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

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Kalashi m.; Jami Alahmadi A.R.; Yamini Firouz M.; Ebrahimipoor H.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: SPORT MANAGEMENT REVIEW Year:2019 | Volume:10 | Issue:52 Page(s): 227-252

Download Full-Text

Persian Verion

View:

612

Download:

Cites:

Information Journal Paper

Title

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

Author(s)

Kalashi m. | Jami Alahmadi A.R. | Yamini Firouz M. | Ebrahimipoor H. | Issue Writer Certificate

Keywords

Sports Brand AspectsQ1

Brand LoyaltyQ1

Brand SatisfactionQ1

Brand PreferenceQ1

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.

Cites

No record.

References

No record.

Cite

APA: Copy

Kalashi, m., Jami Alahmadi, A.R., Yamini Firouz, M., & Ebrahimipoor, H.. (2019). Assessing the Effects of Sports Brand on Brand Preference at the Time of Purchase (Case Study: Fans of Mazandaran Kaleh Volleyball Team). SPORT MANAGEMENT REVIEW, 10(52 ), 227-252. SID. https://sid.ir/paper/234542/en

Vancouver: Copy

Kalashi m., Jami Alahmadi A.R., Yamini Firouz M., Ebrahimipoor H.. Assessing the Effects of Sports Brand on Brand Preference at the Time of Purchase (Case Study: Fans of Mazandaran Kaleh Volleyball Team). SPORT MANAGEMENT REVIEW[Internet]. 2019;10(52 ):227-252. Available from: https://sid.ir/paper/234542/en

IEEE: Copy

m. Kalashi, A.R. Jami Alahmadi, M. Yamini Firouz, and H. Ebrahimipoor, “Assessing the Effects of Sports Brand on Brand Preference at the Time of Purchase (Case Study: Fans of Mazandaran Kaleh Volleyball Team),” SPORT MANAGEMENT REVIEW, vol. 10, no. 52 , pp. 227–252, 2019, [Online]. Available: https://sid.ir/paper/234542/en

Related Journal Papers