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:: Volume 5, Issue 17 (Summer 2017) ::
3 2017, 5(17): 25-33 Back to browse issues page
To Determine the Regression Relationship between Brand Equity and Customer Loyalty in Sport
Abstract:   (4506 Views)
The aim of this study was to determine the regression relationship between brand equity and sport customer loyalty. The statistical population consisted of customers of sport brands with a random sample. 340 out of 350 questionnaires were examined. The data were collected by two researcher-made questionnaires which were confirmed by sport management professors. The construct validity was investigated by confirmatory factor analysis. Brand Equity Questionnaire (α=0.859) and Customer Loyalty Questionnaire (α=0.814) were used based on 5-point Likert Scale from (5) strongly agree to (1) strongly disagree.  Date were analyzed by confirmatory factor analysis (CFA), Pearson correlation coefficient, multiple regression with SPSS21.0, and LISREL. The results showed a significant correlation coefficient between brand equity and customer loyalty at 99% confidence level. The highest correlation was reported between brand awareness and intention to return (r=0.6), and the lowest was observed between brand image and intention to buy other products (r=0.22). Multiple regression coefficient between brand equity and customer loyalty was significant in terms of F and α=0.01 and adjusted R2=0.547. All parameters were highly fitted.
Keywords: brand awareness, brand equity, brand image, customer loyalty, regression model
Full-Text [PDF 227 kb]   (1039 Downloads)    
Type of Study: Research | Subject: Special
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To Determine the Regression Relationship between Brand Equity and Customer Loyalty in Sport. 3 2017; 5 (17) :25-33
URL: http://ntsmj.issma.ir/article-1-929-en.html


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Volume 5, Issue 17 (Summer 2017) Back to browse issues page
رویکردهایی نوین در مدیریت ورزشی New Trends in Sport Management
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