نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 استادیار ، گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه. ایران
2 دانش‌آموخته دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران
3 کارشناسی ارشد مدیریت ورزشی، گروه رتفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه. ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Domestic sports brands seek to establish consumer relations with the brand to survive and earn continuous profits among foreign competitors. The present research is descriptive-correlative in terms of method, Applied in terms of purpose, and survey in terms of implementation. In addition, the current research is inductive in terms of reasoning logic, and in terms of implementation and data collection method, it is field research. The statistical population of the present research consists of all consumers of Majid, Daei ,and Momentum brand domestic sports products. Based on the law of structural equations (5 times the number of observable variables), 191 consumers were selected as the sample random. In order to collect data, demographic characteristics form, Kadirov’s (2010) brand authenticity questionnaire, Thomson et al.'s (2005) emotional attachment, Lee et al.'s (2013) customer bias, and Kim's (2008) shopping behavior were used. The formal and content validity has been confirmed by the professors and the reliability of the questionnaires is equal to 0.7, 0.94, 0.92, and 0.95. In order to analyze the conceptual model, structural equation modeling (SEM) was used. Statistical analysis was done through SPSS/25 and Smart-PLS.3.2.8 software. The research results showed a positive and significant relationship between brand authenticity and purchasing behavior, emotional attachment, and customer bias. But there is no significant relationship between customer bias and emotional attachment to the brand. Also, the mediating effect of customer bias is significant in the relationship between brand authenticity and purchasing behavior. But there is no significant difference between customer bias and dependence.
کلیدواژه‌ها [English]
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