European Journal of Management and Marketing Studies
ISSN: 2501 - 9988
ISSN-L: 2501 - 9988
Available on-line at: http://www.oapub.org/soc
Volume 2 │ Issue 1 │ 2017
doi: 10.5281/zenodo.583640
THE MEDIATING ROLE OF BRAND EQUITY
IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF
SPORT CLOTHES CONSUMERS
Samane Almasi,
Keywan Zamani Dadanehi
Department of Sports Management,
Faculty of Physical Education,
Shomal University, Amol, Iran
Abstract:
Brands are always considered as one of the most valuable assets of an organization.
Making strong brands and essentiality of strong presence in mind are the proprieties of
most organizations. Because in general believes, the strong brands can increase the
competitive advantage. The brand personality and brand equity are variables that can
be effective on customers and also affect their shopping behavior; therefore, the
purpose of this study is to survey the mediating role of brand equity in the relationship
between the brand personality and obsessive shopping behavior of sport clothes
consumers. The statistic society of this research is constituted the sport clothes buyers of
Tehran that 246 persons were chosen as the sample using Cochran's unknown sample
size formula. For data collection, Aaker brand equity questionnaires (1996), brand
personality questionnaire of Jones et al (2009) and obsessive shopping behavior
questionnaire of Edwards (1993) were used. The results of study showed that there is a
meaningful relationship between the brand personality and its components with brand
equity and obsessive shopping behavior of sport clothes costumers. Also, the results of
model showed that brand personality both directly and through the brand equity is
effective on costumers' obsessive shopping behavior. According to these results, it can
be suggested that for affecting the costumers' obsessive shopping behavior, the brand
personality and brand equity should be reinforced for customers.
Copyright © The Author(s). All Rights Reserved.
© 2015 – 2017 Open Access Publishing Group
42
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
JEL: L67, L83, Z20, Z29
Keywords: mediating role, brand personality, obsessive shopping behavior, sport
clothes consumers
1. Introduction
In most of countries and for most of people, brands are symbol and samples of
consuming society. They create their power by showing advertisements and a
commitment and guarantee to the consumers. Nowadays, a non-separated close
relationship is seen between brands and people. In this effective and available
relationship, sport brands have a special role. Sport brands are at the center of the
popular brands for consumers. In this regard which they show an actual global
language along with their words, codes, values, and resources and representatives.
Nowadays, the sport brands are integrated with people's life. Most of the people show a
high admiration to some of sport brands either for corporate and club brands. The sport
brands are a social distinctive and daily life sign which all often have a power for social
illustration and synonyms to freedom, life and power. Sport brands possess an enviable
feature that is being best-known in the whole section because they growth in the
parallel with the market they belong to (Cao, 2014). Most of the people show a high
admiration to some of sport brands either for corporate and club brands. The sport
brands are a social distinctive and daily life sign which all often have a power for social
illustration and synonyms to freedom, life and power. Sport brands possess an enviable
feature that is being best-known in the whole section because they growth in the
parallel with the market they belong to (Tejari et al, 2014). In this regard, one of the
most important subjects in marketing which has a determinant role in brand literature
and specially notified is brand equity (Aaker, 1996). The brand equity is a set of assets
and commitments which is related to the name and symbol (mark) of brand and will
decrease and increase based on the value that is created by a product or service for the
company and company's customers (Aaker, 1996). But according to the observations
that were taken to this subject during these years, the conducted studies could not
create a similar framework for this subject. Perhaps part of the main reasons for this
matter is the various attitudes which are provided for explaining and measuring this
concept (Christodoulides, & Chernatony, 2010).
