Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

The effect of brand coolness and brand advocacy on the brand equity of Esteghlal Sports Club with the mediating role of brand love

Document Type : Original Article

Authors
Mohammad Bashokouh Ajirloo 1
Mehrdad Naserpour 2
1 Associate professor of Business Management Department, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
2 Ph.D. student in Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
10.52547/JABM.3.2.18846
Abstract
The aim of the current research is to investigate the effect of brand coolness and brand friendliness on the special value of Esteghlal Sports Club brand with the mediating role of brand love. The research method is descriptive-correlational in nature, and in terms of purpose, it is classified as applied research. The statistical population of this research is the fans of Esteghlal Sports Club, so the population is considered unlimited, and based on Cochran's formula, 384 people were selected as the sample size. A 42-question questionnaire was used to collect information. The content validity of the questionnaire was confirmed by the relevant professors and the construct validity was confirmed by using factor analysis of structural equations and its reliability was confirmed by Cronbach's alpha of 0.84 for the entire questionnaire. Also, the method of data collection is available. The collected data were analyzed based on structural equation modeling with AMOS26 software. The results showed that, in general, the coolness of the brand and the popularity of the brand had an effect on the special value of the brand with the mediating role of brand love from the point of view of Esteghlal club fans. Therefore, by creating a sense of comfort and coolness in the fans and favoring the brand, it creates the basis of love and good feeling towards the club's brand, products and services, and these factors increase the special value of the club's brand.
Keywords
brand coolness
brand advocacy
brand equity
brand love
Esteghlal Sports Club
Albert, Noel and Matthew Thomson (2018), “A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations and Identify Future Research Priorities,” Journal of the Association for Consumer Research, 3 (2), 130-46.
Ashfaq, M., Yun, J., and Yu, S. (2021). My Smart Speaker is Cool! Perceived
Attiq S, Abdul Hamid AB, Khokhar MN, Shah HJ and Shahzad A. (2022) “Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement. Front Psychol. 13, 1-19.
Bashkoh Ajirlou, M., and Ahmadi, A. (2019). Attractive brand conceptual model design. Brand Management, 7(22), 1-33.
Carroll, B.A. and Ahuvia, A.C. (2016).Some antecedents and outcomes of brand love, Marketing Letters, 17(2), 79-89.
Coolness, Perceived Values, and Users’ Attitude toward Smart Speakers. Int. J. Hum. Comput. Interact. 37, 560–573.
Décaudin, J. & Lacoste, D. (2010), Are services advertised differently? An empirical examination. Journal of Services Marketing, 24(7), 546-553.
Haji Babaei, H., and Esmailpour, H. (2017). Analysing brand love and investigating the impact of associations, satisfaction and trust on brand love. Modern Marketing Research, 8(4), 1-26.
Ismail ,A & Spinelli , R.(2017). Brand love in emerging market: a qualitative investigation. Qualitative Market Research: An International Journal, 17(4), 481 – 494.
Junaid, M., Hussain, K., Basit, A., and Hou, F. (2020). Nature of brand love: examining its variable effect on engagement and well-being. J. Brand Manag. 27, 284–299.
Keller, Kevin Lane and Lehman, Donald R. (2013), “How Do Brands Create value”, Marketing Management, 12(3), 26-31.
Khan, A., Mohammad, A. S., and Muhammad, S. (2021). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. J. Islam. Mark. 12, 1492–1520.
Khodami, S., and Asanlo, B. (2015). Designing a model for the formation of dimensions of brand liking, based on the theories of customer-identity and customer-brand relationship. Brand Management, 4(8), 13-39.
Kudeshia, C. & Kumar, A. (2017). Social E-WOM: Does it affect the brand attitude and purchase intention of brands. Management Research Review, 40(3), 310-330.
Marc, E., & Bernd, W. W. (2017). Rational and emotional factors of customer satisfaction and brand loyalty in a businesss-to-business setting. Journal of Business & Industrial Marketing, 32(1), 138-152.
Mathur, M. (2019). Building brand advocacy on social media to improve brand equity. International Journal of Electronic Marketing and Retailing, 10(2), 150-172.
Mehrnoosh, M., and Tahmasabi Aghbalaghi, D. (2019). The effect of brand equity and social capital on brand image (case study: Samand car brand). Business Administration, 9(4), 905-925.
Mousa