Sport Management Journal

The impact of brand credibility on behavioral variables of brand with mediating role of viral marketing in sport’s products consumers

Document Type : Research Paper

Authors

Soleimani Somayeh 1
Mohsen Behnam 2

1 Master in Sport Management, Faculty of Sport Science, Department of Sport Management, Urmia University, Urmia, Iran

2 Assistant Professor, Faculty of Sport Science, Department of Sport Management, Urmia University, Urmia, Iran

https://doi.org/10.22059/jsm.2020.291205.2347
Abstract
The purpose of the present study was to investigate the effect of brand credibility on brand loyalty and purchase intention of brand with investigation the mediating role of viral marketing in table tennis brands. The research method was correlational from type of structural equation modeling; in terms of objectives, it was an applied research conducted and data collection in a field study. The research population include all the consumers of table tennis brands in west and east Azerbaijan provinces. With considering the dropping rate, 400 questionnaires distributed among the consumers through simple sampling and yielded 377 complete appropriately responded questionnaires. Brand credibility were measured by a questionnaire adapted from Erdem & Swait (1998), viral marketing were measured by a questionnaire adapted from Sweeney & Swait (2008) questionnaire, and behavioral variables of brand were measured by a questionnaire adapted Foroudi, Jin, Gupta, Foroudi, & Kitchen (2018) questionnaire. In order to present the research model, and also examining convergence and divergence validity, the Smart PLS software was applied. This study showed that brand managers should improve their brand credibility through product specialization and brand trustworthiness by improving product quality in order to improve brand behavioral variables.

Keywords

Brand credibility
Brand loyalty
Purchase intention of brand
Table tennis brands
viral marketing
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Sport Management Journal
Volume 13, Issue 2
Spring 2021
Pages 687-701

  • Receive Date 29 December 2019
  • Revise Date 26 May 2020
  • Accept Date 20 May 2020

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