinants of purchase intentions for utilitarian and hedonic counterfeit sporting goods among Muslim’ consumers. The moderating effect of income and status consumption was also examined.

Design/methodology/approach

Questionnaires were distributed among male undergraduate university students who were consumers of sports goods. A total of 360 valid and usable questionnaires were collected and analyzed through descriptive and inferential statistics.

Findings

The results showed that perceived risk, personal gratification, religiosity, information susceptibility and normative susceptibility all have a positive and significant effect on negative attitudes toward counterfeit sports goods. The effect of a negative attitude toward counterfeit goods was also negative and significant for the intention to purchase utilitarian and hedonistic goods. Income was not a moderator in the relationship between negative attitudes and the intention to purchase utilitarian and hedonic goods. However, the moderating effect of status consumption on the intention to purchase both utilitarian and hedonic goods was significant.

Research limitations/implications

The use of a male-only student sample potentially limits the generalization of the findings, but not the underlying relationships between the variables. Efforts to discourage or prevent the purchase of counterfeit sporting goods should highlight the risk and reduced personal gratification associated with purchasing counterfeit products, while also appealing to a person’s faith-based ethics.

Originality/value

This study produces a novel model explaining the purchase intentions for utilitarian and hedonic counterfeit sporting goods. This model can inform the development of anti-counterfeiting strategies in Muslim countries.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 28 August 2023

Hossein Abdolmaleki, Sardar Mohammadi, Mehdi Babaei, Behzad Soheili, Geoff Dickson and Dan Funk

This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship…

Abstract

Purpose

This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors.

Design/methodology/approach

Sixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP).

Findings

The study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support.

Originality/value

Based on the study’s findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 5
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 9 March 2021

Mojtaba Ghasemi Siani, Sardar Mohammadi, Mohammad Soltan Hosseini and Geoff Dickson

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also…

1671

Abstract

Purpose

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.

Design/methodology/approach

The study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).

Findings

The results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.

Originality/value

This is the first study to examine responses to rational and emotional appeals in sports product advertisements.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 19 December 2023

Sardar Mohammadi, Mojtaba Ghasemi Siani and Manuel Alonso Dos Santos

The aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports…

Abstract

Purpose

The aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship (joint, corporate social responsibility [CSR]-linked and conventional sponsorship) on fans' attitudes and purchase intentions toward the sponsor.

Design/methodology/approach

Two experimental studies were conducted on 391 and 297 participants. The data gathered underwent analysis through five multivariate general linear model analyses.

Findings

The study found that CSR-linked sponsorship had the strongest positive impact and the weakest negative impact on the attitude and purchase intention of home team supporters and the attitude of rival team supporters. Nonetheless, the sponsor-team congruence did not significantly moderate the relationship. Additionally, the research demonstrated that the fan identity of both home and rival teams moderates the impact of sports sponsorships on attitude and purchase intention.

Originality/value

Previous research has studied the effectiveness of sponsorship format types independently. This is the first research comparing sponsorship formats regarding fan type and congruence.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 14 July 2020

Abed Mahmoudian, Saeed Sadeghi Boroujerdi, Sardar Mohammadi, Vahid Delshab and Do Young Pyun

Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan…

2255

Abstract

Purpose

Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty.

Design/methodology/approach

In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses.

Findings

The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty.

Research limitations/implications

To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities).

Originality/value

This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Book part
Publication date: 20 July 2022

Abstract

Details

The Digital Transformation of the Fitness Sector: A Global Perspective
Type: Book
ISBN: 978-1-80117-861-7

Abstract

Details

The Digital Transformation of the Fitness Sector: A Global Perspective
Type: Book
ISBN: 978-1-80117-861-7

Abstract

Details

The Digital Transformation of the Fitness Sector: A Global Perspective
Type: Book
ISBN: 978-1-80117-861-7

Book part
Publication date: 20 July 2022

Abstract

Details

The Digital Transformation of the Fitness Sector: A Global Perspective
Type: Book
ISBN: 978-1-80117-861-7

Abstract

Details

The Digital Transformation of the Fitness Sector: A Global Perspective
Type: Book
ISBN: 978-1-80117-861-7

1 – 10 of 35