University of Tehran Sport Management Journal 2008-9341 10 3 2018 09 23 designing a model of the effect of Emotional Dependency on Emotional loyalty and word of mouth advertising designing a model of the effect of Emotional Dependency on Emotional loyalty and word of mouth advertising 548 535 71090 10.22059/jsm.2019.208070.1648 FA Masoud Freydoni m M K M Journal Article 2016 05 26 The aim of the current study was to design a model of the effect of emotional attachment on emotional loyalty and word-of-mouth advertising in customers of bodybuilding clubs of Tehran city. The study was application in terms of aims and descriptive-correlation in terms of data collection. The population consisted of customers with a minimum of six months of membership in the bodybuilding clubs in Tehran city. 5 regions were selected from all districts of Tehran city by cluster sampling method. 10 clubs and 10 subjects were selected from each selected region and each club by simple random sampling method. With literature review, the primary model was designed and a questionnaire was made based on the model. Its face validity was confirmed by some academic experts using exploratory factor analysis and confirmatory factor analysis. It was distributed among the population after its reliability was determined. For data analysis, Pearson correlation coefficient and SEM were used. The results showed that emotional attachment had an impact factor (<em>PC</em>=0.53) on emotional loyalty and (<em>PC</em>=0.48) on word-of-mouth advertising. Also, emotional loyalty had an impact factor on word-of-mouth advertising (<em>PC</em>=0.42). Goodness indexes (AGFI=0.90, GFI=0.91, CFI=0.94, NNFI=0.91, NFI=0.93) showed that all indexes were more than 0.9 and they were accepted.  According to the results of this model, it is suggested that emotional factors that increase customer emotional loyalty and emotional attachment should be identified and there should be planning to implement them so that customers’ word-of-mouth and positive advertising can increase. The aim of the current study was to design a model of the effect of emotional attachment on emotional loyalty and word-of-mouth advertising in customers of bodybuilding clubs of Tehran city. The study was application in terms of aims and descriptive-correlation in terms of data collection. The population consisted of customers with a minimum of six months of membership in the bodybuilding clubs in Tehran city. 5 regions were selected from all districts of Tehran city by cluster sampling method. 10 clubs and 10 subjects were selected from each selected region and each club by simple random sampling method. With literature review, the primary model was designed and a questionnaire was made based on the model. Its face validity was confirmed by some academic experts using exploratory factor analysis and confirmatory factor analysis. It was distributed among the population after its reliability was determined. For data analysis, Pearson correlation coefficient and SEM were used. The results showed that emotional attachment had an impact factor (<em>PC</em>=0.53) on emotional loyalty and (<em>PC</em>=0.48) on word-of-mouth advertising. Also, emotional loyalty had an impact factor on word-of-mouth advertising (<em>PC</em>=0.42). Goodness indexes (AGFI=0.90, GFI=0.91, CFI=0.94, NNFI=0.91, NFI=0.93) showed that all indexes were more than 0.9 and they were accepted.  According to the results of this model, it is suggested that emotional factors that increase customer emotional loyalty and emotional attachment should be identified and there should be planning to implement them so that customers’ word-of-mouth and positive advertising can increase. https://jsm.ut.ac.ir/article_71090_fb8ce1dbccfc239fd793125e8d023a06.pdf