The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands
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 a...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Mohaghegh Ardabili
2021-09-01
|
| Series: | Research in Sport Management and Marketing |
| Subjects: | |
| Online Access: | https://rsmm.uma.ac.ir/article_1350_8d489e87b753c6f9241261731f11db08.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850235578846543872 |
|---|---|
| author | Fatemeh Jabbari Oranj Abbas Naghizadeh-Baghi Farzad Nobakht |
| author_facet | Fatemeh Jabbari Oranj Abbas Naghizadeh-Baghi Farzad Nobakht |
| author_sort | Fatemeh Jabbari Oranj |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-f3b671c9cbb648f39b006c538a522ac7 |
| institution | OA Journals |
| issn | 2783-2392 2783-1671 |
| language | English |
| publishDate | 2021-09-01 |
| publisher | University of Mohaghegh Ardabili |
| record_format | Article |
| series | Research in Sport Management and Marketing |
| spelling | doaj-art-f3b671c9cbb648f39b006c538a522ac72025-08-20T02:02:12ZengUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23922783-16712021-09-0123122710.22098/rsmm.2021.13501350The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat BrandsFatemeh Jabbari Oranj0Abbas Naghizadeh-Baghi1Farzad Nobakht2MA of Sport Management, University of Mohaghegh Ardabili, Ardabil, IranAssociate Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, IranAssociate Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, IranPurpose: 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.https://rsmm.uma.ac.ir/article_1350_8d489e87b753c6f9241261731f11db08.pdfkeyword: stable hostilitysituational hostilitypurchasing intentionoriginal brandcopycat brand |
| spellingShingle | Fatemeh Jabbari Oranj Abbas Naghizadeh-Baghi Farzad Nobakht The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands Research in Sport Management and Marketing keyword: stable hostility situational hostility purchasing intention original brand copycat brand |
| title | The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands |
| title_full | The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands |
| title_fullStr | The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands |
| title_full_unstemmed | The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands |
| title_short | The Effect of Sport Consumer’s Hostility on Purchasing Intention in Original and Copycat Brands |
| title_sort | effect of sport consumer s hostility on purchasing intention in original and copycat brands |
| topic | keyword: stable hostility situational hostility purchasing intention original brand copycat brand |
| url | https://rsmm.uma.ac.ir/article_1350_8d489e87b753c6f9241261731f11db08.pdf |
| work_keys_str_mv | AT fatemehjabbarioranj theeffectofsportconsumershostilityonpurchasingintentioninoriginalandcopycatbrands AT abbasnaghizadehbaghi theeffectofsportconsumershostilityonpurchasingintentioninoriginalandcopycatbrands AT farzadnobakht theeffectofsportconsumershostilityonpurchasingintentioninoriginalandcopycatbrands AT fatemehjabbarioranj effectofsportconsumershostilityonpurchasingintentioninoriginalandcopycatbrands AT abbasnaghizadehbaghi effectofsportconsumershostilityonpurchasingintentioninoriginalandcopycatbrands AT farzadnobakht effectofsportconsumershostilityonpurchasingintentioninoriginalandcopycatbrands |