Volume 4, Issue 7 (8-2014)                   JRSM 2014, 4(7): 77-89 | Back to browse issues page

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Abstract:   (5390 Views)
Today, the brand's customer loyalty is key to business success, Many companies try to increase loyalty among customers to expand their brand. The aim of this study was to identify factors influencing the loyalty of purchase decision makers of the clubs and football players to sports apparel brand in the eleventh round of the Premier football League. Methodology of this research was surveying and population of this research formed as sports apparel purchase decision makers in the Premier League football clubs of Iran(the director and deputy director of the club, and the head coach and team coaches N=90). The study sample included 60 individuals purchasing decision makers in clubs and 263 people of Premier League football players of Iran. Questionnaire data collection tool for brand loyalty was Wong Foong and yahyah (2008) with reliability of (&alpha=0.82). The results showed that the factors of the product quality, model and brand of sports was more effective than other factors in loyalty of sport apparel brand in the Premier League football clubs of Iran. Therefore, sports apparel industry planners should try to modify models to increase brand loyalty and other factors affecting brand loyalty to expand their brand through customers. They provide basis increasing rate of customers loyalty and thus provide the long-term interests of their business.
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Type of Study: Research |
Published: 2014/08/15

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