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Antecedents and Outcomes of Brand Love in Sports Customers (Case Study: Men's and Women's Basketball Premier League Players of Iran, 2019)
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Mehrad Atashi1   , Reza Nikbakhsh2 , Abolfazl Farahani3 , Alimohammad Amirtash1 , Alimohammad Safania1 |
1- Islamic Azad University
2- Islamic Azad University , nikbakhsh_reza@yahoo.com
3- Payame-Noor University |
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Abstract: (2077 Views) |
| The aim of this study was to design the model of the antecedents and consequences of brand love in sports customers. The present study was a descriptive correlational study based on modeling structural equations. The statistical population of this study consisted of all the players (men and women) of the Iranian Basketball Premier League in 1398 (N=364). 146 people were selected as a statistical sample using G-Power software by the stratified random sampling Standard. To measure research variables the standard questionnaires of brand uniqueness, Perceived Value, Brand Prestige, Brand Love, Fashion Inclusion, the tendency to use hedonism, the tendency to buy instant fashion were used. The results showed that there was a significant positive relationship between perceived value, brand prestige and brand uniqueness with love for the brand of sports customers. There was a significant positive relationship between brand love and hedonistic consumption, fashion and instant purchase of sports customers. Also, there was a significant positive relationship between hedonistic consumption and fashion involvement with the immediate purchase of sports customers. Also, the GOF index was 0.463, indicating a strong fit. Therefore, it is suggested that managers of sports brands should develop all aspects of the brand in order to improve the perceived value among customers, and in order to create brand prestige among customers, managers should implement financial support programs for sport teams and reputable sports events. |
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| Keywords: Brand Love, Fashion Inclusion, Instant Shopping, Sports Customers, Tendency to Consumerism |
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Full-Text [PDF 320 kb]
(876 Downloads)
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Type of Study: Research |
Subject:
Special
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