Presenting the Model of the Impact of Brand Mascot on Brand Awareness, Brand Recall, and Intention to Purchase among Sporting Goods Consumers

Nasr Esfahani, Davood; Soltanhoseini, Mohamad; Rahbari, Somayeh; Shams, Hengameh

doi:10.22059/jsm.2021.309727.2571

Document Type : Research Paper

Authors

¹ 1. PhD in Sports Management, Assistant Professor, Department of Physical Education and Sports Science, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran

² 2. Associate Professor, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Isfahan, Isfahan, Iran

³ PhD in Sport Management, Department of Humanities, Naghshejahan Institute of Higher Education, Baharestan, Isfahan, Iran

⁴ PhD Student in Sports Management, Department of Physical Education and Sport Sciences, Isfahan Branch, Islamic Azad University, Isfahan, Iran

https://doi.org/10.22059/jsm.2021.309727.2571

Abstract

The purpose of the present study was to present a conceptual model of the brand mascot impact on brand awareness, brand recall and purchase intention of sporting goods consumers. This research was practical and causal-co relational. The statistical population was the consumers of sporting goods in Isfahan. 369 people were selected as the sample by stratified random sampling method based on geography. Measuring tools was the researcher made questionnaire of brand mascot and standard questionnaires of brand awareness of Weissi and Soleimani (2015), Ashrafi and Naami brand recall (2017) and Talebourpour and Razavi intend to buy (2016). The validity and reliability of the questionnaire were confirmed. Data analysis was performed using SPSS software version 23 and AMOS. The results showed that brand mascot has a positive and significant effect on brand awareness and brand recall and intention to buy. Therefore, managers of sports organizations and companies can use the special capacity of mascot to improve the position of their brand in the minds of consumers and ultimately increase their sales and profits, a capacity that unfortunately has received less attention.

Keywords

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Sport Management Journal

Presenting the Model of the Impact of Brand Mascot on Brand Awareness, Brand Recall, and Intention to Purchase among Sporting Goods Consumers

References

References

Volume 14, Issue 1
May 2022
Pages 307-285

Presenting the Model of the Impact of Brand Mascot on Brand Awareness, Brand Recall, and Intention to Purchase among Sporting Goods Consumers

References

References

Volume 14, Issue 1May 2022Pages 307-285

Volume 14, Issue 1
May 2022
Pages 307-285