INVESTIGATING THE EFFECT OF BRAND IDENTIFICATION ON SUCCESSFUL BRAND EXTENSION: ANALYZING THE ROLE OF BRAND LOVE, BRAND COMMITMENT, AND BRAND LOYALTY

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ALAVI S.M.; KHODADADE S.

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Paper Information

Journal: SPORT MANAGEMENT REVIEW Year:2017 | Volume:8 | Issue:40 Page(s): 187-208

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Information Journal Paper

Title

INVESTIGATING THE EFFECT OF BRAND IDENTIFICATION ON SUCCESSFUL BRAND EXTENSION: ANALYZING THE ROLE OF BRAND LOVE, BRAND COMMITMENT, AND BRAND LOYALTY

Author(s)

ALAVI S.M. | KHODADADE S. | Issue Writer Certificate

Keywords

SPORT BRANDSQ1

BRAND IDENTIFICATIONQ1

SPORT BRAND LOVEQ1

SPORT BRAND COMMITMENTQ1

SPORT BRAND LOYALTYQ1

Abstract

The main purpose of this study was to investigate the effects of sport BRAND IDENTIFICATION on successful extension of SPORT BRANDS. In this regard, the role of such variables as brand love, brand commitment and brand loyalty towards SPORT BRANDS is studied. Methodologically, this study falls into descriptive/survey category. Statistical population included all fans of Iranian football brands in Shiraz city, of which a sample of 384 individuals was selected using Cochran method. The results showed that BRAND IDENTIFICATION could influence SPORT BRAND LOVE, commitment, and loyalty. At the same time, it was determined that, of three variables of brand love, commitment and loyalty, only brand loyalty was able to influence the successful extension of SPORT BRANDS. Another finding revealed that SPORT BRAND LOYALTY mediated two relationships: 1. between SPORT BRAND COMMITMENT and successful extension of the brand, and 2. between SPORT BRAND LOVE and successful extension of the brand.

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APA: Copy

ALAVI, S.M., & KHODADADE, S.. (2017). INVESTIGATING THE EFFECT OF BRAND IDENTIFICATION ON SUCCESSFUL BRAND EXTENSION: ANALYZING THE ROLE OF BRAND LOVE, BRAND COMMITMENT, AND BRAND LOYALTY. SPORT MANAGEMENT REVIEW, 8(40 ), 187-208. SID. https://sid.ir/paper/234526/en

Vancouver: Copy

ALAVI S.M., KHODADADE S.. INVESTIGATING THE EFFECT OF BRAND IDENTIFICATION ON SUCCESSFUL BRAND EXTENSION: ANALYZING THE ROLE OF BRAND LOVE, BRAND COMMITMENT, AND BRAND LOYALTY. SPORT MANAGEMENT REVIEW[Internet]. 2017;8(40 ):187-208. Available from: https://sid.ir/paper/234526/en

IEEE: Copy

S.M. ALAVI, and S. KHODADADE, “INVESTIGATING THE EFFECT OF BRAND IDENTIFICATION ON SUCCESSFUL BRAND EXTENSION: ANALYZING THE ROLE OF BRAND LOVE, BRAND COMMITMENT, AND BRAND LOYALTY,” SPORT MANAGEMENT REVIEW, vol. 8, no. 40 , pp. 187–208, 2017, [Online]. Available: https://sid.ir/paper/234526/en

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