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1- Department of Sport Management, Faculty of Sport Sciences, University of Tabriz, Tabriz, Iran
2- Department of Sport Management, Faculty of Sport Sciences, University of Tabriz, Tabriz, Iran , maryamfaridfathi@gmail.com
Abstract:   (1455 Views)
Background. One of the most important questions that arises in every institution in the field of goods marketing and athletic brands, is that how to create the preference for their own brand of potential customers.
Objectives. This study evaluates the factors that influence Iranian sports goods brand preference in the Tabriz city and is a survey-based method for practical purpose.
Methods. The statistical sample in this research includes customers from Tabriz city who prefer the Iranian brand sports goods; among which, 270 individuals were selected through simple random sampling by using Cochran method.Individual information questionnaires and Samii Nasr et al. (1390) brand preference questionnaires were used to collect data.
Results. The results showed that the brand distinctiveness elements, perceived brand quality, brand reputation and brand association are the most important components predicting national sports brand choice. Hierarchical analysis results showed a significant difference between prioritization and weight of preference factors influencing brand preferences. Brand association and brand perceived quality carry the highest weight.
Conclusion. It is suggested that manufacturers of Iranian sports goods should properly define and apply brand preference components on their offered products.
  • It is recommended that in addition to taking into account all brand preference factors and to apply these variables in their products, it is also important to try to take a step in improving national and Iranian brands by appropriate national culture slogans and informing that choosing Iranian brand results to the country's progress and economic development.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2016/05/30 | Accepted: 2017/05/8 | Published: 2017/08/18

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