A Comparison of Factors Affecting the Equity of Domestic and Foreign Sport Brands

Document Type : Original Article

Authors

1 MSc in Sport Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran

2 Instructor of Sport Management Department, Shahid Chamran University of Ahvaz, Ahvaz, Iran

3 Associate Professor in Sport Management, Chamran Ahvaz University

Abstract

 
The aim of this study was to compare those factors affecting the equity of domestic and foreign sport brands. The study was a descriptive survey. 210 elite athletes in Ahvaz city were randomly selected as the sample using Morgan and Krejcie Table (N = 450). A researcher-made questionnaire was used. Its validity was measured and evaluated by a number of professors and its reliability was calculated as 0.91. SPSS software was used for descriptive and inferential analysis. The results of the comparison of the brand equity and the marketing mix of domestic and foreign sport brands showed that the amount of the equity of foreign brands and the amount of knowledge, expected quality and trying to buy them again were far more than domestic brands and also marketing mix (product, price, distribution and promotion) were more implemented in foreign brands. The most important factor of the foreign product's preference to the domestic product was the quality, hence the domestic sport manufacturers should promote their product quality higher or equal to its foreign model.

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