نوع مقاله : مقاله پژوهشی
نویسنده
هیات علمی دانشگاه فرهنگیان
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Abstract
The purpose of this study was to explain the role of customer engagement on the brand equity of aerobics sports clubs in Yazd Province, emphasizing the mediating role of brand trust and brand identity. This research was causal in nature and conducted using a survey method. The statistical population consisted of customers of aerobics sports clubs in Yazd Province. Since the exact size of the population was unknown, the sample size was determined as 384 individuals based on Krejcie and Morgan’s table, assuming an infinite population. The measurement instruments were standard questionnaires for customer engagement (Lee & Park, 2024), brand trust (Roest & de Graaf, 2023), brand identity (Alakkas et al., 2022), and brand equity (Azimzadeh et al., 2019). The reliability of the questionnaires, assessed using Cronbach’s alpha, was estimated to be 0.84, 0.76, 0.81, and 0.85, respectively. The findings from data analysis using structural equation modeling indicated that customer engagement had a positive and significant effect on brand equity, brand trust, and brand identity. Moreover, brand trust and brand identity both had positive and significant effects on brand equity. Therefore, managers of sports clubs can enhance customers’ trust in the brand and strengthen brand identity by focusing on factors that influence customer engagement, thereby significantly improving the brand equity of their clubs among target customers.
کلیدواژهها [English]
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