American Journal of Marketing Research
Articles Information
American Journal of Marketing Research, Vol.1, No.2, Aug. 2015, Pub. Date: Jul. 16, 2015
The Effects of Brand Credibility on Customer Loyalty: An Application of Sweeney and Swait Model for Sport Brands
Pages: 61-65 Views: 4032 Downloads: 2108
Authors
[01] Rasoul Azadi, Department of Sport Management, University of Razi, Kermanshah, Iran.
[02] Bahram Yosefi, Department of Sport Management, University of Razi, Kermanshah, Iran.
[03] Hossein Eydi, Department of Sport Management, University of Razi, Kermanshah, Iran.
Abstract
The present study aimed to investigate the effects of brand credibility on customer loyalty of sportswear from the perspective of physical education students and graduates have been conducted based on the model of Sweeney and White. Method of study was survey. The study investigated the effects among the research variables using structural equation model (SEM) with Lisrel software. The population of the study was the whole country's physical education students, alumni, which 805 respondents were selected based on the purposive sampling, using in person, and online questionnaires were collected from Iran. Based on research findings only two brands of Adidas and Nike alone 72% of brand selected among statistical samples. Path analysis on the model test results showed that the model fitting is good and acceptable. Also variables of customer satisfaction with 72% had greatest impact on loyalty pledge. But between their trust with continued commitment and continuance commitment with the desire to change, no significant effect was observed. Due to financial restrictions for domestic producers recommended, pay special attention to improving the quality of manufactured goods to continuation being in the market and with using periodic surveys, Identify customer needs and requirements, and with create diversity and innovation in the sports apparel design and product design based on customer expectations, draw their consent which increase customer Commitment and loyalty, as a result reducing their willingness to change their brand.
Keywords
Brand Credibility, Satisfaction, Commitment, Customer Loyalty, Customer Behaviour
References
[01] Askarian, F. (2004). Economic situation in the sports industry in the years 1998 and 2001. Faculty of Physical Education and Sport Sciences, Tehran. [PhD Thesis in Persian].
[02] Azadi, R. (2014). The relationship between selected elements of marketing mix and brand equity agents sports apparel among students and graduates of Physical Education and Sports Science. Faculty of Physical Education and Sports Science Department of Sports Management in Razi University. [M.S. Thesis in Persian].
[03] Azadi, R. Yousefi, B. Eydi, H. (2015). The Impact of Brand Country-of-Origin Image on the Formation of Brand Equity in the Sports Apparel Industry. Universal Journal of Industrial and Business Management. 3(3): 67-73.
[04] Bansal, H.P., Irving, P.G., Taylor, S. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32 (3), 234–250.
[05] Dehdashti,Sh, Z., Taghavi, Z, MT; Rostami, MT. (2010). A model for assessing the reliability of their impact on banks' commitment to customer loyalty. Journal of Management, 20 (4), 88-69. [Persian].
[06] Erdem, T., Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7 (2), 131–157.
[07] Erdem, T., Swait, J. (2004). Brand credibility, brand consideration and choice. Journal of Consumer Research 31 (2), 191–198.
[08] Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58 (4), 1–19.
[09] Geyskens, I., Steenkamp, J. B., Scheer, L., Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a trans- Atlantic study. International Journal of Research in Marketing, 13, 303–317.
[10] Gustafsson, A., Johnson, M.D., Roos, I. (2005). The effect of customer satisfaction, relationship commitment dimensions and triggers on customer retention. Journal of Marketing, 69 (4), 210–218.
[11] Kapferer, J. N. (2006). Strategic brand management. Cena translating Lu sir, missionaries Publications, Tehran, first printing.
[12] Ko, E, .Taylor ,C,. Sung, H. Lee, J, Wagner, U,. Navarro, D,Wang, F. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research, 65, 1565-1575.
[13] Pritchard, M. P., Havitz, M. E., Howard, D.R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27 (3), 333–348.
[14] Rafiei, S, Haghighi, M., Yazdani, HR. (2012). The impact of marketing mix on brand equity and corporate image software sector of IT industry. Journal a new market research study. In the second, fourth number, serial number, 12 (7), 182- 195. [Persian].
[15] Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27 (9), 19–35.
[16] Sweeney, J. Swait,J. (2008).The Effects of Brand Credibilityon Customer Loyalty. Journal of Retailing and Consumer Services, 15 (8), 179-193.
[17] Verhoef, P., Franses, P. H., Hoekstra, a. J. (2002). The effect of relational constructs on customer referrals and numbers of service spurchased from a multiservice provider: does age of relationship matter. Journal of the Academy of Marketing Science, 16 (3), 202–216.
600 ATLANTIC AVE, BOSTON,
MA 02210, USA
+001-6179630233
AIS is an academia-oriented and non-commercial institute aiming at providing users with a way to quickly and easily get the academic and scientific information.
Copyright © 2014 - American Institute of Science except certain content provided by third parties.