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The effect of brand reputation on encouraging customers to choose brands of sports products in Ardabil city
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Mehrdad Moharramzadeh1   , Mohammad saivan Nouri2 , Freshte Kiani3 , Hniyeh Havandi Zad Aghdam4 |
1- University of Mohagheghe Ardabili / Professor Department of Sport Science, Ardabil, Iran , mmoharramzadeh@yahoo.com
2- Department of Sports Management, Islamic Azad University, Marivan Branch
3- Master of Marketing in Sports
4- Master of Marketing Management in Sports, Islamic Azad University, Ardabil Branch, Ardabil, Iran |
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Abstract: (1873 Views) |
| The purpose of this study was to investigate the effect of brand reputation on encouraging customers to choose brands of sports products in Ardabil in 2020. The research method was applied and of a descriptive-correlation type. The statistical population was all customers of sports products in Ardabil city. Due to the unknown volume of the number, 384 samples were selected through Morgan method by random sampling method. Measurement tools included brand reputation questionnaires and brand selection. Data were analyzed by linear regression test. The results of the analysis showed that there is a positive and significant relationship between brand reputation and encouraging customers to choose brands of sports products and brand reputation has a significant effect on brand selection (B = 0.70). Dimensions of company reputation and word of mouth had a positive and significant relationship with brand selection and had a positive and significant effect on brand selection with impact coefficient (B = 0.63) and (B = 0.67). Between brand reputation and all components of brand selection such as brand name (r = 0.51), brand appearance (r = 0.64), internal brand features (r = 0.55), brand name prominence (= 0.64) r), brand attractiveness (r = 0.49), brand reputation (r = 0.53), brand truthfulness (r = 0.43), compliance with brand function (r = 0.36), and brand visibility (R = 0.37) There is a positive and significant relationship. According to the analysis, it can be concluded that if brands have more reputation among consumers, the ability to sell or buy that brand will increase due to customer choice. |
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| Keywords: brand reputation, encouragement to choose a brand, customers of sports products |
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Full-Text [PDF 334 kb]
(901 Downloads)
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Type of Study: Research |
Subject:
Special
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