The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands

Document Type : Original Article

Authors

1 MA of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran

2 Associate Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran

Abstract

Purpose: The purpose of this study is to determine the situational and stable hostility of Ardabil sports consumers and its effect on the intention to buy in the original brands and Nike copycats.
Methods: This study was a descriptive cross-sectional study and the statistical population consists of all athletes of different disciplines in Ardabil. The sampling method was multi-stage and to determine the sample size, the Cochran formula of unlimited community was used and the sample size was 385 people. Moradi and Zarei (2011), and Jalilvand et al (2011) questionnaires were used to assess the purchase intention and by examining the tools of Klein et al (1998), Nijsen and Douglas (2004), Atenson and Klein (2005), Hassanzadeh and Meshbaki Esfahani (2015), questions related to hostility were prepared according to the historical memory and events of Iran. SPSS24 and Smart PLS3 software were used to answer the research questions.
Results: The results showed that in athletes, both situational and stable hostility have a negative and significant effect on the intention to buy the main Nike brand. In the case of the copycat brand, the effect of stable hostility on the intention to buy was positive and significant, but the situational hostility of athletes had no effect on their intention to buy Nike Copycat.
Conclusion: Situational and stable hostility of consumers towards the United States negatively the intention to buy the original Nike brand.

Keywords

References

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Research in Sport Management and Marketing
Volume 2, Issue 3
September 2021
Pages 12-27

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