The mediator role of brand-awareness and brand image in the realtionship between the advertisment-awareness and the brand equity

Document Type : Original Article


1 PhD Student in Sports Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran

2 PhD Student in Sports Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

3 Assistant Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran

4 Associate Professor of Physical Education and Sport Sciences, Faculty of Educational Sciences, Seville, Spain


The method of the present study was descriptive-survey and based on structural equations. Standard questionnaires of advertising awareness, brand awareness and brand value and brand image were used. The statistical population was all customers of Morooj sports brand in Iran. The validity of the questionnaires was confirmed by 5 expert professors. The reliability of the questionnaires was higher than 0.8. Smart-PLS software was used to analyze the data. According to the results, the research model has a moderate fit, advertising awareness had a direct effect on the variables of brand awareness, brand image and brand equity. Also, awareness of advertising indirectly affected brand equity through brand awareness and brand image. Sports brand managers need to realize that branding in an industry is the way to go; Endless and requires research and application of relevant sciences, pay attention and understand the importance of brand value and the impact it has on customer loyalty to study and invest in the factors that affect it, such as advertising, brand awareness and brand image.


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