Document Type : Research Paper

Authors

• zahra nematollahi ¹
• nasrollah sajjadi ²
• mehrzad hamidi ³
• ebrahim alidoustghahfarokhi ²

¹ tehran universitiy

² tehran

³ tehran university

Abstract

The main purpose was design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers. The main purpose was design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers.The main purpose was design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers.The main purpose was design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers.The present study was a descriptive correlation research based on structural equation modeling. The statistical population of this research was consisted of Tehran city sportswear customers that due to the uncertainty of the exact number of customers, the sample was 384 randomly selected based on Morgan's table for unlimited statistical population. In this research, self-structure questionnaire of brand experience and brand commitment as well as standard brand passion brand ethicality questionnaire was used. The results showed that brand experience and brand ethicality have a positive significant effect on brand commitment. However, harmonious passion and obbsessive passion for brand has not significant effect on brand commitment. Finally, the fit index was 0.418, indicating a strong overall fit. Therefore, it is suggested that the sports shop managers use the new marketing methods for customer contact points to create better experiences.

Keywords

• Brand experience"
• ,'
• brand passion"
• "
• brand ethicality"
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• brand commitment"
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• customers'

Main Subjects

• Sport Management