چكيده فارسي :
Sport brands play a significant role in a community’s marketing. Involvement with sport brands, whether this behavioral pattern is active, passive, indirect, individual, or event context based, has become an attractive strategy for local, regional, and national governments to provide social benefits for community residents. Therefore, this paper explores the impact of sport brands on consumer behavior for extracting and analyzing a series of texts. Content analysis has been the traditional textual analysis method for examining similarities and differences across individuals, which serve as a basis for consumer behavior. The results showed a number of paths within Sport Way that direct sport consumer behavior. These pathways generally fall into two categories called hedonic and utilitarian motives. Active or passive involvement with sport brands creates numerous pathways for individuals to seek opportunities to receive benefits and satisfy needs through goal-directed behavior. These pathways motivate an internal desire to seek out and experience sport or sport events to fulfil physical, social, and personal needs. Moreover, the time devoted to sport brands related consumption activities is not isolated and can include the interaction of multiple sport and non-sport consumption behaviors. The level of attention devoted to sport brand impacts consumption behavior not traditionally sport related. So, individuals may decide on sport related home decorating, food and dining, movies, clothing, education, automobiles, and office supplies. Sport lifestyle purchases often occur among committed bikers, rock climbers, as well as die hard sport brands fans.
