Assessment of Gender Differences in Brand Loyalty of Sportswear Consumers Case Study: A Sport Shops in the City of Rasht

The purpose of this research, assess how the impact of brand loyalty on Male and female sportswear consumers and the gender breakdown of the consumer's perspective it is to these factors. To this end with each of the seven factors of brand loyalty Research hypotheses were formulated. To collect the necessary data to test hypotheses, a standard questionnaire was used and Between 280 buyers of sportswear were distributed in the Rasht city. To analyze the data and hypotheses of the ANOVA test was used. Hypotheses Test results showed that the between gender of consumers and their perceptions of the brand loyalty factors, there are significant differences and sportswear Male and female consumers perspective to each of these factors varies. Finally, according to ranking each of these factors from the perspective of these two groups of consumers, Suggestions to increase their loyalty to sports brands were presented.

brand loyalty, brand loyalty factors, sportswear brands, gender differences.