Study the causal relationship between brand personality to Brand trust and brand affect in consumer sport
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 8
Abstract
The aim of the present study was to investigate causal relationship with the brand personality to Brand trust and brand affect in consumer sport. In this research, causal and data collection tools is a scale developed by the researchers based on Aaker model has been developed Face validity by experts and professionals in sports management and business administration has been confirmed. The population of this study, 300 students of Physical Education and Sports Science, Islamic Azad University Central Tehran were enrolled in the academic year 1392. Data gathered collected using confirmatory factor analysis and application were analyzed by LISREL software. The results showed that the dimensions of brand personality, the Ruggedness and Brand trust and brand affect positive and statistically significant. Significant effect on Brand trust and Sincerity and emotion of brand affect did not have a significant positive impact on the perfect brand affect of Brand trust, but are not so. The conceptual model of Brand trust and brand affect they have an impact on brand loyalty can mean leaves, Research suggests that the presence of the brand personality will contribute to attracting loyal customers.
Authors and Affiliations
Farshad Tojari| Associate professor of Physical Education and Sport sciences Faculty, Central Branch of Islamic Azad University, Tehran, Iran, Reza Nik Bakhsh| Assistant professor of Physical Education and Sport sciences, South Branch of Islamic Azad University, Tehran, Iran, Azin Soleymani *| M.A of Sport Management, Central Branch of Islamic Azad University, Tehran, Iran. email: Azinsoleymani@yahoo.com
Keywords
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