Comparison of the effect of brand loyalty, brand awareness, perceived quality on the behavior of customers of sports products

The purpose of this study was to compare the impact of brand loyalty, brand awareness, perceived quality on the behavior of customers of Nike sports products in Boroujerd. The statistical population of this study was the consumers of Nike sports products in Boroujerd. As the number of Nike brand consumers in Boroujerd is unknown, the size of the community was considered unlimited. Cochran's formula was used to determine the sample size. Therefore, using the available sampling method, the researchers distributed 200 questionnaires among consumers of Nike sports products, of which 180 healthy questionnaires were returned. The method of sample selection was that people were first asked if they knew the Nike brand. If yes, they were asked if they used Nike products and if so, they were asked to complete a questionnaire. Questionnaire in this study is the main tool for collecting the required information. To evaluate brand loyalty, perceived quality, brand association, brand advertisement, the standard questionnaire of brand equity model of Acker model 1996 was used. This questionnaire has 32 questions and 5 items (brand loyalty, perceived quality, brand association, brand advertising, willingness to accept widely). In this study, structural equation modeling was used to test the model hypotheses and appropriateness. The results of the regression coefficient of brand loyalty, brand awareness, perceived quality on the behavior of customers of sports products confirm a positive and significant effect.