Role of Intellectual Property Rights in Developing Brand Equity of Iranian Sport Products

Abstract

Purpose: This study aimed to investigate the role of intellectual property rights in developing brand equity in Iranian sporting goods.Methodology: With the descriptive-survey research method and structural equation approach, statistical data were collected by field method. The statistical population consisted of the Iranian sporting goods market, which was selected through the available sampling method, and data were collected from Tehran, Karaj, Khuzestan, Semnan, and Isfahan. The sample size was 485. Modified Intellectual Property Rights Questionnaire (Hirschila, Bowen Ang Hove, 2017) and Brand Equity Questionnaire (Aaker, 1991) were used for data collection. Law and sports management professors assessed the validity and reliability of the questionnaires. Confirmatory factor analysis was used to evaluate the construct validity of the questionnaire, and structural equation modelling under the AMOS software was employed to present the research model.Findings: The research model test results showed that the model appropriately fits the data and that the coefficients of the four factors of material law, moral law, international law, and copyright law have a positive and significant effect on developing sports brand equity. It is recommended that sporting goods manufacturers receive legal consultations to undertake registration for the legal branding of their products. Considering the presence of upstream documentation related to domestic production support and general administration policies in the economy, policymakers and the authorities take measures to develop, implement, and monitor the proper enforcement of intellectual property rights in the sports products industry.Originality: In this study, comparing the intellectual property and brand equity in Iranian sports products have been studied for the first time.

Keywords

• ethics
• copyright
• intellectual property
• legal rights
• sport economy