[1] Christodoulides, G., De Chernatony, L., Furrer, O. & Abimbola, T. (2020). “Conceptualising and measuring the equity of online brands”. Journal of marketing management, 22(7/8), 799–825.
[2] Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (2020). Delivering quality service: Connecting customer expectations to financial results. McGraw-Hill Education.
[3] Khandan, N., Atghia, N., & mokhtari dinani, m. (2018). The Relationship between Brand Personality & Consumer-based Brand Equity of Selected Football Clubs in Iranian Premier liague. Applied Research in Sport Management, 6(4), 83-91.
[4] Alvarez, C. & Fournier, S. (2016). Consumers’ relationships with brands. Current Opinion in Psychology, 10,129-135.
[5] Khan, M. & Lee, M. (2014). Prepurchase determinants of brand avoidance: The moderating role of country-of-origin familiarity. Journal of Global Marketing, 27, 329-343.
[6] Jodi, M., naderinasab, M., ramezaninezhad, R., & moghadam, V. (2023). “Structural equation modeling of branding the Iranian sportswear industry ”. Journal of Strategic Studies on Youth and Sports (SSYS), 22(59), 533–549.
[7] Jami-Al-Ahmadi, A., Azizi, B., Mahmoudi, A. & Kalashi, M. (2024). Identifying Factors Affecting the Development of Iran's Sportswear Industry using the PEST Analytical Approach. Sport Management Journal, 16(2). 99-117.
[8] Fournier, S. & Alvarez, C. (2013). Relating badly to brands. Journal of Consumer Psychology, 23(2), 253–264.
[9] Park, C., Eisingerich, A., & Park, J. (2013). Attachment–aversion (AA) model of customer– brand relationships. Journal of Consumer Psychology,23, 229-248.
[10] Hollenbeck, C. R., & Zinkhan, G. M. (2010). Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart. Consumption, Markets and Culture, 13(3), 325-345.
[11] Krishnamurthy, S. & Kucuk, S. U. (2019). Anti-branding on the internet. Journal of Business Research, 62., 1119-1126.
[12] Kucuk, S.U. (2020).Negative double jeopardy revisited: a longitudinal analysis. Journal of Brand Management, 18(2),150-158.
[13] Kucuk, S. U. (2018). Negative double jeopardy: the role of anti-brand sites on the internet. Journal of Brand Management,15.209-222.
[14] Gregoire, Y., Laufer, D., & Tripp, T. (2020). A comprehensive model of customer direct & indirect revenge: understanding the effects of perceived greed & customer power. Journal of the Academy of Marketing Science, 38,738-758.
[15] Johnson, A., Matear, M., & Thomson, M. (2021). A coal in the heart: Self-relevance as a postexit predictor of consumer anti-brand actions. Journal of Consumer Research,38,108-125.
[16] Purkis, B., & Scheider, L. (2016). The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airline Industry. LUND UNIVERSITY, Retrieved from https://lup.lub.lu.se/student-papers/search/publication/8884554
[17] Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. (2016). Brand hate. Journal of Product & Brand Management, 25)1(, 11-25.
[18] Marticotte, F., Arcand, M., & Baudry, D. (2016). The impact of brand evangelism on oppositional referrals towards a rival brand. Journal of Product & Brand Management, 25, 6, (in press).
[19] Sampedro, A. (2017). Brand Hate & Brand Forgiveness - A Dynamic Analysis. Honors Program Theses. http://scholarship.rollins.edu/honors/49
[20] Breivik, E. & Thorbjørnsen, H. (2018). Consumer brand relationships: an investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443-472.
[21] Thomas, S. & Kohli, Ch. (2009). A brand is forever! A framework for revitalizing declining and dead brands. Business Horizons. 52(4), pp 377-386.
[22] Azizi, Shahriar (2015). Principles of brand planning and management, Tehran: Nasr Qalam.
[23] Kim, J., & Ko, E. (2022). Market competition and brand positioning in the sportswear industry. Journal of Brand Management, 29(3), 230-245. Retrieved from ScienceDirect.
[24] Wu, Y., & Li, M. (2023). Innovation and brand sustainability in the sportswear market: A longitudinal study. Journal of Product Innovation Management, 40(2), 310-325. Retrieved from Google Scholar.
