Developing a Sports Brands Love Model among Iranian Consumers Using Qualitative and Quantitative Analyses

The purpose of this study is to develop and test a framework for identifying the dimensions of sports brands love among Iranian consumers. And then recognize the effective variables on the dimensions of sports brands love and the dependent variables of the dimensions of sports brands love. In this study, the researcher has used mixed research methods and grounded theory. In order to develop the framework of sports brands love, the qualitative method by interview tool with 106 customers and then theme analysis technique are used. Then, a quantitative method has been used to test the model using questionnaire extracted from qualitative data and confirmatory factor analysis method. The results of qualitative analysis show that the structure of sports brands love among Iranian consumers is measured by 14 dimensions (Trust, Declaration of affect, Functional perceptions, Dreams, Attraction, Memories, Self-congruity, Satisfaction, Beauty, Intimacy, Pleasure, Duration of the relationship, Uniqueness and Attachment). Brand identification, brand trust and brand image are known as sports brands love antecedents. Brand commitment, brand loyalty, word of mouth and desire to pay a premium are known as the consequences of sports brands love. Also, the results of quantitative analysis indicate a strong relationship between antecedents of sports brands love, its dimensions and sports brands love’s outcomes. Therefore, it can be concluded that brand love in the present statistical sample is more closely associated with the functional perception of these products, as well as brand satisfaction has the greatest impact on the creation of brand love, which is due to the product quality, after selling services and proper staff training.