The effect of brand equity, brand identity and loyalty on the intention to repurchase customers from the sports shoe industry

The purpose of this study was to investigate the effect of brand equity, brand identity and loyalty to the intention to repurchase customers from the sports shoe industry. This research was descriptive-correlational in terms of applied purpose and in terms of data collection. The statistical population included all physical education students of the University of Tehran (276) who were selected as a sample based on Morgan table's 160 people. Data collection tools: researcher-made questionnaire of personal characteristics, brand equity, ‌ (Acker, 1991), brand identity (Mill and Ashforth, 1992), brand loyalty (Keller, 2001) and repurchase intention, (Park et al. , 2008) that its face and content validity was confirmed by 10 sports management experts. Its reliability was calculated using Cronbach's alpha coefficient of 0.86. Data analysis was performed using SPSS and Amos software. The results showed that brand equity, brand identity and brand loyalty have a positive and significant effect on repurchase intention. Therefore, the marketing managers of sports shoe manufacturing companies should pay special attention to the influential components of brand equity, in addition to taking steps to create a positive image and proper identity of their brand to increase customer loyalty to their brand and Eventually become the buyer with the intention of repurchasing and gaining more market share than other brands.