yaser ahmadi; zahra sadat mirzazadeh; morteza azimzade
Abstract
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 ...
Read More
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
Mousa AlizadehAlizadeh; Mehrdad Moharramzadeh; Ali Reza Elahi
Abstract
Objective: Nowadaysone of the most common strategies that have been developed by organizations is to execute loyalty programs to retain customers.Therefore, the research purpose is to examine what kind of attitudinal or behavioral loyalty has more predictability for the spectator's purchase behavior. ...
Read More
Objective: Nowadaysone of the most common strategies that have been developed by organizations is to execute loyalty programs to retain customers.Therefore, the research purpose is to examine what kind of attitudinal or behavioral loyalty has more predictability for the spectator's purchase behavior. Methodology: Due to lack of access to databases related to all the Tractor Sazi'sspectator information, the spectators who came to the Yadegar-e-Emam Tabriz stadium to watch team’s match were considered as convenience sample. The research method was applied based on purpose and correlative based on data collection. The correlation test and regression test were used as statistical methods. Data was collected by two questionnaires including Mahony’s loyalty questionnaire (2000) and Kim’s Purchase Behavior questionnaire (2008). Data was analyzed by descriptive and inferential statistics. Results: The results demonstrated the significant positive relationship between attitudinal and behavioral loyalty with purchase behavior of spectators. Also, the attitudinal loyalty component had more predictability than behavioral loyalty to predict purchase behavior of spectators. Conclusion: Because the attitudinal loyalty size was more than behavioral loyalty size, club managers must make situation easier for spectators to attend the stadium and to access easily to club information and events. Consequently, the potential loyalty or attitudinal loyalty of spectators turns to a behavioral loyalty or loyalty in action. Finally it leads to purchase behavior resulting in organizational benefit and meeting customers’ needs.
