The effect of the authenticity of national brands on emotional attachment and shopping behavior of sporting goods consumers with the mediation of customer bias

Document Type : Quantitative Research Paper

Authors

1 Assistant Professor of sport management, Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

2 Ph.D. in Sport Management, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran.

3 3. Masters in Sports Management, Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.

10.22034/cbsj.2025.139097.2541

Abstract

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.

Keywords

Main Subjects

References

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Consumer Behavior Studies Journal
Volume 12, Issue 3
January 2026
Pages 118-133

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