مطالب

This study examines the impact of celebrity endorsements on brand image, brand loyalty, and repurchase intentions within the sports industry, specifically focusing on Nike Product in Tehran, Iran. Employing a survey-based approach with 400 participants, the study utilizes a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to analyze the relationships between these key variables. The findings reveal a significant positive effect of celebrity endorsement on both brand loyalty and brand image among Nike customers in Tehran. Furthermore, the study demonstrates that brand image and brand loyalty both mediate the relationship between celebrity endorsement and repurchase intention. These results highlight the crucial role of celebrity endorsements in enhancing brand perception, fostering customer loyalty, and ultimately driving sales within the competitive sports industry.

Semantics, a branch of linguistics, utilizes the relational network between the linguistic form and its meaning to achieve a more precise understanding of Quranic vocabulary and propositions. One common method is the conceptual collocation between words.  "Amn" (security) and "Kufr" (disbelief) are central words in the Quran, whose semantic fields include key words such as Islam, affirmation, gratitude, and denial. The present study aims to uncover the meanings of "Amn" and "Kufr" using the concept of collocation. The research method is descriptive-analytical, based on library resources. The objective is to deepen the understanding of the life-giving concepts of the Quran to achieve divine guidance. To achieve this, relevant verses were extracted, and Saussure's theory of collocation in linguistics was employed. Finally, based on the primary meanings of the words and their neighboring words, concepts are presented.  Reflecting on the semantics of Quranic vocabulary and carefully examining the collocation network between them provides a more precise understanding of the verses.  Simultaneously examining "Kufr" and "Amn," and the network of meanings associated with them, reveals the various semantic levels of these words, leading to a better understanding of the verses. Some of the research findings are as follows: The primary meaning of "Amn" is tranquility, and its other meanings in collocation include prepositional collocations (prepositions "Bāʼ" and "Lām"), nominal collocations (the word "Mushrikūn" - polytheists), adjectival collocations ("al-Muʼmin" - the believer, "Wa Huwa Muʼmin" - and he is a believer, "Ṣādiq" - truthful), and verbal collocations ("Shakartum" - you gave thanks, "Kafarū" - they disbelieved, "ʻAmilū al-Ṣāliḥāt" - they did righteous deeds, "Taʼmurūna bil Maʻrūf wa Tanhawna ʻan al-Munkar" - you command good and forbid bad). The primary meaning of "Kufr" is concealment, and its other meanings in collocation include nominal collocations ("al-Fāsiqūn" - the wicked), adjectival collocations ("Yaʼūs" - despair), and verbal collocations ("Lā Yuʼminūn" - they do not believe, "Mā ʻArafū" - they did not know, "Ushkurū" - give thanks, "Aṣliḥ" - correct, "Ashraktumūn" - you associated partners with God, "Kadhdhabū" - they denied)