Document Type : Original Article
Authors
1
Assistant professor,, Department of Management, Lorestan University, Khorramabad, Iran
2
.M.Sc. Graduate, Business Management - Electronic Commerce, Faculty of Innovators, Malayer Azad University, Iran
3
Professor, Department of Business Administration, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
10.48308/jbmp.2023.232734.1536
Abstract
Purpose: love and affection for the brand is the main concept in the field of relationship between the customer and the brand. Brand managers tend to create more likable brands.
Methodology: The present study was conducted with the aim of identifying the factors affecting brand love. This research is a type of mixed research with a qualitative and quantitative approach, and it is a comparative inductive research, which is descriptive-survey in terms of practical purpose and in terms of data collection. The statistical population of the research is the experts, 30 of them were selected as sample members using the purposeful sampling method and based on the principle of theoretical adequacy.
Findings: The data collection tool was an interview in the qualitative part and a questionnaire in the quantitative part, the validity and reliability of which were confirmed using the relative content validity index and Cohen's kappa test, and content validity and retest reliability, respectively. Qualitative data was done with Atlesti software and coding method and quantitative data was done with Delphi phase method, as well as determining the priority of factors affecting the components affecting brand love and the most important factors were identified.
Conclusion: The results indicate that customer satisfaction with sports brand products, beauty satisfaction with sports brand, attachment to sports products, liking the brand of sports products, the brand name of sports products, the cost of advertising and the good image of the supply stores. The manufacturer of sports products,
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