Investigating the effect of marketing strategies on brand loyalty in consumers of Iranian sports goods

The purpose of this study was to investigate the impact of marketing strategies on brand loyalty in sporting goods. This study in terms of purpose was applied and in terms of the nature was correlation research that was conducted through a survey. The statistical population of this study included all consumers of Iranian sports goods in Tabriz sport shops. Since the size of population was not known, the sample size was 384 for unknown communities based on Krejcie and Morgan table. In this study, standard questionnaires were used as data collection tool. Porterchr('39')s Strategy Questionnaire (1999), containing 27 questions about Porterchr('39')s three competing strategies (differentiation, focus, and cost leadership) and the standard Brand Loyalty Questionnaire (Mahmoudi Et al, 2015), which includes two components of behavioral and attitude loyalty, with a total of 15 questions. The face and content validity of the questionnaire was verified by the opinion of eleven experts in the fields of sports management and business management. The reliability of the questionnaire was obtained by using Cronbachchr('39')s alpha coefficient in the variable of marketing strategies 0.87 and for brand loyalty 0.85. The results showed that concentration) CR=13.96( and leadership) CR=7.21(  strategies at high-intensity and differentiation) CR=8.11(  strategy with moderate intensity influenced brand loyalty. The results showed that cost-focused and high-intensity leadership strategies and differentiation strategies influenced on brand loyalty. According to the research results, managers of Iranian companies can attract and retain their consumers more effectively by creating a desire between its products and foreign brands and by using the cultural and national capacities of the country, as well as leading in costs and using new pricing methods, etc.