The effect of brand awareness on brand equity in sports apparel

Sports apparel brands have played a significant role in the world of business and marketing. The present study aimed to investigate the impact of brand awareness on the brand equity in the sports apparel industry by conducting a descriptive research survey and the statistical techniques. Six hundred fifty individuals, including the physical education trainers and students, clothing designers, and textile engineers, participated in this survey. A designed survey questionnaire was employed for data collection. The reliability of the questionnaire was validated using Cronbach's alpha, and the result was 0.86, indicating a high level of internal consistency. The results of our study showed that the shopping value, satisfaction, and loyalty for foreign brands were generally higher than those of Iranian brands and significantly related. The most substantial relation was found to be between brand awareness and the perceived quality of the brand among several other aspects, including the equity, style, fidelity, design & pattern, brand association, the quality of clothing, color and fabric, and price.