Relationship evaluation of sport brands equity and switch intention of brand on the demographic characteristics of professional athletes

The purpose of this study was Determine of relationship evaluation of sport brands equity and switch intention of brand on the demographic characteristics of professional athletes in Mazandaran province. The research method was descriptive correlational research. Population was 247 professional athletes. Subjects were selected randomly and determined by Morgan 152. Data collection questionnaire, Keller questionnaire & Amani questionnaire was a Likert scale of five values (α=0.85) was used. Statistical analysis by T test, Analysis of Variance, Pierson correlation coefficient at a significance level of P≤0.05 was using statistical software SPSS22. The results showed that the results showed that there was no significant relationship between gender and education indicators are among the athletes with a desire to change (P≥0.05). However, no significant relationship was observed between age and willingness to change is the athletes (P≤0.05). Given the average age of the subjects in the study who are young in age, Emphasized the importance of the age and gender of clients in the design and manufacture of clothing and sports equipment manufacturers the emphasis is on the quality of the products and advertising and sports Sport

Brand Equity, Willingness to Change, Age, Professional athletes