Objective: The purpose of this paper is to explore the impact of individual characteristics and brand-specific features and finally designing a Model of consumer purchase behavior toward Foreign brands of Sports apparel that are available in the Iran market Methodology: The statistical population of the study consisted of Sports experts. The research sample size is equal to the population size and the census is taken. A questionnaire was used to collect the data, are used by Kumar et al, Which Validity of the model and the relationship between the studied variables was approved by the techniques of Structural equation Modeling. Results: The results show that Self-concept of individuals has no role in their orientation toward domestic brands of Sports apparel, but need for uniqueness have been effective on individual’ s orientation toward brand. On the other hand, brand orientation has also positive impact on both emotional value and perceived quality of domestic brands of Sports apparel. Also according to results, increasing brand orientation, not increase their purchase intention. All dimensions of brand in this study, both perceived quality and emotional value have significant positive impact on consumer’ s purchase intention toward domestic brands of Sports apparel. Conclusion: Domestic manufacturers must develop their own brand products, also Sports apparel sellers have to offer in their stores are foreign brands.

The aim of this study was to analyze the competitive situation of sports apparel industry through using competitive porter's model, to achieve this goal, It is used the national federation information of supplied clothing brand for players, coaches and referees that were 32 major manufacturing companies. Data collectionOccured by using the total number of structured, and interview with all members of the research community. The validity of the questions of the interview protocol was approved by experts and its reliability was assessed by Cronbach's alpha and acceptable value (0.78=α) were obtained. only one of the companies does not participate in the interview and data were collected with 31companies. The analysis of these data were combined both qualitative and quantitative analysis of the competitive situation in the industry and finally the model used in the study (porter's model) was weighting and prioritization.At the end, indicators for each of the five forces model was considered and weighted impact of each one on the forces was studied, these forces also used the Friedman test priority order as followe: (1) the intensity of rivalry among competitors, (2) the threat of entry of newcomers, (3) bargaining power of customers, (4) bargaining power of suppliers, (5) the threat of substitute products.

Objective: The Study Dimensions model detemination of particular Brand equity based on components of sports apparel consumer behavior. Methodology: The present research is purposeful and applied in terms of data collection as a descriptive survey research. The population of all consumers of sports apparel brands (Nike, Adidas, Reebok and Puma) was formed in Tehran. Due to the fragmentation of society and the lack of random sampling and available to all consumers, of which 384 questionnaires distributed 300 questionnaires were analyzed. Measuring tools, the questionnaire brand equity Aaker (1991) and consumer behavior Solomon (2013). The PLS algorithm to develop a model to assess the validity and reliability of structures were used. Results: The results showed that the brand loyalty, brand associations, perceived quality and brand awareness greatest impact on consumer behavior components to buy, when to buy and after their purchase. Conclusion: Based on the current research results, treating customers well in a purchase, creates a positive association and attitude in the customers mind. Beside to deliver clothing’ s of high quality to consumers, is to bring a repeat in future sales. The cycles of this treatment systematically effects the consumer's mind to build a brand loyalty in long term.

Nowadays, the phenomenon of counterfeiting introduce as a huge economic, social and political issue in all around the world. Accordingly, aiming of the present study was to investigate the impacts of moral awareness, emotions and Intensity on the intention to buy counterfeit brands of sport apparel. Present study was done in descriptive correlative approach. Students of Physical Education in the University of Kurdistan were chosen as statistical sample by census approach (N=200). The findings showed that the moral awareness variable had a significant relationship with moral judgment (0. 59), moral emotions (0. 58) and Moral Intensity (0. 90) had a significant relationship. There is also a significant relationship between moral emotions with moral judgments and Moral Intensity with moral judgment on the purchase intention and the proposed model has an appropriate fitness. It is possible to promote the level of moral emotions and Moral Intensity of the consumers by planning campaigns and programs for raising the moral awareness of the consumers via expressing the consequences and aftereffects of purchasing and consuming counterfeit brands of sport apparels. Therefore, they can have a better moral judgment which lead to reduce intentions to purchase counterfeit sport apparel.

