The effect of brand experience and awareness on brand love and consumer purchase intention (Case study: customers of Shiraz bodybuilding clubs)
Subject Areas : Innovation in Sports Management
ahmad
torkrar
1
(university)
kambiz
ayoubzadeh
2
(university)
saeedeh
zabihi
3
(university)
mohamad reza
khalili
4
(university)
Keywords:
Abstract :
This study investigates the effect of brand experience and awareness on loving the brands and consumer purchase intention (Case study: customers of Shiraz bodybuilding clubs). This research is an applied research in terms of its purpose and it is a descriptive-casualin terms of data collecting. The statistical population includes all customers of bodybuilding clubs in Shiraz. A simple random sampling method was used for sampling and 384 people were selected as the sample size accordingly. The data was gathered through a questionnaire which included the brand experience, brand awareness, brand love and customer purchase intention as proposed by Ferey doni and Kalateh Seifri (1398). The data were analyzed using SPSS and PLS software. It is shown that both the brand experience and the brand awareness have positive and significant effects on brand love and customer purchase intention. Also, the positive and significant effect of brand love on the customer's intention to buy was confirmed. The results confirmed that the model of the effect of brand experience and brand awareness on brand love and customer purchase intention had a good fit.It could be concluded that identification and prioritizing the factors that affect brand experience, brand awareness and brand love, the customer's behaviors and their purchase intention could be positively strengthened.
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