Sport Management Journal

The Study of the Role of Brand Equity in Customer Citizenship Behavior in Sport Clubs of Mazandaran Province

Document Type : Research Paper

Authors

mahbobe abedi samakosh 1
Masoume Kalate Seyfari 2

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

https://doi.org/10.22059/jsm.2017.63631
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

brand awareness
Brand
Brand Loyalty
Citizenship behavior
Mazandaran province
mental imagery
  1. جلالی فراهانی، مجید (1392). «تأثیر عناصر منتخب آمیختۀ بازاریابی بر ارزش ویژۀ برند در خدمات ورزشی»، پژوهش‌های کاربردی در مدیریت ورزشی، دورۀ 2، ش2(پیاپی 6)، پاییز، ص20-11.
  2. حمدی، کریم؛ کرمی، ندا (1393). «رابطۀ نقش کارمندان در تشویق رفتارهای شهروندی مشتریان (مورد مطالعه: بانک تجارت شعبۀ ممتاز و درجه یک تهران)»، مجلۀ مدیریت بازاریابی، ش 23، تابستان، ص 58-41.
  3. دهقانی سلطانی، مهدی؛ محمدی، اسفندیار؛ اله‌پور اشرف، یاسان؛ سایه میری، کوروش؛ شیرین‌آبادی، الهه (1392). «رویکردمدلسازیمعادلاتساختاریدرتبییناثرتجربه،اعتمادووفاداریبهبرندبرارزشویژۀبرند»، مجلۀ مدیریت بازاریابی، زمستان، ص 117-101.
  4.  دیوانداری، علی؛ حقیقی، محمد؛ الهیاری، اشکان (1392). «بررسیرابطۀبینتصور ازعناصر معنابخشبرندوشناختبرند براساسمدلارزشویژۀبرندمبتنیبر مشتری (مطالعۀ موردیبانکملت)»، مدیریت بازرگانی، دورۀ 3، ش 10، ص 92-75.
  5. سید جوادین، سید رضا؛ شمس، راحیل (1386)، «عواملتعیین‌کنندۀارزشویژۀبرند کفشورزشی در میان گروه سنی جوانان»،پژوهشنامۀ علوم انسانی و اجتماعی مدیریت، سال هفتم، ش 25، تابستان، ص86-73.
  6.  عزیزی، شهریار؛ جمالی کاپک، شهرام؛ رضایی، مرتضی (1391). «بررسی ارتباط بین ارزش ویژۀ برند با همخوانی شخصیت برند و مشتری»، فصلنامۀ علمی-پژوهشی تحقیقات بازاریابی نوین، سال دوم، ش 4، شمارۀ پیاپی7، زمستان، ص 81-63.
  7. موسوی، سید عباس؛ حسینی، سید یعقوب؛ امیری، لیلا (1393)، «بررسیعوامل مؤثربررفتارشهروندیمشتریانخدماتبانکی»، فصلنامۀ علمی – پژوهشی مطالعات مدیریت (بهبود و تحول)، سال بیست‌وسوم، ش 76، زمستان، ص 70-59.

8-Aaker, D. A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, New York,15-88.

9-Aaker, D. A. (1996). “Measuring brand equity across products and markets”. California management review, 38(3), 102-120.

10-Abbasi, A., Hasan, S., Mehdi, B., & Rasoul, A. (2011). “AStudy of factors effecting customer citizenship behavior”.Interdisciplinary Journal of Contemporary Research In Business, 3(1), 1169-1190.

 11-Ahmadi, F., & Tavreh, N. (2011)."The relationship between corporate reputation and customer citizenship behaviors". Interdisciplinary Journal of Contemporary Research In Business, 3(3), 235-241.

12-Ahn, Y.-j., Hyun, S. S., & Kim, I. (2015).“City Residents Perception of MICE City Brand Orientation and Their Brand Citizenship Behavior: A Case Study of Busan, South Korea”,Asia Pacific Journal of Tourism Research(ahead-of-print), 1-26.

13-Bartikowski, B., & Walsh, G. (2011). “Investigating mediators between corporate reputation and customer citizenship behaviors”. Journal of Business Research, 64(1), 39-44.

14-Bove, L., Pervan, S., Beatty, S. & Shiu, E. (2009). “Service worker role in encouraging customer organizational citizenship behaviors”, Journal of Business Research, 62 (7), pp. 698–705.

15-Echchakoui, S. (2016). Relationship between sales force reputation and customer behavior: Role of experiential value added by sales force. Journal of Retailing and Consumer Services, 28, 54-66

 16-Groth, M. (2005). “Customers as good soldiers: Examining citizenship behaviors in internet service deliveries”, Journal of Management, 31 (1), pp. 7−27.

17-Hosseinzadeh, Arash(2016)."A New Insight into Customer Citizenship Behavior: Concept and Theoretical Framework." Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Springer International Publishing, 609-613.‏

 

18-Hsu, H. C., Oh, H. & Assaf, G. A. (2012). “A customer-based brand equity model for upscale hotels”, Journal of Travel Research, 51 (1), pp. 81-93.

 

19-Jamal,A., & Adelowore,A.(2008).“Customer-employee relationship: The roleof self-employee congruence”. European Journal of Marketing, 42(11/12), 1316-1345.

 

20-Kayaman, R. & Arasli, H. (2007). “Customer based brand equity: Evidence from the hotel industry”, Managing Service Qulity, 17 (1), pp. 92-109.

 

21-Kim, H. K., Kim, S. K., Kim, Y. D., Kim, H. J. & Kang, H. S. (2008). “Brand equity in hospital marketing”, Journal of Business Research, 61 (1), pp. 75–82.

 

22- Lengnick-Hall, C. A., Claycomb, V. & Inks, L. W. (2000). “From recipient to contributor: Examining customer roles and experienced outcomes”, European Journal of Marketing, 34 (3/4), pp. 383−359.

23-Organ, D.W. (1997), “Organizational citizenship behavior: it’s construct clean-up time”, Human Performance, Vol.10, pp85-97.

   

24-Organ ,D.W. )1998(, "Organizational Citizenship Behavior the good soldier syndrome", Lexington book, Lexington, MA، 132.

25-Ponnusamy, G., & Ho, J. S. Y.(2015). “Customers as Volunteers? E-Customer Citizenship Behavior and Its Antecedents”. International Foundation for Research and Development (IFRD), Vol. 7, No. 3, pp. 50-58.  

26-Yoo, B. and Donthu, N.(2001). "Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”. Journal of Business Research, 52 (1), Pages 1–14.

27- Zhang, J., Jiang, Y., Shabbir, R., & Du, M. (2014). “Building industrial brand equity by leveraging firm capabilities and co-creating value with customers”. Industrial Marketing Management , Cities 38, Page 11-17.

 

Sport Management Journal
Volume 9, Issue 2
Summer 2017
Pages 343-358

  • Receive Date 05 November 2015
  • Revise Date 19 June 2016
  • Accept Date 20 June 2016

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us