نوع مقاله : مقاله پژوهشی
نویسندگان
1 یزد،میبد،شهرک جعفر صادق،خیابان بهارستان،کوچه شقایق ۸ ,پلاک ۱۰
2 گروه آموزش تربیت بدنی، دانشگاه فرهنگیان، صندوق پستی 889 - 14665تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Explaining the Role of Relationship Marketing on the Brand Equity of Sport Clubs with the Mediating Role of Brand Identification and Experience
Abstract
In recent decades, relationship marketing has emerged as a new paradigm, shifting the focus from customer attraction to customer retention (Hidayat & Idrus, 2023). This approach has enabled service organizations to gain a competitive advantage by developing long-term relationships with their consumers (Juscius and Viktorija, 2011). Service organizations can ensure long-term viability by adopting the principles and concepts of relationship marketing while employing effective strategies to attract, retain, and maximize profitability and continuous growth. As such, relationship marketing is considered one of the most successful techniques, aiming to create strong connections with consumers (Ghazizadeh et al., 2016). Building a strong brand is a primary objective for many service organizations, as a brand is regarded as their most valuable asset. A robust brand allows organizations to assign higher value to their products and services while reducing vulnerability to competitors (Razavi & Azimzadeh, 2017). Consequently, a brand name forms an integral part of a sport club's marketing strategy. Furthermore, implementing relationship marketing strategies within sport organizations can significantly contribute to developing a strong brand (Hashemi, 2023). Given the critical role of relationship marketing in enhancing brand equity within sport clubs, it is essential to explore the dimensions that can reinforce this relationship. Two key dimensions are brand identification and brand experience that can help this relationship between relationship marketing and brand equity. Sport club managers must prioritize these dimensions to succeed in today's intensely competitive environment. The purpose of this research is to present a structural model that determines the role of relationship marketing on brand equity, with brand identification and brand experience serving as mediating factors in sport clubs in Isfahan City. Measurement tools employed in this study included standardized questionnaires for relationship marketing (Omeje & Olise, 2022), brand equity (Azimzadeh et al., 2019), brand identification (Muna et al., 2023), and brand experience (Hwang et al., 2021). The reliability of these questionnaires was estimated at 0.82, 0.81, 0.86, and 0.74, respectively. According to the Sport Club Department in the Youth and Sport Office in Isfahan City, there were 208 active fitness sport clubs as of 2023. The researchers selected consumers from 14 of these clubs as the statistical population, ultimately choosing 384 consumers as the sample for this research. To test the conceptual model, structural equation modeling was performed using PLS statistical software. The results indicated that relationship marketing significantly affected brand equity, brand identification, and brand experience in sport clubs in Isfahan City. Additionally, both brand identification and brand experience positively and significantly influenced brand equity. Marketing involves a range of long-term and beneficial activities between customers and the managers of sport clubs. Today, capturing customer attention is fundamental to marketing success (Yang & Chao, 2017). The use and development of relational marketing have positively contributed to this success, primarily due to its advantages in enhancing the brand value, recognition, and experience of sport clubs. Brand identification helps consumers remember a brand by engaging with various elements and parameters, distinguishing it from other brands. This recognition contributes to the development of brand equity. Additionally, consumers' understanding of service quality at sport clubs plays a crucial role in shaping their brand experience. When this experience is positive, it can ultimately lead to enhanced brand equity. Relationship marketing also showed a positive and significant effect on brand equity through the mediating roles of brand identification and brand experience in Isfahan's fitness clubs. Consequently, focusing on developing relationship marketing can be an effective strategy for enhancing brand equity in fitness clubs in Isfahan City. In this context, brand identification and brand experience play crucial roles. By directing marketing resources toward relationship marketing and fostering existing consumer relationships, fitness club managers in Isfahan City can strengthen brand identification and provide an excellent brand experience, ultimately increasing brand equity in the minds of consumers.
Keywords: Relationship Marketing, Brand Equity, Brand Identification, Brand Experience, Sport Clubs, Isfahan.
کلیدواژهها [English]
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