Explaining the model of the moderating role of marketing intelligence in the relationship between neuromarketing and brand preference in sport boards of East Azerbaijan province

Abstract

The purpose of this study is to investigate the factors affecting the preference of sports brands by consumers and to explain the model of the moderating role of marketing intelligence in the relationship between neuromarketing and brand preference in sports boards in East Azerbaijan province. Required data were collected through field research among 288 heads and vice presidents of sports boards and styles of different sports and professional athletes of different sports, especially martial arts of East Azerbaijan province by completing a face-to-face and online questionnaire. It should be noted that the validity and reliability of the questionnaire was proved by the approval of statistical experts and the calculation of Cronbach's alpha coefficient. In order to analyze the data, two methods of Pearson correlation index and estimation of binary logit regression model have been applied. Based on the results of correlation coefficient estimation, there is a positive and significant correlation between brand selection of sports equipment and indicators of brand awareness, brand loyalty, specific selection and income and education. On the other hand, the brand avoidance index shows a negative and significant correlation with brand selection. Also, based on the results of the regression model, the higher the intelligence of marketing intelligence indicators, people 's awareness of the brand, loyalty to the brand, as well as their education and income, the higher the probability of choosing a sports equipment brand, while the age of respondents shows negative and significant with the possibility of brand selection.