Brand loyalty role between Brand love and Brand advocacy (A case study: Malavan Anzali sport brand)

Nowadays، maintaining the large share of competitive market not only requires loyal customers but also advocators who consistently can advocate the brand and improve the brand image in other’s mind through positive word of mouth (PWOM). One of the factors influencing customer loyalty and advocacy is the kind of sense literally called «brand love». Regarding to this issue in current survey، the effect of brand love on brand advocacy and PWOM through brand loyalty is investigated. Malavan Anzali football club fans are chosen as Statistical population and 329 questionnaires are distributed using non probability sampling method. To test the validity of questionnaires، two approaches including face validity and content validity are considered while for testing the reliability two approaches consisting of cronbach alpha (0. 92) and split half approach (0. 89) are applied. Results show that sport brand loyalty has mediated the relationship between sport brand love and sport brand advocacy while it has not mediated the relationship between sport brand love and customer PWOM. Regarding to these findings and to utilize of sport brand advocacy، using some kinds of loyalty programs can increase customer loyalty. On the other side، it''s better to use another tools rather than loyalty programs to promote customer WOM.