Document Type : Original Article
Authors
1
Department of Sport Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran
2
Associate professor, Department of Sport Management, University of Mazandaran, Mazandaran, Iran
3
Department of motor behavior, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar,Iran
10.22098/rsmm.2024.14984.1348
Abstract
Purpose, The challenge that many sports brand managers face is the power of brand discrimination in sports products. A brand emerges victorious in the realm of brand competition when it possesses strong brand discrimination. In line with this, the objective of the research is to study the elements that influence the brand discrimination power of sports products. Method, This research answers the question of whether brand elements such as logo, shape, color, slogan, and packaging enhance brand discrimination in consumers of sports supplements through the use of implicit methods and experimental block designs. The research population consists of consumers of sports products (creatine supplements) in Fars province, who were selected as a convenience sample of 384 individuals. Results, degree of impact of logo, shape, packaging, and spatial design on the power of brand discrimination for sports supplements exceeds that of the color element, which should be taken into consideration. Conclusion, The results of this study would be beneficial for domestic and international sports supplement manufacturers to gain better insights into consumer behavior and predict their actions. Furthermore, this research focuses solely on the case study of creatine supplements and examines the mentioned elements within this specific supplement.
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