Abstract

Objective: The purpose of this study was to examine the relationship between sport brand perceived value and the repurchase intention of customers.
Methodology: The method of present study was descriptive and its statistical population includes all those who refer to three main shopping centers of sport goods (N= 384). They were selected by convenience sampling using Morgan table while the researcher himself was present at the shops. They participated in this study and filled in the Faryabi’s questionnaire (2012). This questionnaire includes 22 questions with a 5-point Likert scale (1 = totally agree to 5=totally disagree). The face validity of questionnaire was confirmed by experts and its reliability was Cronbach's α =0.84. Descriptive and inferential statistics were used for data analysis, Kolmogorov Smirnov test was used to determine data normality and regression analysis was to analyze them at a significance level of α ≤ 0.05.
Results: The results showed that there was a significant relationship between the perceived value and repurchase intention ​​(β = 0.43, P<0.001). As well as, there was a significant relationship between the prior satisfaction of customers and repurchase intention of customers (β = 0.46, P<0.001). Also, all components of the perceived image, perceived quality, price acceptability and sensory experience had a significant relationship with perceived value.
Conclusion: According to results, the prior satisfaction of customers has the highest impact on the repurchase intention and price acceptability has the highest impact on perceived value.