Mohammad Sarreshtehdari; mohammad Pourkiani; Farshad emami
Abstract
This present study to identify and prioritize the causes of customer loyalty to Iranian sportswear brand. The research process was conducted in two stages. In the first stage, semi-structured interviews were conducted with a survey of 20 experts, including sports marketing management professors and sports ...
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This present study to identify and prioritize the causes of customer loyalty to Iranian sportswear brand. The research process was conducted in two stages. In the first stage, semi-structured interviews were conducted with a survey of 20 experts, including sports marketing management professors and sports apparel manufacturers, in which 7 indicators were identified. In the second step, the weighting of the identified indices using Expert choice software is discussed. To ensure the validity and reliability of the collected data, the interviewing method was used. The results showed that the most important components were price component with relative weight 0.321, design and fashion 0.258, product quality 0.159, service quality 0.109, advertising 0.70, store environment 0.046 and brand weighs 0.037. According to the results of the research, it can be stated that the price component are the most important factors of loyalty, which results from the cost-effectiveness and then quality of the goods to the consumers.
Akbar Jaberi; Mohammad Sarreshtehdari; Mehdi Moradi; korush Ghahreman Tabrizi
Abstract
The study is to examine the effect of perceived quality on brand image and brand loyalty among football fans in pro league of Iran. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved ...
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The study is to examine the effect of perceived quality on brand image and brand loyalty among football fans in pro league of Iran. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved the fans of popular football teams in pro league of Iran and a sample of 341 football fans were selected through random sampling in stadiums that were selected purposefully. Standard questionnaires of brand image, brand loyalty and perceived quality have been applied as research tool. The questionnaires validity were verified by sport marketing experts and the reliability of brand image, Brand loyalty and perceived quality questionnaire were respectively found to be 0/89, 0/86, and 0/83 according to Chronbach's alpha. SPSS18 and Amos18 and structural equation modeling were applied for data analysis. The results indicated that perceived quality was effective on brand image, brand image was effective on brand loyalty and perceived quality was effective on brand loyalty.
Mohammad Sarreshteh Dari; Mohammad Pourkiani; Farshad Emami
Volume 18, Issue 45 , December 2019, , Pages 299-314
Abstract
The study is to develope a strategic model for customer loyalty to Iranian Sportswear brands. The research method is qualitative and based on content analysis approach. The statistical population consisted of experts, sports marketing professors, and sports apparel manufacturers. The sampling was done ...
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The study is to develope a strategic model for customer loyalty to Iranian Sportswear brands. The research method is qualitative and based on content analysis approach. The statistical population consisted of experts, sports marketing professors, and sports apparel manufacturers. The sampling was done using purposive approach based on theoretical approach. Data collection continued until theoretical data saturation and 20 semi-structured individual interviews were conducted. The coding process was performed in three stages: open, axial and selective and finally the design of the themes was discussed. A total of 179 primary codes were generated. Then, due to the multiplicity of codes, all similar codes were assigned to their specific group based on conceptual and semantic affinities, reduced to 28 subcategories and finally to the secondary open codes, seven main categories including name business, product quality, price, design and fashion, store environment, advertising and promotion and quality of service. In the next step, in order to establish the relationship between the concepts produced in the coding phase and the components, the software was entered into the MAXQDA software environment and finally the final model was presented.
According to the findings, it can be concluded that Iranian clothing manufacturers can increase their loyalty by focusing on identified factors of customer loyalty.