The relationship between personality components of sport brands with risk avoidance and customer loyalty from the viewpoint of market sociology

This research aims to explain the relationship between the personalityof sport brands with risk avoidance and customer loyalty. This researchwas applied in terms of its purpose, descriptive correlation in terms ofdata gathering and was based on structural equation model. The statisticalpopulation included all valid sports brand clients (5 famous and high-endsports brands Adidas, Nike, Puma, Al Sport and Asics).With regard to theunlimited statistical population, 384 people were selected as the statisticalsample based on Morgan's table. The brand personality standardquestionnaire (Jones et al., 2009), Customer loyalty Anisimova (2007),and researcher-made risk avoidance questionnaire were used to collectdata. The formal validity and content of these questionnaires wereapproved by 10 sport management supervisors and reliability ofquestionnaire was 0.894, 0.85 and 0.957 respectively, using Cronbach'salpha coefficient. The validity of questionnaire structure was alsoconfirmed by factor analysis. Descriptive tests (mean and standarddeviation) and inferential tests (Kolmogorov-Smirnov, Pearsoncorrelation, and multiple regression and structural equations) were usedfor analyzing data by SPSS and Amos software. According to the resultsof Pearson correlation test, there was a significant correlation between thepersonality of sport brands and risk aversion customers, and betweenpersonality of sport brands and customer loyalty. Also, there was asignificant positive correlation between personality components of sportsbrands (responsiveness, dynamism, sensitivity, courage, simplicity) withrisk aversion and customer loyalty. According to regression results,dynamic and audacity components have a significant effect on riskaversion. Responsibility and sensitivity components have a significanteffect on customer loyalty. The results of structural equation showed that,the personality of sport brands had a direct and positive effect on riskaversion (factor=359), attitude loyalty (factor=575) and customer loyaltybehavior (factor=548). Also, the model's indices confirmed the fitness ofresearch communication model.