The Effect of Word of Mouth Advertising on Sports Customers Purchase Intention with Emphasis on Mediator Role of Brand Equity
Subject Areas : Innovation in Sports Management
1 - Assistant Professor, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran
Keywords: Word of Mouth Advertising, Purchase Intention, Brand Equity, TanTak Sports Shoes.,
Abstract :
Objective: Word of mouth advertising is a vital influencing variable in the purchase decision process of customers and is more efficient than other advertising due to its availability. This study aimed to investigate the effect of word of mouth advertising on sports customers purchase intention with emphasis on mediator role of brand equity.
Methodology: The research method is descriptive- correlation. 282 consumers of TanTak sports shoes in Tabriz city voluntarily filled out the Goyette et al (2010), the Yoo and Donthu brand equity (2001) and The Park et al purchase intention (2008) questionnaires. Structural equation modeling (SEM) was used to analyze the data.
Results: The results showed that the word of mouth advertising had a significant direct effect on brand equity and purchase intention (P=0.001). The Findings prove the moderation role of brand equity on the relationship between word of mouth advertising and purchase intention (P=0.001). According to the model analysis results the modified model had a good fit (GOF=0.506).
Conclusion: Sharing the experiences and information of customers through word of mouth advertising regarding the company's products leads to the improvement of brand equity and causes repeated purchases.
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