The present study aimed to investigate the effects of brand credibility on customer loyalty of sportswear from the perspective of physical education students and graduates have been conducted based on the model of Sweeney and White. Method of study was survey. The study investigated the effects among the research variables using structural equation model (SEM) with Lisrel software. The population of the study was the whole country's physical education students, alumni, which 805 respondents were selected based on the purposive sampling, using in person, and online questionnaires were collected from Iran. Based on research findings only two brands of Adidas and Nike alone 72% of brand selected among statistical samples. Path analysis on the model test results showed that the model fitting is good and acceptable. Also variables of customer satisfaction with 72% had greatest impact on loyalty pledge. But between their trust with continued commitment and continuance commitment with the desire to change, no significant effect was observed. Due to financial restrictions for domestic producers recommended, pay special attention to improving the quality of manufactured goods to continuation being in the market and with using periodic surveys, Identify customer needs and requirements, and with create diversity and innovation in the sports apparel design and product design based on customer expectations, draw their consent which increase customer Commitment and loyalty, as a result reducing their willingness to change their brand.
کلید واژگان :Brand Credibility, Satisfaction, Commitment, Customer Loyalty, Customer Behaviour
ارزش ریالی : 300000 ریال
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