The main purpose of this study was to investigate the effects of sport brand identification on successful extension of sport brands. In this regard, the role of such variables as brand love, brand commitment and brand loyalty towards sport brands is studied. Methodologically, this study falls into descriptive/survey category. Statistical population included all fans of Iranian football brands in Shiraz city, of which a sample of 384 individuals was selected using Cochran method. The results showed that brand identification could influence sport brand love, commitment, and loyalty. At the same time, it was determined that, of three variables of brand love, commitment and loyalty, only brand loyalty was able to influence the successful extension of sport brands. Another finding revealed that sport brand loyalty mediated two relationships: 1. between sport brand commitment and successful extension of the brand, and 2. between sport brand love and successful extension of the brand.

The purpose of this study was relationship between brand characteristics to brand Loyalty in product of sport shoes. Research method was descriptive-correlation.305 customers of this product, complete questionnaires of this research. For data analysis, the Kolmogorov-Smirnov, one-sample t-test, Pearson correlation and multiple regression analysis were used. All data were analyzed with using the software spss at a significant level p≤0.05. Results showed that there is a significant relationship between brand satisfaction (r=0.52), brand trust (r=0.50), brand experience (r=0.57), Category fit of brand (r=0.60), Image fit of brand (r=0.40) and perceived value of brand (r=0.42) to brand loyalty. the logistic regression analysis showed that the overall Predictor variables could explain 45% of the variance of brand loyalty. According to the results of this study, suggest that programs of loyalty building of consumers to the brand, should be simple and functional, and attend evenly on all factors affecting of brand loyalty.

Purpose: Taking the perspective of the brand community building plus the brand trust, brand commitment and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i. e., the relationships among focal customer and brand, product, company, and other customers), brand trust, brand commitment and brand loyalty among Novin- leather customers.Methodology- A survey was conducted based on empirical study with 334 respondents among Novin-leather customers from their platforms (http: //www.novinleather.com/) In the spring of 1393.Findings: We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty and brand commitment in social media.Originality/ Value- On the base of customer centric model of brand community we show how this brand community could affect brand elements and loyalty and commitment in social media and we explain the effects of centric model’s elements on trust, commitment and loyalty.

Introduction: From consumer prospective brand is an important part of the product, and brand image and consumer’s perception is very important for marketers. The general purpose of the present research was to design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers. Methods: The present study was a descriptive correlation research based on structural equation modeling. The statistical population of this research was 212 athlete students from Shiraz Islamic Azad University sportswear customers. Due to the uncertainty of the exact number of customers, the sample was 384 randomly selected based on Morgan's table for unlimited statistical population. In this research, self-structure questionnaire of brand experience and brand commitment as well as standard brand passion brand ethicality questionnaire was used. Results: The results showed that brand experience and brand ethicality have a positive significant effect on brand commitment. However, harmonious passion and obbsessive passion for brand has not significant effect on brand commitment. Finally, the fit index was 0. 418, indicating a strong overall fit. Conclusion: Therefore, it is suggested that the sports shop managers use the new marketing methods for customer contact points to create better experiences.

Sports advertising is one of the methods used by most companies to introduce their brands and products and expand their market. This study aimed to investigate the relationship between brand identity transfer and sport commitment with the mediating role of promotional and advertising tools from the perspective of sports consumers in Iran. 500 sports consumers participated in this study and completed the research questionnaire. The results of the structural equation modeling (SEM) indicate that there is a significant relationship between brand identity transfer and sport commitment and their dimensions, with the mediating role of promotional and advertising tools. Further, TV, mobile and social networks should have a priority over other promotional tools when transferring brand identity and sports commitment of consumers. Besides, contributing to the advancement of theory, this study has important practical implications for sport marketers and managers who are searching effective promotional and advertising tools to re-engage existing consumers or to acquire new ones.

The study is to provide a model for the development of the Iranian clothing brand based on the data theory of the foundation. The statistical population was marketing managers, domestic apparel manufacturers and university marketing professors. For this purpose, after studying literature, semi-structured and in-depth qualitative interviews with Theoretical Sampling method were conducted. Interviews continued to reach the theoretical saturation stage and identifying all factors (n=12). The data were analyzed using NViVo 10 software. During the three stages (open, axial and selective coding), 359 codes were extracted. By comparing and categorizing similar codes, 221 concepts, 60 open codes and 6 axial code categories were obtained. The results showed that variety and innovation in product production, strategic planning, target market selection, sportswear design and design in accordance with market demand for vertical development, and the use of day-to-day technology in the production of products is also influential in the horizontal development of the Iranian clothing brand. In this regard, the government can also help the development of the Iranian clothing brand by providing financial support, paying low interest rates, enforcing supportive laws, amending tax and insurance laws, and preventing the entry of sports clothing into the country.

Brand ambidexterity strategies help organizations improve their capabilities and performance and simultaneously discover new opportunities. The purpose of this study is to investigate the effects of brand ambidexterity strategies on brand commitment through brand’ s performance, image and reputation. The statistical population of this research were the users of Pishgaman Company. Random sampling method was used and 300 acceptable questionnaires were collected. Data analysis was carried out using the PLS3 software and the results show that exploratory and exploitative strategies have positive and significant impact on brand performance. Also, the impact of brand’ s performance on its reputation and image, and brand reputation on brand commitment are positive and significant. Other findings show that the impact of brand performance on brand commitment, brand image on brand reputation and brand image on brand commitment are not significant. Moreover, results indicate that brand performance has a mediating role in the relationship between brand ambidexterity and brand commitment, and reputation has a mediating role in the relationship between brand performance and brand commitment. Nevertheless, the mediating role of brand image in the relationship between brand performance and brand commitment has not been confirmed.