Document Type : Original Article
Authors
1 Assistant Professor of Physical Education, Faculty of Humanities, Amin University of Police Sciences, Tehran, Iran.
2 M.A. of Sport Management, Faculty of Physical Education, Payam Noor University, Qeshm, Iran.
3 Assistant Professor of Department Physical Education, Faculty of Physical Education, Payam Noor University, Tehran, Iran.
Abstract
Objective: In a competitive sporting goods market, brands more trusted by consumers are usually more successful in attracting new customers and retaining existing ones. The present study examines the interaction between brand trusts and purchase intention among consumers of sports products.
Methodology: The research method was descriptive correlational. The statistical population was all consumers of sports products in Tehran. Data were collected from consumers of sportswear through a standard questionnaire derived from Asad (2024) and Baek (2010). 386 participants participated in the study. The hypotheses were tested using structural equation modeling (SEM).
Findings: The findings showed that brand trust has a significant effect on purchase intention, commitment, and loyalty to the brand. Brand reputation moderated the relationship between brand trust, loyalty, and brand commitment in a meaningful way. Finally, brand loyalty and brand commitment had a significant effect on the purchase intention of sportswear consumers.
Originality: This study advances the literature on brand trust and consumer behavior, particularly in the sportswear industry. Introducing brand reputation as a moderator validating its role, provides a more comprehensive framework for understanding how trust-based relationships influence consumer loyalty and purchase decisions. In general, to increase customer purchase intent in the sportswear industry, it is essential to strengthen brand trust through high quality, manage brand reputation, and build loyalty and commitment through loyalty programs and effective customer engagement. These actions will attract new customers and retain existing ones.
Main Subjects
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