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The Impact of Electronic Word-of-Mouth (eWOM) Marketing on Brand Equity in Sports Businesses

نوع مقاله : مقاله پژوهشی

نویسندگان

1 Ph.D. Student in Sport management. Department of Land, Sports and Educational Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

2 Ph.D. in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

3 Ph.D. Student in Sport management. Department of Management and Motor Behavior, Faculty of Physical Education and Sports Sciences, Urmia University, Urmia, Iran

چکیده

Objective: Today, sports have gained importance as a profitable industry, with the increasing consumption of sports goods and services. In this context, electronic word-of-mouth (eWOM) marketing plays a significant role in enhancing the brand equity of sports businesses and influencing consumer purchasing decisions. The aim of this study was to determine the impact of using electronic word-of-mouth (eWOM) marketing on brand equity in sports businesses. 
Method: In this regard, an applied study was conducted using a quasi-experimental method, with the statistical population consisting of customers of sports brands. The sample was conveniently selected from the customers of the Ghafari sports brand in West Azerbaijan province, including 40 individuals divided into two groups: control and experimental (20 individuals in each group). The measurement tool was a brand equity questionnaire based on the model by Kim et al. (2003) and the modifications by Yoo, Donthu, and Lee (2000), with a Cronbach's alpha coefficient of 0.86. After implementing the electronic word-of-mouth marketing technique for the experimental group, the data were analyzed using covariance analysis and SPSS software version 17.
Results: The findings of the study indicate that the use of electronic word-of-mouth marketing has a significant impact on brand equity, perceived quality, brand loyalty, and brand image in sports businesses. The covariance analysis revealed that the impact of this marketing on brand equity (38%), perceived quality (21%), brand loyalty (52%), and brand image (41%) is significant. These results demonstrate the high effectiveness of electronic word-of-mouth marketing in improving these indicators.
Conclusions: This implies that sports brands capable of creating opportunities for dialogue, fostering positive customer experiences, and encouraging active customer participation are more likely to achieve a sustainable competitive advantage.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Electronic Word-of-Mouth (eWOM) Marketing on Brand Equity in Sports Businesses

نویسندگان [English]

  • Sadaf Hesari 1
  • Reza Jalili Niko 2
  • Samad Fattahi 3

1 Ph.D. Student in Sport management. Department of Land, Sports and Educational Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

2 Ph.D. in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

3 Ph.D. Student in Sport management. Department of Management and Motor Behavior, Faculty of Physical Education and Sports Sciences, Urmia University, Urmia, Iran

چکیده [English]

Objective: Today, sports have gained importance as a profitable industry, with the increasing consumption of sports goods and services. In this context, electronic word-of-mouth (eWOM) marketing plays a significant role in enhancing the brand equity of sports businesses and influencing consumer purchasing decisions. The aim of this study was to determine the impact of using electronic word-of-mouth (eWOM) marketing on brand equity in sports businesses. 
Method: In this regard, an applied study was conducted using a quasi-experimental method, with the statistical population consisting of customers of sports brands. The sample was conveniently selected from the customers of the Ghafari sports brand in West Azerbaijan province, including 40 individuals divided into two groups: control and experimental (20 individuals in each group). The measurement tool was a brand equity questionnaire based on the model by Kim et al. (2003) and the modifications by Yoo, Donthu, and Lee (2000), with a Cronbach's alpha coefficient of 0.86. After implementing the electronic word-of-mouth marketing technique for the experimental group, the data were analyzed using covariance analysis and SPSS software version 17.
Results: The findings of the study indicate that the use of electronic word-of-mouth marketing has a significant impact on brand equity, perceived quality, brand loyalty, and brand image in sports businesses. The covariance analysis revealed that the impact of this marketing on brand equity (38%), perceived quality (21%), brand loyalty (52%), and brand image (41%) is significant. These results demonstrate the high effectiveness of electronic word-of-mouth marketing in improving these indicators.
Conclusions: This implies that sports brands capable of creating opportunities for dialogue, fostering positive customer experiences, and encouraging active customer participation are more likely to achieve a sustainable competitive advantage.

کلیدواژه‌ها [English]

  • Electronic Word-of-Mouth Marketing
  • Brand Equity
  • Sports Businesses
  • Perceived Quality
  • Brand Loyalty
  • Brand Image
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دوره 7، شماره 2 - شماره پیاپی 26
تیر 1405
صفحه 69-84
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