الصورة الذهنية للعلامات التجارية الرياضية و علاقتها بإتخاذ قرار الشراء لدي بعض طلاب جامعة المنصورة

الملخص EN

The research aims to identify the relationship between the mental image of the brands and the decision to buy sports goods for Mansoura University students.

The research was conducted on a sampling sample of (50), and a basic sample of (605) students from Mansoura University.

The research tools included the preliminary sample data form, the brand image questionnaire and the purchasing decision questionnaire for the sports consumer.

The most important results of the study were that there is a significant positive correlation between the mental image of the brand and the purchasing decision