نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشکدگان فارابی، دانشگاه تهران
2 دانشگاه علامه طباطبایی، تهران
3 دانشگاه ارومیه، ارومیه
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
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. "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. 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.
کلیدواژهها [English]
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