The Effect of Brand Experience on Customer Engagement with Sports Brands through Perceived Satisfaction and Value

Document Type : Original Article

Authors
Peyman Norouzi 1
Mirhassan Seyedameri 2
Mohsen Behnam 3
1 Student of Ph.D in Sport Management, Urmia University, Urmia, Iran
2 Proffesor, Sport Management Department, Urmia University, Urmia, Iran
3 Associate Proffesor, Sport Management Department, Urmia University, Urmia, Iran
10.22034/ntsmj.2023.721115
Abstract
The purpose of this study was to develop a model of the effect of brand experience on customer engagement with sports brands through satisfaction and perceived value. This research was descriptive in terms of depth of scope and was applied in terms of its purpose. The statistical population was all customers of table tennis sports brands in Iran. The statistical sample size was 384 according to Morgan Table and the sampling method was simple random sampling. The research tools were the standard questionnaires of perceived brand value (Cowen et al., 2014), brand satisfaction (O'Reil and Ngoula, 2010; Vass et al., 2010), brand experience (Bracus et al., 2009) and consumer brand engagement (Holbeek et al., 2014). The face and content validity of these questionnaires and its reliability (α = 0.81) were confirmed by experts (12 people). Data was analyzed at two levels of descriptive (frequency, mean and standard deviation) and inferential (Klomogorov-Smirnov test, structural equation modeling) by SPSS version 25 and PLS version 3. The results showed that brand experience had a significant effect on customer engagement with the brand, brand satisfaction and perceived brand value. Also, the effect of brand experience on customer engagement through mediators of brand satisfaction and perceived value was significant. Based on the research findings, it can be said that marketing managers can use the presented conceptual model and create a unique experience that leads to customer satisfaction and value, by engaging their minds to the sports brand, to ensure customer loyalty.
Keywords
Brand experience
customer engagement
perceived value
satisfaction
sports brand

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