جستجوی مقالات مرتبط با کلیدواژه « ارزش ویژه برند مبتنی بر تماشاگر » در نشریات گروه « تربیت بدنی »

In recent decades, sports organizations have paid special attention to the importance of considering  the purchase  behavior of customers. Mean while, the  variables that can  have  an  Relationship on customers' purchase  behavior have been  considered.

In This study to determine the causal relationship of the Brand Equity of sports teams and Purchase behavior of Spectators. For this purpose, The Ross’s (2008) spectators based brand equity questionnaire and Kim’s (2008) spectators’ purchasing behavior questionnaire were distributed among Spectators of the national volleyball team in World League(2015) present in Azadi stadium, and by 480 spectators  as Voluntarily Completed and collecte.

The results of Regression analysis  showed that there was a positive and significant relationship between spectators based brand equity and their purchasing behavior (p≤0.05), and brand equity A good predictor of spectators’ purchasing behavior (β= 0.108).

Considering the findings of this study, approaches can be provided to determine the strategies of Brand Equity and evaluate the Relationship of this strategies on purchase behavior of spectators- as the main customers of  sport clubs.