Investigating the effect of brand experience on reaction of sport goods consumers (Case study: Nike and Adidas sports apparel consumers in Iran)

Abstract

Nowadays, several studies have been done in the area of consumer behavior towards the nature of purchasing and after purchasing behavior of customers, while the consumer experience towards the brand may be one of the most important factors influencing consumers' reaction towards the brand. This study, with the aim of evaluating the effect of brand experience on consumers' response tries to investigate the consumers' behavior after experiencing sporting goods brands (Nike and Adidas). The present study in terms of method is descriptive - survey. Also, the statistic population of this study is the Nike and Adidas apparel consumers in Tehran and sampling is in the form of non-randomly (availability) and the data collection tool is a standardized questionnaire. It is noted that after sampling, 460 questionnaires were distributed and finally, 385 questionnaires were chosen. After collecting the questionnaires, the confirmatory factor analysis was used to inferential analysis of data and particularly, the structural equation model is used for hypotheses testing. In this study, eight hypotheses were proposed. The results showed that the impact of brand experience on the brand reputation, brand equity and attitude towards brand was significantly and positively confirmed. Also, the impact of brand credibility and brand attitude on brand equity was confirmed and the hypotheses based on the effect of brand equity on willing to pay more, brand development, and brand preference were positively and significantly approved.