文章基本信息

标题：Investigation of Consumer Attitudes from the Perspective of Consumer Based Brand Equity on Tracksuit Brands
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作者：Yavuz Yıldız ; Alper Kinden
期刊名称：Baltic Journal of Sport and Health Sciences
印刷版ISSN：2351-6496
电子版ISSN：2538-8347
出版年度：2018
卷号：2
期号：105
DOI：10.33607/bjshs.v2i105.27
语种：English
出版社：Lithuanian Sports University
摘要：Background. Brand equity has a positive impact on consumers’ selection of products and services, their perception, purchasing intentions, their willingness to pay more for brands. Brand equity is designed to reflect the real value from the perspective of consumer that a brand name holds for the products and services. Measuring brand equity is important because brands are believed to be strong influencers of business outcomes, such as sales and market share. The aim of this study was to describe the brand equity of tracksuits and investigate the purchasing behaviours of the tracksuit consumers. Methods. The research sample consisted of 250 athletes who were selected via random sampling method. “Consumer-Based Brand Equity Scale”, developed by Vazquez, del Rio, and Iglesias (2002), was implemented in order to measure consumer-based brand equity with regard to tracksuit brands. Results. Results of the study showed that the consumer based brand equity did not differ by gender, age, tracksuit usage purpose, tracksuit buying timing. However, it was found that the consumer based brand equity was significantly different in the number of tracksuits owned and the amount of payment. Conclusion. High brand equity brings the willingness to pay more for that brand. Consequently, it can be suggested that high level of consumer based brand equity enhances the amount of purchases and willingness to pay more. Although there are many studies on the brand equity in sports, such as shoes and teams, we have found no research on tracksuits. This research focuses on tracksuits’ brand equity. The results of this research contribute to sports marketing literature. Keywords: sport, sports marketing, brand equity, tracksuit.