1 دانشجوی دکتری مدیریت و برنامه ریزی در تربیت بدنی دانشگاه تهران
2 دانشجوی کارشناسی ارشد مدیریت ورزشی دانشگاه تهران
عنوان مقاله [English]
The aim of this study was to examine the effect of brand credibility on satisfaction, continuous commitment and brand loyalty. The method was descriptive-correlation. The statistical population consisted of Nike consumers of Tehran city. 171 subjects were selected as the sample by convenience sampling method. To collect data, Brand Credibility Questionnaire (Erdem & Swait, 1998), Loyalty Commitment Questionnaire (Sweeney & Swait, 2008), Satisfaction Questionnaire (Oliver, 1997) and Continuous Commitment Questionnaire (Meyer & Allen, 1997) were used. Their reliability was calculated by Cronbach's alpha as α=0.96, α=0.96, α=0.92 and α=0.87 respectively. The SEM was used to analyze data. During examining the relationships of variables, the outputs of the software EQS 6.1 represented the structural model fit (NFI=0.91, CFI=0.95 & RMSEA=0.080 showed the structural model fit). In other words, the observed data were similar to the study design to a great extent. The results indicated that brand credibility had a positive direct effect on loyalty (=β0.53), satisfaction (=β0.67) and continuous commitment (=β0.63). Also, satisfaction had an effect on loyalty (=β0.41). According to the results, sporting goods manufacturers should endeavor to shape and establish a proper perception of their trademarks in their customers' mind.
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