The tendency towards sports brands based on consumption Experience among women

Abstract

The purpose of this study is to examine the tendency towards sports brands based on consumption experience among women. Accordingly, hypotheses were proposed and a conceptual model was considered for the research in which the variable of brand experience along with its components (emotional, emotional, intellectual and behavioral) was considered as an independent variable and brand selection as a dependent variable. The present study is a descriptive/analytical study based on a practical study goal. The statistical population of the study includes female who consumers of sports brands in the city of Tabriz. The sample size is estimated using the Krejcie & Morgan estimation due to the unknown number of the statistical population, 384 female customers of sports clubs and stores. Zarantonello and Schmitt (2010) brand experience questionnaire was used to measure brand experience and a researcher-made questionnaire was used to measure brand tendency. The questionnaire has five Likert scale options. The software Spss24 was used in order to analyze the data from the Kolmograph-Smirnov,test, the Pearson correlation coefficient, and the Regression test. The results of the analysis showed that the brand experience with all its components has a positive and significant effect on the selection of sports goods brand.
Keywords: brand experience, brand tendency, sports brand