Brand Loyalty in Sportswear in Iran

This paper reports the results of brand loyalty and brand personality of 345 accepted questionnaires from 370 answered questionnaire by tourist in KishIsland 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 personalitybehavior on sportswear and examines key brand loyalty factors include of brand name, product quality, price, style, store environment, promotion, andservice 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 asSincerity, Excitement ,Competence, Sophistication and Ruggedness for 8 kind of sportswear brands such as Adidas, Nike, Puma, Reebok, Fila, Levi’s, Umbro, Sauconey

Keywords:

Customer satisfaction , customer loyalty , communication , trust , brand loyalty , hard-core loyalty , brand switching , ECSI Model