The impact of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers

The aim of this study was to investigate the effect of brand awareness and reputation on brand citizenship behavior with the mediating role of brand differentiation among sports goods customers. The present study is a practical research in terms of purpose and quantitative in terms of strategy and correlation in terms of implementation path, field knowledge in terms of data collection and futuristic in terms of time. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. Attention to research objectives The appropriate tools for this research were a questionnaire; For this purpose, its questionnaire was used by Kim and Lee (2016). The Brand Evidence Questionnaire consists of 17 questions and 5 components (brand name, price, main services, employee services, service delivery environment). Also, brand reputation consists of 3 questions, brand distinction consists of 3 questions and brand citizenship behavior consists of 4 questions. Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that brand evidence, brand reputation and brand differentiation had an impact on brand citizenship behavior, and brand evidence and reputation also affected brand differentiation. Finally, the mediating role of brand differentiation between the impact of brand evidence and reputation on brand citizenship behavior was confirmed.