The Effect of Brand Rejuvenation on Brand Enhancement of Sports Products Stores with the Mediating role of Branding Behaviors of Human Resources

Sports marketing seeks to build sustainable and profitable links between sports product stores and customers by understanding why and how sports consumers and contacts behave and examining the relationship between brand and consumer. For this reason, the current research has been conducted with the aim of the effect of brand rejuvenation on brand enhancement of sports products stores through the mediating role of branding behaviors of human resources. This study is applied in terms of purpose and based on descriptive-correlational nature. Data collection has been done through the distribution of questionnaires and library studies related to the research variables. The statistical population of this research is the customers of sports products stores in Ardabil city. It was used to estimate the number of samples based on structural equation modeling methodology that determines the number of samples in the range of 5n to 15n (n is the number of items), 115 to 345; About 186 out of 200 questionnaires have been completed and collected. The sampling method in this research is available using the non-probability method. The data collected by the questionnaire has been analyzed using the structural equation modeling method and SPSS and SmartPLS software. The findings showed that in the direct paths of brand rejuvenation and brand-building behaviors of human resources had a significant effect on brand promotion, and in indirect paths, brand-building behaviors of human resources could mediate the relationship between brand rejuvenation and brand promotion. Therefore, sports stores can act by renovating and rejuvenating a brand directly or through their human resource activities to create, sustain and elevate a brand in the minds of their customers and create a competitive advantage for their store.