RELATIONSHIP BETWEEN BRAND CHARACTERISTICS AND BRAND LOYALTY IN PRODUCT OF SPORT SHOES

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MOUDI DAVOOD; MIRKAZEMI SEYEDEH OZRA; VAHDANI M.

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Journal: Contemporary Studies on Sport Management Year:2015 | Volume:5 | Issue:9 Page(s): 61-71

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Information Journal Paper

Title

RELATIONSHIP BETWEEN BRAND CHARACTERISTICS AND BRAND LOYALTY IN PRODUCT OF SPORT SHOES

Author(s)

MOUDI DAVOOD | MIRKAZEMI SEYEDEH OZRA | VAHDANI M. | Issue Writer Certificate

Keywords

BRAND SATISFACTION

BRAND LOYALTY

BRAND TRUST

BRAND EXPERIENCE

SPORT SHOES

Abstract

The purpose of this study was relationship between brand characteristics to BRAND LOYALTY in product of SPORT SHOES. Research method was descriptive-correlation.305 customers of this product, complete questionnaires of this research. For data analysis, the Kolmogorov-Smirnov, one-sample t-test, Pearson correlation and multiple regression analysis were used. All data were analyzed with using the software spss at a significant level p≤0.05. Results showed that there is a significant relationship between BRAND SATISFACTION (r=0.52), BRAND TRUST (r=0.50), BRAND EXPERIENCE (r=0.57), Category fit of brand (r=0.60), Image fit of brand (r=0.40) and perceived value of brand (r=0.42) to BRAND LOYALTY. the logistic regression analysis showed that the overall Predictor variables could explain 45% of the variance of BRAND LOYALTY. According to the results of this study, suggest that programs of loyalty building of consumers to the brand, should be simple and functional, and attend evenly on all factors affecting of BRAND LOYALTY.

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APA: Copy

MOUDI, DAVOOD, MIRKAZEMI, SEYEDEH OZRA, & VAHDANI, M.. (2015). RELATIONSHIP BETWEEN BRAND CHARACTERISTICS AND BRAND LOYALTY IN PRODUCT OF SPORT SHOES. JOURNAL OF SPORT MANAGEMENT AND MOVEMENT SCIENCES, 5(9 ), 61-71. SID. https://sid.ir/paper/267422/en

Vancouver: Copy

MOUDI DAVOOD, MIRKAZEMI SEYEDEH OZRA, VAHDANI M.. RELATIONSHIP BETWEEN BRAND CHARACTERISTICS AND BRAND LOYALTY IN PRODUCT OF SPORT SHOES. JOURNAL OF SPORT MANAGEMENT AND MOVEMENT SCIENCES[Internet]. 2015;5(9 ):61-71. Available from: https://sid.ir/paper/267422/en

IEEE: Copy

DAVOOD MOUDI, SEYEDEH OZRA MIRKAZEMI, and M. VAHDANI, “RELATIONSHIP BETWEEN BRAND CHARACTERISTICS AND BRAND LOYALTY IN PRODUCT OF SPORT SHOES,” JOURNAL OF SPORT MANAGEMENT AND MOVEMENT SCIENCES, vol. 5, no. 9 , pp. 61–71, 2015, [Online]. Available: https://sid.ir/paper/267422/en

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