Purpose: The purpose of study was to Prioritize the factors influencing sports brand loyalty among members of the Iranian student’s women’s national karate team. Material: The research method was descriptive correlational research and carried out the field. The population of the study, 12 members of the Iranian student’s women’s national team karate which were chosen as census. For data collection, using questionnaires Lau et al (2006) were reviewed with 11 subscales and 40 questions with 5point Likert scale (α=0.92). According to comprehensive analysis Kolmvgrof-Smirnov test for normality of research data and to check the hypotheses used one sample t-test, Shannon entropy. Data were analyzed with SPSS22 software at α≤0.05. Results: The findings show that brands as Adidas, Nike and Arawaza the highest percentage of participants had the choice of priorities. According to the results, the impact of all factors studied (brand name, product quality, price, effectiveness, social class, advertising, product style, store environment, the quality of services, lifestyle, and volume of advertising) on the loyalty national karate team than sports brands. Conclusions: Entropy analysis showed that the influence of others, product quality, product style top rated and price of the product lowest score in the national student’s women’s karate team loyalty to sports brands.
کلید واژگان :Prioritize; Loyalty; Sport Brands; National student’s Karate Team; Women; Entropy Analysis
ارزش ریالی : 300000 ریال
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