The present study intended to examine the role of the characteristics of information source in word of mouth advertising of sports products (apparel) with evaluation of the moderating role of functional risk and psychological risk in development of this relationship. Regarding the purpose, this investigation was an applied research; and in terms of data collection, it was a descriptive correlation conducted through field study. Population of the study included sports apparel stores in Tehran. Subjects were selected through convenience sampling method.Consulting Morgan table, 384 people were selected. With regard to five percent dropout rate, 400 questionnaires were administered. As the research instrument, a questionnaire was developed. Validity of the instrument was confirmed through consulting 12 sport management professors. Using Cronbach's alpha, the reliability of the questionnaire was calculated to be 0.88. To analyze the data, structural equation modeling was utilized via AMOS software. The findings showed that there is a significant positive relationship between expertness of information sources and word of mouth. Additionally, there is a significant relationship between homophily of information sources with buyer and word of mouth. There is also a significant positive relationship between functional and psychological risk reduction and word of mouth. In addition, it was found that functional risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth. But, reduction of this risk does not play a mediating role in the relationship between homophily of information sources and word of mouth. It was also found that psychological risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth; but, reduction of this risk extremely mediates in the relationship between homophily of information sources with the buyer and word of mouth. Ultimately, customers are in quest of information from expert people who are similar to themselves so as to reduce the possible risks. If the information acquired has greater risk reduction, more profitable streams of word of mouth advertising for sports goods are created.

The purpose of this study was the role of marketing mix and brand experience in the power of Iranian Sports Apparel. The research method was descriptivecorrelational. 391 customers of department stores or authorized brands of indoor and outdoor sports shops of Tehran metropolitan area completed the 3 instruments of this study: Mixed marketing questionnaire, The Brand Power Questionnaire and the Brand Experience Questionnaire assessed marketing mix, brand power and brand experience in sports apparel, respectively. Data were analyzed using, independent t-test and structural equation modeling. All data were analyzed by SPSS24 and PLS 2 software at the significant level p <0. 05. The results showed that there was a significant difference between the external and internal clothing brand power and the external brand had a higher mean. The results also showed that marketing mix and brand power had a significant impact on brand experience. Therefore, according to the research results, it is recommended that the domestic apparel industry invest in brand power dimensions, especially their brand identity, in order to further grow the industry and provide a more pleasant customer experience.

The aim of this study was to identify the factors influencing the loyalty of football players to sports apparel brands in the eleventh round of the Iranian Premier League. The methodology of this research was surveying, and the studied population was formed of players who participated in the eleventh round of Premier Football League (n=426). The final study sample included 263 members of the Premier League. The questionnaire for data collection on brand loyalty was based on that used by Wong Foong and yahyah (2008) with the reliability of (a=0.73). Analysis was done using ANOVA (analysis of variance) with repeated measures, and Bunfrony comparison test at a significance level of 0.05 was conducted with spss19 software. The results showed that the factors of product quality, its brand, and its model were more effective than other factors on the loyalty to a sports apparel brand. Therefore, managers and planners of the sportswear industry should try to create or modify their models to increase the brand loyalty and the product quality with which to provide a basis for increasing the rate of customers’ loyalty and, thus, to provide for long-term interests of their business.

The aim of this study was to investigate the role of body image in selecting the color of sports apparel. The population of this study consisted of academics of Mazandaran University. According to Morgan table and by using simple random sampling method, 379 of them were considered as the sample. Data was gathered electronically by a combined questionnaire of body image and the color selection of sports apparel and results of poly-nominal logistic regression indicated that the role of body image is significant in selecting the color of sports apparel. Academics of Mazandaran University, who consider themselves superior in terms of feeling attractiveness and appearance evaluation of body image, use neutral and cold colors as a symbol of showing this attractiveness in their coverage. Therefore, it should be mentioned that selecting a color based on body image depends on which dimension of body image people consider themselves superior.