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

JabbariOranj, Fatemeh (2019) The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands. Masters thesis, University of Mohaghegh Ardabili.

Text دفاع شده 98.pdf Download (645kB)

Abstract

Research Aim: The purpose of this study was to determine the situational and sustainable hostility in Ardabil sport consumers and its effect on purchasing Intention in original and Copycat brands of Nike. Research method: This study was descriptive and cross-sectional. the statistical population includes all the athletes of different disciplines in the city of Ardabil. Using a multi-stage sampling method, the Cochran formula (for an unlimited society) was used to determine the sample size and 385 people were selected as samples.Moradi and Zarei (2011) and Jalilvand et al (2011) were used to measure purchasing Intention. Meanwhile, a researcher-made questionnaire was used to assess hostility. Content validity was used to determine the validity of the questionnaire and the Cronbach's alpha method was used to determine the reliability. To answer the research questions, structural equation modeling was applied using SPSS24 and Smart PLS3 software. Findings: The results showed that both situational and sustainable hostility had a negative and significant effect on the purchasing Intention in Nike's original brand. In the case of Copycat brands, the effect of sustainable hostility on the purchasing Intention was positive and significant, but the situational hostility of the athletes did not affect on purchasing Intention in the Copycat brands of Nike. Conclusion: Situational and sustainable hostility toward the US had a negative effect on the purchasing Intention in Nike's original brand.

Actions (login required)

View Item