Poster Presentation

Paper ID : 1160-SSRC

Master student in sports management Hamedan Branch Islamic Azad university Hamedan Iran

In today's world, predicting and understanding consumer behavior in order to influence their buying behavior has attracted the attention of marketers. In order to achieve success, marketers must overcome various factors affecting buyers and try to understand how consumers buy. Understanding consumer buying behavior in the business environment is an important factor to achieve more sales and gain a higher market share; Because knowledge about consumer buying behavior can help the marketer to understand how consumers think and feel, choose brands, and influence reference groups and sellers. The purpose of this research was to determine the effect of brand equity and brand attitude on the purchasing behavior of sports consumers. The statistical population of this research was made up of all the sports consumers in Tehran. 384 sports consumers completed questionnaires of Acker's (1991) brand value, Chang and Liu's (2009) brand attitude and Kim's (2008) purchasing behavior using the convenience sampling method. The content validity of the measurement tool was evaluated and confirmed using the opinions of sports marketing experts (7 people), reliability using Cronbach's alpha (α=0.83) and construct validity using confirmatory factor analysis. In order to analyze the data, SPSS and PLS software were used. The research findings showed that brand attitude has a positive and significant effect on the brand equity and the purchasing behavior of consumers. Brand equity also had an effect on the purchasing behavior of consumers. The proposed research model also had a good fit (GOF=0.604) in the target population. The general result of the research showed that the brand equity that the company's creates for its consumers has been able to positively affect the purchasing behavior of consumers in the future. In fact, the expenses that the company makes to increase the brand equity of company a kind of investment that leads to the company's profit by increasing the purchase intention of consumers. Also, the brand attitude provides the possibility of predicting and guiding the purchasing behavior of the consumer in the market. Therefore, marketing managers can try to create positive attitudes in consumers towards sports brands by investing in advertising to raise awareness.

"; Brand equity"; Brand attitude"; , "; Purchasing behavior"