Brand attitude and word of mouth on consumers desire to buy sports goods with the mediating role of consumer brand identification

Today, sports products seem to be one of the factors in global competition between producers and consumers. With the development of sports brands, it is not surprising if sports markets are not an influential factor in capturing new markets. In parallel with this change in the relationship between brands and consumers compared to the past in terms of processes of creating products and services and in terms of internal and external resources development including brand attitude, word of mouth, brand to consumer to one It tends to be more balanced. The aim of the present study was brand attitude and word of mouth on consumer desire to buy sports goods with the mediating role of consumer brand identification. The statistical population of the study consisted of consumers of foreign sports goods. In order to estimate the sample size, the sample size determination software was used, and the sample size was estimated to be ۳۵۰ people. The sampling method was also simple random. To collect data from Chang and Liu (۲۰۰۹) brand attitude questionnaire, Kim (۲۰۰۸) word of mouth questionnaire, Sadeghi et al. (۲۰۱۲), consumer brand questionnaire (۲۰۱۷) used. Spss, Spss Sample Power and Amos software were used to analyze the data. The results showed that the variables of brand attitude and word of mouth advertising on consumers desire to buy sports consumption, considering the mediating role of consumer brand identification, was a partial mediator. It can be said that in today s highly competitive environment, knowledge of appropriate methods to influence consumer desire is vital. If companies can use the brand attitude and word-of-mouth advertising on consumers desire to buy sporting goods through the mediating role of consumer brand recognition in their marketing strategy, they will be able to spend less money compared to practices. Traditional marketing, achieve the desired result and even beyond.

کلیدواژه ها:

Brand Attitude ، Speech Advertising ، Consumer Tendency ، Consumer Brand