[25] Smith, K., & Johnson, L. (2022). The impact of digital marketing on brand equity in the sportswear industry. International Journal of Sports Marketing and Sponsorship, 24(1), 102-118. Retrieved from ScienceDirect.
[26] Tongtakabi, M., Moshkelgosha, E., & mostahfezian, m. (2024). Future Study of Influential Forces on Sportswear Brand in Iran with an Emphasis on Uncertainties in the horizon of 2035. Sports Marketing Studies, 5(3), -. https://doi.org/10.22034/sms.2024.140362.1280
[27] Ghobadi, A., Shetab Bushehri, N., & khatibi, A. (2021). Analysis of Factors Affecting the Development of Sport Apparel Brand. Sport Management Journal, 12(4), 979-995. https://doi.org/10.22059/jsm.2019.279420.2255
[28] Salehi, Seyed Saeed, & Esmaeili, Amir Mohammad (2019). "Calculating the competitiveness of the textile industry and comparing it with the competitiveness of other industries", First National Conference on Business, Entrepreneurship and Accounting,
[29] Azadi, R., Yousefi, B., & Eydi, H. (2017). Evaluating Brand Equity and Its Determinants in Sportswear Industry (A Comparison of Iranian and Foreign Authentic Sport Brands). Sport Management Journal, 9(3), 515-529. https://doi.org/10.22059/jsm.2017.64744.
[30] Ramezani Nejad, Rahim; Asayesh, Leila; Abdoli, Maryam; Karkon, Masoumeh (2018). Designing a model of willingness to buy Iranian sportswear with customer loyalty and imagery in creating brand equity of domestic brands , Journal of Sport Management and Motor Behavior, 14(28), 73-84. doi: 10.22080/jsmb.2018.5897.1828
[31] Garcia, R., & Hernandez, J. (2023). Consumer perception and brand loyalty in the sportswear sector: The role of ethical practices. Journal of Consumer Research, 49(4), 390-405. Retrieved from Google Scholar.
[32] Purcărea, T., Ioan-Franc, V., Ionescu, Ş. A., Purcărea, I. M., Purcărea, V. L., Purcărea, I., ... & Orzan, A. O. (2022). Major shifts in sustainable consumer behavior in Romania and retailers’ priorities in agilely adapting to it. Sustainability, 14(3), 1627.
[33] Kohyari Haghighat, A., Feiz, D., Azar, A., Zarei, A., & Dehdashti Shahrokh, Z. (2020). Prevention of Brand Performance Decline with Emphasis on the Role of Social Responsibility. Commercial Strategies, 15(11), 134-145. https://doi.org/10.22070/15.11.134.
[34] Hegner, S., Fetscherin, M. & van Delzen, M. (2017). Determinants & outcomes of brand hate. Journal of Product & Brand Management,26(1),13-25.
[35] naalchi, a., Tabataba, amp, amp, #039, i-Nasab nasab, S. M., . . . Nayebzadeh, S. (2018). Developing a Conceptual Framework for Brand Repositioning. Quarterly Journal of Brand Management, 5(1), 35-78. https://doi.org/10.22051/bmr.2018.20646.1522
[36] Doyran, M. A. (2020). Cost Leadership, Differentiation or Focus: A Study of Corporate Financial Strategy at Levi Strauss. Rutgers Business Review, 5(3), 272-293.
[37] Makkizadeh, V., Aein Jamshid, S., & Saghaee, F. (2018). The Impact of Personal Context on Brand Hate and Its Outcomes (Case Study: Iran’s Automotive Industry). New Marketing Research Journal, 8(2), 139-164. https://doi.org/10.22108/nmrj.2018.109312.1591
[38] Kotler, P., & Keller, K. (2021). Marketing Management, 14th edition. Prentice Hall. N.J.
[39] Moss, G. D. (2018). Brand domination vs brand decline. Journal of Medical Marketing, 8(4), 287-292.
[40] Creswell, J. D., Way, B. M., Eisenberger, N. I., & Lieberman, M. D. (2007). Neural correlates of dispositional mindfulness during affect labeling. Psychosomatic medicine, 69(6), 560-565.
[41] Creswell, J. D., Pacilio, L. E., Lindsay, E. K., & Brown, K. W. (2014). Brief mindfulness meditation training alters psychological and neuroendocrine responses to social evaluative stress. Psychoneuroendocrinology, 44, 1-12.
[42] Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. Handbook o