The relationship between brand and brand loyalty of participant in Tehran health centers

Background: Current survey demonstrates the relationship between brand and brand loyalty of participants in Tehran health center. Materials and methods: The research method is descriptive survey with correlation concept. The statistical population of this research is all of the utilizes of health and fitness center in North of Tehran who were used to sport last years. In this survey the sample population contained 120 people. For research variable measurements .We used WILLIAMS’s standard questionnaire (2010). For analyzing the outputs of this research we used descriptive deduction statistics (such as Spearman test, Kruskal-Wallis, Uman whitney) Results and Discussions: Based on the result of this research, there was a meaningful and direct relationship between connection with brand and brand loyalty of participants of health centers in Tehran (r = 0.575, p = 0.001). Also between participants and brand loyalty (p=0.048), between brand and participants age (X2 = 10.133, p = 0.038) and ultimately there was a meaningful difference between brand and membership background. On the other hand there was not any meaningful difference between brand loyalty and brand, with Sex andbachelorhood. (p> 0.05). Conclusion: Brand played a dominant role in protecting and extending the customer choice right, so Marketing managers should be aware of brand relationship and protecting it for revenue increment with loyalty and commitment. Regarding to the direct relations between brand & brand loyalty & they are related to the price & product so must be cautious on pricing policy. Also must pay attention to the product & changes of performance & appearance & provided better & positive effects on the brand value by making creativity & innovation.

Keywords:

Brand , Brand loyalty , fitness and health club