The relationship between the Advertising media and brand equity from the Sports customer perspective in Tabriz

The aim of this research is the study of the relationship between the Advertising media and brand equity from the Sports customer perspective in Tabriz. This is an applied and correlational research and the population of sports shop customers in Tabriz city were (N =30000). From the sample of 384 individuals according to Morgan, 360 individuals were selected through random sampling method. The measuring tool was advertising media questionnaire of Campel, Raight (2008) and brand equity questionnaire of Aaker (1991). The validity of the questionnaires was approved by five professors and specialists in the field of sport management.  Also, Cronbach alpha reliability of advertising media questionnaire was (α= 0/90) and of brand equity questionnaire was (1991) (α=0/91), respectively. To analyze the data, SPSS-16 and descriptive and inferential statistics were used. In inferential statistics, for checking the normal distribution of data, Kolmogorov-Smirnov test was used. After confirmation of abnormality of data, nonparametric statistical method of Spearman correlation test was used to determine the relationship between the advertising media and brand equity. The results showed that, there is a positive and meaningful relationship between the advertising media and brand equity from the sports customers perspective in Tabriz. (Sig <0/05). The customers’ brand equity is influenced by advertising media and this study confirms this.