Document Type : Research Paper


1 Master of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

2 Assistant Professor of Sports Management Department, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

3 Associate Professor, Department of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

4 Associate Professor, Faculty of Sport Sciences, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, Iran


The purpose of this study was to analyze the effect animosity to purchase involvement and customer purchase intention of foreign sports brands (Nike and Adidas) and domestic (Daei and Merooj). The statistical population of this study was the customers of foreign and domestic sports brands in Mazandaran province. 384 people were selected according to the Morgan table. After distributing and collecting questionnaires, 380 completed questionnaires were completed. For data analyses were used by SPSS and AMOS. The findings about domestic sport brands showed that there is a significant positive relationship between Consumer ethnocentrism and Purchase involvement, Consumer ethnocentrism and Purchase intention and as well as between Purchase involvement and Purchase involvement. But, there wasn't a significant relationship between Public animosity and Purchase intention, economic animosity and Purchase involvement, as well as between economic animosity and Purchase intention. Also, there was a significant negative relationship between Purchase involvement and purchase intention. In addition, findings among foreign brands showed that there was a significant negative relationship between ethnic Animosity and mental complexity, also between ethnic animosity and intent to buy, as well as between general animosity and mental complexity. According to research findings, sports marketers should consider animosity in order to succeed in marketing activities and increase profitability.In addition, findings among foreign brands showed that there was a significant negative relationship between ethnic Animosity and mental complexity,


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