The Relationship between Cultural Values ​​and Clothing Customer Behavior Considering the Media of Brand Selection (Case Study: Khuzestan Technique Sports Clothing)

Bandani, Negar; Poursoltani Zarandi, Hosein; Shajie, Reza

doi:10.22034/sms.2024.141331.1357

The Relationship between Cultural Values and Clothing Customer Behavior Considering the Media of Brand Selection (Case Study: Khuzestan Technique Sports Clothing)

Document Type : Original Article

Authors

¹ M.Sc. Student in Sports Marketing Management, Payame Noor University, Alborz, Karaj

² Associate Professor of Department of Sport Management, Payam Noor University, Tehran, Iran

³ Associate Professor of Sports Management, Payame Noor University, Tehran, Iran

10.22034/sms.2024.141331.1357

Abstract

This study examines the mediating role of brand choice in the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand in Khuzestan Province. The research methodology is descriptive-correlational, applied, and cross-sectional. The statistical population includes all customers of the Technique sportswear brand and sportswear manufacturers in Khuzestan. A sample size of 216 individuals was selected using a non-random convenience sampling method. Data collection tools included standardized questionnaires on Hofstede's cultural values, the marketing mix from the customers' perspective, and factors influencing brand choice by Mirdavoodi (2015). Data analysis was conducted using one-sample t-tests and structural equation modeling with Smart PLS version 3 and SPSS version 26 software. The results showed that cultural values influence the brand choice of sportswear customers and that brand choice partially mediates the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand. It is recommended that companies and brands adjust their marketing strategies by understanding the cultural values of their customers, and update products, packaging, advertising, and customer experience in line with cultural changes. Additionally, continuous collection and analysis of customer feedback and implementing improvements based on this feedback are essential for greater success.

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