The effect of brand rejuvenation on brand enhancement of sports products stores with the mediating role of branding behaviors of human resources

The aim of the current research is the effect of brand rejuvenation on the enhancement of the brand of sports products stores with the mediating role of branding behaviors of human resources. This study is applied in terms of purpose and based on descriptive-survey nature. Data collection has been done through field observation, questionnaire distribution and library studies related to research variables. The statistical population of this research is the customers of sports products stores in Ardabil city. It was used to estimate the number of samples based on structural equation modeling methodology that determines the number of samples in the range of 5n to 15n (n is the number of items), 115 to 345; About 186 out of 200 questionnaires have been completed and collected. The sampling method in this research is available using the non-probability method. The data collected by the questionnaire has been analyzed using the structural equation modeling method and SPSS and SmartPLS software. The results showed that in the direct paths of brand rejuvenation and brand-building behaviors of human resources had a significant effect on brand enhancement, and in indirect paths, brand-building behaviors of human resources could mediate the relationship between brand rejuvenation and brand enhancement.