Modeling the Personality and Popularity Brand on the Behavior of Sport Products Consumers

The purpose of this study was to model the personality and popularity brand on the behavior of sport products consumers. The research method was correlational with the structural equation model approach. The study population included customers of sport stores in Tehran, 384 of whom were selected as a sample using the random-cluster method. To collect data, the Brand Personality Questionnaire of Jones et al. (2009), the Brand Popularity Questionnaire of Kim and Ku (2012), and the Instrumental Purchase Intention et al. (2014) were used. The validity of the questionnaires was confirmed by experts and their reliability was obtained using Cronbach's alpha above 0.7. Descriptive and inferential statistics such as Pearson’s Correlation and SEM were used to analyze the data. The results of the research model showed that brand personality had a significant positive effect on consumer behavior and on brand popularity; and brand popularityhad a significant impact on consumer behavior. Brand popularity also had a mediating role in the relationship between brand personality and consumer behavior. The results of this study emphasized the need for managers to pay attention to attractiveness, uniqueness, dynamics, boldness, simplicity, transparency, value, responsibility, credibility and reliability of the sport brand to achieve new marketing in the sport industry.