Therefore, in order to create the distinction and also long-term development of
brand equity, the notification is focused on the antecedents of that subject which have
been always notified. One of the major antecedents of this concept which refers to the
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
43
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
brand image is brand personality (Porkaysta, 2009). The brand personality refers to the
customers' image and interpretation formation of a special brand which is resulted from
collected information or their experience of considered brand, and since the brand
creates a particular identity for a product, achieving to a reputable brand is considered
as one of customer's utilities in selecting a product (Hoeffler, & Keller, 2002). Today, in
marketing of brands, the attributed personality is more considered than the inner
personality of the brand (identity-brand), and most of experts estimate that consumers
naturally attribute the characteristics and personality features to the brands. This
human-made design and process emphasizes on the observations of behavior,
operations, power of speech and brands strategies and techniques. So, a brand which
uses the exclusive distribution channel is interpreted as a jobber and complex brand
while a brand which uses the recycled components for its products can be interpreted
as generous, sensitive and concerned Brand which this matter can be true about sport
brands (Tejari et al, 2014). Hosany & Martin (2012) illustrate that a compatible picture
that person has from itself toward the considered brand has also an important and
significant role in forming the consumers' behavior; they have also illustrated that this
compatibility is effective on the advertisements efficiency and in selection can lead to a
facilitation in creating the positive attitudes toward the consumers, attitude, perceived
quality, brand preference and brand loyalty. Although only creating a strong brand
personality is not important but creating a personality fit to the users of brand is
important. The consumers are willing to select the brands that have the brand
personality congruent to their conceptions. So, the intricate matter that brand managers
are faced with is how a brand personality must be created that being compatible with
their purposed market people's personality.
The researchers that have researched in the field of consumers achieved this
conclusion that companies which have strong and powerful brands and positive brand
personality lead to the abundance profits for themselves. A desirable personality leads
to many profits: reinforce the consumer preferences, increase in consumer sentiment,
increasing the level of trust and loyalty and provide a basis for differentiation of
products. So, when the brand personality has compatibility with customer, it can be
expected that consumers have consistency in their shopping mood. The brand
personality is as a non-physical part of knowledge to product/ brand/ company that
forms the consumers' perceptions (Freling and Forbes, 2005). Know the question is that
how we can keep the costumer which is nowadays too powerful, wise, seeking
diversity and inaccessible for a long-term? Definitely, the answer of this question
should not be searched in the quality of products and services because these cases
become the minimum feature in the nowadays competitive market and if organizations
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
44
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
do not provide these minimums, they don't have any places in this competitive market
(Amirshahi et al, 2009). Today, mangers more any times before should seek and follow
the customers' needs for preventing the customer orientation to the competitions so that
can better meet their future needs and establish long-term relationships (Hassani, 2012).
Therefore, considering the matter of sport brands and strategies that should be adopted
for their growth is so important and in this field, the research should scientifically
searched, because if the subjects about sport brands are solved and enough information
being available, the marketers not also can highlight their customers' needs but can
better know the market and adjust it more effectively. Actually, the major reason for
separating customers' groups and presenting the related definition is a subject that
should be considered in recognizing their behavior type and even adopting the
appropriate strategies in order to create and develop loyalty among the customers. It's
obvious that adopting more simple and appropriate strategies can affect the customers'
shopping behavior. But if this not happen, perhaps the brands loss their competitive
ability and it will end their life with losing their portion in the market and lack of sales
of their distributive products. So, it's essential that more investigations take place in the
regard of effective factors on the shopping behavior of customers which in this research
is consisted of brand equity and brand personality. It's hoped that through this
research, a guideline provided for sport clothes companies, marketing managers and
marketers so that they can explain the policies in their marketing field helping from this
study.
1.1 Research history
Chen & Tseng (2010) is a research as airlines brand equity, brand preferences and
purchase intentions attempt to survey the relationship between brand equity, brand
preferences and purchase intentions in airline passengers' decisions in Taiwan. The
results of collected data analysis showed that there is a positive relationship between
brand equity, brand preferences and purchase intentions with the effect of moderating
the cost of replacement.
Senthilnathan & Tharmi (2011) in a research as "survey the relationship of brand
equity and purchase intention" considered the brand equity as an independent variable,
purchase intention of product as dependent variable, and tried to survey the
relationship between these two variables between children soap brands. The data was
collected through identifying the 7830 families in a part of Sri Lanka and 200 families
were selected randomly. The results of this research showed the strong relationship
between brand equity dimensions (Brand awareness, brand loyalty, brand association,
perceived quality of the brand) and purchase intention of the product, so that the
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
45
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
perceived quality of brand and brand association had devoted the highest and lowest
scores to themselves, respectively.
