Exploring the social power of brands on eagers to buy foreign brands and presenting models

The aim of current research is to investigate the influence of Brands social power on eagerness of basketball athletes in Tabriz to by foreign brands. The current study is functional in terms of a goal and is descriptive –analytical in terms of method which executed circularize. The statistical society for this research is consisting of all basketball athletes from Tabriz and 115 persons have been chosen based on Morgan chart by random sampling. The main tools of the research are power of brand and willingness to buy questioners. The results come from calculations of structural equations show the influence of one components which is: social power of being a model by a brand on willingness to buy domestic brands. Three other components which are coercive social power and social power of legitimation for a brand and social power attractiveness of a brand, don’t have any effect on willingness to buy, based on the statistical society. As result, with management and a modern principled planning, we can change behavior of users to eager them to buy domestic brands, by increasing the social power of domestic brands.