Brand Loyalty in Sportswear in Iran

Document Type: Original Research


MBA-Marketing, Sharif University of Technology, Tehran, Iran


This paper reports the results of brand loyalty and brand personality of 345 accepted questionnaires from 370 answered questionnaire by tourist in Kish Island that is the most tourism city in Iran so that can be expand the research to all over the Iran. This paper explores brand loyalty and brand personality behavior on sportswear and examines key brand loyalty factors include of brand name, product quality, price, style, store environment, promotion, and service quality and too another part of research is about brand personality dimensions that identified as Big Fives in terms of (D. A. Aaker, 1997), such as Sincerity, Excitement ,Competence, Sophistication and Ruggedness for 8 kind of sportswear brands such as Adidas, Nike, Puma, Reebok, Fila, Levi’s, Umbro, Sauconey.


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