Sport brands perceptions among heavy user university students

The aim of the study is to explain popular sport brands’ perception dimensions by students heavily use sport apparels. The sample of research consisted 223 university students from School of Physical Education and Sport. The research results revealed that perceptions on some of the brands with the statement expensive were significantly high and vary by gender and age groups. The results of this study indicate that with an appreciation with four brands, in point of popularity Adidas and Nike comes forward. Reebok was the most masculine one. Nike was the most expensive and Adidas was the most prestigious perceived brand. As far as Puma is concerned, the brand was perceived as expensive, progressive and gracious. Findings from this study provide managerial implications that can be used to better manage and market a sport brand. In this way, sport managers and marketers can enhance their brands by engaging in strategic activities designed to enhance the spectator experience with the offering.