Relationship between brand characteristics and brand Loyalty in product of sport shoes

The purpose of this study was relationship between brand characteristics to brand Loyalty in product of sport shoes. Research method was descriptive-correlation. 305 customers of this product, complete questionnaires of this research. For data analysis, the Kolmogorov-Smirnov, one-sample t-test, Pearson correlation and multiple regression analysis were used. All data were analyzed with using the software spss at a significant level p≤0.05. Results showed that there is a significant relationship between brand satisfaction (r=0.52), brand trust (r=0.50), brand experience (r=0.57), Category fit of brand (r=0.60), Image fit of brand (r=0.40) and perceived value of brand (r=0.42) to brand loyalty. the logistic regression analysis showed that the overall Predictor variables could explain 45% of the variance of brand loyalty. According to the results of this study, suggest that programs of loyalty building of consumers to the brand, should be simple and functional, and attend evenly on all factors affecting of brand loyalty.