Abstract
Since consumers are the turning point of all marketing activities and the purchase of sports products is increasingly successful. Thus the current study was designed to determine analyzing the role of ethnocentrism and the consummate world of urbanism on the preference of domestic and foreign sports brands with considering the mediating role of product quality. The present study is applied in terms of purpose and, based on the type of research method, a cross-sectional descriptive correlation based on structural equation modeling that was conducted in the field. The statistical population was students of the Islamic Azad University of Physical Education in the centers of the western provinces of the country. Using multi-stage cluster sampling and using the maximum likelihood method, 300 students were examined. SPSS statistical package was used for data analysis and the structural model was implemented with Amos22 software and the research hypotheses were tested. The results showed that the variable of consumer ethnicity directly and mediated by the quality of product performance could have a significant effect on the preference of domestic and foreign brands among students. While the variable of consumer urbanism did not affect the variable of preference to buy domestic brand over foreign and due to the lack of significance of the path coefficient was not able to predict the preference of buying the domestic brand. In general, the findings of the study confirm the main hypothesis expressed in the concept of ethnicity, people prefer to use domestic goods because of the insider goods.
Keywords: World urbanism, Conscious ethnicity, Brand value, Product quality
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