THE RELATIONSHIP BETWEEN EXERCISE COMMITMENT, BRAND ASSOCIATIONS AND BRAND LOYALTY IN CONSUMERS PUBLIC SPORT OF TEHRAN

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NAZARI SHAHRAM; divkan behzad; TOJARI FARSHAD

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Seminar Paper

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Seminar: INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES
Year:2015 | Issue:8

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Title

THE RELATIONSHIP BETWEEN EXERCISE COMMITMENT, BRAND ASSOCIATIONS AND BRAND LOYALTY IN CONSUMERS PUBLIC SPORT OF TEHRAN

Author(s)

NAZARI SHAHRAM | divkan behzad | TOJARI FARSHAD | Issue Writer Certificate

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Abstract

PURPOSE: THE PURPOSE OF THIS STUDY WAS EXAMINING THE RELATIONSHIP BETWEEN EXERCISE COMMITMENT, BRAND ASSOCIATIONS AND BRAND LOYALTY, IN CONSUMERS FACILITIES MUNICIPALITY OF TEHRAN.METHODOLOGY: DATA WERE COLLECTED FROM A SAMPLE OF 123 HEALTH CLUB MEMBERS AT A BRANDED HEALTH CLUB LOCATED IN REGION 4 MUNICIPALITY OF TEHRAN. RESPONDENTS COMPLETED QUESTIONNAIRES TO MEASURE BRAND ASSOCIATION (ALEXANDRIS, DOUKA, PAPADOPOULOS, & KALTSATOU, 2008), EXERCISE COMMITMENT (CARPENTER & SCANLAN, 1993), AND BRAND LOYALTY (CHAUDHURI & HOLBROOK, 2001) WITH CRONBACH’S ALPHA (0.92, 0.79, 0.83) THE STATISTICAL PACKAGE WAS USED TO ANALYZE THE DATA, DESCRIPTIVE STATISTICS INCLUDE THE MEAN, STANDARD DEVIATION, RANGE, AND FREQUENCY TO SUMMARIZE AND ORGANIZE DATA, THE DATA WAS ANALYZED USING, PEARSON CORRELATIONS ANALYSIS, AND MULTIPLE REGRESSION WITH THE SIGNIFICANCE LEVEL SET AT 0.05.RESULTS: RESULTS OBTAINED REGRESSION ANALYSIS INDICATED DIFFERENT ASSOCIATION BRAND COMPONENTS: PRODUCT DELIVERY, SOCIALIZATION, LOCATION, VALUE/PRICE PREDICTED OF LOYALTY BRAND IN CONSUMERS PUBLIC SPORT OF TEHRAN (P£0.05). ALSO, EXERCISE COMMITMENT IMPORTANCE PREDICTED BRAND LOYALTY, IN CONSUMERS FACILITIES MUNICIPALITY REGION 4 OF TEHRAN (P£0.05, B=0.29).

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APA: Copy

NAZARI, SHAHRAM, divkan, behzad, & TOJARI, FARSHAD. (2015). THE RELATIONSHIP BETWEEN EXERCISE COMMITMENT, BRAND ASSOCIATIONS AND BRAND LOYALTY IN CONSUMERS PUBLIC SPORT OF TEHRAN. INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. SID. https://sid.ir/paper/917970/en

Vancouver: Copy

NAZARI SHAHRAM, divkan behzad, TOJARI FARSHAD. THE RELATIONSHIP BETWEEN EXERCISE COMMITMENT, BRAND ASSOCIATIONS AND BRAND LOYALTY IN CONSUMERS PUBLIC SPORT OF TEHRAN. 2015. Available from: https://sid.ir/paper/917970/en

IEEE: Copy

SHAHRAM NAZARI, behzad divkan, and FARSHAD TOJARI, “THE RELATIONSHIP BETWEEN EXERCISE COMMITMENT, BRAND ASSOCIATIONS AND BRAND LOYALTY IN CONSUMERS PUBLIC SPORT OF TEHRAN,” presented at the INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. 2015, [Online]. Available: https://sid.ir/paper/917970/en

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