SOCIALSCI JOURNAL

Is Self-EsteemImportant to Marketing LiteratureBranding Perspective from Nike

Abstract

Dariyoush Jamshidi2Alireza Rousta3Mitra Meijani

The purpose of the present study was to determine the impact of variables which create a special value for sport brands like the Nike brand. In other words, the research sought to answer the question of whether customer self-esteem was important for marketing literature. How can it be improved?In addition,forthe first time, we examine the relationship between self-esteem and brand addiction in marketing literature.The research method is descriptive-analytical and the research is applied in terms of purpose, which is done by using library studies and field studies from the interview and filling in the questionnaire. The statistical population of the study is 240 of Nike trainers, athletes, customers and sellers in Kish Island. Smart PLS software was used for modeling structural equations and hypothesis testing.The research findings showed that brand attachmenthas a positive and significant effect on brand love.Brandtrust has a positive and significant effect on brand love.Brandlove has a positive and significant effect on brand addiction.Brandaddiction has a positive and significant effect on consumer self-esteemand also, brand attachment has a positive and significant effect on consumer self-esteem.This paper highlights that brand attachment not only influences the Brand Trust, Brand Love and Self-esteem, but also on negative behaviors, such as BrandAddiction.