The Structural Equation Model of Customer-Based Brand Equity of Mahram Basketball Sponsors

The growing development of sports industry has created an opportunity for investors to attend this area. Brand has become a strategic necessity for investors to create sustainable value. Although brand directly applies value to organizations and corporations, customer is the root of this value. In fact, customer-based brand equity determines the real value of the brand. Brand evaluation is possible by the concept of brand equity. The aim of this study was to provide a structural equation model of Mahram customer-based brand equity as a sponsor of basketball team. This study has been carried out as a correlation survey. The sample included 272 spectators of Mahram basketball matches in 1391 basketball premier league. A questionnaire with 69 questions was used to collect data. The reliability of the questionnaire was 0.92 (P<0.01). The reliability of different parts of the questionnaire was as follows: 0.994 for prominence, 0.978 for product performance, 0.982 for brand imagery, 0.873 for emotions, 0.991 for adjudication and 0.980 for conformity (P<0.01). In the proposed model, these six factors as internal hidden variables directly explained the brand equity as an internal hidden variable. The model of this research achieved goodness indexes and showed a high compatibility with existing models.