Document Type : Research Paper
Authors
1 PhD Student, Department of Physical Education, Faculty of Physical Education and Sport Sciences, University of Mazandaran, Mazandaran, Iran
2 Assistant Professor, Department of Physical Education, Faculty of Physical Education and Sport Sciences, University of Mazandaran, Mazandaran, Iran
Abstract
Citizenship behavior of customers has a considerable effect on the achievement and promotion of social capital of an organization. On the other hand, building a strong brand in the market is the goal of many organizations. In this study, the role of brand equity in citizenship behavior of customers was examined in the form of a creative researcher-made model. This study was descriptive and applied in terms of aims. To collect data, the reliability and validity of two questionnaires were determined: standard questionnaire of Groth (2005) was used to assess citizenship behavior and standard questionnaire of Yoo and Donthu (2001) was applied to measure brand equity. The population consisted of customers of sport clubs in Mazandaran province and the sample was determined according to Morgan Table (n=384). To analyze the data, structural equation modeling by AMOS and SPSS software were used. The results showed that all dimensions of brand equity had a significant effect on behavior citizenship. Also, loyalty (coefficient=0.823) played the first role in citizenship behavior. Therefore, it is suggested that the managers of sport clubs should pay special attention to club brand with the aim of creating citizenship behavior in customers and increasing loyal customers.
Keywords
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