Vol. 1, Issue 1 (2016)
Consumer reaction to the expansion of their relationship with the brand image (Component quality, variety or selection and atmosphere) sports companies in the Iranian city of Ardabil
Author(s): Akbar Mahdavi
Abstract: The aim of this study was to investigate the relationship between the consumer response to the brand image (Component quality, variety or selection and atmosphere) of sports brand in the Iranian city of Ardabil. The study of the purpose and the method was descriptive survey was conducted. The population consisted of citizens of the city of Ardabil, which have used at least one of the sports goods that According to the sports store Ardabil in 1395 were equal to 1400. Based on the sample table - Morgan attempted to determine the size and sampling of the 302 subjects were chosen. Data was collected using a questionnaire tools of consumer response to the brand extension (Kheyri and Zamani, 2015) and Sport company's brand image questionnaire (Mogimi and Ramezani, 2011) was content and face validity of the questionnaire approved by the professors of sport management And reliability of the questionnaires by Cronbach alpha consumer response to the brand extension 0.78 And for the sports brand's image questionnaire was 0.81. For statistical data analysis, descriptive statistics including frequency, mean, standard deviation and inferential statistics nonparametric test and Kolmogorov-Smirnov test was used for normality. Spearman correlation analysis method showed that consumer reaction to the brand expansion with various components, atmosphere and quality of components, there is a significant positive relationship. It can be concluded that the components of mental strategies and associated brand image in the consumer response to the brand extension in the minds of customers creates leading sports brand is expanding.