To Determine the Regression Relationship between Brand Equity and Customer Loyalty in Sport

The aim of this study was to determine the regression relationship between brand equity and sport customer loyalty. The statistical population consisted of customers of sport brands with a random sample. 340 out of 350 questionnaires were examined. The data were collected by two researcher-made questionnaires which were confirmed by sport management professors. The construct validity was investigated by confirmatory factor analysis. Brand Equity Questionnaire (α=0.859) and Customer Loyalty Questionnaire (α=0.814) were used based on 5-point Likert Scale from (5) strongly agree to (1) strongly disagree.  Date were analyzed by confirmatory factor analysis (CFA), Pearson correlation coefficient, multiple regression with SPSS21.0, and LISREL. The results showed a significant correlation coefficient between brand equity and customer loyalty at 99% confidence level. The highest correlation was reported between brand awareness and intention to return (r=0.6), and the lowest was observed between brand image and intention to buy other products (r=0.22). Multiple regression coefficient between brand equity and customer loyalty was significant in terms of F and α=0.01 and adjusted R2=0.547. All parameters were highly fitted.