Human Resource Management in Sports

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Effect of Perceived Quality and Brand Attachment on Brand Commitment in Professional Athletes

Authors

1 Master's student in sports marketing management, Faculty of Literature and Human Sciences, Vali-e-Asr University, Rafsanjan, Iran

2 Associate Professor of Physical Education, Faculty of Literature and Human Sciences, Vali-e-Asr University, Rafsanjan, Iran

Abstract

Objective: This study aimed to investigate the effect of perceived quality and brand attachment on brand commitment in Sistan and Baluchistan province professional athletes.
Methodology: This study was a descriptive-correlative type that was administered as a field study. The population of this study included all professional athletes (participants in national championship and national teams selection competitions) of Sistan and Baluchistan (270); among them, 159 persons were selected by cluster sampling method. Data collection tools were standard questionnaires, including brand attachment(Zhou et al., 2012), perceived quality(Kajouri, 2010) and brand commitment(Momen, 2014). Convergent and divergent validity indices were used to measure the validity, and the reliability of the research instrument was evaluated using Cronbach's alpha and composite reliability methods. The analysis method used is a structural equation modelling technique.
Results: Findings indicated that perceived quality and brand attachment directly and significantly impact professional athletes' brand commitment. (boxing, kabaddi, martial arts, wrestling, futsal, football, volleyball, and athletics)
Conclusion: The findings of this study show that organizations, companies, and Producers of goods and services involved in meeting the different needs of athletes create and select symbols, designs, and everything related to their associations and perceptions, increasing their brand attachment. Also, they should perform plans suitable to the individual and collective tastes of the athletes to evaluate the psychological stimulation, motivation, and innovations in the products to improve athletes' perceptions of the brand and, consequently, increase their brand commitment.

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References
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Human Resource Management in Sports
Volume 12, Issue 1
January 2025
Pages 157-173
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