The Role of the Trade Mark Elements in Building the Mental Image Among the Students of the Faculty of Sports Sciences at Mu'tah University as Users of Sports Equipment

Abstract

This study aimed at identifying the role of trademark elements in building the mental image among the students of the faculty of sports sciences at Mu'tah University as users of sports equipment. The researcher used the descriptive approach. The study sample was selected using the random stratified way and consisted of (164) male and female students from the faculty of sports sciences. The questionnaire was used as the instrument for data collection; it consisted of two parts. The first part represented the elements of trademark and consisted of (15) items distributed to three axes: (The trademark name, the trademark brand, and the perceived quality of the trademark). The second part represented the mental image and is measured by (7) items. In order to achieve the study objectives, the researcher used the statistical package for social sciences (SPSS) represented by the analytical descriptive statistics. The results of the linear regression analysis revealed that the trademark’s name and the perceived quality of the trademark had the greatest role with regard to the mental image. The researchers recommended the necessity of urging the companies producing the sports equipment to promote and market their products within the university campus in order to instill the trademark’s name and the perceived quality of the trademark in the desired way in the minds of students.