The influence of selected marketing mix elements on brand equity in sport service | ||
| فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
| Article 1, Volume 2, Issue 2 - Serial Number 6, December 2013, Pages 11-20 PDF (286.58 K) | ||
| Document Type: Research Paper | ||
| Author | ||
| Majid Jalali Farahani* | ||
| Sport Management, Tehran University | ||
| Abstract | ||
| The purpose of this study was the influence of selected marketing mix elements on brand equity in sport service. Method research was descriptive - correlational. The statistical population consisted of the Mojhaye Abi center consumers. For sampling, we selected 262 persons. For gathering data, three main questionnaires utilized: Price, Service center image, Advertising and Promotional sales questionnaire (Yoo, Donthu & Lee, 2000) and Brand equity questionnaire (Henseler, Wilson & Westberg, 2011). The validity of questionnaires determined by experts and the reliability were (α = 0.79) for price questionnaire, (α = 0.73) for service center image questionnaire, (α = 0.84) for advertising questionnaire, (α = 0.78) for promotional sales questionnaire and (α = 0.81) for brand equity questionnaire. The stepwise regression results indicated that promotional sales and service center image for selected marketing mix elements did influence on brand equity. Also, the results indicated that price and advertising did not influence on brand equity. According to our results, Sports service centers have to for brand equity creation, their marketing activities are focused more on promoting and image center creation | ||
| Keywords | ||
| price; Advertising; Center image; Promotional sales; brand equity | ||
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