The Effect of Brand Identity on Brand Trust from the Viewpoint of Sports Customers
Poster Presentation XML
Paper ID : 1599-11THCONF
2Academic member
Introduction: Brands have a powerful influence on customer’s behaviour and they create competitive advantage for companies (Keller, 2012). Brand is not just a physical production; but it is a unique feature that extends and improves over time; and they make tangible and intangible assets. A strong brand has a positive impact on the attitude of consumers towards corporate identity. One of the ways of creating the customer’s loyalty and trust on brands a development of brand identity. Brand’s introduce themselves to customers by identity and distinguished from other companies. The purpose of the present study is to investigate the effect of brand identity on brand trust from the viewpoint of sports customers.
Methodology: Research methodology is descriptive-correlational. The statistical population are the customers of sporting goods stores in Tabriz city. The statistical sample of this study is 384 sports customers who were selected simple randomly from the five regions of Tabriz by cluster sampling for data collecting about brand personality implemented the brand identity questionnaire of Dehdashti Shahrokh et al (2012) and Blochi et al (2015) and trust to brand questionnaire of Dehdashti Shahrokh et al (2012) and Geçti1 and Zengin (2013). For date analysis, Partial Least Squares structural equation modeling (PLS-SEM) WarpPLS 5.0 software was used.
Results: The results of the model analysis with partial least squares based structural equation showed that the model had good fit (GOF=0.053). Brand identity explained 48.4% of brand trust changes. Also the results showed that brand identity has a positive and significant impact on brand trust from the viewpoint of sports customers (β =0.697; Sig=0.001)
Discussion: The result of the present study suggested that brand identity has a positive and significant influence on brand trust. The results of this research are consistent with the results of Salami Zavieh’s research (2017). Brands of stronger identity have created a powerful, clear, distinct and coherent image for their customers and this brilliant and stable image of brand among customers leads to their trust development; in other hands, customers consider this as a safe and trust worthy brand, which results in the reduction of uncertainty and the risk of purchase and consuming products for that brand.