The Relationship between Brand Personality dimensions and Consumer’s Loyalty to Sports Brands in Rasht city

The purpose of the present study was to explain the relationship between brand personality dimensions and customers’ loyalty to sport brands in Rasht.  The method of present survey was descriptive and applied, also the statistical population was loyal customers to sport brands in Rasht.  In order to data collection two questionnaires; Geuens & Wulf (2009) for measuring brand personality dimensions and Lau et all (2006) that investigated customers loyalty to sportswear in Hong Kong, after determining the validity and reliability was confirmed by using Cronbach’s alpha (0.7); were used. The results of Linear Regression of 407 loyal customers were shown there were positive and negative significant relationships between brand personality dimensions (Activity, Aggressiveness, Responsibility, Emotionality and Simplicity) and customers loyalty components to sport brands (Brand name, Service quality, Store environment, Product quality, Promotion, Price and Style). Some of these results are as below: activity dimension and brand name factor; activity and aggressiveness dimensions and service quality factor; activity, simplicity and responsibility dimensions and store environment factor; activity, aggressiveness and responsibility dimensions and product quality factor. There were also some negative ones between simplicity dimension and product quality and style factors. The result of Friedman test revealed that product quality, style, brand name, promotion, price, store environment and service quality were the most fundamental and crucial factors for the customers’ loyalty respectively. Regarding to the findings attention to customers’ demands and needs significantly has effect on performance improvement and local produced Sport brand’s success to attracting the customers and making them loyal in order to achieving more market share in comparison with competitors in international markets.