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 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