چکیده:
The image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the
brand name. The purpose of paying attention to the brand image is to ensure the proper mentality of consumers
toward the brand. The components such as suitability, services, brand, variety, quality, and atmosphere form the
brand image. The relationship between the brand image and other fields such as brand trust has been considered by
researches and can play an effective role in improving the behavioral tendencies of costumers. This study is aimed to
examine the relationship between foreign brand image and brand trust among buyers of foreign sports brands. The
statistical population of this study consisted of 279 male and female athletes in city of Qom who were buying foreign
sports brands. The data collection tool was brand image questionnaire and brand trust questionnaire with Cronbach’s
alpha of 0.87 and 0.88, respectively. The results of Pearson’s correlation test showed a significant relationship
between image and brand trust (r=0.68). The components of brand image (brand, services, suitability, variety,
quality, and atmosphere) with the coefficients of 0.39, 0.53, 0.45, 0.55, 0.51, and 0.54, respectively, had significant
correlation with brand trust. The results of simultaneous regression analysis demonstrated that the components of
services, variety, quality, and atmosphere could predict the significance of the brand trust among the buyers of
foreign sports brands. Based on the results of this study, it seems that the focus on improving the components of
services, variety in sale, attention to the quality of products and services, as well as developing a positive atmosphere
for customers in providing sale services can have an effective impact on increasing brand trust and improving the
behavioral tendencies of costumers.
خلاصه ماشینی:
"The results of simultaneous regression analysis demonstrated that the components of services, variety, quality, and atmosphere could predict the significance of the brand trust among the buyers of foreign sports brands.
Based on the results of this study, it seems that the focus on improving the components of services, variety in sale, attention to the quality of products and services, as well as developing a positive atmosphere for customers in providing sale services can have an effective impact on increasing brand trust and improving the behavioral tendencies of costumers.
به تصویر صفحه مراجعه شود)) The results of the multiple regression analysis in Table 4 show that the components of atmosphere, quality, variety, and brand services could predict brand trust among the consumers of foreign sports brand in city of Qom (Table 4).
The results of the correlation test on the relationship between the subscales of brand image components showed that all the subscales including brand, services, suitability, variety, quality, and atmosphere had a significantly positive relationship with the brand trust variable.
The results of the regression test for predicting the brand trust variable based on the components of brand image variable showed that, among the components of brand image, the components of "service", "variety", "quality", and "atmosphere" were significant predictors for brand trust among the consumers of foreign sports brand goods.
The results demonstrated that the mentioned factors had an impact on the trust of foreign sports brand consumers and the manufacturing companies of sports goods should consider these components in order to achieve and maintain the trust of costumers."