Determining Factors Affecting Domestic Sports Brand Equity Using Structural Equation Modeling

The aim of this study was to determine those factors affecting domestic sports brand equity using structural equation modeling. This research was a descriptive survey. 210 elite athletes of Ahvaz city were randomly selected using Krejcie and Morgan Table (N=450). A researcher-made questionnaire was used to collect data. Its validity was measured by a number of experts in the field and its reliability was calculated as 0.89. For descriptive analysis of data, SPSS software was use and for inferential analysis, structural equation modeling using AMOS software was applied. The most influential path of model was the effect of perceived quality on brand loyalty (path coefficient=0.91). The results showed that the marketing mix (product, price, place, promotion) were influential on three dimensions of brand equity (awareness / brand associations, perceived quality and brand loyalty). These three dimensions influenced each other and the brand equity. Therefore, quality product, expected price, a larger advertising and suitable distribution locations have an important share in elevating domestic sports brand equity.