Tenth International Conference on Sport & Society

Abstract

The aim of the study is to investigate the regression model between the power of the brand and sports customers’ loyalty. The population includes sports brands customers and the sample was chosen randomly. Out of 350 questionnaires distributed, 340 were analyzed. Construct validity was tested by confirmatory factor analysis. Power of brand questionnaire (α=0.859) containing 23 items and five brand image, brand identity, brand personality, brand extension and brand equity subscales and customer loyalty questionnaire (α=0.814) containing 10 items and three tendencies to repurchase, praise and recommend to others and tend to buy ancillary products subscales were rated as 5-point Likert scale from strongly agree (5) to strongly disagree (1). Data analysis methods include confirmatory factor analysis, Pearson correlation coefficient and multiple regression. All data were analyzed using statistical software SPSS (21.0) and LISREL. According to the results, the correlation coefficient between the power of brand and customer loyalty is significant at a 99% level of confidence. The most significant correlation was reported between brand equity and tend to repurchase (r=0.60) and least was between brand image and to buy the ancillary products (r=0.22). Multiple correlation coefficient between the power of brand and customer loyalty is significant according to F and (α=0.01). The adjusted coefficient of determination is 0.547. According to the results, all the indices have been reported as very desirable, and the model has a very good fit and reflects the alignment of items with the theoretical construct.