The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’ s products consumers

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soleimani somayeh; BEHNAM MOHSEN

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Journal Paper

Paper Information

Journal: Sport Management Journal Year:2021 | Volume:13 | Issue:2 Page(s): 687-701

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Information Journal Paper

Title

The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’ s products consumers

Author(s)

soleimani somayeh | BEHNAM MOHSEN | Issue Writer Certificate

Keywords

Brand credibilityQ1

Brand loyaltyQ1

Purchase intention of brandQ1

Table tennis brandsQ1

viral marketingQ1

Abstract

The purpose of the present study was to investigate the effect of Brand credibility on Brand loyalty and Purchase intention of brand with investigation the mediating role of viral marketing in Table tennis brands. The research method was correlational from type of structural equation modeling; in terms of objectives, it was an applied research conducted and data collection in a field study. The research population include all the consumers of Table tennis brands in west and east Azerbaijan provinces. With considering the dropping rate, 400 questionnaires distributed among the consumers through simple sampling and yielded 377 complete appropriately responded questionnaires. Brand credibility were measured by a questionnaire adapted from Erdem & Swait (1998), viral marketing were measured by a questionnaire adapted from Sweeney & Swait (2008) questionnaire, and behavioral variables of brand were measured by a questionnaire adapted Foroudi, Jin, Gupta, Foroudi, & Kitchen (2018) questionnaire. In order to present the research model, and also examining convergence and divergence validity, the Smart PLS software was applied. This study showed that brand managers should improve their Brand credibility through product specialization and brand trustworthiness by improving product quality in order to improve brand behavioral variables.

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APA: Copy

soleimani, somayeh, & BEHNAM, MOHSEN. (2021). The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’ s products consumers. SPORT MANAGEMENT (HARAKAT), 13(2 ), 687-701. SID. https://sid.ir/paper/410463/en

Vancouver: Copy

soleimani somayeh, BEHNAM MOHSEN. The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’ s products consumers. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;13(2 ):687-701. Available from: https://sid.ir/paper/410463/en

IEEE: Copy

somayeh soleimani, and MOHSEN BEHNAM, “The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’ s products consumers,” SPORT MANAGEMENT (HARAKAT), vol. 13, no. 2 , pp. 687–701, 2021, [Online]. Available: https://sid.ir/paper/410463/en

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