The Role of Religious Beliefs of Ardabil Athletes on the Adidas Brand Equity and Brand Trust

Fathi, Mohammad Javad and Naghizadeh-Baghi, Abbas and Moharramzadeh, Mehrdad (2019) The Role of Religious Beliefs of Ardabil Athletes on the Adidas Brand Equity and Brand Trust. Masters thesis, University of Mohaghegh Ardabili.

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Abstract

Research Aim: Various factors affect brand trust and brand equity, among which religious beliefs can be mentioned. The purpose of this study was to investigate the role of the religious beliefs of the athletes onthe Adidas brand equity and brand trust. Research method: This study is descriptive and the statistical population is all the athletes in Ardabil province.Using a multi-stage sampling method, the Cochran formula (for an unlimited society) was used to determine the sample size and 385 athletes were selected as samples.In order to measure religious beliefs, brand equity and brand trust, Nassabe (2005), Acker (1991) and Ballester's (2004) questionnaires were used respectively.The validity of the questionnaire was confirmed by several sports management professors. Cronbach's alpha method was used to achieve the reliability of the questionnaire. To test the normal distribution of variables, Skewness and Kortosis tests and to answer the research questions and to test the hypotheses, simple Regression test was used using SPSS software version 24. All research hypotheses were analyzed at the significance level of 0.05. Findings: The religious beliefs of Ardabil province's athletes do not affect on Adidas brand trust (p = 0.952) and Adidas brand equity (p = 0.232). But in the athletes in Ardabil, Adidas brand confidence can predict 45.5% of Adidas brand equity (p = 0.001). Conclusion: In Ardabil province for the marketing of Adidas sport products, the role of religious beliefs in athletes is not meaningful.

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