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: The purpose of this study was to investigate the effect of perceived quality and brand attachment on brand commitment in professional athletes of Sistan and Baluchistan province.
Methodology:This study was a descriptive-correlative type that was administered as a field study. The population of this study included all professional athletes of Sistan and Baluchistan (about 270), that among them 157 persons selected by cluster sampling method. After determining validity and reliability, in order to data gathering use of brand attachment, perceived quality and brand commitment questionnaires.
Results : Findings indicated that perceived quality and brand attachment has a direct and significant impact on brand commitment of professional athletes.
Conclusion: According to the findings of this study, suggested to the organizations, companies, Producers of goods and services involved in meeting the different needs of athletes should consider and implement programs in accordance with Individual and collective tastes to promote quality and improve their Cognitive and mental.
Keywords
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