Antecedents and Outcomes of Brand Love in Sports Customers (Case Study: Men's and Women's Basketball Premier League Players of Iran, 2019)

The aim of this study was to test the model of antecedents and consequences of brand love in sports customers. The present study was a descriptive correlational study based on modeling structural equations. The statistical population of this study consisted of all the players (men and women) of the Iranian Basketball Premier League in 1398(364 people). 146 people were selected as a statistical sample using G-Power software by stratified random sampling Standard. To measure research variables were used the questionnaires of brand uniqueness, Perceived Value, Brand Prestige, Brand Love, Fashion Inclusion, the tendency to use hedonism, the tendency to buy instant fashion. The results showed that there was a significant positive relationship between perceived value, brand prestige and brand uniqueness with love for the brand of sports customers. There was a significant positive relationship between brand love and hedonistic consumption, fashion and instant purchase of sports customers. Also, there was a significant positive relationship between hedonistic consumption and fashion involvement with the immediate purchase of sports customers. Also, the GOF index was 0.463, indicating a strong fit. Therefore, it is suggested that managers of sports brands develop all aspects of the brand in order to improve the perceived value among customers, and implement reputable sports support programs and events in order to create brand prestige among customers, financial support programs, and so on.