Identifying the factors affecting brand fascination (case study of Adidas brand)

Master's Thesis in Business Management - Marketing Orientation

Abstract

The aim of the current research is to study and identify factors affecting brand fascination as one of the most important variables in the realm of consumer-brand communication. In the field of branding, consumer-brand communication states that brands can be defined as an active partner in the relationship with their consumers and accordingly possess the characteristics that people experience in their interpersonal relationships. Brand fascination, as one of the newest concepts in the field of marketing, includes a kind of passion and emotional attachment that a satisfied consumer can feel towards his favorite brand. This fascination can influence important marketing variables such as actual brand loyalty, brand advocacy, and positive recommendation advertising. Paying attention to these variables for the company will result in more sales and profits and more loyal customers, and this shows the dynamic nature of brand fascination for the development of the company's strategic vision from the stage of introducing the brand to the market until its growth and maturity. In the current research, using one of the most comprehensive conceptual models available, which was extracted based on a basic theoretical approach, we investigated the factors affecting brand fascination, focusing on the Adidas brand, which is one of the most well-known and popular brands in the clothing and sports equipment industry. In terms of application, the purpose of this research is to help the Iranian clothing manufacturer to attract as many consumers as possible to their brand in today's highly competitive market. The scientific literature and studies of this research as well as the results of this research provide important solutions for the Iranian manufacturer in terms of managing and promoting the brand as well as how to understand the emotions of customers, and due to the presence of favorable domestic capacities, it creates a suitable field for improving quality and competing with the market of foreign brands.

In terms of the method of data collection, it is survey type and in terms of descriptive research method. The statistical population of this research is made up of Adidas brand consumers in Tehran, and its sampling has been done in the form of an available cluster and by randomly selecting a few representatives from all the representatives of this brand and distributing a questionnaire among 384 buyers of these stores.  In order to analyze the data and test the hypotheses and the research model, Lisrel and PLS software were used using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA).

The results of the research indicate the effectiveness of the variables "passion-based behaviors", "self-brand integrity", "positive emotional bond", "long-term relationship", "probability sadness". Separation from the brand, "general attitude", "brand trust" is based on brand fascination. It should be noted that the variable "sense of belonging to the brand community" did not have a significant effect on brand fascination. Keywords: brand, brand fascination, consumer-brand communication, Adidas, structural equation model. Abstract: The purpose of this research is to study and identify the factors influencing the feeling of love toward a brand, as one of the most important variables in the field of consumer-brand. relations. Consumer-brand relationships define a brand as an active partner in relation with consumers that can include some characteristics similar to which they experience in their interpersonal relationships. Brand love as a new construct in the field of marketing includes a kind of passion and attachment that a satisfied consumer can feel towards his favorite brand. This feeling of love can influence important marketing variables like real loyalty to a brand, defending a brand and positive word of mouth. Paying attention to these concepts brings more sales and profits and also more loyal customers for the company and moreover shows the inherently dynamic nature of the construct of brand love for the development of a strategic perspective on brand management from introduction to growth and maturity.

The current research, tries to identify the factors influencing brand love with the use of one of the most comprehensive models based on a grounded theory approach.The selective brand as a case for study is "adidas" which is one of the most historic and favorable brands in the field of clothing and sports accessories. The practical aim of this research is to help the Iranian producer to increase the feeling of love towards his brand within the consumers in today's competitive market. The scientific literature of this research and its results provide significant approaches for Iranian producers to manage and promote the brand and also understand the consumer's emotions. With a consideration of favorable domestic capacities, this research helps to beget a suitable basis for improving the product quality and compete with foreign brands.

In the case of data gathering this research uses the survey method and its methodology is descriptive. The population contains consumers of adidas brand in the city of Tehran. The sample comprises 384 people who were chosen through a random cluster method and the questionnaire distributed within the consumers of selective adidas agencies. For data analysis, hypothesis and model testing we use the structural equation modeling and confirmatory factor analysis through Lisrel and PLS statistical software.

The results show that "passion driven behaviors", "self-brand integration", "positive emotional connection", "long-term relationship", "positive overall attitude valence", "certainty/confidence" and "anticipated separation distress" have significant positive effect on brand love. In contrast the "sense of community" variable there is no significant effect on brand love.