The present study aimed to investigate the effects of sports apparel brand loyalty from students and graduates in Physical Education Sweeney and White took on the model. Methodology: The study was a descriptive survey based on the analysis of the way. Modeling data analysis using path analysis using LISREL 8.80 software spss 20 was conducted. Results: Based on the findings, two brands Adidas and Nike, alone 72% of the samples of the selected brands themselves. The findings also showed that, of the 805 sample 100% of Iranian foreign brands had used the figure was 66% for brands that represent foreign brands are more than satisfactory. Test results on the path analysis model showed that the model fit is good and acceptable. It also showed that the variables with the greatest impact on customer satisfaction 72/0 lays the Pledge of Allegiance. But between trusted brand with continued commitment and continuous commitment with the desire to change, significant effects were observed. Conclusion: Due to financial constraints for domestic manufacturers are recommended, paying particular attention to the quality of manufactured goods to continue their activity in the market and using periodic surveys, to identify demands and needs of our customers, and by creating diversity and innovation in the sports apparel design and product design based on customer expectations, satisfaction attract them to increase customer loyalty commitment and consequently reduce their willingness to change their brand.
کلید واژگان :Brand reputation, satisfaction, commitment, customer loyalty, customer behavior
ارزش ریالی : 300000 ریال
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