The Impact of Sports Apparel Brand Image on the Repurchasing Behavior of Student Athletes: A Case Study of Iran
Subject Areas :Atoosasadat Hozhabrossadati 1 , Jafar Jaweek 2 , Seyed Hani Hozhabrossadati 3
1 - Master of Marketing Management in Sports, University of Tehran
2 - PhD student of marketing management in sports, Ferdowsi University of Mashhad
3 - Master of Business management, international marketing, Ferdowsi University of Mashhad
Keywords:
Abstract :
the current study aimed to evaluate the impact of sports apparel brand image on the repurchasing behavior of students participating in the 13th Sports-Cultural Olympiad (SCO) which was held in 2016 in Mashhad, Iran. The study is an applied research which adopts a causal methodology. The sample population consisted of about 2,900 student athletes. Overall, 610 individuals were included in the sample through Morgan Table. The study has used a self-made 26-item questionnaire, the validity of which was confirmed by the faculty members at the Department of Sport Sciences at Tehran University and Ferdowsi University of Mashhad and its reliability was calculated to be 0.892. To analyze the data, descriptive and inferential statistics were used. The descriptive statistics have employed central tendency. As for the inferential statistics, statistical methods such as the Kolmogorov-Smirnov test, multiple regression, and Pearson Correlation Coefficient were taken into account. The results of Pearson’s correlation coefficient with regard to the impact of the sports apparel brands image and its components including attributes, benefits, and brand attitudes on the students’ intention to repurchase a product was 0.514, 0.608, 0.143 and 0.292, respectively, and the regression coefficient of the variables were 0.514, 0.260 and 0.366, respectively. Hence, the impact of the variables is positive and direct. Level of significance of the test, in all cases (Sig= 0.0<0001.05). As a result, characteristics of sports apparel brand had the highest impact on the repurchasing behavior of students participating in the 13th Sports Cultural Olympiad in Iran.