Introduction: Brand’s legitimacy social power, it emphasizes on the ability to influence consumer behavior through the brand's market share, fame and antiquity in the related industry. So, the aim of current study was to investigate the effect of brands’ social power on the desire of international athletes.
Methodology: The study was functional, objectively and it was descriptive –analytical in terms of the method which has been executed in the field. The study population is consisted of all national athletes in Western Azerbaijan province. 341 individuals were selected using cluster random sampling method according to Morgan table. The main study tools were the brand social power questionnaire and desire to purchase questionnaire. Finally, after ensuring the normality of the data, hypotheses were examined using Pearson's correlation
Results: Analysis of the data showed that domestic brands legitimacy of social power with an average of 11.5 in a lower level compared to foreign brands, with an average of 16.1, with the power of social legitimacy. But on the contrary to the expectations of social power on the legitimacy of international brands eager to buy foreign brands had no significant effect. But the power of social legitimacy had significant effect on willingness to buy domestic brands.
Discussion: So powerful are the variable that interacts with the atmosphere of a wide definition of marketing strategies and customer perception shows this interaction affected by many factors such as economy, culture and politic. For a political and economic system of the privatization process and shaping, competitive markets are learning, and preliminary planning is the proper relationship with global trade. It is important to examine the theories and brand management to the manufacturing process and the strength of the brand to enter the global competition consider. Always was trying to manage to brand in building a brand that tried to attract consumers in the long mind. In fact, building a reputation and a huge share of the market is a long-term issue that requires careful planning in this area for many years to be able to take steps to preserve the value of their properties.