Explain the Brand Loyalty Model of Sports Products Based on Personality Components Mediated by Emotional Intelligence

The purpose of this study is to model brand loyalty in customers of sports products based on personality components with the role of mediating emotional intelligence. The research method is descriptive and correlational research. The statistical population of this study is all customers of sports products. The statistical sample was selected according to Morgan Table 357 and data collection tools, Consumer Personality Inventory Questionnaires by Lin (2010), Consumer Loyalty to Sport Products Kharazmi et al. (2005), Bradbury-Greaves Emotional Intelligence (2005). Using a five-point Likert scale whose validity and reliability were confirmed. To investigate the normality of data by Skewness- Kurtosis test and Pearson correlation test for research hypotheses at the significant level P≤0.05 &to determine the mediating role of loyalty by structural equation modeling and mediation regression analysis using SPSS22 software. The torque structure analysis software (AMOS) was used. Data analysis showed that there was a significant relationship between all dimensions of personality traits except neuroticism and sport product loyalty (P≥0.05). There is a significant and positive relationship between emotional intelligence and customer loyalty (P≥0.05). Also, there was a significant relationship between all dimensions of personality traits except neuroticism and emotional intelligence of Sport Products customers (P≥0.05). Finally, the model of measuring personality traits with sports product customer loyalty with emotional intelligence mediated has an acceptable fit and can be used to measure the relationship between personality traits and customer loyalty of sports products.