Nigam & Kaushik (2011) in an article as "the effect of brand equity on purchasing
intention of customer" focused on the brands of automotive industry of India according to
the intensive competition in this industry. The purpose of this article was to clear the
brand equity dimensions (and awareness, brand loyalty, brand association, perceived
quality of the brand) for marketers to attract and keep the customers. The data of this
research was collected by questionnaire with opened and closed questions. The
achieved results showed that brand equity dimensions have meaningful effect on
purchase intention.
Valette-Florence et al (2011) in a research surveyed the effect of brand personality
and sales development on brand equity. The results showed that there is a meaningful
and positive relationship between brand personality and a negative relationship
between sales developments with brand equity. Finally, this research reached this
conclusion that brand personality lead to the creation of brand equity.
Hamidizadeh et al (2012) survey the relationship of personality dimensions and
brand equity and the mediating role of moral features. In order to analyze the data of
questionnaire and test assumptions, the descriptive tests and changing test of R2 was
used by using Hierarchical regression analysis and structural equation. The results
show that two dimensions of responsibility and dynamics have meaningful effect on
brand equity and moral features variable plays the role of moderator on the
relationship of responsibility and dynamics variable on brand equity. But only the
relationship between dynamics and brand equity is meaningful.
Moussanejad (2014) conducted a survey on the role of brand equity based on the
customer in personality effectiveness process on purchase intention of the customer.
The statistic society was consisted of all customers of Mellat Bank in Qazvin that data of
customers were collected using questionnaire. Also four major assumptions were
introduced that were tested using Structural equation modeling techniques. The results
showed that brand personality has meaningful effect on brand equity based on the
customer and their purchase intention. Also, the brand equity has also positive effect on
customers' purchase intention and handles the role of mediator for other two variables.
According to the results of this research, it’s suggested to organizations and their
marketing managers to create a positive brand personality and through this way leads
to the distinctions in customers' minds than other brands and develops the brand equity
and reaches to a comprehensive perception of consumers' behavior.
Ismailpour et al (2014) attempted to survey the effect of brand personality and
reputation on brand equity dimensions (case study: Golrang company). In this research,
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
46
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
the effectiveness of brand personality and reputation on the brand equity based on the
quad-dimensional models of Aaker was surveyed. The statistic society of the research
was the consumers of health products in chain supermarkets of Rasht. The statistic
sample was consisted of 384 samples. For assumptions testing, the modeling and
correlation structural equation was used. The results of research showed the positive
and direct effect of brand personality and reputation on quad-dimensional brand
equity.
Loureiro et al (2014) surveyed the way of brand personality, brand identity and
quality of service effectiveness on the band equity. The results of this research showed
that the brand personality, brand identity and quality of service separately and directly
have meaningful and positive effect on brand equity.
Horváth & Birgelen (2015) is a reasrch surveyed the role of brand in obsessive
buyers' purchase intention and behavior against the non-obsessive buyers. The results
of this research showed multi interesting differences between obsessive and nonobsessive buyers. It seems that non-obsessive buyers concentrate on functional
advantages of branded products and avoid of buying unbranded products while
obsessive buyers consider the social and emotional advantages and mostly decide to
buy less expensive (cheaper) and more numbers of products to reach the diversity in
their shopping. The non-obsessive buyers develop the trust to brand and enthusiasm
and willingness by pay more costs for their favored brand than other brands while
obsessive buyers even try to fight against the name of a famous brand. In addition, the
obsessive buyers change the brands more than non-obsessive buyers.
2. Methodology
2.1 Objectives of the Study
1. Examine the relationship between the brand personality and its components
with brand equity in consumer's sports apparel.
2. Examine the relationship between the brand personality and its components
with purchase behavior in consumer's sports apparel.
3. Examine the relationship between brand equity and its components in
consumer's sports apparel.
4. Examine predict the consumer's sports apparel purchase behavior through brand
equity and brand personality.
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
47
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
2.2 Sampling Design
The study statistical population consisted of all buyers' sports apparel in Tehran that
their number was unknown. For this reason, after a preliminary study and inserting
standard deviation in formula Cochran 246 people were selected as sample randomly.
