Brand Loyalty in Sportswear in Iran
عنوان مقاله: Brand Loyalty in Sportswear in Iran
شناسه ملی مقاله: JR_IJMAE-1-1_005
منتشر شده در شماره 1 دوره 1 فصل August در سال 1393
شناسه ملی مقاله: JR_IJMAE-1-1_005
منتشر شده در شماره 1 دوره 1 فصل August در سال 1393
مشخصات نویسندگان مقاله:
Rahil Khoei - MBA-Marketing, Sharif University of Technology, Iran
خلاصه مقاله:
Rahil Khoei - MBA-Marketing, Sharif University of Technology, Iran
This paper reports the results of brand loyalty and brand personality of 345 accepted questionnaires from 370 answered questionnaire by tourist in KishIsland that is the most tourism city in Iran so that can be expand the research to all over the Iran. This paper explores brand loyalty and brand personalitybehavior on sportswear and examines key brand loyalty factors include of brand name, product quality, price, style, store environment, promotion, andservice quality and too another part of research is about brand personality dimensions that identified as Big Fives in terms of (D. A. Aaker, 1997), such asSincerity, Excitement ,Competence, Sophistication and Ruggedness for 8 kind of sportswear brands such as Adidas, Nike, Puma, Reebok, Fila, Levi’s, Umbro, Sauconey
کلمات کلیدی: Customer satisfaction, customer loyalty, communication, trust, brand loyalty, hard-core loyalty, brand switching, ECSI Model
صفحه اختصاصی مقاله و دریافت فایل کامل: https://civilica.com/doc/280792/