Sports management, marketing
Amir Moradi Niknam; Sadegh Fatahi Milasi
Abstract
The aim of this study was to examine the impact of brand social identity and narrative branding on consumer behavioral intentions, considering the mediating role of brand image in selected luxury sports clubs in Tehran. This applied research employed a descriptive-correlation method and a quantitative ...
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The aim of this study was to examine the impact of brand social identity and narrative branding on consumer behavioral intentions, considering the mediating role of brand image in selected luxury sports clubs in Tehran. This applied research employed a descriptive-correlation method and a quantitative approach. The target population comprised customers of luxury sports clubs, from which two clubs Samfit and Oxygen were selected due to their special services for VIP and CIP clients. Using the 10-times rule, the minimum sample size was determined, and to enhance reliability, 200 respondents were selected online. Data were collected using a questionnaire with two sections (demographic information and main variables). For brand social identity and narrative branding, 5 items each were adapted from Rachbini et al. (2023); for brand image, 4 items from Arminen (2017); and for behavioral intentions, 5 items from Whang et al. (2021). Data analysis was performed using SPSS 27, and hypothesis testing was conducted with Smart PLS 3.2.8. The results showed that narrative branding significantly impacts brand image (β=0.169) and behavioral intentions (β=0.215), and brand image positively affects behavioral intentions (β=0.442). It can be concluded that enhancing brand social identity and narrative branding is crucial for creating a strong brand image and positively influencing the behavior of customers at luxury sports clubs.