2.3 Data Collection
The present study is the correlation due to objective of study. To collect data, were
utilized questionnaires of Aaker (1996) for brand equity, and jones et al. (2009) for
brand personality and Edwars (1993) for obsessive purchase behavior. To respond to
this questionnaires of the samples were asked to give their opinion in the range of 5
scale from strongly disagree (1) to strongly agree (5) for of questionnaires. In order to
collect data, questionnaires based of localized and distributed on the location of the
Clothing stores Sports in Tehran and were collected.
Hypothesis:
1. There has relationship between the brand personality and its components with
brand equity in consumer's sports apparel.
2. There has relationship between the brand personality and its components with
purchase behavior in consumer's sports apparel.
3. There has relationship between brand equity and its components in consumer's
sports apparel.
4. The research model has a good fit.
2.4 Data analysis
A. Hypothesis 1: There has relationship between the brand personality and its
components with brand equity in consumer's sports apparel.
Table 1: Estimated Spearman correlation coefficient for the brand personality and its
components with brand equity
Variable
Brand Equity
Spearman correlation coefficient
P. Value
Brand Personality
0.712
0.001
Responsibility
0.669
0.001
Dynamism
0.631
0.001
Sensitivity
0.434
0.001
Audacity
0.685
0.001
Simplicity
0.732
0.001
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
48
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
According to the results table above, there is significant relationship between the brand
personality and component's Audacity, simplicity, responsibility and dynamism is
strong with brand equity variables (correlation coefficient higher of the value 0.6) and
component's sensitivity with variable of brand equity is average (correlation coefficient
between the 0. and 0.
0.0 ≥ Sig . In other words it can be said that increase brand
personality and its components, increases the consumer brand equity.
B. Hypothesis 2: There has relationship between the brand personality and its
components with purchase behavior in consumer's sports apparel.
Table 2: Estimated Spearman correlation coefficient for the brand personality and its
components with purchase behavior
Variable
Purchase Behavior
Spearman correlation coefficient
P. Value
Brand Personality
0.896
0.001
Responsibility
0.938
0.001
Dynamism
0.823
0.001
Sensitivity
0.590
0.001
Audacity
0.626
0.001
Simplicity
0.940
0.001
According to the results table above, there is significant relationship between the brand
personality and component's Audacity, simplicity, responsibility and dynamism is
strong with purchase behavior variables (correlation coefficient higher of the value 0.6)
and component's sensitivity with purchase behavior variables is average (correlation
coefficient between the 0. and 0.
0.0 ≥ Sig . In other words it can be said that
increase brand personality and its components, increases the consumer purchase
behavior.
C. Hypothesis 3: There has relationship between brand equity and its components in
consumer's sports apparel.
Table 3: Estimated Spearman correlation coefficient for brand equity and its
components with purchase behavior
Variable
Purchase Behavior
Spearman correlation coefficient
P. Value
Brand equity
0.720
0.001
Perceived quality
0.277
0.001
Brand association
0.373
0.001
Brand awareness
0.266
0.001
Tend to accept the brand extension
0.958
0.001
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
49
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
According to the results table above, there is significant relationship between the brand
equity and its component's tend to accept the brand extension is strong with purchase
behavior variables (correlation coefficient higher of the value 0.6) and component's
perceived quality, brand association and brand awareness with purchase behavior
variables is low correlation coefficient lower than 0.
0.0 ≥ Sig . In other words it can
be said that increase brand equity and its components increases the consumer purchase
behavior.
D. Hypothesis 4: The research model has a good fit.
Figure 1: The research model in a significant mode
Figure 2: The research model in a standard mode
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
50
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
Table 4: Evaluation criteria of external models and the whole model
Index
Variable
Acceptable
Quality criteria
AVE
HTMT
Cranach's Alpha
CR
<0.5
<1
<0.7
<0.7
Brand equity
0.491
0.811
0.72
0.791
Brand personality
0.763
-
0.92
0.941
Purchase behavior
0.625
0.955
0.94
0.948
P. Value
0.001
0.001
0.001
0.001
SRMR
> 0.08
0.130
-
The results showed that the established model are supported by the empirical data, in
other words fitted data the is appointed model and all criteria except AVE brand
association that its value is below 0.5 and SRMR value is above 0.08 and this implies on
the desirability of structural equation modeling but because mediator variable has a
role on mentioned equation, and should be reported both a direct effect and an indirect
effect, therefore, the amounts offered in the following table until clarify the role of
mediator variable.
