Investigating the Role of Sport Goods Quality and Stores Services in Creating Brand Preference and Customer Purchase Intention Emphasizing the Mediated Role of Perceived Value and Brand Equity

Articles in Press

Document Type : Original Article

Authors

1 Azarbaijan Shahid Madani University

2 PhD in Sport Management, Teacher, Department of Education of East Azarbaijan, Tabriz, Iran

10.22034/sms.2024.139915.1260

Abstract

The use of sports goods is needed not only for sports activities but also for daily life and leisure time. The present study was conducted with the aim of investigating the role of the quality of sports goods and the services of stores providing these goods in creating brand preference and purchase intention of customers by examining the mediating role of perceived value and brand equity. The method of descriptive-surveillance research is structural equations and its statistical population consists of all the customers of famous brands of sports goods (domestic and foreign) in Iran, which due to the unlimited statistical population, the sample size is 384 people using the Krejsi and Morgan table. It was estimated that 370 people completed the questionnaires in the implementation of this research. The data were collected using Ebrahimi et al.'s (2014) perceived value questionnaires, Boyle et al.'s brand equity (2013), Chang and Liu's (2009) purchase intention and brand preference, and the quality of products and services compiled from Ebrahimi et al.'s (2009) and Ismailpour and Goldouzi (2013) were collected. The results of the structural equations showed that the quality of sports goods and services of the providing stores, both directly and through the path of brand equity, has an effect on the purchase intention of customers. Also, the quality of goods and services had an effect on customers' brand preference through the mediation of brand equity. It can be said that in order to strengthen the quality of sports goods and services perceived by customers, it is better to pay attention to factors such as durability, efficiency, product design and how to provide after-sales services through advertising, in order to increase brand preference among customers and in To provide the maximum increase in their purchase intention.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 19 November 2024

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