Analyzing the Relationship between Brand Trust and Purchase Intention to Sports Products: the Role of Reputation, Commitment, and Brand Loyalty

Purpose: In a competitive sporting goods market, brands that are more trusted by consumers are usually more successful in attracting new customers and retaining existing ones. The present study examines the interaction between brand trust and purchase intention among consumers of sports products.Methodology: The research method employed was a descriptive correlational design. The statistical population was all consumers of sports products in Tehran. Data were collected from consumers of sportswear through a standard questionnaire derived from Asad (۲۰۲۴) and Baek (۲۰۱۰). Three hundred eighty-six participants participated in the study. The hypotheses were tested using structural equation modeling (SEM).Findings: The findings showed that brand trust has a significant effect on purchase intention, commitment, and loyalty to the brand. Brand reputation significantly moderated the relationship between brand trust, loyalty, and brand commitment. Finally, brand loyalty and brand commitment had a significant effect on the purchase intention of sportswear consumers.Originality: This study contributes to the existing literature on brand trust and consumer behavior, particularly in the sportswear industry. Introducing brand reputation as a moderator, validating its role, provides a more comprehensive framework for understanding how trust-based relationships influence consumer loyalty and purchase decisions. In general, to increase customer purchase intent in the sportswear industry, it is essential to strengthen brand trust through high quality, manage brand reputation, and build loyalty and commitment through loyalty programs and effective customer engagement. These actions will attract new customers and retain existing ones.

کلیدواژه ها:

Brand commitment ، Brand trust ، Brand reputation ، Consumer Behavior ، purchase Intention ، Sports Consumers