Table 5: Examine direct, indirect and total effects
Path
Brand personality- Purchase behavior
Effect
T-value
P. value
Direct Effect
0.666
13.958
0.001
Indirect Effect
0.238
52.279
0.001
Total Effect
0.905
5.646
0.001
According to the obtained values, effect of brand personality variables is significant
through third variable on the purchase behavior of customers. This means that the
independent variable (brand personality) is affected on the mediator variable (brand
equity) and finally on the dependent variable (purchase behavior).
3. Discussion and Conclusions
One results of this research is the relationship between brand personality and its
components (responsibility, dynamism, Sensitivity, Audacity, simplicity) with brand
equity. In fact, there is a belief that the brand personality plays a role in defining brand
equity and this is the same conclusion that were obtained in the final model in this
study. In fact, it was found that brand personality has a significant positive impact on
brand equity. This result is consistent with other research results such as Dehghan et al.
(2013), Esmaeilpou et al. (2013), Hamidizadeh et al. (2012), Walt Florence et al. (2011)
and Lorio et al. (2014). In general, customers often consider human aspect with giving
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
51
Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
personality to brands, for them and marketing create or reinforce this perception often
with the help of positioning. Positioning successful brand personality in a product
category, requiring models that enable distinct the unique personality characteristics
from features that they are common of the product category for all brands. This view
suggests that a strong brand personality is much more than the properties of the
product. As a person, a brand can appear also as humorous, formal, and intelligent
and…; that match these properties with a buyer's properties can lead to higher brand
value to the buyer. Also one of the results was that there is statistically significant the
relationship between the brand personality and its components (responsibility-taking,
Dynamism, Sensitivity, Audacity and simplicity) with purchase behavior. As well as in
the model, the result obtained that brand personality is affected on obsessive customer
purchase behavior that this result is consistent with Mosanezhad (2014) and Horvath
and Byrgln (2015). In explaining this result, it can be concluded that the personality can
create symbolic advantages for customers and as a means used for costumer's
ostentation and expression of its personality. Customers Personality could be affected
solely on the relationship between customer and a brand, while brand personality is the
basis for type of the relation between customer and brand. The brand personality could
be to help also transfer of the product characteristics to customers and causing
functional advantages for customers.
Customers are more seeking brands that match its personality with their
character are more inclined to buy such a brand. When the customer find such a brand,
may overlook of other brands defects and that a brand select to purchase.
Manufacturing companies and branding should consider this point that their products
to produce for what society and to influence and to success of their customers, must
their brand coordinate with the characteristics of the target community. For example, a
brand that has a simple character couldn't have an impact on the community as much
as bold brand be impact on the youth. In addition to these results, it was found that
there is statistically significant the relationship between brand equity and its
components (perceived quality, brand associations, brand awareness and brand
extension) with purchase behavior. The results of the study also showed that brand
equity is affected on customers' purchase behavior that this result is consistent with
other research results such as Chan and Tsing (2010), Sntyl Nathan and Taremi (2011)
and Niyam and Kashyk (2011). One of the practical ways to increase brand equity,
leading to purchasing decisions of customers, is according to the imagination and
mental attitude, the popularity and perceived quality of the brand that it influences on
consumer behavior that explained can be considered as an effective strategy for gaining
competitive advantage. A brand that has more equity to customers, when deciding to
European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017
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Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
purchase the first option that comes to mind customer. Companies that have better
quality in terms of clients and customers are better known, more powerful brand to
their customers. A powerful brand can increase customers trust when buying goods
and to help them better understand the intangible factors, and so customers more
expressed a desire to purchase such brands.
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Samane Almasi, Keywan Zamani Dadaneh
THE MEDIATING ROLE OF BRAND EQUITY IN THE RELATIONSHIP BETWEEN THE BRAND PERSONALITY
AND OBSESSIVE SHOPPING BEHAVIOR OF SPORT CLOTHES CONSUMERS
.
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