The Effect of Experimental Marketing on Brand Commitment and Brand Trust From the Perspective of Customers in Sports Shops in Tabriz city
Poster Presentation
Paper ID : 1252-SSRC
Authors
1Master in sport management, Physical Education Teacher, Islamic Azad University of Ahar
آموزش و پرورش اهر، دانشگاه آزاد اسلامی واحد اهر
2Master in sport management, Islamic Azad University of Ahar, Physical Education Teacher, Ahar آموزش و پرورش اهر، دانشگاه آزاد اسلامی واحد اهر
Abstract
Introduction: The purpose of this research was to determine the effect of empirical marketing on brand commitment and brand trust from the perspective of customers in the sports shops of Tabriz.
Method: The population of this research was all customers of sport shops in Tabriz, which was considered to be indefinite. The sample was determined to be 384 people based on Krejcie and Morgan's tables. According to the objectives of the research, from the experimental marketing questionnaire of Rezaei et al. (2014), commitment to the Arabnejad brand and colleagues. (2012) and also Brandi Naderi et al.'s trust questionnaire. (2012) was used for data collection. The reliability of the Empirical Marketing questionnaire, the brand Commitment questionnaire and the brand Trust questionnaire were 0.93, 0.82 and 0.85 respectively which were obtained by Cronbach's alpha. Pearson correlation, multiple regression and Structural Equation Modeling (SEM) were used in SPSS21 and SmartPLS to test the hypotheses.
Results: The results indicated that empirical marketing has a positive and significant effect on brand commitment (β = 0.83, t = 15.9), but empirical marketing had no significant effect on brand trust (t = 0.93, 0.093). Empirical marketing through brand trust (mediator variable) had no significant effect on brand commitment in sport shops in Tabriz (B = 0.81, t = 0.95). The results of structural equation analysis indicated the suitable of the proposed model (GOF = 575.5).
Discussion: By establishing a long-term relationship based on pleasant experiences among buyers, sports equipment sellers can influence the trust of customers in sports brands and create lasting commitment to the brand.
Method: The population of this research was all customers of sport shops in Tabriz, which was considered to be indefinite. The sample was determined to be 384 people based on Krejcie and Morgan's tables. According to the objectives of the research, from the experimental marketing questionnaire of Rezaei et al. (2014), commitment to the Arabnejad brand and colleagues. (2012) and also Brandi Naderi et al.'s trust questionnaire. (2012) was used for data collection. The reliability of the Empirical Marketing questionnaire, the brand Commitment questionnaire and the brand Trust questionnaire were 0.93, 0.82 and 0.85 respectively which were obtained by Cronbach's alpha. Pearson correlation, multiple regression and Structural Equation Modeling (SEM) were used in SPSS21 and SmartPLS to test the hypotheses.
Results: The results indicated that empirical marketing has a positive and significant effect on brand commitment (β = 0.83, t = 15.9), but empirical marketing had no significant effect on brand trust (t = 0.93, 0.093). Empirical marketing through brand trust (mediator variable) had no significant effect on brand commitment in sport shops in Tabriz (B = 0.81, t = 0.95). The results of structural equation analysis indicated the suitable of the proposed model (GOF = 575.5).
Discussion: By establishing a long-term relationship based on pleasant experiences among buyers, sports equipment sellers can influence the trust of customers in sports brands and create lasting commitment to the brand.
Keywords