Investigating predictability the Purchase behavior of Spectators based the Brand Equit of National teams a study on Iranian Spectators of the Volleyball World League

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Bina Shahnaz; ELAHI ALIREZA; SAFARI MARJAN

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Paper Information

Journal: SPORT MANAGEMENT AND DEVELOPMENT Year:2020 | Volume:9 | Issue:1 (21) Page(s): 171-185

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Information Journal Paper

Title

Investigating predictability the Purchase behavior of Spectators based the Brand Equit of National teams a study on Iranian Spectators of the Volleyball World League

Author(s)

Bina Shahnaz | ELAHI ALIREZA | SAFARI MARJAN | Issue Writer Certificate

Keywords

spectators based brand equityQ1

brand awarenessQ1

brand associationQ2

Purchasing BehaviorQ1

Abstract

Objective: In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Mean while, the variables that can have a Relationship on customers' purchase behavior have been considered. Methodology: In This study to determine the causal relationship of the Brand Equity of sports teams and Purchase behavior of Spectators. For this purpose, The Ross’ s (2008) spectators based brand equity questionnaire and Kim’ s (2008) spectators’ Purchasing Behavior questionnaire were distributed among Spectators of the national volleyball team in World League(2015) present in Azadi stadium, and by 480 spectators as Voluntarily Completed and collected. Results: The results of Regression analysis showed that there was a positive and significant relationship between spectators based brand equity and their Purchasing Behavior (p≤ 0. 05), and brand equity A good predictor of spectators’ Purchasing Behavior (β = 0. 108). Conclusion: Considering the findings of this study, approaches can be provided to determine the strategies of Brand Equity and evaluate the Relationship of this strategies on purchase behavior of spectators-as the main customers of sport clubs.

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APA: Copy

Bina, Shahnaz, ELAHI, ALIREZA, & SAFARI, MARJAN. (2020). Investigating predictability the Purchase behavior of Spectators based the Brand Equit of National teams a study on Iranian Spectators of the Volleyball World League. SPORT MANAGEMENT AND DEVELOPMENT, 9(1 (21) ), 171-185. SID. https://sid.ir/paper/398705/en

Vancouver: Copy

Bina Shahnaz, ELAHI ALIREZA, SAFARI MARJAN. Investigating predictability the Purchase behavior of Spectators based the Brand Equit of National teams a study on Iranian Spectators of the Volleyball World League. SPORT MANAGEMENT AND DEVELOPMENT[Internet]. 2020;9(1 (21) ):171-185. Available from: https://sid.ir/paper/398705/en

IEEE: Copy

Shahnaz Bina, ALIREZA ELAHI, and MARJAN SAFARI, “Investigating predictability the Purchase behavior of Spectators based the Brand Equit of National teams a study on Iranian Spectators of the Volleyball World League,” SPORT MANAGEMENT AND DEVELOPMENT, vol. 9, no. 1 (21) , pp. 171–185, 2020, [Online]. Available: https://sid.ir/paper/398705/en

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