خلاصه ماشینی:
"On one hand, according to the limitation of external and internal studies in the field of costumers’ purchase behavior and its relationship with brand and lack of a comprehensive research on the effect of personality characteristics and the special features of brand on costumers’ purchase intention towards a brand in sport industry and also according to the use of the results of the research in the development of the goals of the manufacturers, sellers and marketers of sport clothes in the field of purchasing their products, the researcher has studied the purchase behaviors of doctorate students and faculty members of physical education course which is one of the most important communities consuming sport apparel, and finally has answered this question: "what is the reason for selecting the internal brand of sport apparel by the intended population?
Internal researches show the fact that the perceived quality of the brand plays an important role in consumers’ purchase intention towards products having a brand, and the results by Keshkar, Salman, and Jabbari (2013) showed that most female athlete bodybuilders in Tehran (80%) prefer sport clothing with foreign brands, and showed the reasons for this selection to be appropriate quality, design and cost (6).
CONCLUSION According to the findings of the present study and based on the results of the researches on the subject maters, it can be argued that the individuals, especially those who have used sportswear for longer time, due to some characteristics such as the quality and emotional value of the branded products and also in order to reinforce their sense of differentiation in comparing with others, choose the branded sport clothes."