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
Related Articles
- EP ID EP6682
- DOI -
- Views 319
- Downloads 9
Study on the effects of probiotic, Pediococcusacidilactici in the diet on some biological indices of Oscar Astronautsocellatus
A 126-day feeding trial was conducting on ornamental fish, Oscar (initial weight: 13.12 ± 1.34 g) to examine the effect of probiotic bacteria, Pediococcusacidilacticion the growth performance and innate immune response....
Knowledge management: Benefits and its advantages
Now, uncertainty is accepted as the main hypothesis, the organizations are obliged to create new knowledge. Thus, in recent years, knowledge management is considered by the organizations and it is used to achieve competi...
Comparison of the Effects of Clinoptilolite and Sodium Zeolite A on Tibia Bone Mineralisation and Calcium and Phosphorus Utilisation in Broiler Chicks
A total of 320 Ross 308 seven-day old male broiler chicks were assigned to five treatments with four replicates, each containing 16 chicks and effects of clinoptilolite (1.5 and 3%) and sodium zeolite A (1.5 and 3%) were...
Survey non-linearity of sport organizations (as one of the chaordic organizations characters)
Being non-linear is one of the chaordic organizations characters, any system in which the activities range are between the limitation of stability and instability or order and disorder, and innovative management of these...
The Relationship between Organizational Learning and Spiritual Leadership with Empowering Employees of Bank Keshavarzi of Golestan Province
The aim of this study was to investigate the relationship between organizational learning and empowering employees with the spiritual leadership of the Bank Keshavarzi was the of Golestan province. The study population i...