Brand Loyalty of Sporting Audiences | ||||
| Journal of Applied Sports Science | ||||
| Article 8, Volume 5, Issue 3, September 2015, Page 82-95 PDF (435.57 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jass.2015.84513 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Rehab Amin Osman | ||||
| Faculty of Physical Education for Girls, Alexandria University, Alexandria, Egypt | ||||
| Abstract | ||||
| Research objectives: The search is designed to identify the dimensions of brand and loyalty to a sporting event through:- 1. Demographic variables (age, sex, geographical distribution, education level, income level), to a sports event. 2. Dimensions of brand and loyalty to a sporting event (a personal brand-image-brand-aware quality-awareness brand). Research hypotheses:- 1. There are significant moral difference between variable loyalty to a brand of product or service and between demographic variables (age, sex, geographical distribution, education level, income level), to a sports event. 2. There is no statistically significant relationship between the dimensions of brand loyalty to the brand with a sports event. 3. There is a statistically significant effect of dimensions of brand loyalty in a sporting event. Conclusions: the study found: The first part of the questionnaire:-the level of loyalty varies and is affected by demographic variables where significant statistically differences between variable loyalty to a brand of product or service and between demographic variables for a sporting event. As for the second part of the questionnaire:- First: personal brand with a sports event statistically significant relationship exists between brand personality and variable between her loyalty to a sporting event. different degree of loyalty of a sports event to the brand in accordance with its agreement with the traditions of the society, real, distinct from other competition, attractive draw attention. Theme II: the mental image of the brand with a sports event there is a relationship between a variable image of brand and loyalty to a sporting event. 1 sporting events contribute to easily recognize the brand. Theme III: the perceived quality of the brand with a sports event statistically significant relationship exists between the variable quality-aware brand and the loyalty of a sporting event. affected by the quality of the brand by sports event a loyal public. Axis IV: understanding the brand with a sports event togdalakh between variable perception of brand and loyalty to a sporting event. design a website sporting event brand together. Track 5: brand loyalty among audience event statistically significant relationship exists between the variable dimensions of brand and loyalty to a sporting event. the four models explaining the effect of the dimensions of brand for sports event on the degree of loyalty to the public. find the regression equation for the effect of the dimensions of brand and loyalty to a sporting event. more dimensional impact on loyalty to a sporting event is a personal brand. | ||||
| Keywords | ||||
| Brand Loyalty; Sporting Audiences | ||||
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