摘要：The purpose of this study was to investigate the role of brand identity on rebuy intention with mediation of sport customers’ self-determination. The research method used is descriptive-survey and it is an applied research. In terms of the unlimited amount of the population, the sample size was estimated to be 385 with Cochran formula. For data collection, three adapted questionnaires were used, Dehdashti Shahrokh brand identity questionnaire (2012) which includes 4 questions, the Guimaras' customers’ Self Determination (2015) which includes 5 questions, and Lim's rebuy intention questionnaire (2006) including 7 questions. The validity and reliability of the questionnaires were confirmed. Data analysis was performed using path analysis in the LISREL software. The impact coefficient of brand identity on the rebuy intention is 0.33 and it affects brand identity indirectly and through mediation of the customer's self-determination by 0.53. Brand identity directly affects customer self-determination by 0.56. The findings of the research suggest that managers pay more attention to promotion management and sport brand marketing, value creation to the customers, brand imagination in customers’ mind, using social and psychological processes, and adapting brand features with customer features.
