The Effects of Brand Equity on Purchase Intention in Pama Brand Sports Shoes
Poster Presentation
Paper ID : 1707-SSRC
Authors
Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
Abstract
Introduction: Brand as the most valuable intangible asset of any company has a vital role in its success and efficient communication with customers because of its excellent benefits. So the creation and maintenance of appropriate situations in customers’ minds in order to affect their decision-making and purchase intention is one of the companies’ goals and priorities. Brands can differentiate and make organizations profitable in the long term by attracting new customers and creating loyalty in current customers. A strong brand increases customers' confidence in goods and services and makes customers pay more attention to goods and services. A positive perception of a brand leads to the choice of a specific brand from among different brands and ultimately leads to an increase in customer purchases. The purpose of this research is to investigate the effect of brand equity on purchase intention in Pama brand sports shoes. Methods: 285 consumers of Pama sports shoes in Tabriz city voluntarily filled out the Yu and Danso (2001) brand equity, and the Diallo (2012) purchase intention questionnaires. Multiple regression analysis in SPSS software was used to analyze the data. Results: The results of the one sample t test showed that from the point of view of sports customers, the brand equity and purchase intention is above average. The results of multiple regression analysis indicated that brand equity components explain 57.2% of the changes in the purchase intention variable and the greatest effect is related to the perceived quality component (Sig=0.001; β=0.413).
Conclusion: In general, it can be said that A brand with higher brand equity significantly increases customer preferences and purchase intentions. A positive understanding of a brand makes it possible for the customer to choose a specific brand among different brands and to be encouraged to buy the products and services of that brand.
Conclusion: In general, it can be said that A brand with higher brand equity significantly increases customer preferences and purchase intentions. A positive understanding of a brand makes it possible for the customer to choose a specific brand among different brands and to be encouraged to buy the products and services of that brand.
Keywords