The role of social status of brand equity on customer invocations the brand of equatic complexes

Subject Areas : Sports Management Studies

Zahra Aminiroshan ¹ , Elham Khoshbakht Ahmadi ² , Seyed Morteza Azimzadeh ³

1 - Department of Sports Management, Faculty of Sports Sciences, University of Ferdowsi Mashhad, Mashhad, Iran.
2 - Department of Sports Management, Faculty of Sports Sciences, University of Ferdowsi Mashhad, Mashhad, Iran.
3 - Department of Sports Management, Faculty of Sports Sciences, University of Ferdowsi Mashhad, Mashhad, Iran.

Received: 2022-04-28 Accepted : 2022-08-31 Published : 2022-09-23

Keywords: brand equity, Dimensions of brand equity, Brand Associations, brand, aquatic complex,

Abstract :

Objective: The present study was conducted to investigate the role of the social status of the brand value on the associations of customers from the water cultural and sports complexes of Birjand city.Methodology: The research method was descriptive-correlative. The statistical population of this research was users of the Birjand aquatic complex, from which 384 people were randomly selected as a sample. The Mohammadi Questionnaire (2011) was used to collect data and Pearson Correlation, Friedman test and regression were used to analyze the data; the research hypotheses were also analyzed using SPSS 25 software. Dimensions of brand equity in this study include brand prominence, brand performance, brand judgment, brand sentiment, brand compliance and brand imageryResults: The results of this study confirmed the effect of brand equity and its dimensions of the brand value on the associations of customers of the aquatic complex of Birjand city and determined that among the dimensions of brand equity, the brand performance factor has the highest correlation with associationsConclusion: Customers' mental associations with the brand in today's marketplace are related to the success and longevity of the brand and are competitive, especially in industrial markets where loyal customers can guarantee the life of a company or destroy it in general. The more positive associations a brand has the greater its brand value and social status because customers recommend using that brand to their friends and acquaintances.

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