In a medium bowl, sift together flour, baking powder, baking soda, and salt. Set aside.
In a mixing bowl, beat butter and sugar together on medium speed until light and fluffy (2-3 minutes). Beat in the eggs one at a time until combined. Beat in vanilla and yogurt/sour cream. Add the flour mixture until just combined, do not overmix.
In a small bowl toss together the cinnamon and sugar filling.
Pour 1/3 of the batter into the loaf pan, sprinkle half the sugar filling in, then top with another 1/3 of batter. Sprinkle with the rest of the sugar, then top with the remaining batter.
Swirl the sugar filling with a knife and then bake for 40-50 minutes. Allow to cool completely on a rack, slice and serve.