The buying behavior of sports supplements is a new and important concept, and it is important to examine the variables affecting it in athletes. For this purpose, the present study examines the role of sports attachment and brand image on the purchase of sports supplements in bodybuilding clubs. This research is descriptive of correlation in terms of functional purpose and in terms of how it is implemented. The statistical community considered for this study is bodybuilders with a history of taking sports supplements in 1396, which, due to their unknown and uncertainty based on the Morgan table, 384 people were selected as two-stage cluster samples as statistical samples to answer the research questionnaire. Library and field methods were used to collect data and information. The data collection tools in this research are the standard questionnaires of Chang Chen (2012). Its validity was confirmed through visual and content validity and factor analysis and its validity through Cronbach Alpha, and the method of modeling structural equations and SPSS and LISREL software was used to analyze data. The results showed that Centrality and Attraction influenced word-of-mouth advertising and the desire to buy sports supplements, respectively. Also Centrality and Attraction by affecting attachment and then brand image can affect word-of-mouth advertising and the desire to buy. Finally, the impact of word-of-mouth advertising on the desire to buy was also confirmed.
