The effect of brand social power on brand value and behavioral intentions of sports goods consumers in Sistan and Baluchistan province

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Ziviar Farzad; Saeedi Mohammad Sharif

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Journal Paper

Paper Information

Journal: JOURNAL OF ENTREPRENEURSHIP AND INNOVATION RESEARCH Year:2024 | Volume:3 | Issue:3 Page(s): 42-58

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Information Journal Paper

Title

The effect of brand social power on brand value and behavioral intentions of sports goods consumers in Sistan and Baluchistan province

Author(s)

Ziviar Farzad | Saeedi Mohammad Sharif | Issue Writer Certificate

Keywords

Keywords: social brand strength

brand equity

behavioral goals

consumers of sporting goods

Abstract

Objective: The purpose of this study was to investigate the effect of brand social power on brand equity and behavioral goals of consumers of sports goods in Sistan and Baluchestan province.
Methods: This study utilized field data. The statistical population included all customers of sports stores in Sistan and Baluchestan province. Instead of common sampling formulas, SPSS Sample Power software was used, considering test power as a key criterion. A sample size of 360 was determined for an 80% test power. Measurement tools included Acker's brand equity questionnaire (1996), Zeitmel et al.'s intentions of behavior questionnaire (2003), and Cresno et al.'s brand social power questionnaire (2009). Descriptive and inferential statistics were used to analyze the data. Given the non-normal distribution of data, correlation coefficient and structural equation modeling were employed. SPSS and Amos software were used with an error level of 0.05.
Findings: The results indicated that brand social power significantly impacts brand equity and the behavioral goals of consumers of sports goods in Sistan and Baluchestan province. The research model demonstrated good fit.
Conclusions: The study concludes that brand social power positively influences brand equity and consumer behavior in the sports goods market of Sistan and Baluchestan. Therefore, marketers should consider leveraging brand social power to enhance brand equity and achieve favorable consumer behavior.

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