The‏ Effects‏ of‏ Brand‏ Equity‏ on‏ Perceived‏ Value‏ and‏ the‏ Repurchase‏ Intention‏ in‏ Majid‏ Brand‏ Sports‏ Goods‏ Customers

Subject Areas : Innovation in Sports Management

Mahboub Sheikhalizadeh ¹ , Parisa Anguri ²

1 - Assistant‏ Professor,‏ Department‏ of‏ Physical‏ Education‏ and‏ Sport‏ Sciences,‏ Ahar‏ Branch,‏ Islamic‏ Azad‏ University,‏ Ahar,‏ Iran
2 - Department‏ of‏ Physical‏ Education‏ and‏ Sport‏ Sciences,‏ Ahar‏ Branch,‏ Islamic‏ Azad‏ University,‏ Ahar,‏ Iran

Received: 2023-10-06 Accepted : 2022-11-22 Published : 2024-06-10

Keywords: Brand‏ Equity, ‏ Perceived‏ Value, ‏ Repurchase‏ Intention, ‏ Sport‏ Goods‏ Customers, ‏ Majid‏ Sport‏ Goods,

Abstract :

Objectives:‏ Brand‏ as‏ the‏ most‏ valuable‏ intangible‏ asset‏ of‏ any‏ company‏ has‏ a‏ vital‏ role‏ in‏ its‏ success‏ and‏ efficient‏ communication‏ with‏ customers‏ because‏ of‏ its‏ excellent‏ benefits.‏ So‏ the‏ creation‏ and‏ maintenance‏ of‏ appropriate‏ situations‏ in‏ customers’‏ minds‏ to‏ affect‏ their‏ decision-making‏ and‏ purchase‏ intention‏ is‏ one‏ of‏ the‏ companies’‏ goals‏ and‏ priorities.‏ The‏ purpose‏ of‏ this‏ study‏ was‏ to‏ analyze‏ the‏ effects‏ of‏ brand‏ equity‏ on‏ perceived‏ value‏ and‏ the‏ repurchase‏ intention‏ among‏ Majid‏ Brand‏ sports‏ goods‏ customers‏ in‏ Tabriz‏ City.‏ Methodology:‏ The‏ current‏ study,‏ due‏ to‏ the‏ nature‏ and‏ content‏ of‏ the‏ work‏ is‏ descriptive‏ -‏ survey‏ type.‏ 366‏ of‏ Majid‏ Sports‏ goods‏ customers‏ voluntarily‏ filled‏ out‏ the‏ Yoo‏ and‏ Donthu‏ brand‏ equity‏ questionnaire‏ (2001),‏ the‏ Eggert‏ and‏ Ulaga‏ perceived‏ value‏ questionnaire‏ (2000),‏ and‏ the‏ Park‏ et‏ al‏ (2008)‏ repurchase‏ intention‏ questionnaire.‏ for‏ data‏ analysis‏ used‏ Structural‏ Equation‏ Modeling‏ (SEM).‏ Results:‏ The‏ results‏ showed‏ that‏ brand‏ equity‏ has‏ a‏ significant‏ positive‏ effect‏ on‏ perceived‏ value‏ (β‏ =‏ 0.86,‏ t=11.01),‏ and‏ the‏ repurchase‏ intention‏ (β‏ =‏ 0.66,‏ t=6.37)‏ among‏ customers‏ of‏ Majid‏ Sport‏ goods.‏ In‏ conclusion,‏ the‏ results‏ showed‏ that‏ the‏ theoretical‏ model‏ is‏ supported‏ by‏ obtained‏ sample‏ data‏ and‏ so,‏ the‏ specified‏ model‏ has‏ a‏ good‏ fit‏ (RMSEA‏ =‏ 0.047‏ and‏ χ2/df‏ =‏ 1.75)‏ with‏ this‏ research‏ data. Conclusions:‏ It‏ can‏ be‏ said‏ that‏ the‏ manufacturers‏ of‏ sports‏ products‏ can‏ increase‏ the‏ intention‏ to‏ repay‏ due‏ to‏ prioritization‏ of‏ the‏ brand‏ and‏ the‏ creation‏ of‏ brand‏ awareness‏ and‏ self-confidence‏ in‏ customers.