The Impact of Self Congruity and Reliability on Brand and Product Attachment and Customer Loyalty to Sports Brands

The purpose of this study was to investigate the impact of self-congruity and reliability on brand and product attachment and customer loyalty to sports brands in Mazandaran province. Methodology this research is an applied and descriptive study, and the statistical population of this research is the sports brand users. Data were collected using standard questionnaires. Data analysis methods have been tested based on Structural Equation Modeling using SPSS and LISREL software. The results of the research show that the brand-self congruity with the brand attachment, the product-self congruity with the product attachment, brand reliability on brand attachment, product reliability on product attachment, product attachment on brand attachment, brand attachment to brand loyalty and product attachment to brand loyalty. Findings indicate that attachment to brand and product attachment directly and positively affect brand loyalty.