Document Type : Research Paper
Authors
1 Prof. of Sports Management, University of Kurdistan, Iran.
2 Ph.D. Student in Sports Marketing Management, University of Kurdistan, Iran.
3 M.Sc. Student of Sports Marketing Management, University of Kurdistan, Iran
Abstract
The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, purchase intention and word-of-mouth advertising in buying sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. The statistical population of the present study consisted of all physical education students in the country, which finally 367 samples were collected and analyzed based on sample estimates of Sample Power software. The measurement tool was Childs et al. (2019) questionnaire on a 5-point Likert scale. Brand Awareness 4; fashion Awareness 3; Satisfaction 3; Intention to buy 3; Word of mouth advertising 3; and the enjoyable experience included 3 questions. In order to check the validity of the questionnaire, 5 professors and PhD students in sports management were provided and after reviewing them, the final design questionnaire was distributed online among the statistical population. The results showed that brand awareness (0.50) and awareness fashion (0.225) had an effect on the enjoyable experience. enjoyable experience had an effect of 0.465 on satisfaction and satisfaction had an effect of 0.69 and 0.45 on the intention to buy and word of mouth advertising. In general, if brand and fashion awareness is evaluated at a high level, it will lead to a pleasant experience and customer satisfaction among customers, and as a result, word of mouth advertising and the intention to buy customers will develop.
Keywords
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