PRESENTING STRUCTURAL MODEL OF FACTORS AFFECTING CONSUMER ATTITUDINAL AND BEHAVIORAL LOYALTY TO DOMESTIC AND FOREIGN SPORTS BRANDS IN SPORTS CLUBS

The present research aimed to provide a structural model of factors affecting the attitudinal and behavioral loyalty of consumers to domestic and foreign sports brands in sports clubs in Iran. The research method is a descriptive-survey type and the statistical population was all consumers of domestic and foreign sports brands in the sports clubs of Iran, and due to the unlimited statistical population, 400 people were selected as a sample using structural equations method. In the field of factors affecting loyalty, a researcher-made questionnaire with 33 questions in the dimensions and in the context the loyalty of the standard questionnaire of Gladden and colleagues with 12 questions in two dimensions (attitudinal loyalty, behavioral loyalty) was considered based on the Likert scoring scale (very high = 5 and very low = 1). After collecting the required data, the data were analyzed in two ways. First, descriptive statistics were used to accurately describe the studied population, and Kolmogorov Smirnov test was used to determine the normality of the test using SPSS 25 and LISREL. all statistical tests were at a significant level. The findings of the research showed: There is a relationship between brand experience and brand image, product price, brand personality, brand switching cost, ease of brand access, brand experience, brand image, customer satisfaction, and ease of brand access with customer satisfaction in domestic and foreign sports brands. There is no significant relationship between brand quality and brand credibility with customer satisfaction in domestic and foreign sports brands. There is a significant relationship among brand image, social value, price of brand products, brand quality, and brand credibility with customers' trust in domestic and foreign sports brands. There is a significant relationship between customer satisfaction and trust in the brand, between customer satisfaction and attitudinal loyalty, between customer trust and attitudinal loyalty, and between attitudinal loyalty and behavioral loyalty in domestic and foreign sports brands.