Effects of Perceived Brand Value on the Intention to Purchase Sports Goods in Children: Mediating Role of Enjoyment of Physical Activity

Introduction: In light of the extensive variety of products available, customers in the sports sector often experience uncertainty when selecting a brand and struggle to differentiate among various options. In the current competitive landscape, sports brands can effectively address these challenges by strategically managing their brand equity.Objective: This study sought to examine how the perceived value of a brand affects consumers' intentions to purchase sports products, specifically highlighting the mediating role of children's enjoyment in physical activity (PA).Methods: To achieve this, a sample of 200 children aged 10 to 12 years, who were actively participating in football schools, was voluntarily selected to complete the life satisfaction questionnaires developed by Moore et al. (2009) and the purchase intention questionnaire created by Park et al.Results: The results obtained from the path analysis performed with PLS software revealed that both the perceived value associated with the brand and the pleasure experienced from engaging in PA have a direct impact on the intention to buy sports products (P<0.05). Additionally, the enjoyment derived from PA serves as a significant mediator in the connection between perceived value and the intention to purchase.Conclusion: It appears that the enjoyment of PA encourages children to utilize the brand's sports equipment and apparel, as it enhances their motivation to engage in PA and fosters a sense of belonging within a group. Accordingly, it is essential for marketers in the realm of marketing to take into account two significant factors: perceived value and the enjoyment derived from p PA.