Sport Management Studies

Sensory Marketing and Brand Trust: A Case of Sports Shops Customers

Document Type : Research Paper

Authors

1 Associate Professor of Sport Management, Payame Noor University, Iran

2 Assistant Professor of Sport Management, Sports Science Research Institute, Iran

Abstract
The present study was conducted with the aim of study sensory marketing and brand trust among sports shops customers in the Mazandaran province. The research used a descriptive-correlational method with field survey for data collection. The statistical population consisted of all customers of the Nike, Adidas, Reebok, Puma and Majid sports shops in the Mazandaran province. Given the unlimited size of the population, 384 individuals were selected through simple random sampling. The sensory marketing questionnaire of Hosseini and Pourkiani (2015) and the questionnaire of customers’ trust of Ueacharoenkit (2014) were used for data collection. The reliability of both questionnaires was confirmed by 10 PE university teachers, and their validity was 0.87 and 0.88 respectively based on the Cronbach’s alpha coefficient. The normalized coefficient of kurtosis, the Pearson correlation test and path analysis in the SPSS software were used to test the research hypotheses. Based on the research findings, there was a significant positive relationship between sensory marketing and brand trust among sports shops customers in the Mazandaran province. It was revealed that the senses of sight, hearing, and smell had a significant positive impact on customer trust in the brand, whereas the senses of taste and touch did not. The regression analysis results showed that 61.6% of the variance in customer trust is related to sensory marketing. The results confirm the necessity of developing indicators of sensory marketing such as the senses of sight, smell, and hearing.Clearly, by creating a sensory or affective experience, customer trust could be improved among sports shops customers.

Keywords

Main Subjects

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Sport Management Studies
Volume 11, Issue 53
March and April 2019
Pages 121-138

  • Receive Date 25 November 2017
  • Revise Date 04 July 2018
  • Accept Date 05 July 2018

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