مطالعه ارزش ویژه برند تیم ملی والیبال ایران و ارائه مدل

The purpose of this study is to survey the brand equity of the Iranian national volleyball team and designing a model. The research method was descriptive and correlational research. The statistical population includes all members of the national team fan club who watched the matches of the team in the World Volleyball League. The statistical sample was a simple random sampling method based on Morgan table of 384 people. To collect data, a combined brand equity questionnaire including Acker (2009) and Pious and Ebrahimi Abed (2012) and Gladden and Funk (2002) questionnaires with a five-point Likert scale was used. For data normalization, the Kolmogorov-Smirnov test and the research hypotheses tests, the correlation test was used at the significance level of P≤0.05 and for the purpose of testing the pattern of research, the statistical modeling method (PLS-SEM) was used using path analysis. Data analysis showed that there is a significant relationship between brand equity and its components with brand awareness, perceived quality, brand loyalty and association. This means that with increasing brand awareness, perceived quality, brand loyalty and association, the brand equity of the national volleyball team increases. Also, the brand equity model and its components have a sufficient fit. Finally, it is possible to increase the level of customer awareness and association of the brand, through extensive advertising by supporting teams and sports events to introduce a team brand, will remain in the minds of customers of sports products and reduce brand change in the future.