THE INFLUENCE OF BRAND CREDIBILITY ON CUSTOMER’S BEHAVIORAL INTENTIONS OF SPORT PRODUCTS

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BEHNAM M.; SEYED AMERI M.H.; FASIH N.; KHORAMI L.

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Journal Paper

Paper Information

Journal: JOURNAL OF SPORT MANAGEMENT & BEHAVIOR MOVEMENT Year:2014 | Volume:10 | Issue:19 Page(s): 179-186

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Title

THE INFLUENCE OF BRAND CREDIBILITY ON CUSTOMER’S BEHAVIORAL INTENTIONS OF SPORT PRODUCTS

Author(s)

BEHNAM M. | SEYED AMERI M.H. | FASIH N. | KHORAMI L. | Issue Writer Certificate

Keywords

BRAND CREDIBILITYQ1

WORD OF MOUTHQ2

SWITCHING PROPENSITYQ2

SPORT PRODUCTSQ1

Abstract

Background & Purpose: BRAND CREDIBILITY reduces information costs because consumers may be prestigious brands, as an informed source would benefit for savings on the costs of data collection and processing. The purpose of this study was the influence of BRAND CREDIBILITY on WORD OF MOUTH and SWITCHING PROPENSITY.Methodology: Method research was descriptive- correlational. The statistical population consisted of all the Nike consumers of Tehran’s city. For sampling, we selected 171 persons based on convenience sampling. For gathering data, three main questionnaires utilized BRAND CREDIBILITY questionnaire (Erdem & Swait, 1998), WORD OF MOUTH, and SWITCHING PROPENSITY questionnaires (Zeithaml, Berry & Parasuraman, 1996). The validity of questionnaires determined by experts and the reliability were (a=0.96) for BRAND CREDIBILITY questionnaire, (a=0.90) for WORD OF MOUTH questionnaire and (a=0.75) for SWITCHING PROPENSITY questionnaire. The SEM utilized for analyzing data. In examining relationships between variables, the output of the software EQS 6.1 was representing the structural model fit. (The index rate were NFI=0.97, CFI=0.99 & RMSEA= 0.043). It has been shows the appropriate SEM. In other words, the Observed data were similar to study design.Results: The results indicated that BRAND CREDIBILITY had the positive effect on WORD OF MOUTH (b=0.82) and the negative effect on SWITCHING PROPENSITY (b=-0.72).Discussion: According to our results, Managers should be searching for ways that stimulate the positive WORD OF MOUTH and develop to reduce the negative WORD OF MOUTH steps and its effects.

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APA: Copy

BEHNAM, M., SEYED AMERI, M.H., FASIH, N., & KHORAMI, L.. (2014). THE INFLUENCE OF BRAND CREDIBILITY ON CUSTOMER’S BEHAVIORAL INTENTIONS OF SPORT PRODUCTS. JOURNAL OF SPORT MANAGEMENT & BEHAVIOR MOVEMENT, 10(19), 179-186. SID. https://sid.ir/paper/250817/en

Vancouver: Copy

BEHNAM M., SEYED AMERI M.H., FASIH N., KHORAMI L.. THE INFLUENCE OF BRAND CREDIBILITY ON CUSTOMER’S BEHAVIORAL INTENTIONS OF SPORT PRODUCTS. JOURNAL OF SPORT MANAGEMENT & BEHAVIOR MOVEMENT[Internet]. 2014;10(19):179-186. Available from: https://sid.ir/paper/250817/en

IEEE: Copy

M. BEHNAM, M.H. SEYED AMERI, N. FASIH, and L. KHORAMI, “THE INFLUENCE OF BRAND CREDIBILITY ON CUSTOMER’S BEHAVIORAL INTENTIONS OF SPORT PRODUCTS,” JOURNAL OF SPORT MANAGEMENT & BEHAVIOR MOVEMENT, vol. 10, no. 19, pp. 179–186, 2014, [Online]. Available: https://sid.ir/paper/250817/en

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