Poster Presentation

Paper ID : 1131-SSRC

¹Assistant Professor Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran

²Master's student in sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran

Brand loyalty is the commitment that a customer feels for choosing a brand; So that he closes his eyes on competitors and always goes to his favorite brand. Customers who are loyal to the brand believe that they benefit from the best quality and service and spread it. In order to make customers loyal to their brand, organizations must have an idea, value or goal that is respectable and valuable for customers and is consistent with their beliefs. A customer loyal to a brand makes a decision based on the trust he perceives, and the price is not the criterion for his choice. The purpose of this research was to determine the effect of brand personality and brand trust on brand loyalty of sports goods consumers. The statistical population of this research was made up of all consumers of brand sports goods in Tehran. 384 consumers of brand sports goods completed the brand personality questionnaires of Jones et al. (2009), brand trust of Balster's (2004) and brand loyalty of Dan Brunk (2006) using the convenience sampling method. The content validity of the measurement tool was evaluated and confirmed using the opinion of sports marketing experts (7 people), reliability using Cronbach's alpha (α=0.81) and construct validity using confirmatory factor analysis. In order to analyze the data, SPSS and PLS software were used. The research findings showed that brand personality has a positive and significant effect on brand trust and brand loyalty. Brand trust also had an effect on brand loyalty. The proposed research model also had a good fit (GOF=0.613) in the target society. The general result of the research showed that a unique brand personality helps to create a set of desirable links in the minds of customers, which ultimately leads to more trust in the brand and loyalty to the brand. In fact, when the personality characteristics of the brand are active in the minds of the consumers, the personality can create a feeling of peace and trust in the mind of the consumer, be the basis for creating brand distinction and finally affect the loyalty of the consumer.

"; Brand personality"; Brand trust"; , "; Brand loyalty"