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Razavi, Seyed Mohammad Javad, Tolabi Mazreno, Azam, Kotobi, Fereshteh. (1404). The Role of Relationship Marketing on Brand Equity: The Mediating Role of Brand Identification and Brand Experience (A Case Study of Isfahan Fitness Clubs). , 6(2), 1-14. doi: 10.22034/sms.2025.142399.1419
Seyed Mohammad Javad Razavi; Azam Tolabi Mazreno; Fereshteh Kotobi. "The Role of Relationship Marketing on Brand Equity: The Mediating Role of Brand Identification and Brand Experience (A Case Study of Isfahan Fitness Clubs)". , 6, 2, 1404, 1-14. doi: 10.22034/sms.2025.142399.1419
Razavi, Seyed Mohammad Javad, Tolabi Mazreno, Azam, Kotobi, Fereshteh. (1404). 'The Role of Relationship Marketing on Brand Equity: The Mediating Role of Brand Identification and Brand Experience (A Case Study of Isfahan Fitness Clubs)', , 6(2), pp. 1-14. doi: 10.22034/sms.2025.142399.1419
Razavi, Seyed Mohammad Javad, Tolabi Mazreno, Azam, Kotobi, Fereshteh. The Role of Relationship Marketing on Brand Equity: The Mediating Role of Brand Identification and Brand Experience (A Case Study of Isfahan Fitness Clubs). , 1404; 6(2): 1-14. doi: 10.22034/sms.2025.142399.1419

The Role of Relationship Marketing on Brand Equity: The Mediating Role of Brand Identification and Brand Experience (A Case Study of Isfahan Fitness Clubs)

مطالعات بازاریابی ورزشی
دوره 6، شماره 2 - شماره پیاپی 22، تیر 1404، صفحه 1-14    اصل مقاله (1.76 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22034/sms.2025.142399.1419
نویسندگان
Seyed Mohammad Javad Razavi* 1؛ Azam Tolabi Mazreno2؛ Fereshteh Kotobi2
1Assistant Professor of Sport Management, Department of Applied Humanities, Kashmar Higher Education Institute, Kashmar, Iran
2Department of Physical Education, Farhangian University, P.O. Box 14665-889, Tehran, Iran.
چکیده
Relationship marketing is considered an influential factor in changing customer purchasing behavior and plays an important role in the development of sport clubs' brand equity. This research aims to investigate the role of relationship marketing on brand equity with the mediating role of brand identification and brand experience in Isfahan fitness clubs during the year 2024. The study is applied in nature and was conducted using a survey method. The research instruments included standard questionnaires measuring relationship marketing, brand equity, brand identification, and brand experience. The reliability coefficients of the questionnaires were estimated at 0.82, 0.81, 0.86, and 0.74, respectively. The statistical population consisted of 384 customers of Isfahan fitness clubs. The findings revealed that relationship marketing had a significant impact on brand equity (β=0.33, t=6.94, p<0.01), brand identification (β=0.48, t=11.17, p<0.01), and brand experience (β=0.55, t=15.86, p<0.01). Additionally, brand identification (β=0.32, t=6.72, p<0.01) and brand experience (β=0.24, t=5.16, p<0.01) had a significant effect on brand equity. Since previous studies have mostly focused on the importance of relationship marketing in non-sport organizations, the present research underscores the importance of evaluating its effect on brand equity in sport clubs, considering the mediating role of brand identification and experience.
کلیدواژه‌ها
Relationship Marketing؛ Brand Equity؛ Brand Identification؛ Brand Experience؛ Fitness Clubs
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تعداد مشاهده مقاله: 298
تعداد دریافت فایل اصل مقاله: 119


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