The effects of brand special values &brand personality dimensions among sneakers users

Materials and Methods: The (statistical) population is included all customers of sport stores in the Tehran. Regarding to the unknown of population volume, so 184 questionnaires are distributed randomly, in Tehran. The data collecting & analyzing the information are done by questionnaire. For measuring the special value of brand is used form Washburn’s 4 questions (2002). For measuring the brand personality dimensionswas used Jones et al (2009) that they planed the new indexes for answering to the Aker’s indexes criticisms (12 items). Content validity was determined by experts & its durabilitywas determined by Cornbach’s alpha coefficient, also other researchers were determined the durability & justifiability of these questionnaires. Results and Discussions: For analyzing the data was used deductive & descriptive statistics. In deductive statistics, firstly, was used Kolomogrov-Smirnov tests & then regarding to the normal data distribution was used Pearson’s correlation coefficient &multi-stages regression. By using Spearman’s correlation coefficient is specified that accountability component (r=0.32, p≤0.05) & emotional component (r=0.44, p≤0.05)have meaningful relationship with brand special values. The results of multiple regression analysis showed that just the emotional components have ability of forecastingthe brand special values. Conclusion: Regarding to the current research results can be proposed to the manufactures & sellers of sneakers that paying more attention to the emotional dimension why it caused to value to brand.

Keywords:

brand special value , brand personality , sneakers