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Assessing the Effects of Sports Brand on Brand Preference at the Time of Purchase (Case Study: Fans of Mazandaran Kaleh Volleyball Team)

Document Type : Research Paper

Authors

1 Ph.D. Student in Sport Management, Razi University

2 Ph.D. Student in Sport Management, Ferdowsi University of Mashhad

3 M. Sc. in Sport Management, Shomal University, Amol

4 M. Sc. in Sport Management, AlZahra University, Tehran

Abstract

Abstract
This study focuses on the effects of sports brand of Kaleh volleyball team on brand preference at the time of purchase. This is a descriptive-correlational study and its population consists of the fans of Kaleh volleyball team in Amol (Iran, Mazandaran). The samples were determined through Cochran formula and finally 317 questionnaires were analyzed. The results indicated that brand experience, identity, and personality have a significant and positive effect on brand satisfaction and brand loyalty. Furthermore, brand satisfaction and brand loyalty have a significant and positive effect on brand preference. However, brand satisfaction has an insignificant impact on brand loyalty. The results of Sobel test revealed that brand identity and personality positively affect brand preference through brand satisfaction and brand loyalty. Also, brand experience positively influences brand preference through brand satisfaction. However, brand experience has insignificant effects on brand preference through loyalty, and also brand personality, identity, and experience have insignificant effects on brand preference through brand satisfaction. Similarly, brand satisfaction has insignificant effects on brand preference through loyalty. Based on the results, it can be concluded that the fans of Kalleh team prefer the brand of Kalleh versus other brands at the time of purchase provided that the constituent elements of brand personality, identity, and experience are strong enough to be accepted by them which makes them satisfied and loyal.; In this way, it leads to brand preference at the time of purchase.

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Sport Management Studies
Volume 10, Issue 52
February & march 2019
January and February 2019
Pages 203-228
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History
  • Receive Date: 19 May 2018
  • Revise Date: 21 August 2018
  • Accept Date: 02 September 2018
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